Running a fence business isn’t just about putting up wood, vinyl, or chain link. It’s also about standing out. Most towns have more than one fence contractor. So why should a customer pick you?
The answer lies in how you set yourself apart.
Here’s a simple guide to help you do just that.
Know Who You’re Talking To
Not every homeowner wants the same thing. Some care most about price. Others care more about quality or speed. Some might be worried about looks or permits.
The first step is knowing what your ideal customer cares about. Think about past jobs. Which clients were easiest to work with? Which ones came back or referred friends?
Once you figure that out, you can talk to those people in your website copy, ads, and phone calls.
Build a Brand That Sticks
A brand isn’t just a logo or color. It’s how people feel when they hear your name.
Ask yourself: If someone saw my truck, would they remember it? Does my website look like I care about quality work?
Keep your logo simple but clear. Use the same fonts, colors, and tone across your website, social media, and signs. The goal is to be easy to remember.
Show, Don’t Just Tell
Anyone can say they’re the best. But most people don’t believe words alone.
Instead, show real photos of your work. Before and after shots are great. Share short videos of installs. Let people hear your voice. Post reviews, especially with names and pictures (with permission).
You could even ask past customers to record a short clip saying what they liked about working with you. That’s worth more than any polished ad.
Build Trust Online
Today, many people start their search on Google. If your business shows up first and looks sharp, you’re ahead already.
Make sure your Google Business Profile is filled out. Add photos. Answer reviews, even the bad ones. Keep your hours and info up to date.
Ask happy customers to leave honest reviews. The more stars you have, the more people will call you.
Make Your Website Work for You
Your website should answer one main question: Can I trust this company to do a good job?
Here’s what helps:
- Clean design that loads fast
- Clear contact info on every page
- Real photos of jobs, not stock images
- A short About section with a face or name
- Easy quote request or contact form
Don’t cram too much. Keep things simple. Let visitors breathe.
Focus on One Area First
Trying to be everything to everyone is a mistake. You’ll just blend in.
Instead, try owning one market or one type of fence.
Maybe you’re the go to company for high end cedar fences. Or maybe you’re the best vinyl guy in a 30 mile radius.
When you narrow your focus, you can speak more clearly to your ideal customer. You can also charge more for what you do.
Share Your Process
People like to know what they’re getting into. If they’ve never hired a fence company before, they might be nervous.
Make it easy for them.
Break down your steps:
- Free phone consultation
- Site visit and quote
- Deposit and scheduling
- Installation
- Final walk through
Put this on your website. Maybe even post a short video walking through it. The more they know, the more likely they’ll trust you.
Use Local SEO to Get Found
This part gets missed a lot. Local SEO means getting found when someone types “fence company near me” or “wood fence install [city name].”
Here are a few ways to do it:
- Use city names on your website pages
- Add service areas to your Google listing
- Post updates to your Google Business Profile
- Write blog posts like “Top 3 Fence Styles in [City]”
It doesn’t take a huge budget. It just takes steady effort.
Be Active on Social Media
You don’t need to dance on TikTok.
But posting 2–3 times a week on Facebook or Instagram helps keep your name in front of people.
Good ideas for posts:
- Before/after photos
- Quick time lapse videos
- Job site stories
- Customer shout outs
- Tips on caring for fences
Social media isn’t about going viral. It’s about staying top of mind.
Answer the Phone
This might sound basic. But many fence companies lose jobs just by not picking up.
If someone calls, they want help now. If you can’t answer, have a voicemail that sounds human. Better yet, use a call service or app that sends you a text.
Respond fast to emails, Facebook messages, and quote forms. Speed matters.
Offer Something They Don’t
Even small touches can set you apart.
- Do you clean up better than others?
- Do you offer a small discount for veterans?
- Do you send a thank you card?
- Do you follow up a year later to check in?
These small things add up. People remember how you made them feel.
Watch Your Competitors, But Don’t Copy Them
Keep an eye on what others are doing. But don’t chase every trend.
Focus on what makes your company special. If your team is polite, highlight that. If you’re fast, make that your edge.
You don’t need to be the cheapest. You need to be worth it.
Invest in Ads, But Do It Smart
Facebook and Google ads work, but only if your website and offer are ready.
Start with a small budget. Test what works.
Target the towns you serve. Try offers like “Free Quote Within 24 Hours” or “$100 Off First Job.”
Make sure your ad leads to a page that matches the offer.
Keep It Simple
People don’t want ten fence options. They want help picking the right one.
Use plain language. Avoid fancy terms. Show them 2–3 best options based on their yard and needs.
Make the choice easy.
Summary Table: Key Ways to Stand Out
| Tactic | Why It Matters |
|---|---|
| Clear Branding | Easy to remember your business |
| Real Photos & Reviews | Builds trust |
| Local SEO | Helps people find you online |
| Fast Replies | Gets more leads |
| Focus on Niche | Speaks to the right customer |
| Social Media | Keeps you visible |
| Simple Website | Helps visitors take action |
| Friendly Process | Makes people feel safe |
Final Thoughts
There’s no magic formula to stand out. It’s a mix of clear messaging, steady work, and treating people right.
Most fence companies don’t do all of this. If you do even half, you’re ahead.
Start small. Pick two or three things from this list. Put them in place. Then build from there.
Your company won’t just grow. It’ll grow with the right kind of jobs and the right kind of customers.
And that’s where things really start to get fun.
Need help with your website or online presence? That’s what we do at FenceWebs. We’ve worked only with fence contractors for over five years. We know what works. And we’ll help you get more calls without wasting money.
