CASE STUDY
Fence Pros of Arizona
“Marketing isn’t just about generating more leads. It’s about building the systems, technology, and strategy that allow a business to turn those leads into sustainable growth.”
Transforming a Local Pool Fence Company into One of Phoenix's Most Visible and Successful Digital Brands
CLIENT
Fence Pros of Arizona
Life of Project
8+ Years
Type of Project
Web Dev & Paid Ads
Website
fenceprosarizona.com
The Challenge
When Fence Pros of Arizona partnered with Razor Thin Media in 2019, the company had already built an excellent reputation for protecting Arizona families through high-quality pool fencing, removable mesh fencing, wrought iron fencing, safety gates, and other pool safety solutions.
Owner Bryan Acuna had spent more than 20 years helping families throughout the Valley create safer backyards while building a business known for quality workmanship and exceptional customer service.
What the company needed wasn’t better service.
It needed greater visibility.
Leadership recognized that the existing website no longer reflected the professionalism of the company, and its digital marketing lacked the strategic direction necessary to consistently generate qualified leads in one of Arizona’s most competitive home service markets.
The goals were clear:
- Modernize the company’s digital presence.
- Increase qualified lead generation.
- Improve search engine visibility.
- Create a scalable Google Ads strategy.
- Better understand how inbound leads were being handled.
- Improve the customer experience from the first phone call.
- Position Fence Pros as the Valley’s premier pool safety company.
Services Provided
- Strategic Marketing Consulting
- WordPress Website Development
- AI-Ready Website Architecture
- Search Engine Optimization
- Google Ads Management
- Google Business Profile Optimization
- CallRail Lead Tracking Integration
- Conversion Optimization
- Professional Photography
- Video Production
- Digital Advertising
- Content Strategy
- Ongoing Strategic Consulting
Our Solution
Since 2019, Razor Thin Media has served as Fence Pros of Arizona’s strategic marketing partner, helping transform the company’s digital presence while creating the systems needed to support long-term growth.
Rather than focusing solely on advertising, we developed an integrated strategy built around four key pillars:
- Website Development
- Search Engine Optimization
- Google Ads & Google Business Profile Optimization
- Lead Management & Conversion Optimization
Every initiative supports one mission:
Help Fence Pros become the first company Arizona families think of when pool safety matters.
Building a Brand That Inspires Confidence
Our first major initiative was developing a completely new website that immediately elevated the company’s professional image.
The website helped establish Fence Pros as a premium pool safety company while making it easier for homeowners to understand products, request estimates, and connect with the company.
As customer expectations and search technology continued to evolve, so did the website.
In 2026, Razor Thin Media completely redeveloped the platform using WordPress, creating a modern website engineered for speed, search visibility, lead generation, and future AI-powered search.
The new platform features:
- Modern WordPress architecture
- Mobile-first responsive design
- Lightning-fast performance
- Conversion-focused user experience
- Advanced service pages
- Structured FAQ content
- AI-ready website architecture
- Enhanced SEO framework
- Ongoing content optimization
Rather than relying on traditional service pages alone, Razor Thin Media strategically developed comprehensive Frequently Asked Questions throughout the website.
These structured content sections answer the exact questions homeowners ask while also helping AI-powered search platforms such as ChatGPT, Google AI Overviews, Gemini, and other emerging technologies better understand and surface Fence Pros as an authoritative resource for pool safety.
As search continues evolving from keywords to conversations, Fence Pros is positioned to remain visible across both traditional search engines and AI-driven search experiences.
Customer expectations and technology will continue to evolve, but homeowners will always choose the company they trust to protect what matters most.
The Results
01
Generating leads is only part of the equation.
What happens after the phone rings often determines whether marketing dollars become revenue.
One of the most impactful initiatives of our partnership involved redesigning the way Fence Pros evaluated and managed inbound leads.
Razor Thin Media integrated CallRail as the company's centralized call tracking and lead management platform.
This allowed leadership to:
- Track every inbound phone call.
- Identify which marketing campaigns generated each lead.
- Measure advertising performance.
- Evaluate customer response times.
- Review how phone calls were being answered.
- Improve sales conversations.
- Train employees using real customer interactions.
- Increase conversion rates from existing marketing efforts.
Instead of simply measuring clicks, the company could now evaluate the complete customer journey—from the first Google search to the final installation.
The result was a smarter sales process supported by better data and better decision-making.
02
With the website and lead management systems in place, Razor Thin Media developed an aggressive digital marketing strategy focused on long-term growth.
Our ongoing work includes:
- Google Ads Management
- Search Engine Optimization
- Google Business Profile Optimization
- Technical SEO
- Local SEO
- AI-optimized content architecture
- Structured FAQ development
- Website Performance Optimization
- Landing Page Optimization
- Conversion Tracking
- Continuous Campaign Optimization
The results have been transformational.
Today, the combined strength of our SEO strategy, Google Ads campaigns, website optimization, and Google Business Profile management consistently generates more than 200 qualified leads every month while driving thousands of highly targeted visitors to the company's website.
This consistent flow of qualified prospects has helped support the company's continued expansion, allowing leadership to invest in additional skilled employees, increase operational capacity, and serve more families throughout the Phoenix metropolitan area.
03
The new website wasn't built simply to look modern.
It was engineered to become a long-term business development platform.
Today the site supports:
- Online Parts Sales
- Lead Generation
- Inventory Promotion
- Search Engine Optimization
- Customer Education
- Service Scheduling
- Digital Advertising Campaigns
- Video Marketing
- Future Content Expansion
Combined with Razor Thin Media's ongoing digital advertising and video production efforts, the website now serves as the foundation for Desert Trailer Systems' long-term digital growth.
04
The most successful companies don't simply generate more leads.
They build systems that consistently turn marketing into measurable business growth.
For Fence Pros of Arizona, Razor Thin Media delivered far more than a new website or a successful advertising campaign.
We helped create a marketing engine built on strategy, technology, data, and continuous optimization—one that supports sustainable growth year after year.
As search continues evolving toward AI-driven discovery, Fence Pros is positioned not only to compete today, but to remain visible and successful in the future.
05
Success isn't measured by advertising impressions.
It's measured by visibility where customers are actually searching.
Through years of strategic optimization, Fence Pros of Arizona has earned a dominant digital presence throughout the Phoenix market.
Today, the company enjoys strong visibility across:
- Organic Google Search
- Google Business Profile
- Google Ads
- Local Search Results
- AI-Ready Search Architecture
This multi-channel strategy ensures homeowners can discover Fence Pros whether they're searching traditionally through Google or using the next generation of AI-powered search tools.