Running a fence company today isn’t what it was ten years ago. There’s more competition. More ads. More companies popping up in every town. If you feel like it’s getting harder to stand out, you’re not imagining things. But the good news? You can still win work and grow your business if you know how to play it smart.
Let’s break it down in plain English.
Start With What Makes You Different
Customers have choices. So they need a reason to pick you.
Ask yourself: What makes your company different from the others? It could be speed. It could be price. Maybe it’s your attention to detail or the way you clean up after every job.
Don’t try to be everything to everyone. Pick 1-2 things and lean into them. Make those your strong points in your website, ads, and how you talk to people.
Build a Simple, Clear Website
Your website is your storefront. If it’s slow or confusing, people leave.
Here’s what every fence company site should have:
- Clear phone number at the top
- Easy way to request a quote
- Real photos of your work
- Reviews from happy customers
- A list of services with short, plain text
Don’t make it fancy. Make it clear.
Mobile users matter too. Most people check your site on their phone. If it doesn’t load fast or looks weird, they’ll bounce.
Use SEO to Get Found in Search
SEO means showing up when people search for things like “fence builder near me.”
You don’t need to be on page one for every keyword. Focus on your town and nearby areas. Local searches matter more than national ones.
Start With These Steps:
- Add your town name to your homepage title
- Use keywords like “privacy fence installation [your city]”
- Write short blog posts answering common questions
- Get listed in local directories (Yelp, Angi, etc.)
- Keep your Google Business Profile (GBP) up to date
It takes time, but over a few months, you’ll start to see more traffic.
Get Your Google Business Profile Right
When people search on Google Maps or just search “fence company,” your GBP shows up.
If your profile looks bad, or worse, isn’t set up at all, you’re leaving money on the table.
Here’s What to Do:
- Add real photos of your team and past jobs
- Use the Q&A section to answer common questions
- Post updates weekly (even short ones help)
- Ask happy customers to leave reviews
The more active your profile, the better your chance of showing up.
Run Google Ads the Right Way
Google Ads can work well, but only if you know what you’re doing.
Too many fence companies waste money with bad ads or sending clicks to slow pages. That’s a quick way to burn through your budget.
Start small. Test different ad types. Use exact match keywords like “fence repair [your town].” Track what works and cut what doesn’t.
Set up call tracking. This way you know which calls came from ads.
Don’t Sleep on Facebook Ads
Facebook isn’t just for cat videos. It’s a good way to get in front of homeowners, especially if you target the right people.
You can run photo ads showing before and after jobs. Or short videos walking through a fence install.
Target by zip code, age, homeowners, and income. You can even upload a list of your past customers and let Facebook find people like them.
Reviews Matter More Than You Think
People trust other people. A good review often wins over a slick ad.
Make it a habit to ask for reviews after each job. Text the customer a short link. Make it easy.
If you get a bad one, don’t panic. Respond politely. Show you care. And focus on getting more good ones to push it down.
Answer the Phone. Call Back Fast.
You’d be surprised how many fence companies miss calls. Or take two days to call back.
That’s where you can beat them.
Set up call forwarding if needed. Return messages within an hour. If you don’t answer, many people will just move on to the next number they find.
Fast response = more jobs.
Build Trust With Small Things
Wear clean shirts with your logo. Show up on time. Explain things in plain words.
People judge you before you even start building. Don’t give them a reason to doubt you.
Keep Your Branding Tight
Your company name, logo, and colors should match everywhere: trucks, shirts, website, ads.
It doesn’t need to be fancy. Just consistent. That way people start to remember you.
Offer Simple Pricing and Clear Quotes
Don’t confuse people with five different packages or fine print.
Break down your quote in plain terms:
| Item | Price |
|---|---|
| 50 feet wood fence | $2,000 |
| Gate install | $350 |
| Removal of old fence | $500 |
| Total | $2,850 |
Be upfront. People like honesty more than they like sales tricks.
Keep Your Customers in the Loop
Let people know when you’re coming. Send reminders. Text them if you’re running late.
This stuff builds trust and makes people feel like you care.
Happy customers tell their friends. And word of mouth is free.
Stay Active on Social Media (But Keep It Real)
You don’t need to post every day. But do show your work now and then.
Before and after photos, short videos, tips, or even memes about fence fails. Keep it light, but on brand.
Think Long Term, Not Just This Week
Some jobs come in quick. Others take weeks to close. That’s normal.
Build your online presence now, so it keeps working for you later.
Ads stop when you stop paying. SEO and reviews keep going.
Final Thought: Play the Long Game
If you feel like you’re always hustling for the next job, you’re not alone.
But with the right setup—a clean website, good SEO, active profiles, and clear quotes—you can stand out without spending a ton.
Take it one step at a time. Keep it simple. And always think about what your customer sees when they find you.
Need help? At FenceWebs, we work only with fence companies. We’ve done this for five years and know what works. If you want someone to handle your site, ads, or local SEO while you focus on building fences, we’re here.
Reach out when you’re ready.
