Love Your Fence

The Challenge

To those who haven’t bought a fence, there are lots of things to consider. You’ve got multiple panel designs, a range of colour options, various heights, and even gates and lighting options. But, the ultimate question is, how many fence panels do I actually need? With users wanting to access the right information as quickly as possible, if a website doesn’t guide users properly or they feel a slight unease, you know what that means, they just click away. And because this was a brand new online business, the website was the sales team. If it didn’t work, we would have a problem.

Strategy Before Design

Because the brand was new, the content was important. This meant customers needed answers before committing. So we mapped out everything they might want to know, such as colour and style choices, and the benefits over traditional fencing. We created content briefs that focused on providing clear guidance, so each page did exactly what it needed to do to convert.

The site had to feel high-end because the product itself is. However, we didn’t want it to feel unattainable. So we created a website design that is modern but still warm, including subtle touches like the configurator interface, all designed to build trust, and all with UX in mind.

Designed to Feel Premium But Friendly

Listing products and hoping customers can just figure it out was something we weren’t going to do; in every project, we make sure we create designs with the user at the centre of everything. We thought about how every garden size is different; this isn’t a one-size-fits-all. Every panel design, colour, and size, plus all the extras like gates and lighting, were set up as variations so customers can build a fence fit for them without friction.

But the real star? The fence calculator. Our development team made it simple for customers to enter their measurements and tell them exactly how many packs they would need. An experience that makes a complicated process easy, without taking wasted trips to the shop.

Our strategy was to reassure the user from the second they land on the site, inform them based on their pain points or required solution, and finally guide them towards a decision.

The Result

Now, by the time a customer reaches the checkout stage, they’ve gone through our user journey by choosing their design, exploring different variations, using the calculator to figure out exactly how many fence panels they need, understanding why composite fencing is worth investing in, and feeling confident about installation. What is typically a complicated and intimidating purchase, we turned into a smooth guided experience.

And the client agreed. “The work carried out by the development team has been nothing short of outstanding. Everything exceeded my expectations; the professionalism, the quality, and the end products were perfect. Communication was seamless, and the whole team was a joy to work with. Highly recommended for anyone looking for a refresh of an existing website or a new site. 100% recommend.”

The final product – a new E-commerce website with a strategic buying journey, built with a customer-first design.

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