The short answer
Both, and you do not have to choose. The site serves individual owners through the service pages and route-day booking, and it serves yard managers through one page written for them, covering multiple horses in a visit, how the shared visit fee is split, and account terms. One extra page, and the yard question is answered.
Why they are not the same visitor
An individual owner is choosing a practice for a horse they love. They read the service pages, look at the team, check the fees and want reassurance. They book one horse.
A yard manager is running a business. They are choosing a supplier for twelve to forty horses belonging to other people, and they need to know whether the arrangement works operationally before anything else. Can you do a whole yard in one visit. What happens to the visit fee. Who gets invoiced. What happens when a livery leaves owing money. Whether you will turn out on a Sunday.
Write those two visitors the same page and you serve neither.
What goes on the yard page
How a yard visit works. You come to the yard on a route day, see however many horses are booked, and the yard manager coordinates. Say how far ahead to book and how to add a horse at short notice.
The shared visit fee. The single most asked question. Whether the visit fee is charged once and divided, once and paid by the yard, or reduced per horse. Give an example with numbers of horses rather than money if the amounts vary.
Invoicing and accounts. One account for the yard or individual accounts per owner, and whether you can do both on the same visit. Terms, payment method, who signs for treatment and who is liable if an owner does not pay. Yard managers have been burned by this and will read that paragraph twice.
Who authorises what. For veterinary work in particular, be clear about consent and about who can agree to treatment when the owner is not on the yard. Rules and professional expectations around consent and client identity differ by country, so state your own practice policy and take the RCVS in the UK or your state veterinary board and AVMA guidance in the US as orientation rather than legal advice.
Routine yard-wide work. Vaccination days, worming programmes, whole-yard dental days, a shoeing cycle across a livery. This is where the money is and it is what a yard manager is actually shopping for.
A named contact. Yard managers want a person, not a form. Give a direct number or an email that reaches someone who knows their yard.
Booking has to allow several horses
If your booking asks for one horse per submission, a manager with six will ring instead, and then you have lost the point of having booking at all. Whatever runs your route, ServiceM8, Jobber, Provet Cloud or ezyVet, set the booking up so one visit can carry several horses with their names and details, and put the shared fee rule beside it on the page.
Do not hide the individual owner
Yard pages sometimes swallow the site, and a private owner with one horse at home starts to feel they are too small to bother you. Keep the service pages written to them, keep the route-day map on the home page, and let the yard page sit as one clearly signposted link in the navigation and in the footer.
The referral effect
A yard manager who is happy with you tells thirty owners, and those owners take you with them when they move yards. That makes the yard page one of the highest-value pages on an equine site even though it gets a fraction of the traffic. Judge it on accounts opened, not on page views.
Where this sits
A yard page for managers covering multiple horses, shared visit fees and account terms sits alongside route-day booking and stated fees on every equine vet and farrier website we build, and writing separate pages for the two audiences an operator actually has is how we approach pet business websites generally. The individual owner brings a horse. The yard manager brings a business.