Overview
Fence Fenders came to Integral Product Services with an idea every homeowner with a fence will recognize: the strip of grass and weeds under the fence line that the mower can’t reach.
The product, called Fence Fenders, is a set of flat, snap-together guards that lie under the fence line. They’re designed to block grass and weeds from growing there, so there’s no weekly trimming along every post and no need for weed killer near the places where kids and pets play.
Fence Fenders already had a website, but it was set up as an online store for a product that wasn’t in production yet. Visitors could reach a checkout, yet there was nothing ready to ship.
Our role was to reposition the brand for where the product actually is today: patent pending and heading toward production. We rebuilt the website around a waitlist, gave the inventor a private dashboard to watch it grow, and moved the site onto hosting that no longer needs a monthly WordPress plan.
The Challenge
Fence Fenders had a practical invention and a real problem to solve, but the old setup was working against it.
Key challenges included:
- Explaining in a few seconds what the product does and how it installs
- Replacing a store checkout with a better next step for a product that isn’t for sale yet
- Showing the product honestly, using 3D renders and a clear “patent pending” label
- Capturing interest now, so there’s a list of buyers ready on launch day
- Cutting the ongoing cost of a hosting plan the new site didn’t need
Without a clear message and a way to capture interest, early visitors leave and don’t come back.
Fence Fenders needed a simple product story, a site built for the stage the product is in, and a way to measure demand before spending on manufacturing.
Our Approach
1. Product Positioning & Messaging
We started by defining the core benefit behind Fence Fenders.
Rather than presenting it as a piece of plastic edging, we focused on the result homeowners want:
Clean fence lines without the string trimmer.
This message speaks directly to homeowners who are tired of weed-eating along every post after each mow, and to anyone who’d rather not spray herbicides near kids and pets.
Our work included:
- Positioning and headline messaging
- Plain-language explanations of the snap-together dimples, the post notch and the ground-grip teeth
- A simple 3-step “how it works” story: lay it, snap it, press it in
- Honest status labels: coming soon, patent pending, 3D renders
2. Waitlist Website & Dashboard
With the message set, we rebuilt fencefenders.com as a fast, mobile-friendly waitlist website.
Every button invites visitors to join the waitlist with their email, instead of sending them to a checkout for a product that isn’t available yet.
Key elements included:
- A clear hero with the main benefit and a single call to action
- Problem vs. solution, how it works, features and FAQ sections
- A comparison with trimming and spraying
- A short privacy policy page for the waitlist
- Redirects from the old store pages, so old links and bookmarks still land in the right place
- A private dashboard for the inventor showing total signups, daily growth, milestones, where each signup came from, ready-made share links and a QR code
The website became the central place to introduce the product and start building an audience.
3. Launch Foundation & Hosting
Finally, we set Fence Fenders up so it’s ready to grow into a full launch.
This included:
- Moving the website to IPS hosting, so it no longer needs a separate monthly WordPress plan
- Connecting the domain with a secure (HTTPS) connection
- Saving full backups of the old store before the switch, so nothing was lost
- A waitlist that becomes the launch-day email list
- A site that can add checkout later, when the product is ready to sell
Rather than launching cold, Fence Fenders can now build demand first and launch to people who’ve already raised their hand.
The Results
✓ Clear product story
Visitors can see what Fence Fenders does and how it installs within seconds.
✓ A website that fits the stage
The new fencefenders.com captures interest with a waitlist instead of a checkout for a product that isn’t available yet.
✓ A way to measure demand
The private dashboard shows how the waitlist grows and which channels bring signups.
✓ Lower running costs
The new site doesn’t need a separate monthly WordPress hosting plan.
✓ Launch-ready foundation
Fence Fenders has a waitlist that becomes its launch-day email list, and a site ready to add checkout when production begins.
