PHOENIX FENCE
The new home of Phoenix Fence, Western Canada's leading fence manufacturer, supplier and installer since 1981. With plants in Edmonton and Calgary, an award-winning automated gate division, and wholesale supply across Western Canada, they needed a website that matched the size of the company. We rebuilt it from the ground up: 36 focused pages in place of 119, a mega menu spanning every fence system, a 183-document spec library, and a custom estimate engine that routes every lead to the right branch.
Phoenix Fence is Western Canada's leading fence manufacturer, supplier and installer, and has been since 1981. They manufacture chain link mesh, gates, modular panels, barbed wire and vinyl fence in their own plants in Edmonton and Calgary, run an in-house automated gate division named LiftMaster Partner of the Year in 2023, install with their own crews across Alberta, and supply contractors and dealers right across Western Canada. Their old WordPress site had sprawled to 119 separate pages behind menus nested four levels deep. Homeowners, contractors, procurement teams and dealers were all wading through the same maze, and none of it showed the scale of the company behind it.
We rebuilt the entire site from the ground up around their established red and slate identity, and made it cleaner, faster and far easier to use. The 119 old pages became 36 focused ones under a seven-item navigation with a full mega menu. Right after the hero, the home page splits visitors into three doors: homeowners, contractors and institutions, and dealers and farms. Product pages carry a sticky section index, comparison tables and their own spec sheets, and behind every form sits a custom lead engine on Cloudflare that saves each enquiry, keeps spam out, accepts site photos and drawings, and emails the right branch.
A complete rebuild, 119 pages into 36, organised under a seven-item navigation with a full mega menu, so every fence system, gate operator and service is within reach from any page
Every old link carried over, with all 119 old pages and 197 old PDF addresses permanently redirected to their new homes and validated on every build, so years of search rankings and inbound links came straight across
A custom lead engine on Cloudflare behind the contact, home estimate and business estimate forms, saving every enquiry to a database, screening out spam, accepting up to six site photos or drawings, and emailing the Edmonton or Calgary branch directly
A 183-document spec library of spec sheets, sell sheets, brochures, installation manuals and warranty documents, filed under the products they belong to and gathered in one downloads hub for architects, engineers and contractors
Proof of scale on every page, with the LiftMaster Partner of the Year award, COR certification, eleven industry associations, five brand partners, a filterable gallery of 117 project photos, and both branches with hours, maps and LocalBusiness structured data
Mobile Experience
The headline is set in four whole phrases on a phone, over a crop of the hero photo made just for small screens, with a sticky Call and Estimate bar always one thumb away.
Mobile Menu
A slide-in drawer groups the whole site into seven sections. Open one and every page appears with a photo thumbnail and a one-line description, with both branch numbers and the estimate button pinned below.
The Fencing Mega Menu
Ten fence systems, each with a thumbnail and a one-line description, beside a slate panel with quick links to the catalogue, gallery, spec sheets and warranty. The whole range is one hover away.
Three Doors In
Right after the hero, visitors choose their path: an estimate for a home, an estimate for a business, or the wholesale and dealer program. Every buyer reaches the right team from the first click.
Find Your Fence
Six full-bleed photo tiles route visitors by material, from chain link and vinyl to ornamental, agricultural, automated gates and privacy slats, each with a one-line summary.
Spec Pages Built for Buyers
Gate operators compared side by side, then model by model. The red bar sticks with the Phoenix mark and a Request Estimate button, and the sidebar keeps the section index and the LiftMaster award in view.
Made In-House, With the Award to Prove It
A slate band shows what comes out of their own plants, then a bento layout puts a real gate installation beside the LiftMaster Partner of the Year 2023 award and the 24/7 service promises.
Project Gallery
117 real project photos from Edmonton, Calgary and across Alberta, filterable by category, from commercial chain link and ornamental to vinyl, privacy slats, sports facilities and gate systems.
Business Estimate Form
Numbered sections, tap-to-select cards for the nearest branch and service level, and a sidebar with both phone numbers and what to include, so contractors send everything an estimator needs the first time.
Installation Process Explorer
Six steps from estimate request to walkthrough sit beside one drawing of the same fence. Hover or tap a step and the fence builds to that stage, ending with the finished run and its gate.
Three Doors In
Right after the hero, every visitor picks a path: homeowners and acreage owners, contractors and institutions, or dealers, farms and ranches. Each door opens its own estimate form or the wholesale program, so every buyer reaches the right Phoenix Fence team from the first click.
A Mega Menu for Every Fence System
A full-width red navigation bar opens into a mega menu of ten fence systems, each with a photo thumbnail and a one-line description, beside quick links to the catalogue, gallery, spec sheets and warranty. Once you scroll, the bar sticks and picks up the Phoenix mark and a Request Estimate button.
Custom Lead Engine
Every form posts to a Cloudflare Worker that saves the lead to a database first, then emails the right branch. Turnstile, hidden decoy fields and a fill timer keep spam out, and anything flagged is still saved for review rather than lost.
Site Photos and Drawings, Attached
Both estimate forms accept up to six files and 50 MB per request, from site photos to CAD drawings and spreadsheets. Files are stored securely and reach the office email as signed links that open right in the browser.
Spec Tables and a Download Library
Gate operators compared side by side, vinyl colour charts, and spec tables across fourteen product pages, backed by 183 spec sheets, brochures and manuals filed under the products they belong to and gathered in one downloads hub.
Every Old Link Carried Over
A redirect map covering all 119 old pages and 197 old PDF addresses is rebuilt and checked on every build. The build fails on a chain, a dead destination or a loop, so no customer and no search engine lands on a broken link.
Installation Process Explorer
On the installation page, six steps from estimate request to walkthrough sit beside a single drawing of the same fence. Hover or tap a step and the fence builds to that stage, from a planned outline to posts, fabric and a finished gate.
Fast on Every Screen
AVIF images with WebP fallbacks at the right size for each screen, an art-directed hero that sends phones their own crop, a headline set line by line for every screen size, and a sticky Call and Estimate bar on mobile.
The design keeps everything that makes Phoenix Fence recognisable, the phoenix mark, the red navigation bar and the dark slate, and makes it cleaner, faster and more modern without turning it into a different brand. Red is held back for navigation, buttons and small accents, slate carries the dark bands and the footer, and white cards sit on a light grey page, so a catalogue this deep still reads calmly. The home page opens on an aerial view over the Edmonton yard with the downtown skyline behind it, and the headline is set in whole phrases with line breaks chosen for each screen size, so it never breaks awkwardly on a phone, a laptop or a wide monitor.
Every page is assembled from one shared system: a sticky sidebar with an on-page section index and award and certification cards, spec tables, document lists, related-page cards, and a closing estimate band, so 36 pages stay consistent and new products slot straight in. It is built on Astro 7 with Tailwind CSS 4 and Alpine.js, serves AVIF images with WebP fallbacks sized for each screen, and carries Organization and LocalBusiness structured data for both the Edmonton and Calgary branches.
The lead engine runs on Cloudflare Workers with a D1 database and R2 file storage. Each submission is saved before anything else happens, checked for spam, and emailed through Resend to the Edmonton or Calgary office in a layout built to read cleanly in Outlook, where their team works. The launch was engineered just as carefully: the domain moved to Cloudflare with every DNS record matched to the old host first, and a deploy guard refuses to publish the site if anything would stop Google from indexing it, so the switch was invisible to customers and search engines alike.
EXPLORE MORE PROJECTS
TKA Custom Printing
One of our most detailed designs yet: a fully custom e-commerce platform for a 3D printing company based in Edmonton, with a hero that prints itself into place, generated layer-line textures, scroll animations that build like a 3D print, a 105-colour library, secure Helcim checkout, and a fundraising engine that sends 20% of every order to a local school or club.
Read Case Study
Green Oasis Services
A CMS-powered platform for one of Alberta's most trusted lawn care and vegetation management companies, serving residential, commercial, and industrial clients province-wide.
Read Case Study
BioSciAI
The investor-ready home of a University of Alberta AI startup building next-generation diagnostics for fungal pathogens, featuring a custom Three.js 3D cell animation and a Storyblok-managed research showcase.
Read Case StudyWant Results Like These?
Get a free consultation to discuss your project. No pressure, no sales pitch, just an honest conversation about what you need and how we can help.