A Fencing Contractor Rebuilt For Search.

Shotover Fencing Solutions have been fencing Queenstown and Central Otago since 2013.

Timber paling, pool fencing, automatic gates, balustrades, retaining walls, macrocarpa post and rail: twelve services in total, across Hanley’s Farm, Parkridge, Arthurs Point and the wider basin. Nate Humphries took over the day-to-day running of the business in August 2025.

The work was never the problem. Thirteen years of it stands around Queenstown, and the reputation that comes with it keeps referral work coming in. What the business did not have was any way for someone who had not already heard of them to find them.

Twelve services became twelve pages, each written to what someone actually types when they need that specific job done.

Pool fencing and its compliance rules are a different search, a different intent and a different customer to macrocarpa post and rail on a lifestyle block, and one shared page was never going to serve both.

On top of that we built pages for Parkridge and Hanley’s Farm. Both are subdivisions with fencing covenants written into the titles, and people who buy a section there go looking for what they are allowed to build long before they call a contractor. Those pages answer the covenant question first and introduce the contractor second.

The build is a static Next.js export on Cloudflare. No database, no plugin updates, nothing that can be left unpatched and turn into somebody else’s problem at 2am. Every photo on the site is Nate’s own work rather than stock, and every specification was written from what he actually builds.

A rebuild this size generates a lot of copy, and copy about a trade you do not practise is where errors hide.

So before launch we audited every factual claim on the site against Nate’s own specifications, and we found some.

One article described Smart Wall as a proprietary aluminium louvre system. It is timber palings in a black aluminium frame, which is a different product sold to a different buyer. Another recommended frameless glass balustrades, which Nate does not install. The gate types listed on the blog did not match the gate types on the service page. All of it was rewritten against his spec, with redirects where a URL had to change.

We also rewrote llms.txt, the file AI assistants read directly when they answer questions about a business. It described products the company does not sell. It now covers all twelve services correctly and states plainly what Shotover does not do, because an assistant confidently recommending the wrong thing costs a quote just as surely as a bad page does.

Two more things were caught in the same pass. The contact form failed silently on a rejected submission: no error, no retry, the enquiry simply vanished. And the Google Business Profile is registered as a service area business with no street address, so we deliberately published no street address on the site either, because adding one would have broken the consistency Google checks between the two.

We walked the finished site with Nate on a Sunday call, worked through his last eleven changes that afternoon, and pushed it live on the same domain that evening: 9 August 2026.

Twenty-six pages in the sitemap and twelve service pages, with structured data on every page so the business finally has something a search engine and an AI assistant can both attach a name and a location to.

The fences were always good. Now the first thing a stranger finds says so.