001 / Breeder websites
Litter pages that buyers can actually navigate. Deposit flows that don't lose half your inquiries to PayPal redirects. Real SEO setup. And a codebase you own outright, so the next platform shutdown does not take your business with it.
002 / Free audit
Send me your current site and your biggest frustration. I'll record a 10 to 15 minute Loom that walks through exactly what I see and what I'd fix first.
No sales pressure. You keep the advice whether we ever work together or not.
003 / Trust
Serious buyers have been burned, so they scan for the same signals every time. Every site I build is structured to answer those questions before a buyer ever fills out a form, so the inquiries you get are already further down the road to a deposit.
004 / The moat
Unlike a web designer, every site I build is backed by software I also own and maintain. Your animals, litters, pedigrees, waitlists, and deposits can run from one database, not a pile of plugins that stop talking to each other the day one updates.
You are not buying a pretty website. You are buying infrastructure that grows with your program.
Plans and the app live on breedledger.co.
Every message from your public site, in one place.
005 / Replace the stack
You are not replacing a web designer. You are replacing the patchwork of tools your program is duct-taped to today with one thing you own.
006 / What you get
Show the animals, capture deposits, rank in Google for your program name and species, and stay portable when you outgrow it. Everything below is included in every build, starting at the base tier.
Templates tuned for your species. Photo libraries, parent linkage, weight curves, color genetics where it matters, and the fields buyers actually scroll to read.
The forms and the money flow, built into the site instead of bolted on. No third-party scheduling links, no Stripe redirects that lose context.
Indexing on day one, schema markup, and content templates that match how buyers actually search. The boring infrastructure most breeder sites skip.
The codebase is yours. Hosting is yours. Domain is yours. If you ever stop working with me, you do not lose your site, your email list, or your search rankings.
Static-first architecture. Image optimization built in. Most pages score 95+ on Lighthouse without any after-the-fact tuning. Buyers do not bounce on a slow site.
Health testing displayed properly. Titles, registrations, and lineage prominent. The signals that separate a serious program from a backyard one, surfaced everywhere they matter.
007 / Why custom
Wix and Squarespace are general-purpose. They have to be. The trade-off is everything below: the things a breeder program needs that a generic platform cannot do without a stack of paid third-party plugins, all of which can disappear without notice.
008 / Species variants
Every build starts from a species-specific foundation. The page templates, the genetics fields, the buyer questions, and the SEO research are different for a cattery than they are for a working livestock operation. Pick the closest match below to read the species-tuned version.
Litters, pick-order waitlists, OFA and Embark testing, and breed-specific search keywords.
See the dog version →
Field titles, hunt-test records, started-dog pricing, and the proof a serious hunter looks for.
See the hunting version →
Morph genetics, clutch tracking, Punnett-style pairing previews, and species-club registry hooks.
See the reptile version →
Stud books, breeding contracts, foal pages with multi-year photo libraries, and registry integration.
See the horse version →
TICA and CFA lineage, color and pattern genetics, kitten reservations, and the layout serious cat buyers expect.
See the cattery version →
Production records, EPDs, breeding-stock catalogs, and the registry imports that save your evenings.
See the livestock version →009 / Recent build
A working French Bulldog program in East Texas. We rebuilt the site around the litter and animal pages, added a deposit flow tied to a real waitlist pipeline, and replaced four separate tools they were stitching together with Wix forms and Google Sheets.
Before: a Wix site, a Google Form for waitlist, a Calendly for pickup visits, a separate Stripe page for deposits, and a spreadsheet tying it all together.
After: one codebase. Litter pages auto-generate from the sire and dam, including a real four-generation pedigree tree. Deposit money and waitlist pick-order live in the same record. The owner's evenings go back to the dogs instead of the data entry.
010 / SEO approach
Most breeder sites get search wrong in the same three ways. Pages aren't indexed. The content targets the wrong queries. And the schema markup is missing entirely. The build fixes all three on day one.
Google Search Console verified, sitemap submitted, robots.txt configured. Every page in the catalog crawled within the first week. Most breeder sites I audit are missing this entirely.
Per species and per region. “French Bulldog puppies near Tyler TX” gets a different page than “blue Frenchie breeders Texas.” Both rank. Both convert. The generic homepage cannot do that work alone.
Schema.org markup for the breeder, the animals, the prices, the location. This is what gets you into Google's rich results, the map pack, and the side panel that buyers actually click.
Buyers searching for puppies want litter pages with prices and availability. Buyers researching the breed want long-form education. Both live on the same site, on the right URLs, talking to the right audience.
011 / The math
Four litters a year, by hand
The same program on a real site
Estimates, and your numbers move with volume. Even halved, that is the difference between the site paying for itself in a season and being a brochure.
012 / Pricing
Each tier is a fixed quote, not a starting point that grows. You get a written proposal in three business days after the call, with the number locked. Most programs land on Standard.
For one species, one or two active litters at a time. The full foundation, just sized to a smaller program.
For an active program. The Starter foundation plus the pipeline, payments, and records integration most programs actually need.
For programs running multiple kennels, breeds, or operations. Site, records, and sales pipeline integrated end-to-end.
013 / Add-ons
Add-ons are scoped, fixed-price, and can be added at build time or later. Each one is the standalone version of a piece of larger Custom Work, sized for a website client.
014 / Objections handled
If you're talking yourself out of a real site, it's almost certainly one of these. Here's the honest answer to each.
I already have a Wix site that's fine.
Fine is a tax.If your site loses one deposit per month to a clunky checkout or a buyer who couldn't find the litter page, that's $1,000+ per year. Across a 4-year horizon you've already paid for a custom build by losing inquiries to friction. The Wix subscription is also $300+ per year forever, while the custom build is paid once and owned.
I can just do it myself with a template.
Sometimes yes. If your program has one litter a year and a referral pipeline, a $27 template and an afternoon will get you there. The Template Kits in the shop are built for exactly that. The custom path is for when the program is the business, not the hobby.
Why not just use a pet-industry template?
Because they're built to sell hosting, not to run programs. The breeder templates on most platforms are visual themes wrapped around a generic blog. They cannot generate pedigrees, run pick-order waitlists, or integrate genetics. Looking like a breeder site and working like one are not the same problem.
What if I outgrow it or want to switch later?
You own the code from day one. The full repo is on your GitHub. The database exports to plain CSV anytime. The domain and hosting are in your accounts, not mine. If you want to hire another engineer in three years, they read the code and pick up where we left off. Nothing about working with me locks you in.
Built on Breed Ledger
Every site here is generated from the breeder's own Breed Ledger data: dogs, litters, pedigrees, and applications, all from one source of truth.
An AKC French Bulldog program in Tyler, Texas (breeding since 2013), running its dogs, litters, and stud services on Breed Ledger.
An AKC Doberman show program running its dogs, championship pedigrees, and puppy applications on Breed Ledger, on a Breed Ledger subdomain.
A crested gecko collection on Breed Ledger, proof the same platform runs reptiles as cleanly as dogs, morphs, pedigrees, and all.
015 / Common questions
Anything not here, we cover on the call. Diagnostic calls are free for builds over $2,000.
Starter builds: 4 weeks. Standard: 6 to 8 weeks. Flagship: 8 to 16 weeks. The clock starts after the quote is signed and the deposit is in. You see the work weekly, and there are two scheduled review checkpoints baked into every build.
Honestly, less than you think. A list of the animals you want featured, photos in their original resolution (phone photos are fine), and a rough sense of the program's voice. I write the SEO content, handle the copy structure, and pull the rest out of you on a single 90-minute working session. You do not need to write the site before I write the site.
Yes, if migration is included. The Migration add-on (+$900) carries every existing URL across with a proper redirect, preserves your meta tags, and matches the content structure Google already indexed. Most clients see rankings hold steady within 2 to 3 weeks of launch, then improve as the new SEO foundation kicks in.
You do. The site deploys to your own Vercel or Netlify account, on your own domain. Monthly hosting cost is typically $0 to $20 depending on traffic. I do not bill ongoing hosting fees. If something breaks after launch, I fix it; if you want to switch hosts later, you have full control.
Free changes for 6 weeks (Starter), 12 weeks (Standard), or 6 months (Flagship). After that, ongoing work is hourly or as a small retainer, depending on what you need. Most programs need a few hours per quarter at most. The site keeps running whether you ever talk to me again or not.
Any. The six species pages above are the ones I have shipped enough builds in to have tuned templates ready. If your program is something else (small ruminants, exotic birds, rare poultry, fish) we just spend the first week of the build doing the species research that the template would have done. The price doesn't change.
016 / Start here
Every build starts with a note. You describe the program, the species, and what is not working about the current setup. I read it the same day and reply with a time to talk. Diagnostic calls are free for builds over $2,000.
