We designed a high-performing website for Den Herder Custom Homes in Grand Rapids, built to showcase projects, attract leads, and reflect the quality of their work.
Sean Den Herder has been flipping homes and leading builds for years, but what drives him goes beyond blueprints. For Sean, it’s about creating homes with meaning — places that reflect how real families live, grow, and connect.
He started in construction at 17 and never looked back. Decades later, through raising his own family and building his business from the ground up, Sean found what he loves most: helping people shape homes that truly fit the way they live.
His wife, Rachel Den Herder, brings the same passion — but from the real estate side. With her expertise as a local Realtor, Rachel helps clients find the perfect property and see the bigger vision. Together, they’re the team behind Den Herder Custom Homes, guiding families from finding land to turning it into a custom home that reflects their lifestyle and values.
Like a lot of high-end builders, Sean’s craftsmanship spoke for itself — but his online presence didn’t match the quality of his work.
His website was outdated, hard to update, and didn’t clearly showcase the beautiful homes he was building across West Michigan. He needed a simple, professional website that was legit and actually worked to support his business growth.
Sean didn’t want to waste time managing a clunky site or chasing freelancers. He wanted a local, reliable team who “got it” and could build something once — the right way — and give him a system he could use moving forward.
Mackenzie and Kevin kicked things off by sitting down with Sean, not with a list of demands, but with real curiosity. Think podcast vibes — we wanted to understand what makes Sean tick. What drives him? What does quality mean to him? Why do his homes feel different?
Those conversations gave us everything we needed to structure the site, write copy that felt true to Sean’s voice, and build something that positioned Den Herder as a go-to custom home builder in Grand Rapids.
Sean provided beautiful project photos, and we guided him on how to capture visuals that speak to the craftsmanship and character behind each build.
The new website is a complete reflection of the high-quality work Den Herder Custom Homes is doing in West Michigan. It’s modern, easy to navigate, and designed with purpose — just like Sean’s builds.
But more importantly, it’s built to scale.
We put two key systems in place to support Sean’s business long-term:
This feature allows Sean to create dedicated property pages for homes that are move-in ready or land parcels available for development. Instead of relying on static listings or one-off posts, Sean now has a centralized, easy-to-update system that puts listings in front of serious buyers.
This is the real MVP. When a project wraps, Sean can send over photos and a short write-up. Mackenzie turns it into a polished, dedicated project page that lives on the website. This creates a 10 out of 10 user experience for prospective clients researching his work.
Now, potential clients can scroll through completed builds, get inspired, and actually see what working with Den Herder looks like. It’s not just a gallery — it’s a lead-generation tool that builds trust before Sean ever picks up the phone.
This isn’t just a pretty site. It’s a working sales tool for a builder who does incredible work and now has the platform to match.
By getting the right systems in place and the right people on the team, Sean now has a website that’s easy to update, aligned with his brand, and positioned to bring in consistent leads.
No more duct-taped digital presence. No more lost leads. Just one clean system that works behind the scenes while he focuses on building homes.
Sean and Rachel have built something special — and now they’ve got a website that reflects it.
We’re proud to be part of the Den Herder Custom Homes story and excited to keep growing together. The West Michigan community deserves builders like Sean, and we’re here to help make sure they find him.
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