The Exclusive Marketing Course for Conservation Breeders.

Professionally, Matt has spent most of his 25-year career in internet marketing, strengthening national brands you’ve likely shopped before – Drs. Foster & Smith, Montgomery Ward, Country Door & The Swiss Colony, to name just a few.

However, his greatest digital passion has been using his marketing and business experience to execute those same strategies and optimizations on his own website, WyndlairCollies.com. With limited technical resources and no advertising budget, Matt built the website into the #1 Collie breeder website in the world. The site has received over one-quarter million visitors and large volumes of quality puppy inquiries have poured into his Inbox for years. Due to the tremendous puppy demand generated by the website, Wyndlair Collies commands up to three times the going price for their puppies.

Are you interested in learning the Story Behind Website Academy and how this transformational marketing course came to be? Click below to learn more.

Learn the Foundational Marketing Concepts Integral to the Course

Beginning September 23rd: In the first module, Matt will explain the critical core concepts that the entire course will be built upon. He will share a lay-of-the-land overview and show you the path to creating your own successful website.

He will lead you in defining your website’s purpose. You will learn who your website’s target audience is – and who it is not (most breeders make this mistake when creating their websites). You will begin to view your website from your target audience’s perspective. Matt will cover Search Engine Basics and he will roll back the cover to share with you how Google works and what Google is looking for from your website.

Matt will explain how a properly designed website will save you time and effort with every puppy inquiry, applicant, and buyer.

Finally, you will be introduced to the 3-part framework to follow as you build or optimize your website for success.

Highlights:

• Learn who your target audience is. You can’t tell a compelling story if you don’t know who you are telling the story to. You will place yourself in your audience’s shoes to help tell a better story they can’t wait to hear.
• Understand Search Engine Basics. You will learn the anatomy of a search engine results page and how Google works.
• Learn what Google is truly looking for in a website so you don’t need to be chasing its constantly-changing algorithm – a trap even experienced SEOs fall into. 
• Learn the Better Breeder’s Pyramid for Website Success, which will provide the framework for your entire project.
• Realize the significant time & effort savings a properly designed website gives you. Start working with more informed puppy inquiries, applicants, and buyers. 

How to Create & Structure an Attractive Website so Visitors can Find what They are Looking For – Easily & Efficiently

Beginning September 30th: Web design has changed dramatically over the years. From desktop screens to mobile devices, from gaudy-colored backgrounds with music to today’s minimalist modern themes. While web design has advanced greatly, most breeder website designers continue to create sites that look like the late-2000s. In this module, you will learn what not to make your site look like and jump forward 15 years.

You will be shown the important pages and page elements, and their purpose. Also, the optimal balance of text and imagery – and just how powerful the proper images are of your dogs and puppies. Matt will show you how to design a website that is helpful to visitors and enjoyable to scroll through. After all, current Google algorithm updates are heavily focused on user experience, or “UX,” as it is called in the SEO industry. We will get you ahead of those updates.

But, there is so much more to a successful website than just visual design. How you organize your content is crucial if your website is to have the desired effect on visitors. Also, the content structure is important if Google is going to understand what your website is about and rank it properly.

In this module, you will be given the optimal structure for a dog breeder website. Matt will discuss the critical categories and pages your site must include to perform well. 

Highlights:

• Understand how the theme (or template) influences the design and functionality of your site. Ensure your site has an optimal site template to perform as desired.
• Learn what modern web design looks like across different screen sizes & devices. Understand what the purpose of a website theme is – and what it is not.
• Learn how to design your pages and content for a great user experience. Avoid creating a site where visitors must search for the information they are after. Instead, make their experience intuitive and enjoyable. 
• Optimal Site Structure. Learn the critical pages and categories your website must contain to be successful with Google and your site visitors.
• A picture is worth a thousand words. Learn what type of photography a website needs to tell your story. 

Learn What Google Wants in a Website and How to Deliver It

Beginning October 7th: In this module, you will learn what Search Engine Optimization (SEO) is and how to find search engine success without being an expert. Matt has spent much of his career performing SEO for dozens of websites, from local retailers to national brands – including websites you’ve likely shopped at. SEO is not often discussed in everyday life, but it is a major digital industry that almost every brand, online retailer, and organization obsesses over and spends fortunes trying to improve. In this module, Matt shares his real-world experience to break down the most critical parts and give you the necessary roadmap to success.

Most importantly, you will be spared from the code-speak and technical jargon that sounds like Greek to most people. This course makes “tech talk” sound like “dog talk.”

You will learn how to give Google what it is really looking for in a dog breeder’s website. Matt will teach you how to do simple keyword research to gain deep insight into what your prospective puppy buyers are typing into Google to find you. That knowledge will begin to show the path to optimizing your website content.

Highlights:

• Acquire SEO knowledge typically only possessed by expert digital marketers. This knowledge has never been shared with dog breeders before.
• Learn how to perform basic keyword research to literally get into the minds of your ideal puppy buyers and understand what questions they are asking Google.
• Once we know your breed’s target keywords, Matt will show you exactly how to use them as you craft your content and web pages.
• Understand what page elements send the most powerful signals to Google. Some SEO tactics are much more important than others. You will learn which ones matter most.

What Your Website Must Contain to Educate Prospective Puppy Buyers and Make Them Yearn for Your Puppies

Beginning October 14th: In this section, Matt explains the critical information a successful dog breeder website needs to have and where it should sit on the site. You will revisit the necessary pages and categories to ensure the right content is on them. Plus, you will intergrate your new SEO knowledge to optimize them so they rank high on Google.

Finally, you will learn how to tell your story to differentiate yourself from other dog breeders. Help your target audience understand how special your dogs are without coming across as obnoxious or braggadocious (and, we know that the meek breeders among us worry about this.) Matt shares writing secrets to make puppy buyers want one of your incredible puppies and they will no longer be interested in lesser options.

Highlights:

• Writing Tools & Support. No writing abilities? No problem. Matt shares his favorite writing resources (including generative artificial intelligence (AI) tools) that can help anyone develop effective website copy. And we mean anyone.
• Optimize your Homepage. Make sure site visitors realize instantly they are in the right place and are given a clear path to what they want next.
• Create a Rockstar Puppy Page – The single greatest asset of your website if it is built correctly. No other page will work harder for you, save you more hours of communication, and endear you to your ideal puppy customers. This page is a literal game-changer.
• Understand the value of a “For Sale” page and what to put on it – even when you have nothing currently available for sale. Intrigued? You should be.
• Finally, how to craft your personal story. This is where you are able to clearly and definitively differentiate yourself from other puppy competition — even if you don’t feel you have the history or qualifications. We promise that you have something special to offer that nobody else does, and we will find it.
• Plus, you get an extra Implementation Week to complete your work before moving on to the final Module.

Putting Your Website into Action to Realize Digital Success

Beginning October 28th: At this point, you’ve built your high-performance race car. Now it is time to put it on the race track. In this module, Matt will share the final but critical steps to launching your new site and realizing digital success. 

For many years, the famous “Field of Dreams” quote was true:

“If you build it, they will come.”

But that is no longer true for websites. Google has raised the bar and there are some final steps before you will earn Google’s respect and it begins sending you high-value traffic. These steps will also provide long-term stability for your search rankings. “Owned” digital real estate is what you are building, not short-term social media “likes” & emojis.

Highlights:

• Integrate Google’s Tools. There are important software integrations to ensure your website is performing as desired. You will be shown how to set up a couple of Google’s own free tools to monitor performance.
• Link Building & Establishing Authority. Make sure Google gets the critical third-party signals that your site is legit and knows you are a breed authority. While most agree that link-building is the hardest part of SEO, Matt shares some insider industry tactics to get the important links your site needs to perform.
• Website Diagnostics. You will learn a couple of easy tests to ensure your site is performing up to snuff. And, if not, what are the next steps.
• SEO Content Marketing Secrets. Matt will provide some simple tactics to future-proof your search rankings and keep site visitors (and Google) coming back to your site regularly. 

Better Breeder Website Academy

(A $2,500 Value)

• 5 Website Success Modules. Expert industry information never before shared with dog breeders.
• Better Breeder’s Pyramid for Website Success – The complete framework to build your own kennel website into a successful marketing machine.
• Clear, step-by-step instructions to easily complete each class section.
• Course worksheets to create and organize your website information – OR, to give to your webmaster if you don’t want to update the website yourself. It will make their job a snap.
• Optional referral information for quality, affordable support for any technical or creative project you don’t want to do yourself.
• A Rockstar Puppy Page that will earn traffic, educate visitors, endear yourself to ideal puppy buyers — and push away the “tire-kickers” and casual puppy shoppers that waste your valuable time and energy.  
• A breeder website that instantly differentiates you from the backyard, for-profit, and commercial breeders in your area — and prevents you from ever being compared to them on price again.

You’ll be given access to one module per week (plus an extra implementation week for Module 4: Content) –  so you’ll have ample time to dive into the lessons and execute that portion of the project plan before moving on to the next one. We do this to protect your time, attention, and focus while sparing you from the overwhelm that can stop busy breeders from finishing their kennel websites.

Better Breeder Website Academy is the first and only curriculum of its kind, offering a step-by-step framework for dog breeders to turn their kennel website into a Best in Show marketing machine. The course offers a plan to make your website attract higher numbers of the best prospective puppy buyers, so you never need to spend another cent on advertising.

When you join this course, you will join a special group of motivated and supportive conservation breeders who are also looking to gain this knowledge and will be working alongside you on this journey. 

Now, by the end of the first 10 days of the class, you will have received access to the first two modules, as well as the Registration Bonus Masterclass, “What If I Don’t Have A Website?” That means you’ll have been able to access this internet industry information and will have a new-found knowledge of how websites win on Google and in the hearts of visitors before making a final commitment to the course.

At that point, if you don’t feel totally committed and motivated to turn your website into an ideal puppy buyer magnet, simply reach out, show us you’ve put in the work, and we’ll refund your investment. There is no risk. Full details here  >>

You should give Better Breeder Website Basics a 10-day risk-free shot if you’re motivated by any of the following statements:

• You’ve made the comment, “I need to update my website.”
• You’ve wished that great homes would find you, instead of needing to advertise to find them.
• You’ve ever decided NOT to do a litter because you weren’t sure you’d have good homes for all the puppies.
• You dread the amount of time it takes to screen and educate new puppy buyers about your dogs, breeding program, and sales process.
• You wished your purebred dog passion didn’t cost so much, or there was a way to recoup more of your hard-earned money from the beautiful, well-bred puppies you produce. 

As a conservation dog breeder, you have worked hard for your dogs’ success and your breed’s advancement. If anyone deserves the benefit of an optimized kennel website, it is you. 

But, these benefits won’t be realized if the website development and optimizations aren’t done properly. Simply hiring a breeder website designer won’t let you achieve digital success. Our step-by-step framework is still required to ensure the SEO, Design, and Content are created properly in a symbiotic manner. We hope you let Website Academy guide you on this path he knows so well. 

This is the best price Website Academy will ever be offered at.

This type of clear implementation program could sell for more than 5X the investment. When you consider it integrates the knowledge, theory, and strategy applied by national brands and Fortune 500 companies on their own websites, it truly is revolutionary for this information to be openly shared with dog breeders. And – not just any dog breeders – but the esteemed preservation breeders of purebred and purposefully-bred dogs. This training will give you the tools to out-market, out-communicate, and out-compete the backyard, for-profit, and commercial breeders in your area. This is the knowledge you deserve to have — and now can.