A dated brochure site rebuilt as a quote machine, with the brand to match.
Comet Fence has been installing residential, commercial and municipal fence across Broward, Palm Beach and Miami-Dade for three decades. The work was never the problem. The site was: a dated brochure that made a thirty-year operator look like a two-truck outfit, with a contact form at the bottom that almost nobody reached.
We rebuilt the brand and the site around a single job, getting a qualified quote request from someone who is comparing three companies on their phone in a driveway.
Three decades of licences, crews and finished jobs, and none of it visible in the first five seconds. The old site opened on a stock photo and a paragraph about the company, so a homeowner comparing quotes had no reason to pick Comet over the next result. Service types were buried in a dropdown. The only way to get in touch was a form at the very bottom of the page.
The sequence this project actually ran through.
We read the existing presence the way a buyer does, then work through the companies they are being compared against and note what each one leads with.
Sitemap and page order first, argued on paper. What has to be visible before the fold, what earns its place below it, and where the single action lives.
Type, colour and components built as a system rather than page by page, so every later page inherits it instead of being redrawn.
Hand built, then checked at every breakpoint, on real devices, against Lighthouse, with the forms and tracking tested end to end.
Redirects mapped, Search Console and analytics wired before the switch, and the first weeks watched so early behaviour informs the next change.
A mark that survives on a truck door, a business card and a favicon, with a red and navy system that reads as licensed and municipal rather than handyman. Everything downstream inherits it: button colour, service icons, the badge treatments on the proof strip.
Logo system, palette, typography and usage rules, delivered as a kit the client can hand to a sign shop.
Same company, same trucks, same thirty years. The difference is what a stranger can work out in five seconds: what you install, where you work, whether you are licensed, and how to get a number.
Eight service types split cleanly into residential and commercial, each with its own page and its own quote path. Licence numbers, counties served and third-party reviews all sit above the point where most visitors stop scrolling. Request a quote is never more than one tap away, and the form opens in place instead of sending anyone to a new page.
Tap any screen to open it full size. Reviews are pulled straight from Google, Yelp and the Chamber of Commerce, unedited, with links out so nobody has to take our word for it.
↓Scroll inside the window to read the whole page.
Thirty years of licences, crews and finished fence, finally legible in the first five seconds.
Reviews shown on the site are unedited and link out to Google, Yelp and the Chamber of Commerce.
The site is running in production and Comet maintains it themselves through a page-level editing setup, so service areas and pricing language change without a developer.
