Taking a Local Fencing Business From Copy Brief to Launched Website

The Challenge

Schmick Fencing offers services that often overlap: boundary fencing, pool barriers, retaining walls, security fencing and custom gates. Every recommendation also depends on practical site conditions such as access, slope, drainage, existing structures and how the space will be used. The assignment was end-to-end: turn that hands-on expertise into clear customer-facing copy, organise the service range, build a practical enquiry journey and take the website live.

What I Did

I shaped the positioning, wrote the website copy, designed the information architecture and carried the project through WordPress development and launch. The experience was organised around four customer needs, supported by project evidence, local trust signals, practical FAQs and a consistent site-inspection call to action. I also translated the real quoting process into a structured project-enquiry form so prospective customers could provide the information the team needs before an inspection.

How I Did It

• 01: Distilled the proposition into a clear promise: practical local advice, site inspection first and work built properly.
• 02: Created a seven-page structure covering four core service categories, a 20-project gallery and a dedicated enquiry page.
• 03: Wrote page-specific service and location copy around the questions local customers search and ask.
• 04: Made practical considerations such as access, levels, drainage, gate operation and compliance understandable without overstating advice.
• 05: Brought the QBCC licence, nearly 40 years of experience, family ownership, local roots and project photography into the buying journey as trust evidence.
• 06: Developed a guided enquiry form that captures project type, material, size, access, ground conditions, timing and optional site photos.
• 07: Provided direct call, email and inspection-request routes throughout the responsive site, then carried the complete build through launch.

The Result

The engagement delivered a live seven-page website that turns a broad fencing enquiry into a guided path towards a site inspection. Visitors can identify the right service, review 20 examples of completed work, understand Schmick Fencing's process and credentials, and submit a more useful project brief with optional photos. The result is a complete digital sales foundation that connects the business's real-world expertise with a clear, responsive enquiry experience.

Why It Matters

This is how I approach service-business websites: uncover the expertise inside the business, organise it around customer decisions, and carry the work from positioning and copy through development and launch.