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I turn specialist service into trustworthy digital experiences that speak directly to the families who need them most.
SJ Equine Coaching
Web Design
March 2, 2026
SJ Equine Coaching is a boutique, one-to-one equine-assisted coaching service based in Kilmore, Co. Clare. Run by Majella Moloney, it provides personalised sessions for children with additional needs including autism, ADHD, anxiety, and sensory processing challenges.
When I first met with Majella, she had an existing WordPress website at sjequinecoaching.ie. On the surface it looked like a functioning site, it loaded, it had pages, the photography was warm. But a thorough audit revealed it was actively working against her in almost every way that mattered.
Broken navigation: Three out of five main navigation links pointed to ‘#’ – they went nowhere. The Services, Our Horses, and FAQs links were all dead.
Zero social proof: There were no testimonials, no parent stories, no outcomes mentioned anywhere on the site. For a service where trust is everything.
No booking path: There was no clear call to action, no Discovery Session offer, A parent who wanted to book had no obvious way to do so.
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Rather than jumping straight into design, I took a research-first approach. The website wasn’t just a design problem – it was a messaging, positioning, and market understanding problem. I needed to know who Majella’s competitors were, what parents actually searched for, and where the opportunity gaps existed before writing a single line of copy.
I mapped every equine-assisted service in Ireland I could find, from large charitable organisations to small practices.
The issue wasn’t just design. It was also positioning. I mapped the Irish equine-assisted coaching market and analysed parent search behaviour.
The opportunity was clear: align messaging with how worried parents actually search.
The design moved away from the clinical, institutional look most therapy sites default to — instead drawing from the stable itself with warm earthy tones, natural textures, and Majella's own photography. No stock imagery, no sterile whites. The user journey was stripped back to one clear path: land, understand, feel reassured, and book a Discovery Session within a few scrolls.
SEO metadata: Unique, parent-focused title tags and meta descriptions for every single page.
CMS-driven content:, blogs, success stories, and FAQs managed through Webflow CMS collections, making it straightforward to add new content without touching the page structure.
Most equine therapy providers optimise for professional terminology. We optimised for what parents actually type into Google at midnight when they’re worried about their child. This isn’t just an SEO tactic – it’s a fundamental positioning choice.
Majella is brilliant at what she does but isn’t tech-savvy (as she says to me all the time). Every recommendation had to be practical, every instruction clear, and every piece of content reviewed to make sure it felt authentically hers. I structured the project to minimise her overwhelm.
Working with Darren was the best decision for my business. Before he rebuilt my website I wasn't getting any enquires. Shortly after my new website launched I was getting lot's of enquiries. Darren understands how to turn visitor's into customer's.
Darren brought my vision to life and created a stunning, modern website that captures my work.
I would highly recommend Darren to built your website, he listens to you, explains everything in detail and delivered within budget.
Majella Moloney - Business Owner
This project is ongoing with planned next phases including blog content development using the 20 content ideas identified during research, Google My Business optimisation for local search visibility, Facebook and Instagram ad campaigns targeting parent search terms with a dedicated landing page.
The website is the foundation. Now we build the traffic, the trust, and the referral network that turns a brilliant local service into the obvious choice for families across Clare and Limerick.