Piers are highly vulnerable load-bearing components, and their seismic performance determines the integral seismic resistance of bridges to a certain degree. They play crucial roles in evacuation during earthquakes and post-earthquake rescue. The manner in which piers meet the seismic performance requirements after reinforcement has become a popular research topic. In this study, ultra-high-performance concrete (UHPC) and HTRB600E high-tensile reinforcements were used to expand the cross section of a cast-in-place square pier with severe bending damage. The earthquake-resistant behaviour indicators of the pier were compared and analysed by conducting pseudo-static tests on a reinforced concrete pier before and after reinforcement. These indicators included the hysteretic curve, skeleton curve, energy dissipation curve, rigidity degradation, residual displacement, and pier body curvature. Based on the results of the seismic reinforcement quasi-static tests, a finite element model (FEM) of the bridge pier was constructed using the ABAQUS software, and the accuracy of the FEM was averaged. The impact of the reinforcement layer height, thickness, longitudinal strength and axial compression ratio on the equivalent plastic-hinge length of the reinforced pier was analysed, and the formula for the equivalent plastic-hinge length of the reinforced pier was obtained based on multiple linear regression fitting. The analysis results demonstrated that the broadened section method, utilising UHPC and high-tensile reinforcement, significantly enhanced the flexural capacity, energy dissipation, and first rigidity of the bridge pier. The earthquake-resistant behaviour of pier was effectively restored and improved, and the seismic reinforcement effect was significant. The equivalent plastic hinge length of the pier after reinforcement is proportional to the height of the reinforcement layer, the thickness of the reinforcement layer, the strength of the longitudinal reinforcement, and inversely proportional to the axial compression ratio.