There’s a phrase we come back to a lot: your website is where decisions get made. A potential customer might have met you, seen your work, or heard your name from someone they trust, but at some point, they’ll check the site. And that’s where they make up their mind.
ABC Fencing came to us knowing exactly that. After 35 years in the industry, trusted by schools, main contractors, commercial developers and homeowners across England, their reputation was never in question. But their marketing team knew it was time for the website to catch up with the business it represents and brought us in as a delivery partner to make it happen.
The thing about the web is that visitor expectations never stand still. Features and design patterns that felt fresh a few years ago quickly become the new baseline. A static project grid? Standard once, limiting now. A hero image with a centred text box? That was everywhere. It no longer signals quality; it just blends in. Visitors don’t consciously think “this looks dated.” They feel less confident, and they move on. Aesthetics directly influence trust, and trust directly influences enquiries.
The brief was clear: build a site that looks and works like a business at the top of its game.
Here’s what changed and why it matters.
The hero is now a full-bleed, edge-to-edge image of a large-scale commercial fencing installation: bold, confident, immediately communicating the scale of what ABC Fencing can do. No clutter. The photography does the work.
Navigation was restructured into meaningful categories: Products, Sectors, Services. So whether you’re a facilities manager looking for high-security perimeter fencing or a homeowner after a residential gate, you can find what you need without guessing.
The projects section was completely overhauled. Visitors can now search and filter by category and browse full-width photography from completed jobs. That kind of interactivity isn’t a luxury feature any more; it’s what people expect when they’re researching a contractor and want to see work relevant to them.
Live Google Reviews are now integrated directly into the homepage, alongside client logos. Third-party verified feedback is displayed prominently so that someone landing on the site for the first time can see immediately that other businesses and homeowners rate ABC Fencing highly. Social proof, done properly, does real work.
The result is a site that reflects the business ABC Fencing actually is: professional, established, and capable of handling everything from a residential garden fence to a data centre perimeter. The quality was always there. Now the shop window matches it.
A huge thank you to the team at ABC Fencing, in particular, their marketing lead, who drove this project with real clarity and kept things moving throughout. A genuine pleasure to work with.