About Us
Meet Desiree Peterson
Owner
Meet Desiree Peterson
Owner
Ethical Breeders Deserve to be seen
Ethical Breeders Deserve to be seen
I’m Desiree — I created Boss Breeders to help breeders like you build websites to showcase your program and attract the right families.
Your website should feel like a trusted first impression — one that clearly communicates who you are, what you stand for, and why your program matters.
My Story
Our first website looked great — but no one Found it.
Our first website looked great
— but no one Found it.
When I launched Peterson Poodles, I had everything dialed in: health tested pairings, early enrichment, great photos, and a polished website. Families loved it once they landed on it — but most never did.
I kept hearing: “We only found you on Facebook or Good Dog”
It stung. Because I’d done everything right — or so I thought.
So I hired someone to “fix it.” They added keywords and promised results… but it made things worse. Suddenly I was ranking for toy poodles — which I didn’t even breed.
That moment hurt — but it also launched me.
I decided to figure it out myself. I dove deep into SEO, branding strategy, and buyer psychology. I rebuilt my site on Showit from the ground up — with intentional design, messaging that reflected my values, and systems that educated buyers before they ever reached out.
And everything changed.
Now Peterson Poodles shows up in a Google search.
The right families find me.
They apply knowing exactly who we are and what we stand for.
That experience didn’t just transform my breeding program — it became the blueprint for Boss Breeders.
I’ve learned how to combine strategy, messaging, and design in a way that works for breeders — and now I’m here to share that knowledge with you.
You don’t need more hustle or give up on your program. You need a website that does the talking — so you can get back to doing what you love.
Why Choose Us
We Understand,
Because We Are Breeders
At Boss Breeders, we’ve been in your shoes—balancing the demands of breeding while trying to attract the right clients. That’s why we offer:
✔️ DIY Showit Templates – Easy-to-use, professionally designed.
✔️ Template Customization – We tailor it to fit your brand.
✔️ Done-For-You Website Design – A fully custom site, built for you.
Whether you want to DIY or have it done for you, we make it easier to create a website that works for you.
Meet the Team
Your Partners in Succes
Desiree Peterson
Founder
With a background in nursing, marketing, and breeding, I design strategic websites that answer questions up front, attract serious buyers, and save you time — so you can focus on raising great dogs.
Richard Biñas
Visual Artist & Design Specialist
With a degree in Communications and a passion for creating meaningful designs, I specialize in transforming breeders’ visions into reality. From eye-catching websites to cohesive branding, I’m here to help you build a visual identity that stands out.
Our Core Values
Integrity – We believe in transparency, honesty, and support breeders who do the same.
Creativity – Every design is unique. We craft solutions tailored to reflect your brand.
Empowerment – Our goal is to give breeders the tools and confidence to grow their programs and reach their ideal clients.
Animal Welfare – We support breeders who prioritize the health and happiness of their dogs and clients.
