Digital Presence
Product Management
Framer-built
Closed
From Local to Online Business
A horseback archery school nestled in the Bulgarian countryside, with no functional website, no bookings system, no automation, and no international reach. I planned and built their digital presence, turning a word-of-mouth tourist location into a functioning online business attracting visitors from across Europe.
role
PM & Design
Full cycle, solo
Tool
Framer build
With updates
Market
Europe
BG Specific offers
Industry
Tourism
overview
A thriving place, but an invisible business.
The Way of the Horse and Bow is a genuinely special place — a horseback archery school in the Bulgarian countryside, offering horsemanship clinics, archery experiences, traditional yurt accommodation, and a philosophy of mindful connection with nature and horses.
The experience is real and the reputation was growing - but entirely by word of mouth. There was no website, no way to book online, no email list, no consistent social media presence, and no means to reach anyone outside a close circle. International visitors, who would travel specifically for this kind of experience, had no way to find it - let alone trust it enough to book.
The Challenge
No website, no online booking system, no email communication or automation. Inconsistent, low-performing social media. No international reach or visibility. Revenue fluctuating yearly depending on factor out of the business control.
The Solution
A live, converting website in two languages with online booking & inquiry flow, functional email automation for leads and guests. New active, converting social media presence bringing International visitors booking from across Europe, and a boost in revenue.
difficulties
One brand, two audiences, two strategies
The locale split was one of the more interesting strategic decisions on this project. The business owner had a clear but unusual request: the children's summer camps should be available only to Bulgarian families - not advertised internationally, where the logistical and safeguarding complexity of hosting foreign minors was not something they were equipped for.
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English version
Horsemanship clinics
Horseback archery experiences
Trail riding
Accommodation (yurts & guesthouse)
International booking flow
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Bulgarian version
All experiences above
Children's summer camps
Local-specific pricing & contacts
Community-oriented tone
Local-specific contact methods
the process
Strategy first, visuals second
01
Business Discovery
Spent time understanding the business deeply - the owner's vision, the audiences they wanted to reach, the experiences they offered, and the practical constraints of operating a rural equestrian business. Getting familiar with the resources available for support was crucial. It's where the most important decisions get made.
02
Audiences & Positioning
Defined the two distinct audiences - international visitors seeking a unique, nature-immersive experience, and local Bulgarian families - and mapped what each needed to feel to convert. An international visitor considering a niche equestrian trip in rural Bulgaria needs significantly more trust-building than a local booking a children's camp.
03
Information Architecture & Content
Structured the full site architecture and wrote all copy in both English and Bulgarian — adapting tone and content by locale, not just translating. The English copy leads with atmosphere and transformation; the Bulgarian copy leads with community and accessibility. A fun fact is that all imagery and videos are internally cerated and owned. Not commonly seen, but build major trust in first time visitors.
04
Visual Design & Framer Build
Designed and built the entire site in Framer - a deliberate choice for its capabilities and ease of ongoing management. The visual language draws from the landscape itself: earthy warmth, quiet drama, and generous use of photography that lets the place speak for itself.
05
Automation & Launch
Set up email automation flows alongside the site launch - so the business was fully operational online from day one, not just discoverable. Established social media templates and a content calendar to maintain consistency without demanding too much of the owner's time.
outcomes
Key Project Results
In just a few months, countless stakeholder interviews, many "quick syncs" later and a lot of demos we had something we liked. The end client confirmed the outcome had matched their business needs and ambitions. We continue hearing positive feedback from on-site customers.