The fence business used to be pretty simple. You’d hang a sign, maybe run an ad in the local paper, and hope word of mouth did the rest. That worked for a while. But now, things have changed. The internet changed everything. How people find you, how they choose who to call, and how they decide who to trust.
Let’s walk through what’s different, what matters now, and how fence companies can keep up.
Customers Don’t Open the Yellow Pages Anymore
Back in the day, most people would flip through a phone book to find a fence contractor. Today, they open Google. If you’re not there, you’re invisible.
People search online. That means your business has to be online too. A website isn’t optional. It’s expected.
And it can’t just be any website. It has to look good, load fast, and show what you do clearly. If it looks outdated or confusing, people bounce. They don’t call. They move on.
Reviews Are the New Word of Mouth
Your reputation used to come from neighbors talking. Now it comes from online reviews.
If you have 3 reviews and your competitor has 85, guess who gets the call?
You need good reviews, and you need to keep getting them. Ask happy customers to leave one. Make it part of your process.
Bad reviews? Don’t panic. Just respond kindly and fix what you can. People understand that no one’s perfect. They just want to see that you care.
Google My Business (Now GBP) Is Your Online Storefront
When someone searches for “fence company near me,” Google pulls up a map. That map shows the top three local businesses. Getting into that top three can make or break your business.
Your Google Business Profile (GBP) needs to be set up right. That means:
- Accurate name, address, and phone number
- Updated hours
- Photos of your work
- Lots of reviews
- Services listed clearly
This is one of the easiest ways to get more local leads. But you’d be shocked how many fence companies ignore it.
Your Website Isn’t Just a Brochure Anymore
A good website doesn’t just sit there. It works for you.
People want to know:
- What kind of fences you build
- What areas you serve
- How much it might cost
- How to contact you
Your site should answer all those questions fast. Bonus points if it has:
- Photos of past jobs
- A short “About Us” section
- An easy contact form or phone number
Mobile matters too. Most folks are searching on their phones. If your site looks weird or loads slow, that’s a lost customer.
SEO: Being Found Without Paying for Every Click
Search Engine Optimization (SEO) helps your website show up in Google. It sounds techy, but the goal is simple: get more people to find you when they search for fencing services.
SEO means:
- Using the right words on your site
- Writing about your services and location
- Getting links from other trusted sites
It takes time, but it pays off. You stop relying on ads and start getting free traffic. That means more calls without more spending.
Local SEO Is Even More Important
Regular SEO helps your whole site. Local SEO helps your neighborhood. That matters for fence contractors.
You want to show up for searches like “fence repair in Tulsa” or “wood fence builder near me.”
Tips for local SEO:
- Add your city name in your website content
- Create pages for each service area
- Get listed in online directories
- Keep your business info the same everywhere
Local SEO helps Google trust that you actually serve that area. That’s how you move up in local search.
Facebook and Google Ads Still Work (If Done Right)
Paid ads can work fast. But if you’re not careful, they burn through your budget.
Google Ads show up when someone searches. They work well for “high-intent” searches like “fence company near me.”
Facebook Ads reach people who aren’t searching, but might be thinking about a fence. Great for targeting by area or age of home.
The key with ads is tracking. You need to know what’s working and what’s not. Otherwise, you’re guessing.
Organic Reach Still Matters
Organic just means unpaid. When people find you without clicking on an ad, that’s organic.
It usually comes from:
- Google searches
- Your GBP listing
- SEO
- Social media
This kind of traffic grows over time. It’s slower than ads but more stable.
If your business is built only on ads, you’re always spending to stay alive. Organic traffic gives you breathing room.
People Judge You Online Before They Call
It takes less than 10 seconds for someone to decide if they trust your business. Most of that decision comes from what they see online.
Are your photos real? Are your reviews recent? Do you show up in Google?
That first impression isn’t your sales pitch anymore. It’s your website and search results.
The Buying Process Changed
Before the internet, people called and asked questions. Now, they do all the research on their own.
They compare you to others. They read reviews. They check your website. Then maybe, maybe, they call.
You have to win their trust before they ever speak to you.
A Fence Job Isn’t Just a Fence Job Anymore
People want to know what makes you different. Do you show up on time? Do you clean up after yourself? Can they trust you around their kids or dogs?
That stuff doesn’t go in a quote. But it matters. And the only way to show it is online.
Use your site and reviews to show how you treat people. That’s what gets remembered.
Tips to Get Ahead (Without Breaking the Bank)
- Claim and update your GBP listing. Add photos, ask for reviews, post updates.
- Make sure your website is fast, clean, and mobile friendly.
- Add city specific pages if you serve more than one area.
- Start asking for reviews after every job. Make it a habit.
- Track your ads. If they aren’t bringing calls, fix them or stop.
- Post real photos of your work. Not stock images.
- Use simple language on your website. Skip the fluff.
- Keep your business name and phone the same everywhere online.
What FenceWebs Can Do for You
We’ve been working with fence contractors for five years. That’s all we do.
We build websites, run SEO, fix GBP listings, and set up ads. You don’t need to understand it all. You just need someone who does.
If you’re ready to stop guessing and start growing, we can help.
Reach out anytime. We speak fence.
