Strategic SEO for nationwide fencing leads: Perimeter Solutions
Project overview
Company: Perimeter Solutions
Location: Dartford (UK-wide services)
Service Focus: Lead generation and revenue growth
Duration: Ongoing – Performance measured quarterly
(2 years to date)
What we set out to achieve: The mission
Perimeter Solutions approached us with a clear goal: generate high value leads and expand visibility across the UK for their specialist fencing services. With a national audience and high industry competition, the strategy needed to be robust, creative, and relentlessly focused on growth.
Overcoming The Obstacles: What Challenges Did We Face?
The fencing industry is a niche, but the competition is fierce. Breaking into national search rankings for high-traffic, high-value terms wasn’t going to happen overnight.
Hence, we needed to focus on long-term results. This began with establishing authority across local areas and national search queries, while ensuring the brand made a strong first impression on high-value decision-makers. By consistently layering technical SEO, engaging content, refined visuals, and ongoing optimisation, we gradually carved out search presence, won rankings, and turned visits into valuable enquiries.
How We Approached The Challenges: Strategic Solutions For A Specialist Service
Breaking into a competitive, niche market like fencing services on a national scale requires more than just a well-built website — it demands a strategy that adapts, evolves, and performs at every touchpoint.
Here’s what we did:
Technical SEO enhancement
This was a no-brainer but a crucial step. We optimised site speed, ensured mobile responsiveness, improved crawlability, and addressed Core Web Vitals to meet Google’s benchmarks. These improvements not only enhanced search engine performance but also delivered a smoother, more intuitive user experience.
In-depth keyword and competitor research
We didn’t guess what their audience was searching — we mapped it out. Our team conducted comprehensive keyword research across multiple UK regions, analysing industry-specific terms and intent-based queries.
Layered SEO (National + Local)
Fencing services often require a national reach, but trust is still built locally. We developed an SEO strategy that balanced both — national landing pages for broad visibility and locally focused content to appeal to area-specific searches.
Website rebranding
The old site didn’t reflect the quality or scale of the business. We introduced a bold new visual identity with refreshed brand colours and a clean, modern layout. To bring authenticity to the brand’s story, we commissioned a bespoke photo shoot. The result? A powerful first impression that immediately builds trust and credibility, especially important in high-ticket B2B services.
Conversion rate optimisation and goal tracking
We audited the site’s user journey, improving CTAs, simplifying forms, and streamlining the conversion path. On top of that, we set up robust goal tracking through GA4 to measure phone clicks, form submissions, and email enquiries.
Remarkable growth with measurable wins: The results (2024 vs. 2023)
Year-on-Year Highlights (‘24 vs ‘23):
Website Sessions: 14,343 (2024) vs 7,413 (2023) – a 93.5% growth.
Unique Users: 9,885 (2024) vs 5,036 (2023) – a +96.3% year-on-year growth.
Form Submissions: 168 (2024) vs 22 (2022) – +664% in just 2 years.
Click to Call: 235 (2024) vs 104 (2023) – a staggering 126% improvement.
Click to Email: 203 (2024) vs 64 (2023) – highlighting a 217% growth.
The data speaks for itself:
£2 million+ in sales generated through website enquiries in less than 2 years
Get Found By The Right Clients, Nationwide!
Whether you’re targeting local areas or aiming for UK-wide reach, we’ll help your business stand out online. Get in touch at hello@makemelocal.com or call 0800 772 0022
Why Did This Project Stand Out?
This wasn’t about a quick fix or a one-size-fits-all strategy. We partnered closely with Perimeter Solutions to evolve their online presence in a fiercely competitive market.
National reach, local strength – We balanced high-volume, national search terms with local relevance to cast a wide net and bring in qualified leads.
Brand design first – Photography and visual overhaul made them stand out from the moment visitors landed on the site.
Layered and strategic SEO execution – From back-end code to front-facing content, we left no optimisation opportunity behind.
This multi-pronged strategy wasn’t just about visibility — it was about building an online platform that worked as hard as the business behind it. Perimeter Solutions partnered with Make Me Local to develop a layered SEO and CRO strategy tailored to a competitive industry, ultimately building a business.