Case study
From a Facebook page to a complete local search foundation
- Fencing contractor
- Gowerton, Swansea
- Established 1997
Gowerton Fencing has been working across Swansea since 1997, but everything online lived on Facebook. There was no website and no Google Business Profile. We built the owned digital presence from the ground up.
Starting position
Where the business started
A Facebook page as the only online presence, which works for people who already know the business.
No website, so there were no pages to rank for fencing searches in Swansea.
No Google Business Profile, so the business did not appear in the local map results at all.
The challenge
What needed solving
Nearly thirty years of work with almost nothing to show for it in search. The reputation was local and word of mouth, not online.
Fencing searches split by job type — installation, repairs, gates, decking — and a single page cannot serve all of them.
People want to see finished work before they enquire, and the proof existed only in photos on a phone.
Research & strategy
How we planned the site
We mapped how people search locally: service plus area, and often a specific job such as fence repairs rather than fencing in general.
That gave a service hierarchy with a fencing hub and separate pages beneath it, plus standalone decking and projects pages.
Genuine photography of completed jobs was treated as core content, not decoration, because it is the strongest proof a trade business has.
The quote form was designed as the main conversion point, with optional photo uploads so quoting is quicker and more accurate.
Site architecture
The page structure we built
Eleven indexable routes in total, each one written for a specific thing people search for, all linked together so no page is stranded.
- Home/
- Fencing/fencing
- Fence Installation/fencing/fence-installation
- Fence Repairs/fencing/fence-repairs
- Garden Gates/fencing/garden-gates
- Decking/decking
- Projects/projects
- About/about
- Contact/contact
- Fencing/fencing
Website build
The website build
A custom local trade website, built around the jobs the business actually wants.
- Custom local trade website across 11 indexable routes
- Fencing hub page with dedicated pages beneath it
- Fence Installation page
- Fence Repairs page
- Garden Gates page
- Decking page
- Projects gallery using genuine completed-work photography
- About page covering the history of the business since 1997
- Contact page and free quote form
- Optional customer photo uploads with the quote request
- Private enquiry storage with email notifications to the business
- Mobile optimisation throughout
Google Business Profile
Google Business Profile
There was no profile before this project. It is being created from scratch following the website launch, so it is too early to talk about local map performance.
- New Google Business Profile created from scratch after launch
- Business name, address handling and service wording set to match the website exactly
- Categories and services chosen around the jobs the business wants
- Profile pointed at the relevant service pages rather than only the homepage
Technical SEO
The work behind the scenes
In plain English — the parts that make a site findable rather than just good-looking.
Search-engine foundation
- Server-rendered, crawlable HTML on every page
- sitemap.xml
- robots.txt
- Canonical URLs
Page structure
- Unique title and meta description per page
- One H1 per page with a semantic heading hierarchy
- Internal linking between the hub and each service page
Structured data
- Business, service and breadcrumb schema where appropriate
Performance and conversion
- Mobile optimisation across the site
- Consistent call-to-action structure on every service page
- Quote form with private enquiry storage and email notifications
- Conversion tracking infrastructure in place from launch
Visual walkthrough
The site itself
The homepage leads with a photograph of completed work, the service area, and a direct route to a free quote.
Results
How this project is being measured
This project is being tracked from launch. Verified ranking and enquiry results will be added here when enough data exists to report them meaningfully.
Related
Where to go next
How we design local websites
The build process behind this site.
Local SEO in Swansea
The research and structure work behind the page plan.
Google Business Profile setup
How we create and manage profiles like this one.
What this costs
£499 setup plus £149 a month.
Phoenix Aesthetics case study
The same process applied to a premium clinic.
Want the same foundation for your business?
Send your details and we will review how your business currently shows up in local search, then tell you plainly what would move it.