32 Pages, 3 Counties, 1 Lead System for a Brand New Fence Company.
Premium Fence & Gate launched in Ambler, PA with zero online presence, against rivals with years of search authority. In 2 months we built the full platform: a custom WordPress site, a page for every service in every county, and a HubSpot lead system on every page.
an empty lot, 2 months earlier
A New Business, an Empty Lot.
Premium Fence & Gate installs and repairs fences and gates across the suburbs of Philadelphia. When the owners came to us, the company was brand new. There was no website, no search presence and no way for a homeowner to find them or ask for a quote.
The market already had fence companies with years of reviews and rankings. To compete from day 1, the site had to be planned as a local SEO platform from the very first page.
- Business
- Premium Fence & Gate
- Based in
- Ambler, Pennsylvania
- Owners
- Thomas Miller and Edward Barger
- Promise
- Your Property. Our Priority.
- Focus area
- Montgomery, Bucks and Chester counties
- Competitors
- The Fence Guys, Montco Fence and other established local firms
No Website
Nothing online to capture a single visitor.
Fixed: A custom WordPress site with 32 pages.
No Local SEO
No foundation to show up in local searches.
Fixed: Local signals, consistent business details and LocalBusiness schema.
No Service Pages
Nothing explaining installation, repair or gates.
Fixed: 4 service pages, each with process and materials.
No County Pages
No pages aimed at the 3 counties they serve.
Fixed: 12 county service pages, 4 per county.
No Lead Capture
No form or system to collect estimate requests.
Fixed: HubSpot estimate forms on every key page.
No Tracking
No analytics, conversion tracking or Search Console.
Fixed: Analytics and form tracking through Tag Manager, Search Console verified.
No Content Plan
No topic structure or linking between pages.
Fixed: A hub and spoke structure with internal links.
Strong Rivals
Competitors with years of authority and reviews.
Fixed: Gap analysis to target the searches they missed.
8 gaps, 8 fixes
3 Counties, Mapped Page by Page.
The brief drew a 1 hour drive radius from Montgomeryville and focused on 3 suburban counties. Each county got its own page for every service, so a homeowner searching locally lands on a page written for their area.
Greater Philadelphia
3 counties in, the city and New Jersey left out on purpose for licensing and insurance reasons. Every page targets real customers in reach.
- 1 hour drive radius from Montgomeryville
- Montgomery, Bucks and Chester counties
- 4 services in every county
Montgomery County
Home county, with the Ambler office at its heart.
- Fence Installation in Montgomery County
- Fence Repair in Montgomery County
- Fence Replacement in Montgomery County
- Gate Installation & Repair in Montgomery
Bucks County
The northeast suburbs, each service on its own page.
- Fence Installation in Bucks County
- Fence Repair in Bucks County
- Fence Replacement in Bucks County
- Gate Installation & Repair in Bucks
Chester County
The western suburbs, covered the same way.
- Fence Installation in Chester County
- Fence Repair in Chester County
- Fence Replacement in Chester County
- Gate Installation & Repair in Chester
4 services times 3 counties, 12 pages
Research First, Then a Single Pixel.
Launching without research is guesswork. Before any page was designed or written, we studied the market, the searches and the paths that turn a visit into a quote.
6 layers of groundwork
Competitor Analysis
Market benchmarking
Reviewed the top ranking fence companies in the area, including The Fence Guys and Montco Fence, to see how their sites were built and where a new company could realistically win.
Keyword Research
Ahrefs, SEMrush, Mangools and Moz
Found what homeowners in Montgomery, Bucks and Chester counties actually search for, then mapped every term to a specific page.
Service and Location Gaps
Demand analysis
Checked which service and county combinations competitors covered well and which they missed. That decided which pages were built and how.
Conversion Research
Paths to a quote
Studied how established local sites turn visitors into inquiries: where forms sit, how calls to action read and how easy contact feels.
Content and Linking Plan
Semantic architecture
Mapped how every page connects before writing a word, so search engines read the site as one strong whole, not a pile of pages.
Lead Generation Plan
Funnel setup
Planned where each visitor is guided toward an estimate, so lead capture works on every page, not just the contact page.
32 Pages, Each With 1 Job.
Small sites with a few general pages rarely win local searches. A single services page cannot beat a competitor with a dedicated page for each service in each area. So every page here has 1 service, 1 material or 1 county to own.
1 picket per page
Core
7- Homepage
- Services
- Areas We Serve
- About Us
- Contact Us
- Reviews
- Blog
Services
4- Fence Installation
- Fence Repair
- Fence Replacement
- Gate Installation & Repair
Materials
9- Aluminum Fences
- Wood Fences
- Vinyl Fences
- Pool Fences
- Chain Link Fences
- Farm & Agriculture Fences
- Enclosures & Privacy Fences
- Deer Fences
- Other Materials
Counties
12- Fence Installation in 3 counties
- Fence Repair in 3 counties
- Fence Replacement in 3 counties
- Gate Installation & Repair in 3 counties
Every Task, On the Record.
6 areas of work and 49 tasks, all delivered in this single project. Here is exactly what every task involved, area by area.
Strategy & Research
How we planned the site before building anything.
Competitor Benchmarking
Audited the sites of top ranking local fence companies, including The Fence Guys and Montco Fence: their page count, service coverage, content depth and calls to action.
Service Area Research
Mapped the 1 hour drive radius from Montgomeryville and confirmed Montgomery, Bucks and Chester as the priority counties.
Keyword Research
Pulled search volume and keyword difficulty from Ahrefs, SEMrush, Moz and Mangools for every service, material and county combination.
Search Intent Analysis
Sorted every keyword by intent (informational, commercial or local) so each one lands on the page type that answers it best.
Service and Location Gap Analysis
Found the service and county pairs competitors covered weakly, and built those pages first.
Site Architecture Plan
Planned a hub and spoke structure: services and materials as hubs, county pages as spokes, all on a clear URL pattern.
Lead Generation Flow
Mapped how a visitor moves from any page to an estimate request, with a form always within reach.
CTA Strategy
Set the call to action order from the brief: Free Estimate first, then call, then email.
Design & Development
How the website itself was built.
Custom WordPress Build
A lightweight WordPress setup the owners can edit without a developer.
Elementor Page Templates
Reusable templates for service, material and county pages keep all 32 pages consistent and quick to update.
Responsive Design
Every layout adapts to phone, tablet and desktop, with tap friendly buttons and readable type.
Mobile Performance
Lighter images and fewer heavy effects on mobile for faster loads on cellular data.
Navigation Structure
Services, Fence Material and Service Areas menus, simplified after the owners' review.
Core Pages
Homepage, About, Services, Areas We Serve, Reviews, Contact and Blog.
Service Landing Pages
Installation, Repair, Replacement and Gates, each with its process, benefits and an estimate form.
Material Pages
9 pages from Aluminum to Deer Fences, each explaining uses, benefits and options.
County Service Pages
12 pages, 1 for each service in each county, written for local homeowners.
Image Preparation
Every image resized, cropped and named before upload so it loads fast and looks sharp.
On Page SEO
How every page was optimized to rank for its own search.
Keyword Mapping
1 primary keyword and its supporting terms assigned to each page, so no 2 pages compete for the same search.
Meta Titles
A unique title tag on every page with the service, the area and the brand, kept within display length.
Meta Descriptions
A unique description on every page, written to earn the click with a clear reason to request an estimate.
Heading Hierarchy
1 H1 per page, then H2 and H3 sections in a logical order that mirrors what people search.
Internal Linking
Contextual links between service, material and county pages with descriptive anchor text, spreading authority across the site.
Image Alt Text
Descriptive alt text on every image for accessibility and image search.
Local SEO Signals
Town names, county references and consistent name, address and phone details placed naturally in the content.
Entity Optimization
Related entities such as fence materials, gate types and local places used so search engines understand each topic fully.
LocalBusiness Schema
Structured data through Rank Math that tells search engines the business name, address, phone and service area.
Search Led Content Structure
Page sections ordered around the questions homeowners ask before hiring a fence company.
Rank Math Setup
Configured site wide for titles, schema, sitemaps and breadcrumbs.
Technical SEO
How the site was made easy to crawl, index and load.
XML Sitemap
Generated and submitted to Google Search Console so every page is discovered quickly.
Robots.txt
Configured so search engines crawl the public pages and skip admin areas.
Crawlability
Checked that every page is reachable through internal links, with no orphan pages.
Indexation Control
The pages that matter set to index, utility pages kept out of search results.
Canonical Tags
Self referencing canonical tags on every page to prevent duplicate content issues.
Clean URL Structure
Short, readable URLs such as /fence-repair-in-bucks-county-pa/ that describe the page.
Core Web Vitals
Reviewed loading (LCP), visual stability (CLS) and responsiveness (INP), and fixed layout shifts and slow elements.
Page Speed
Reduced page weight and render blocking resources for faster first loads.
Mobile Testing
Tested on real phone sizes for layout, tap targets and speed.
Image Compression
Images compressed site wide without visible quality loss.
Analytics & Tracking
How the owners can see what is working.
Google Analytics
Installed through Google Tag Manager and tested, so visits and form submissions can be measured.
Google Search Console
Property verified to monitor indexing, search queries, clicks and errors.
Index Submission
Sitemap and key pages submitted for indexing at launch.
Lead Generation
How every visit gets a clear path to a quote.
HubSpot CRM Connection
The website connected to HubSpot, so every inquiry becomes a contact record.
Estimate Request Form
Name, email, phone, address, city and fence material fields, built from the owners' brief.
Lead Capture Workflow
Submissions land in HubSpot and notify the owners straight away.
Forms on Landing Pages
Estimate forms embedded on service and county pages, not only on Contact.
Click to Call and Email
Tap to call and tap to email buttons for mobile visitors.
Page Level CTAs
Free Estimate calls to action on every service and county page.
Header Estimate Button
A Request Free Estimate button in the header of every page.
Inside Every Page.
The real heading outline of each page type, taken from the live site. Switch between them.
- H1Fence Installation in Bucks County, PA
- H2Our Fence Installation Services
- H3Residential Fences
- H3Commercial Fences
- H3Pool Fences
- H3Farm and Agricultural Fences
- H3Fence Repairs
- H2Why Bucks County Chooses Us?
- H3Local Knowledge
- H3Quality Materials
- H3Expert Craftsmanship
- H3Customer Focused Service
- H3Affordable Pricing
- H2Our Fence Installation Process
- H2Service Areas
- H2Projects Gallery
- H2Testimonials
- H2Contact Information
- H2Get a Free Fence Estimate Today!
1 H1 8 H2 10 H3
- H1 matches the searchService plus county, exactly how a homeowner types it.
- Fence types as H3sEach type catches its own long tail search inside the county.
- A local trust sectionAnswers why this company, for this county, before the visitor asks.
- Ends at the estimate formProcess, gallery and reviews build trust, then the HubSpot form closes.
- H1Fence Repair
- H2Common Fence Problems We Repair
- H3Rust and Corrosion
- H3Fence Discoloration and Fading
- H3Leaning or Unstable Posts
- H3Cracks, Holes and Rot
- H3Broken or Missing Panels
- H3Sagging or Loose Gates
- H2Fence Repair for All Materials
- H3Wood Fence Repair
- H3Vinyl Fence Repair
- H3Aluminum Fence Repair
- H3Chain Link Fence Repair
- H2Why Choose Premium Fence & Gate?
- H3Fence Experts
- H3Fast and Affordable Service
- H3High Quality Materials
- H3Complete Solutions
- H2Testimonials
- H2Contact Information
- H2Get a Free Fence Estimate Today!
1 H1 6 H2 14 H3
- Problems as H3sEach heading mirrors a real search, like a leaning post or a sagging gate.
- Repair by materialCovers wood, vinyl, aluminum and chain link on 1 page.
- Reasons to choose4 short trust points before the reviews.
- Ends at the estimate formEvery repair question leads to a free estimate.
- H1Aluminum Fences
- H2Why Choose Aluminum Fences?
- H3Rust Resistant and Weatherproof
- H3Low Maintenance
- H3Elegant and Versatile Designs
- H3Strong and Secure
- H3Eco Friendly and Cost Effective
- H2Aluminum Fence Installation Process
- H2Service Areas
- H3Lehigh County, PA
- H3Delaware County, PA
- H3Berks County, PA
- H3Chester County, PA
- H2Projects Gallery
- H2Testimonials
- H2Contact Information
- H2Get a Free Fence Estimate Today!
1 H1 7 H2 9 H3
- Benefits as H3sMatches comparison searches like low maintenance or rust resistant fences.
- Process for that materialShows exactly how an aluminum fence goes in.
- Service areas linkedSpreads internal links to the county pages.
- Ends at the estimate formFrom research to a quote on the same page.
A Real Search Snippet We Wrote
The title and description Google shows for the Bucks County installation page, exactly as live.
What the Brief Asked, What We Built.
Each row starts as the brief was written, then flips to what actually went live. Switch between the 2 views any time.
flip it back and forth
- Website
- About 12 proposed pages32pages, each with 1 job
- Leads
- A form that emails the inbox1HubSpot CRM with estimate forms site wide
- Service area
- 3 counties named in the brief12county service pages
- Materials
- A list of fence types9dedicated material pages
- Tracking
- "Enable Google Analytics"3tools: Analytics, Tag Manager, Search Console
- SEO
- An SEO optimized website20on page and technical SEO tasks
The Finished Yard, Page by Page.
The real pages as they launched. Tap any screen to see it full size.
4 page types, top to bottom
Built With the Owners, Round by Round.
Thomas reviewed every page and sent notes. Every request was closed, and the key requirements were documented to keep the project on track.
every note, closed
Remove most of the motion animationsA calmer, faster site
DONETighten section spacing and page title paddingExact margins and padding applied
DONELink every area served to its own pageCounty mentions now point to their pages
DONESimplify the Services and Fence Material menusCleaner navigation, no county flyouts
DONECreate an Other Materials page, remove Guardrails & MailboxesMaterial lineup matched to the business
DONEFix links that pointed to the wrong pagesEvery material link updated
DONE
Where the Business Went Next
Premium Fence & Gate has since joined Fence City, and the site now carries that announcement for its customers.
"Muhammad was a pleasure to work with and did a very nice job setting up my website. He was responsive and documented the key requirements of the project to keep us on track."
Starting From an Empty Lot Too?
Whether you are launching a new local business or fixing a site that is not bringing in calls, we will map out what your website needs to win your area.