Askin Land and Livestock cattle grazing at sunrise as ground fog lifts off the Wyoming grass

Prepared for Sage Askin / Askin Land & Livestock

Digital Management & Growth Partnership

A proposal to take ownership of the website, content, search visibility and day-to-day digital operations of Askin Land & Livestock — so the digital side of the ranch runs as dependably as everything else on the place.

Prepared by
Tia Harper
Attention Horse Marketing Solutions
AttentionHorse.com
Prepared for
Sage Askin
Askin Land & Livestock
Wyoming
Role proposed
Digital Operations & Marketing Manager
Site management, content, SEO, coordination

“To make the land and livestock healthier, and have fun.”Askin Land & Livestock

02Executive Summary

This is bigger than maintaining a website.

After talking with you, it became clear that the need is not a one-time website project. Websites do not fall behind because somebody built them wrong. They fall behind because nobody owns them once the calving starts, the grass turns, the cattle ship and the days get long.

What this proposal describes is a dependable digital operator — one person who takes responsibility for the website, the content, the search visibility, the inquiries and the marketing coordination, and who keeps that work moving without needing to be chased.

The intent is not to hand you a new set of tasks or a dashboard to check. It is the opposite: to take a category of work off your plate entirely and report back in plain language on what was done, what it produced, and what comes next.

You already have the hard part — a real operation, a real philosophy, and a story worth telling. My job is to make sure the digital side of that business actually gets done.

The role in practice

Ongoing responsibility for the following:

  • Keep the website accurate and current
  • Organize and improve the information already there
  • Add new content as the business changes
  • Improve search visibility
  • Make the site easier for customers, partners, employees and prospects to use
  • Tell the Askin Land & Livestock story more effectively
  • Support livestock and grazing opportunities
  • Keep the digital presence consistent
  • Identify practical opportunities for growth
  • Reduce the website and marketing work Sage handles personally
  • Coordinate specialized outside help when it is actually needed
03The Opportunity

You already have what most businesses cannot manufacture.

Authentic experience. A recognizable philosophy. Years of ranch knowledge, livestock expertise, real family involvement, and a story people actually want to hear. None of that can be bought or invented.

A mixed herd of Hereford, red and black cattle standing in cured Wyoming grass

The opportunity is to turn those assets into a more intentional digital presence. Right now the website works as an online brochure. It can do considerably more than that — not by becoming flashy, but by becoming organized, current and genuinely useful to the people who land on it.

The goal is a website that works as hard as the people behind the ranch.

What the website should function as

Central information hub

One dependable place where current, accurate information about the operation lives.

Credibility and trust platform

Years of ranch knowledge, presented so a stranger can see it in the first ten seconds.

Lead-generation tool

Clear paths for buyers, grazing inquiries and partnership conversations.

Recruiting resource

A place good ranch help can find open positions and understand the outfit.

Livestock and grazing resource

Availability, specifications and contact routes that stay current through the season.

Storytelling platform

Family, faith, stewardship and the way this ranch actually operates.

Search-engine asset

Existing subject-matter expertise structured so people searching can find it.

Communications tool

Inquiries routed, answered and followed up on instead of quietly lost.

06Website Management

Somebody has to be responsible for the site.

Day-to-day administration of the website, plus the brand and usability improvements that make it easier to read and easier to act on — while keeping it recognizably Askin Land & Livestock.

Administration

  • Website updates
  • Page creation and editing
  • Navigation improvements
  • Content organization
  • Image management
  • Broken-link monitoring
  • Forms
  • Contact information
  • Basic troubleshooting
  • Third-party integrations
  • Domain and hosting coordination
  • Website backups where applicable
  • Security and update coordination where applicable
  • Mobile responsiveness checks
  • General website quality control

Improvement, not replacement

  • Typography
  • Spacing
  • Navigation
  • Page hierarchy
  • Calls to action
  • Photography
  • Mobile experience
  • Content structure
  • Consistency
  • Readability

I am not recommending that you throw away the existing brand. The Askin Land & Livestock identity is recognizable and it has been earned. The work is to preserve it while improving how the site reads and how easily a person finds what they came for.

It should feel like the same ranch — simply better organized and easier to use.

07Content & Storytelling

A living content system, not a one-time rewrite.

The site should reflect the operation as it stands right now. That requires a standing system for gathering raw material from the ranch and turning it into something publishable.

Content the system produces

  • Ranch updates
  • Livestock updates
  • New animals
  • Sheep availability
  • Cattle availability
  • Grazing opportunities
  • Ranch news
  • Seasonal updates
  • Employment opportunities
  • Educational resources
  • Ranch stories
  • Family and ranch profiles
  • Photos
  • Videos
  • Testimonials
  • Partner stories

Production system

  • Monthly content requests
  • Simple phone photo and video guidelines
  • Shared content collection folders
  • Caption templates
  • Seasonal content calendars
  • Photo organization and archiving
  • Website publishing workflow
  • Social publishing workflow
Three riders on horseback at the Askin ranch, long shadows across the grass in early morning light

The division of labor

You and the crew are already out there in the good light with a phone in your pocket. That is the raw material. Nobody needs to become a content creator.

You send what you have. I handle the writing, editing, organizing, formatting, publishing and scheduling.

08SEO & Search Visibility

Ongoing management, not a one-time optimization.

Search work is maintenance work. It is done continuously, measured honestly, and reported without inflated claims.

Ongoing SEO program

  • Keyword research
  • On-page SEO
  • Metadata
  • Header structure
  • Internal linking
  • Image optimization
  • Local and regional search optimization
  • Technical SEO monitoring
  • Search Console monitoring
  • Google Business Profile coordination if applicable
  • Content optimization
  • Search performance reporting

What I will not promise

I will not promise rankings. Anyone who does is guessing, and you would be right to be skeptical of them.

What I will commit to is consistent SEO management, technical improvements, content optimization and straight measurement — so you can see whether search is bringing you the right people over time.

09Social & Digital Presence

Built around the business — not around posting.

A practical social presence that grows out of what is already happening on the place. Content pillars keep it focused, so nothing gets produced simply to fill a calendar.

01

Ranch Life

Real ranch work, seasonal activity, weather, family, livestock and daily operations.

02

Livestock

Cattle, sheep, breeding, stockers, heifers, animal health and management.

03

Land & Stewardship

Regenerative practices, grazing management, range health, water, grass and land stewardship.

04

Education

Ranching concepts explained in accessible language for people outside the industry and inside it.

05

People

Sage, Faith, employees, partners and the people connected to the operation.

06

Opportunities

Livestock availability, grazing opportunities, employment, internships and partnerships.

07

Story

The philosophy and history of Askin Land & Livestock.

The standard

Not polished influencer content. Credible, useful, authentic Western content — using real ranch photography and video wherever possible.

Email & communication support, where appropriate

  • Contact forms
  • Inquiry routing
  • Automated confirmations
  • Lead organization
  • Follow-up systems
  • Basic email campaigns
  • Website-to-email workflows

The goal is to keep a good opportunity from disappearing simply because somebody was busy working cattle.

11Employment & Recruiting

Good help has to be able to find you.

The site already includes employment information. The improvement is a reusable structure — so a filled position comes down quickly and a new one goes up the same day.

Positions the structure supports

  • Ranch positions
  • Seasonal workers
  • Internships
  • Unit managers
  • Ranch hands
  • Specialized positions
  • Application instructions

Why the structure matters

Ranch hiring runs on a calendar, and an outdated job posting costs credibility with exactly the kind of person you want to hire. A templated posting format means every opening looks consistent, includes application instructions, and can be published or retired without a website project.

Recruiting pages also happen to be among the most-searched content in this industry — which makes this useful for search visibility as well as hiring.

12Resource Library

Turning the Resources page into a knowledge center.

The existing Resources section is the seed of something more useful: a place where the operation can demonstrate what it knows. This builds long-term search value and gives partners, customers and prospective employees a reason to come back.

Potential categories

  • Ranch management
  • Grazing
  • Livestock
  • Range management
  • Regenerative agriculture
  • Ranch economics
  • Recommended resources
  • Videos
  • Articles
  • Books
  • Industry links
A single-wire fence dividing grazed and rested pasture, showing the difference in grass cover on either side
13Analytics & Reporting

Measurement you can actually read.

Basic, honest measurement established up front — then a short monthly report written in plain language. No vanity metrics, no dashboards you are expected to log into.

What gets tracked

  • Website traffic
  • Traffic sources
  • Search visibility
  • Most visited pages
  • Search queries
  • Contact and form activity
  • High-value pages
  • Content performance
  • Geographic traffic
  • Conversion opportunities

The reporting standard

A monthly report should answer four questions: what happened, what it means, what I am doing about it, and what I need from you.

If a number does not help make a decision about the business, it does not belong in the report.

  • One page, not twenty
  • Written in plain English
  • Trends over time, not isolated spikes
  • Clear recommendations
16Autonomy & Delegation

A Small Team Without a Large Agency

My value is not that I personally perform every possible task. It is that I own the outcome.

When a deliverable requires specialized expertise, additional production capacity, or a skill that would be inefficient for me to perform personally, I would recommend and coordinate a qualified contractor — with your approval on budget.

The purpose is not to build an agency around Askin Land & Livestock. The purpose is to give you access to the right expertise without requiring you to find, vet, brief, schedule, chase and pay multiple freelancers.

I remain the project owner. If it does not get done, that is on me — not on the contractor.

Specialists that may be involved

  • Photographer
  • Videographer
  • Graphic designer
  • Copywriter
  • SEO specialist
  • Web developer
  • Paid advertising specialist
  • Social media assistant
  • Administrative / content assistant

What stays with Tia

  • Define the scope
  • Select or recommend the appropriate person
  • Manage deadlines
  • Review the work
  • Maintain brand consistency
  • Communicate with Sage
  • Make sure deliverables are completed
  • Remain accountable for the final result

Approval & Autonomy Model

Three levels, so you keep control without managing details.

Level 1No approval required

Tia Can Execute

  • Routine website updates
  • SEO improvements
  • Content formatting
  • Social posts
  • Image changes
  • Analytics and reporting
  • Maintenance within the approved scope
Level 2Reviewed before it goes live

Sage Approval

  • Brand positioning
  • Public statements
  • Pricing
  • Livestock claims
  • Business policies
  • Major website restructuring
  • Paid advertising budgets
  • New major campaigns
Level 3Pre-approved budget

Contractor / Specialist

  • Tia recommends and coordinates outside specialists as needed
  • Recurring or predictable contractor costs run against an agreed monthly or project budget
  • Anything above that budget comes to Sage first
17First 90 Days

What the first three months look like.

Understand before changing, clean up before building, then establish the systems that keep it going. Every phase ends with something concrete in your hands.

Days 1–30

Audit & Foundation

  • Full website audit
  • Content inventory
  • Identify outdated information
  • Identify duplicate or conflicting information
  • Review navigation
  • Review mobile experience
  • SEO baseline
  • Analytics setup and review
  • Search Console review
  • Google Business Profile review
  • Digital footprint review
  • Establish content workflow
  • Establish communication workflow
  • Establish priority list
  • Identify quick wins

Deliverable

90-Day Digital Action Plan

Days 31–60

Cleanup & Optimization

  • Update priority pages
  • Improve navigation
  • Rewrite and organize priority content
  • Improve SEO
  • Optimize images
  • Establish content calendar
  • Improve contact and inquiry pathways
  • Build and update employment structure
  • Improve livestock information structure
  • Begin social content system
  • Launch reporting

Deliverable

Reorganized priority pages + live reporting

Days 61–90

Growth System

  • Launch resource and content strategy
  • Establish recurring content production
  • Improve search visibility
  • Develop lead-generation opportunities
  • Establish seasonal campaign calendar
  • Identify strategic partnerships
  • Evaluate results
  • Recommend next-phase priorities

Deliverable

Recurring production system + next-phase recommendations

19Communication

Light, written, and on a schedule.

A system designed to save you time. Written updates instead of standing meetings, so you can read them when you come in at night rather than stop work to take a call.

Weekly

Brief written update

  • Completed this week
  • In progress
  • Needs Sage
  • Recommended next steps

Monthly

Comprehensive report

  • What was accomplished
  • Website performance
  • SEO progress
  • Content performance
  • Leads and inquiries
  • Problems discovered
  • Opportunities identified
  • Next month's priorities

No unnecessary meetings. If something needs a decision, it will be in writing, in one place, with a recommendation attached.

20Success Metrics

Followers are not the measure.

Success here is whether the website works, whether the right people find it, whether inquiries come through, and whether this takes work off your plate.

  • Website usability
  • Search visibility
  • Qualified website traffic
  • Contact inquiries
  • Livestock inquiries
  • Grazing inquiries
  • Employment applications
  • Content production consistency
  • Website freshness
  • Search impressions
  • Search clicks
  • Conversion opportunities

The metric that matters most

A measurable reduction in the amount of website and marketing work Sage has to do personally.

23Next Steps

Let's Make the Digital Side of the Ranch Easier.

The objective is simple. You should not have to be the website manager, the SEO specialist, the social media manager, the content editor, the project manager and the digital strategist on top of running a ranch.

I will own that responsibility — keep the site accurate, keep the story told well, keep the inquiries moving, and bring in the right specialist when a job calls for one.

The goal is a digital presence that works as hard as the people behind the ranch.

Where we go from here

  1. 01Review this proposal at your convenience
  2. 02Discuss scope, hours and engagement terms
  3. 03Confirm Phase 1 priorities and start date
  4. 04Begin the 30-day audit and action plan
Accept & Begin Phase 1Discuss Next Steps

This proposal is a working document for discussion. Nothing here is a binding agreement — final scope, terms and compensation would be confirmed together in writing.

Tia Harper

Attention Horse Marketing Solutions

AttentionHorse.com