The Steele Group

They knew exactly what they wanted. Modern farmhouse. Family first. Rooted in Columbus. Janszen Media was the agency that built it.

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Branding, Landing Page, Featured

The Steele Group

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// Overview

The Steele Group is a family-owned custom home builder serving Columbus, Lewis Center, and surrounding areas. Led by builder Jeff Steele, they build homes in communities like Evans Farm and Cliffshire, and on custom lots throughout Central Ohio. Every home is personal, thoughtful, and built with the same care they would want for their own family.

They came to Janszen Media with a clear direction for their brand: modern farmhouse, classic American, family-focused, with women as the primary decision maker. The previous site did not reflect any of it. Janszen Media rebuilt the site from the ground up to match the business they had built and the clients they were building for.

// Services

// Challenges

  • The design spoke to builders, not to the families deciding to build. Women are the primary decision maker in custom home purchases and nothing on the old site addressed them

  • No process or timeline page. Buyers had no way to understand what working with The Steele Group looks like before reaching out

  • The portfolio showed beautiful work with no names, no categories, and no way to distinguish one home style from another

  • The contact form collected only name, email, and a message. No budget, no lot status, no desired timeline

// Results

  • A brand identity reflecting the modern farmhouse, family-first direction: warm marble textures, Jeff Steele’s personal signature, and language that speaks to the people building a life in the home

  • A Getting Started page with a 4-step process and budget expectations, giving buyers a clear picture before the first call

  • 10 named homes in the portfolio, categorized by community, each with exterior photography

  • A consultation form that qualifies buyers before the first meeting: project budget, lot ownership status, desired move-in date, and file attachments for plans and renderings

The Challenges

The previous site was clean and functional. That was the problem. It looked like any builder’s website. Nothing about the design, the messaging, or the photography said modern farmhouse. Nothing said family. Nothing spoke to the person sitting at a kitchen table imagining what their next home could look like.

The site had no process page. A buyer interested in working with The Steele Group had no way to understand what the journey looked like before reaching out: no steps, no timeline, no budget context. The portfolio showed beautiful photography but every home was unnamed and uncategorized. The contact form asked for a name, an email, and a message. That was it. No way to understand what stage a potential buyer was at or what they were actually looking for.

The Solution

Janszen Media rebuilt the site around the brand direction The Steele Group had been articulating from the beginning: warm, personal, family-rooted, with design and craft at the center of every decision.

  • New brand identity with refined logo, marble texture backgrounds, gold accents, and typography that feels at home in a high-end shelter magazine
  • Homepage messaging shifted to Family-Owned. Detail-Driven. Rooted In Columbus. with Jeff Steele’s personal signature above the fold
  • Getting Started page with a full 4-step process (Consultation, Design Agreement, Construction, Move In), budget expectations, and a clear timeline overview
  • Homes and Communities page with available lots, pricing, and lot sizes, giving serious buyers the information they need before a first call
  • Portfolio expanded to 10 named homes across Evans Farm, Cliffshire, and custom builds, each with exterior photography and community categorization
  • Consultation form rebuilt to collect project budget, lot ownership status, desired move-in date, and file attachments for existing plans or renderings
  • Google reviews integrated throughout the site under Why People Trust Us

The Result

The Steele Group now has a site that reflects who they are and who they build for. A buyer browsing custom home builders in Columbus lands on a page that feels like the homes they want to live in. The language is warm and personal. The process is transparent. The portfolio is organized and named. The consultation form arrives with enough information to have a real first conversation.

The brand direction The Steele Group had been asking for, modern farmhouse, family-focused, classic American, is now the first thing anyone sees.