I think everyone in the US in the horse industry, has taken a huge blow in the last couple of years. For generations, horses have been a luxury and not for most, a business.
As I see it, many responsible breeders with quality stock, have cut down on their breedings, while irresponsible breeders, still pump out poor quality stock and sell for next to nothing or dump their horses into public auctions. It's all a very sad situation. But that said, I do think there is still a market for top quality stock - shown or not.
A good website with as much info as possible, helps. Pictures need to show good conformations shots. Definitely not pics looking down on the horse. Ugh! Complete pedigrees and not just a listing of the sire and dam. Pics of the sire and dam and others in the background if possible. Show results and what a given horse might have in the way of training. My daughter had an interest from an Engish breeder, wanting to purchase a mare she had originally imported from England. The mare is not for sale, but it does show us, that our websites are viewed from the world over. Give the information which potential buyers want to see. Little information, most usually does not invite buyers. Humans are busy. Some are lazy. Most won't even bother to write to find out information lacking from the website or ad.
I have been looking at stallions lately. It urks me no end when I see stallions I like, with no information as to whether they are at public stud, the stud fee and whether or not they provide frozen/chilled semen. I would like to know that up-front. Surely providing important information on a website, saves us answering many emails from those who wish to know. I find it even more annoying, when the stud owner or owner of a horse for sale, doesn't know any more than the sire and dam. As a breeder, we should know.
I think there is a great deal to selling horses and it's not just about putting an ad in an all-breed classified equine online site or local paper.
Lizzie