If you’re a fence contractor, you’ve probably heard of SEO. Maybe someone told you it’s the secret to getting more leads. Maybe you’ve tried it, but nothing much changed. Or maybe you’ve been burned by someone who promised the moon and delivered nothing.
Whatever your story is, you’re not alone. A lot of contractors are confused by SEO. Some try to figure it out on their own. Others hand it off to an agency and hope for the best.
This post will help you understand what often goes wrong. It’s not about blaming anyone. It’s about pointing out common mistakes so you can avoid them.
1. Ignoring Local SEO
Most fence companies work in a specific area. So it doesn’t make sense to try ranking nationwide. But some websites are built without any local focus. That’s a big problem.
If your site doesn’t say where you work, Google won’t know either. And if Google doesn’t know, your site won’t show up when people in your town search for a fence contractor.
What to do instead:
- Use your city and nearby areas in your page titles and text.
- Add your address and phone number on every page.
- Make a Google Business Profile and keep it up to date.
2. No Google Business Profile (or a bad one)
Your Google Business Profile (GBP) is what shows up in the map pack when someone searches “fence company near me.” If you don’t have one, or if it’s full of mistakes, that’s a missed chance.
Check for these problems:
- Wrong phone number or address
- No business hours listed
- No photos
- No reviews (or unanswered bad reviews)
Keep your profile clean and active. Ask happy customers to leave reviews. And reply to every one of them, even the bad ones.
3. Slow Websites
People don’t wait around for a slow site to load. Google doesn’t like slow pages either. If your site takes more than 3 seconds to load, it’s hurting you.
Fixes may include:
- Shrinking large images
- Using fast, reliable hosting
- Removing junk code or old plugins
Even if your site looks good, speed matters. Test it at least once a month using tools like Google PageSpeed Insights.
4. Keyword Stuffing
Some people still think more keywords = better ranking. So they cram in phrases like “best fence company in Dallas” 20 times on a page. That backfires.
Google is smarter than that. It looks for natural language and user experience.
Better approach:
- Use the keyword once in the title, once in the intro
- Add it in a heading and naturally throughout the page
- Include related terms like “privacy fencing,” “wood fences,” etc.
5. Skipping Mobile Design
Most people search on their phones. If your site doesn’t work well on a small screen, you’re losing leads. It’s that simple.
Quick mobile checklist:
- Text should be easy to read
- Buttons must be big enough to tap
- Menus should be simple and fast
If your site only looks good on a computer, you’re missing the boat.
6. No Call To Action (CTA)
Let’s say your site shows up in Google, and someone clicks it. Now what? If there’s no clear next step, they may leave.
Many fence websites don’t tell visitors what to do. There’s no form. No phone number up top. No button that says “Get a Quote.”
What you need:
- A phone number that’s easy to find
- A contact form that works on all devices
- Clear buttons that invite people to act
Make it easy for someone to reach out. Don’t assume they’ll go hunting for your info.
7. Not Using Analytics
You can’t fix what you don’t track. If you don’t have Google Analytics or Google Search Console connected to your site, you’re flying blind.
These tools show you:
- How people find your site
- What pages they visit
- What keywords you’re showing up for
- Where people drop off
It’s like having a dashboard for your marketing. Use it.
8. Weak Content
Google ranks content that helps people. If your pages are thin, or if they all say the same thing, Google won’t give them much attention.
Examples of weak content:
- One short page with only a paragraph or two
- Generic text copied from other sites
- No blog, no updates, nothing new
Good content ideas:
- A page for each service (wood fencing, vinyl fencing, etc.)
- A blog with tips, project stories, or customer questions
- FAQs with real answers
Make content for real people, not just for Google.
9. Not Updating the Website
A fence company website isn’t a one time project. It’s more like a truck, you’ve got to keep it in shape.
Signs it’s outdated:
- Old prices or service areas
- Staff who don’t work there anymore
- A “latest project” from 2018
Keep it fresh. Add new photos. Update service info. Show recent work. This builds trust with both Google and your customers.
10. DIY Websites Without SEO
Some contractors use drag and drop builders or DIY tools. These can work fine if you know SEO. But most of them skip the basics.
Problems with DIY sites:
- Wrong title tags or none at all
- Missing meta descriptions
- Broken links or missing pages
You don’t need a fancy site. You need one that’s clean, simple, and properly set up.
11. No Location Pages
If you serve more than one city, each should have its own page. Google doesn’t guess. If you want to show up in Fort Worth and Arlington, make a page for each.
Each page should:
- Talk about work you’ve done in that area
- Include the city name naturally in the text
- Have its own title and URL
Don’t just copy and paste. Make each one unique.
12. Bad Backlinks or No Backlinks
Backlinks are links from other websites to yours. Good ones help your rankings. Bad ones can hurt.
If you’ve paid for cheap links or joined shady directories, that could cause problems. On the other hand, if no one links to your site, it’s harder for Google to trust you.
Better ways to get links:
- Get listed on local chamber sites or trade associations
- Ask happy customers to mention you online
- Share projects on social media with a link to your site
It takes time, but good links are worth it.
Final Thoughts
SEO isn’t magic. It’s just a set of tools and habits that help your business get seen.
If you’ve made some of these mistakes, you’re not alone. Most fence contractors we work with at FenceWebs have run into one or two, or more. What matters is fixing them, one step at a time.
You don’t have to know everything. But you should know what to look out for. And if you want help, we’ve been doing this for fence companies for five years.
Reach out. Or just start fixing what you can.
Either way, don’t ignore SEO. Because your next customer is probably searching right now.
