Choosing a fence company isn’t something people do every day. For most homeowners, it’s a one time deal. That means they don’t know much about it, and they have to trust the company they pick.
As a fence contractor, it helps to know what your future customers are thinking. What makes them pick one company over another? What do they care about the most?
At FenceWebs, we work with fence companies every day. We’ve spent the last five years helping them get more leads and better customers. In this post, we’re sharing what we’ve learned from real buyers and business owners like you.
First Impressions Matter
Most people start online. That means your website is your first handshake.
If your site loads slow, looks outdated, or is hard to use on a phone, you’re losing business. People don’t wait. If they can’t find what they need in a few seconds, they’ll go to the next company.
A clean site with clear info, photos of your work, and easy ways to contact you makes a big difference. Your phone number and a “Free Quote” button should be easy to spot.
Clear, Honest Pricing
Nobody wants to guess what it’s going to cost. And no one likes hidden fees.
You don’t have to list every price. But show sample costs, or a starting price range. For example:
| Fence Type | Starting Price per Foot |
|---|---|
| Wood Privacy | $25 |
| Vinyl | $30 |
| Chain Link | $15 |
| Aluminum | $35 |
This gives people a ballpark. It also saves you time talking to customers who aren’t ready to buy.
Real Photos, Not Stock Images
Buyers want to see your work. Not a generic photo from the internet.
Post pictures of jobs you’ve done. Before and after shots are great. Show different types of fences, gates, and yards. This builds trust and shows what you’re good at.
Good Reviews (and Responses)
People read reviews. Almost everyone does.
A few bad reviews won’t hurt if most are good. What matters more is how you respond. Say thanks for the good ones. For the bad ones, keep your cool. Offer to make things right if it makes sense.
This shows that you care and that you’re paying attention.
Fast Replies
When someone calls or fills out your form, how fast do you reply?
If it’s more than a few hours, you’re probably losing business. People usually reach out to two or three companies at once. The first one to respond usually gets the job.
Even if you’re busy, send a quick text or email saying, “Got it, we’ll follow up today.” That small step keeps people from wandering off.
Local Trust
Customers want to work with someone nearby. They like local companies because they feel more personal and easier to reach.
This is where local SEO and your Google Business Profile (GBP) matter. You want to show up when someone searches “fence company near me.”
Keep your GBP updated. Add new photos, respond to reviews, post updates. It helps you rank and shows people that you’re active.
Licenses and Insurance
This may seem boring, but it matters.
Customers want to know you’re legit. Show that you’re licensed, bonded, and insured. Put this on your site. Bring it up during calls. It puts minds at ease.
Warranty and Guarantees
People ask, “What if something breaks?”
Offer a clear warranty. Say how long it lasts and what it covers. You don’t have to promise the moon. Just be clear and fair.
Even better, show how rare it is that people need it.
Respect for Their Property
Homeowners want to know you’ll take care of their yard.
Tell them how you clean up after the job. Mention how you handle pets or gardens. Small things like putting back a gate the right way can mean a lot.
Clear Timeline
No one wants to hear, “We’ll get to it when we can.”
Give a clear plan. Even if there’s a wait, explain it. Say, “We’re booked for two weeks, but we’ll start on the 15th and finish in two days.”
It helps people plan, and it shows you’re organized.
Friendly, Not Pushy
Customers want help making a good choice, not a hard sell.
Be real with them. If a fence style won’t work well, say why. If they’re over budget, suggest a solid alternative.
That kind of honesty builds trust. People remember it.
Clean, Branded Trucks and Uniforms
This might seem small, but it adds up.
When you show up looking sharp, with a branded truck and clean gear, it sends a message. You take your work seriously. People notice. It’s part of how they judge your company.
Easy Payment Options
Make it easy to pay.
Some customers want to use cards. Others want to pay in stages. Offer flexible options. Mention it on your site and when you talk to them.
If you offer financing, even better. Just make sure it’s easy to understand.
Final Checklist: What People Really Want
Here’s a quick list of what most customers care about:
- A clear, easy to use website
- Fast replies to calls or forms
- Honest pricing (at least a starting point)
- Good reviews and a few real photos
- Local presence they can trust
- Proof of license and insurance
- A clear start date and timeline
- A fair warranty or promise
- Friendly, respectful service
- Clean trucks, clean job site
- Easy ways to pay
A Quick Word on Ads and SEO
If you want more leads, you need to show up where people look.
That means ranking on Google (organic and local) and showing up in paid ads. Facebook and Google Ads can bring in traffic fast. SEO takes longer but brings steady results.
At FenceWebs, we help fence companies with all of this. Websites, SEO, local SEO, Google Business, Facebook ads, Google ads, and more.
We’ve been doing it for five years, and we know what works for this industry.
But whether you work with us or not, the points in this post can help you close more deals. When you know what customers want, it’s easier to give it to them.
Final Thought
People aren’t just buying a fence. They’re buying peace of mind. They want the job done right, without hassle, by someone they trust.
If your company shows up well, acts fast, and treats people right, you’ll stand out.
And in this business, that’s how you win.
