As I continue updating the Horse Trainer Directory—specifically the Flat Trainers’ website links—I'm struck by how many trainers either have outdated websites or none at all. Working through my list of over 200 trainers, it's surprising to see such a wide gap in digital presence among professionals competing for business.
To be fair, a quality website with all the bells and whistles from an SEO company is a significant investment. Flashy websites like Roger Varian’s must cost upwards of £5,000, and when you add social media management across platforms, the expense can be daunting.
I won’t name names, but some trainers’ websites look like they were built 20 years ago. I can relate—I’m sure people visiting my platform might think the same! This project is a labor of love, and I simply don’t have the budget to spend thousands on it.
Interestingly, none of the trainers featured on my website pay a fee, and only a handful have ever even said thank you. Once, Rose Dobbin messaged to ask if there was a cost for adding her website and social media. It made me smile because she took the time to ask. I replied, “It’s all free!”—and it truly is, for every trainer, no matter their size.
Over the years, it’s been rewarding to see our site feature in search engines and send visitors to trainers of all levels. I’ve always had a soft spot for helping the smaller stables. Whether right or wrong, I’ll always root for the underdog.
Moments like Pam Sly’s incredible 2006 win with Speciosa in the 1000 Guineas make it all worthwhile. Seeing a smaller trainer soar with a superstar horse is what keeps me going. Pam doesn't have a website.
Victory
If any trainers need help with websites, social media, or SEO, I know just the person—a great friend who can help them shine online.
Keep those horses galloping fast.