We Built a Fencing Site in Six Hours. Here Are All 95 Days of Data.

On 18 May 2026 we built northwichfencing.com in Wix Studio. Six hours of work, a domain bought in about two minutes, then Search Console and Semrush Local connected and the whole thing left alone.

95 days later it has done 136 clicks, 34 enquiries from 28 people, and is booking roughly £4,800 a month of fencing work.

Here is every number, including the parts that failed, and an honest account of why it worked.

Jump ahead

1. What we built

2. The timeline: indexed in five hours, first lead in 18 days

3. 95 days of search data

4. 210 queries, and 173 of them got nothing

5. Semrush said 90 a month. Search Console recorded 234.

6. 34 submissions, 28 people

7. Where the £4,800 comes from

8. We bought zero backlinks. One got deleted.

9. The honest bit: the competition is almost non-existent

10. What Search Console told us, and what was true

11. What didn't work: 12 location pages, 3 clicks

12. How we built it

13. How to spot a market like this one

What we built

Northwich Fencing is a fencing company website covering Northwich and the surrounding Cheshire towns. We built it as a test. It has since turned into something we 'rank and rent', with the enquiries going to a local fitter who does the work and pays us for them.

Thirteen pages in total:

• One homepage, 437 words

• Twelve location pages, roughly 380 words each

• No blog

• No individual service pages

• No phone number anywhere on the site

Every enquiry in this article arrived through a web form, because there was no other way to get in touch.  We could even improve the site's click to lead conversion rate by putting a phone number on it.

The registered address is a pub in the middle of town.

We picked Northwich because it is close to home. We're based in Cheshire and picked a random town + a low-competition industry.

The timeline: indexed in five hours, first lead in 18 days

When	Days since launch	What happened
18 May, 14:32	0	Site created in Wix Studio
18 May, 18:43	0	Published
18 May, 19:38	0	Search Console emails to say the homepage is indexed
20 May	2	First impression
28 May	10	First click
5 June	18	First enquiry
21 Aug	95	136 clicks, 28 unique enquirers

Five hours and six minutes from opening Wix to sitting in Google's index. Eighteen days from there to a fencing job in the inbox.

95 days of search data

Month	Clicks	Impressions	Avg position
18 to 31 May	1	36	52
June	24	621	23
July	66	1,466	8
1 to 19 August	45	1,247	14

136 clicks and 3,370 impressions in total, at an average position of 11.3 across the period.

The growth curve is the bit worth looking at.

• First 30 days: 9 clicks off 288 impressions.

• Last 30 days: 72 clicks off 1,801 impressions.

8x the clicks, 6x the impressions, and we did no work at all in between.

Device split is stark:

Device	Clicks	Impressions	CTR
Mobile	85	1,072	7.93%
Desktop	45	2,254	2.00%
Tablet	6	47	12.77%

Mobile took 62% of the clicks off 32% of the impressions. Desktop had more than twice the impressions and clicked at a quarter of the rate.

210 queries, and 173 of them got nothing

210 distinct search queries in 95 days. 173 produced no clicks at all, carrying 1,379 impressions between them.

Query	Clicks	Impressions	CTR	Avg pos
northwich fencing	16	62	25.81%	2.95
fencing northwich	7	706	0.99%	18.26
fencing companies near me	5	40	12.50%	3.45
fencing near me	4	90	4.44%	2.67
fence panels northwich	3	223	1.35%	14.18
fencing in cheshire	0	141	0.00%	1.99

That last row is weird: 141 impressions at an average position of two, and not a single click. Even if AI overview is eating the clicks, there's no way this is correct.

65 of the 210 queries contain "near me". Between them they pulled 33 clicks off 443 impressions, so roughly a quarter of all traffic came from searches that never mentioned Northwich at all.

The site also picks up sport fencing traffic like "northwich fencing club" and "fencing clubs near me".

Semrush said 90 a month. Search Console recorded 234.

"fencing northwich" carries a Semrush volume of 90 a month in the UK, a keyword difficulty of 4%, and a CPC of £1.98. Semrush labels 4% as "very easy" and tells you outright that you can rank a new page for it without any backlinks.

Search Console recorded 706 impressions for that exact query in 92 days. That is about 234 a month. Roughly 2.6x what Semrush reports, from a site that was not even holding the top of the results for most of the period.

We treat Semrush volume as an indicator, not a forecast. This is why. If you talk yourself out of a market because the number looks small, you are reading a number that is already too small.

34 submissions, 28 people

Month	Submissions	Unique people
June	4	4
July	21	16
August (to 18th)	9	8
Total	34	28

Four people submitted more than once.

Conversion off 136 clicks:

• 34 submissions, 25.0% of clicks

• 28 unique people, 20.6% of clicks

One in five people who landed on the site filled in a form. On a page with no phone number and no live chat.

What the enquiries actually looked like:

• 18 of 34 gave a specific number, EG panel counts, metres, feet

• 17 were repairs or replacements rather than new fences

• 9 mentioned a gate

• The longest ran to 176 words, itemised, with a bullet list of materials the customer already owned

• 24 of 34 arrived between 9am and 5pm, and 6 at weekends

Postcodes: 25 in CW8, 8 in CW9, 1 in CW2. Every enquiry but one came from a Northwich postcode.

The two forms

There are two forms on the homepage. One is a popup that opens when you click the button in the hero. The other sits halfway down the page and you have to scroll past several sections to reach it.

	Popup (hero button)	Inline (must scroll)
Submissions	15	19
Unique people	14	16
Avg message length	35.8 words	37.3 words
Median message length	23 words	24 words
Longest message	176 words	122 words

The form you have to scroll to pulled 56% of submissions, and the messages were the same length either way. The line about how nobody scrolls, so everything has to sit above the fold, did not hold here. Two people filled in both.

Where the £4,800 comes from

This is an estimate, this is how we came to that number:

• 18 unique enquiries in the last 30 days

• 5 of 28 leads closed so far, a 17.9% close rate

• 18 x 17.9% is about 3 jobs a month

• Average order value is £1,600

• 3 x £1,600 = £4,800 a month

Total booked to date is 5 jobs at £1,600, so £8,000 in 95 days.

Three caveats:

The AOV swings wildly. £1,600 is an average across jobs ranging from replacing two wobbly posts to fencing three sides of a large garden.

The close rate is measured mid flight. Most of the 28 leads are still open. 17.9% is where it sits today, with some leads just a few days old.

That revenue is the fitter's, not ours. We rank and rent the site. What we take is a fraction of what the site generates.

We bought zero backlinks. One got deleted.

We did barely any link building on this site. What it has:

• Roughly 40 directory listings pushed out by Semrush Local, and only one of those was ever detected by Semrush (most wouldn't even have been indexed)

• One link swap arranged with a Redditor on an Australian landscaping site, which was removed shortly after publishing (lol)

So the honest answer is one citation and nothing else (besides a bit of spam).

Referring domains of the website from Semrush, with lost and nofollow links hidden.

The Google Business Profile exists and (fortunately) never needed verification, because we have not touched the profile since launch and did not want to trigger the process. It still holds a map pack position. Google says local results come down to relevance, distance and prominence, and on this term the bar for prominence is on the floor.

Our normal Google Business Profile setup is a lot more thorough than this one. It did not need to be.

The honest bit: the competition is almost non-existent

This is the part we want to be explicit about, because the article is not really about us being clever.

Semrush keyword difficulty isn't always perfect, but just like Semrush's estimated volume, we use it as an indicator.

A reported 4% KD is very easy - easy enough for an exact-match website to dominate the results without much effort. And the fact is, this website will soon have generated five figures in just a few months.

My point with this experiment is, there's huge local SEO opportunities everywhere, even nowadays.

What Search Console told us, and what was true

Five sources, five different answers about the same keyword on the same day:

Source	Position for "fencing northwich"
Search Console, full period	18.26
Search Console, last 28 days	21.0
Search Console, last 7 days	26.5
Semrush position tracking	1, map pack, landing page is the homepage
Checking the results page by hand	4, first organic listing

All five are correct. Average position blends map pack, organic listings and geography into a single figure, so a site holding the pack for someone in Northwich and sitting well down page four for someone searching from Warrington reports as "about 21".

If we had judged this site on the average position column, we would have concluded it was failing. But it's booking a fencing job a fortnight.

What didn't work: 12 location pages, 3 clicks

	Count
Location pages built	12
Have ever had an impression	7
Ranking in Semrush tracking	6
Have ever produced a click	3
Total clicks from all 12 combined	3

The homepage did 135 of 136 clicks and 3,019 of 3,370 impressions. 99.3% of the traffic came from one page.

Five location pages, covering Sandbach, Runcorn, Knutsford, Middlewich and Altrincham, have never had a single impression in 95 days.

Our best read on why: despite over a hundred organic clicks, the homepage doesn't pass enough authority to the location pages (especially as the authority is diluted between a dozen of them).

How we built it

Six hours, start to finish, including everything below.

1. Wix Studio, one homepage. H1 with the service and the town, one short benefit line underneath, and a quote button in view before you scroll.

2. Trust immediately after the fold. Photos of real completed fences, a Google rating strip, and three tick points. One of them is just "Based in Northwich", which is enough.

3. A benefits strip. Four boxes: improved security, 12 month guarantee, built to last, tidy service.

4. A contact section with the form visible on the page, not hidden behind a button, with a trust icon sat next to it. Less friction than making someone click first.

5. FAQs. Six of them, answering what people ask before they enquire, including what it costs and whether they need planning permission.

6. Twelve location pages, all linked from the homepage, same skeleton with dynamic, localised content.

7. A map embed.

8. Domain bought and pointed at Wix. 

9. Search Console and Semrush Local connected. 

Then nothing. We have not edited the site since 18 May.

How to spot a market like this one

The takeaway is not that we are good at this, though we are. It is that there are a lot of towns and a lot of trades where where the fruit is truly hanging low.

What we would look for:

• A service plus town term with a keyword difficulty under about 10

• A first page built from directories, lead apps and network sites rather than real local businesses

• An average job value high enough that three or four a month is worth the effort

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