# New Style Fencing Case study by [Eoin Villarin](https://amvprosox.com/about). WordPress · Manufacturing, 2024, Role: Web Developer. Canonical: https://amvprosox.com/case-studies/new-style-fencing Melbourne’s trade-only fencing manufacturer, steel and aluminium systems supplied to contractors, landscapers, builders, and hardware stores. Their WordPress and Breakdance site is built for fast trade quotes. ## Key results - **99.9%** Uptime record - **0** Security incidents - **24/7** Site monitoring - **100%** Pages loading clean ## The challenge New Style Fencing manufactures steel and aluminium fencing systems in Rowville and supplies contractors, landscapers, builders and hardware stores across Melbourne. The New Style Fencing WordPress website had a narrow, demanding audience: trade buyers who do not browse, they quote, often from a phone on site in the middle of a job. That meant three things had to be obvious within seconds. The business is trade supply only, so retail homeowners are filtered out early. The product systems, from steel pool fencing to Colorbond panels and aluminium slat screening, need to be easy to compare. And a contractor should be able to go from landing on the site to sending a quote request in under a minute. On top of that, the site had to show the depth of the catalogue, right down to rollers, gate stops and latch sleeves, without slowing anyone down. ## The solution I built the site on WordPress with Breakdance and led with trade-first positioning. The hero states it plainly: number one fencing manufacturer for trade professionals, local delivery, trade supply only. Right beside it sits a Get a Quote FAST form built with custom forms, asking only for the details the team needs to price a job. Product systems each have a dedicated page: Steel Pool and Garden Fencing, Steel Fence Sheets made with BlueScope steel, Tubular Fencing, Aluminium Slat Screening, Colorbond fencing and Fencing Accessories. Individual components such as slat toppers, Colorbond rails, square posts, rollers and gate receivers have product pages of their own, and a downloadable Colorbond colour chart saves a phone call. A Trade Resources section publishes practical articles for contractors, from site prep checks to choosing steel or aluminium by job type. I keep the site maintained, monitored and secure, so the supply line never breaks. ## Trade-only fencing supply for Melbourne contractors and builders New Style Fencing makes Australian steel and aluminium fencing for professionals: fencing contractors, landscapers, builders and the hardware stores that stock their products. Customers can pick up from the Rowville yard within an hour or arrange delivery across Melbourne and Victoria. These buyers know exactly what they want. They compare finishes, lead times and component availability, and they care about compliance for pool enclosures and corrosion resistance near the coast. What they do not want is a retail-style website full of lifestyle copy. The site speaks their language. Trade pricing, bulk orders, custom fabrication to measurements and fast supply are listed as reasons to choose New Style, and Google reviews from tradespeople back up those claims on the homepage. ## Fencing system pages on the New Style Fencing WordPress website The structure mirrors how a contractor plans a job: pick a system, then pick the parts. - **Fencing solutions:** steel pool and garden fencing, steel fence sheets with BlueScope metallic coating, galvanised tubular fencing for schools and estates, aluminium slat screening and Colorbond panels in the full colour range. - **Accessories:** brackets, caps, locks, sliding gate kits and individual components, each with its own product page. - **Downloads:** a Colorbond colour chart contractors can share with their own clients. Every system page ends with the same quote path, so whatever page a buyer lands on from Google, the next step is identical and familiar. ## A Get a Quote FAST form built for phones on site The quote form is the business, so I gave it the most attention. It sits in the homepage hero and on product pages, uses a short custom form with a brief description field, and includes spam protection so the team only sees genuine enquiries. Large tap targets, a click-to-call button and the phone number in the header mean a contractor can either type a quick request or ring the yard directly. Trading hours appear in the footer so nobody calls a closed office. The aim was a request that takes less than a minute on a phone with gloves just off, and the layout was tested on small screens first, then scaled up for the office desktop. ## Trade Resources content and technical SEO for New Style Fencing Trade buyers search for practical answers, so the site includes a Trade Resources hub with articles written for working contractors: site prep checks that speed up installs, why lead times matter more than price, fencing in coastal and high-corrosion areas, the measurements that catch out good tradies, and how to choose steel or aluminium by job type. Articles link into the wider site, building internal links that help both visitors and search engines find the right product system. On the technical side, clean heading structure, descriptive page titles and keyword research in Semrush keep the product pages focused on the terms Melbourne trade buyers use. The same trade-first thinking works for other suppliers, which I cover in my guide to [local SEO for tradies in Australia](https://amvprosox.com/blog/local-seo-mechanics-tradies-australia). ## Maintenance that keeps the quote line open For a trade supplier, a broken form means a lost order. I maintain the New Style Fencing site with regular WordPress, Breakdance and plugin updates, 24/7 uptime monitoring, security hardening and scheduled backups. The results reflect that routine: a 99.9% uptime record, zero security incidents and every page loading clean. Form submissions are tested after updates, so quote requests keep reaching the team. If you manufacture or supply to the trade, my work for [AH Bricks n Pavers](https://amvprosox.com/case-studies/ah-bricks-n-pavers) shows a similar approach. Want a site that gets trade buyers from search to quote in under a minute? [Get in touch](https://amvprosox.com/#contact-form). ## Tech stack WordPress, Breakdance, PHP, Custom Forms Live website: https://newstylefencing.net.au