If you’re running a fence company, your website isn’t just a box to check. It’s how people decide if they want to work with you. Before they call or fill out a form, they visit your site to see if they can trust you.
So, what are homeowners looking for when they land on your website? What makes them stick around or click away?
Here’s what matters most, and how to get it right.
Clear Contact Info
First thing’s first. Can they find your phone number?
If a visitor has to search for a way to contact you, they’ll leave. Make sure your phone number and contact form are easy to spot. Add a “Request a Quote” button at the top of every page. Don’t hide it in the footer.
Also, make sure your contact page isn’t just a form. Add your phone number, email, and business hours too. A map doesn’t hurt either.
Photos That Show Your Work
People don’t just want to read about fences. They want to see what you build.
Use real photos of your past jobs. Not stock images. Show before and after shots. Add pictures of wood, vinyl, aluminum, and chain link fences you’ve built.
Keep the images clear, sharp, and not too large to slow down your site. Organize them by type of fence or by service area if you cover different cities.
Services That Are Easy To Understand
Avoid fancy terms or long lists no one reads.
Say what you do in plain words. Residential fence installation? Say that. Fence repairs? Say that. Gate installs? Same thing.
Use bullet points or short sections. It’s easier to skim.
If you serve certain cities or counties, name them. Don’t assume people will guess where you work.
Mobile Friendly Design
More than half of your website traffic likely comes from phones.
If your site’s hard to read on a phone, you’re losing leads.
Check your site on your own phone. Is the text too small? Are buttons easy to tap? Do the forms work?
A good mobile layout loads fast and doesn’t make people zoom in just to click.
Fast Loading Speed
Nobody wants to wait for a slow site. If your pages take more than 3 seconds to load, people start leaving.
Keep your images sized right. Remove junk scripts. Use good hosting.
If you’re not sure how fast your site is, check it on Google PageSpeed or GTmetrix.
Real Reviews
Homeowners trust other homeowners.
Show reviews from real customers right on your site. Pull in your Google reviews if you can. Or just paste some of your best ones.
Don’t make people click away to find them. Put a few on your homepage. Add more on a separate Reviews page.
Simple Navigation
If your site is hard to use, people will bounce.
Use clear menu names like:
- Home
- About
- Services
- Gallery
- Reviews
- Contact
No need to get cute or clever. Just help people find what they need.
Stick to a clean layout. Keep the colors easy on the eyes. Make sure the font is big enough to read.
About Page That Feels Real
People don’t just buy fences. They buy from people they trust.
Tell them who you are. How long you’ve been in business. What kind of jobs you do most.
Keep it human. You don’t need your whole life story. Just enough to show you’re real and you care about the work.
If you’re a family run business, say so. If you’ve been doing this for 20 years, say that too.
SEO That Brings In Local Leads
If your site doesn’t show up on Google, most people will never see it.
That’s where SEO comes in.
You want your site to show up when someone types “fence company near me” or “wood fence installers in [your city].”
Make sure each page has:
- Your city and service areas mentioned
- A short but clear title and description
- Headings that make sense
- Text that sounds like how people actually talk
Don’t stuff keywords. Just write naturally and keep it local.
Google Business Profile Connected
Homeowners use Google Maps to find fence companies. If your Google Business Profile (GBP) isn’t set up right, you’re missing out.
Make sure your profile has:
- The same phone number and address as your website
- Real reviews
- Good photos
- Updated hours
Link your GBP to your website. This helps with search rankings and builds trust.
Facebook and Google Ads That Lead Somewhere
If you’re running ads, don’t just send people to your homepage.
Create landing pages built for those ads. If you’re running an ad for aluminum fences, the page should talk about aluminum fences.
Keep it short. Add a clear form. And make sure it works well on phones.
A Blog That Answers Real Questions
You don’t need to write every week. But a few helpful posts can go a long way.
Try posts like:
- “How Much Does a Fence Cost in [Your City]?”
- “Wood vs. Vinyl: What’s Better for Your Yard?”
- “Do I Need a Permit to Build a Fence?”
Use simple words. Be honest. And aim to answer the same questions people ask you on the phone.
Search engines like fresh content. And your customers will appreciate the help.
A Quote Form That Works
Don’t make people work to get in touch.
Add a simple form that asks for:
- Name
- Address
- Phone
- Type of fence
- When they want the work done
Keep it short. Don’t ask 20 questions. Just enough to follow up with them.
Put the form on your homepage, service pages, and contact page.
Trust Builders
People are careful with their money. They want to know they can count on you.
Add these to your site to help build trust:
- License and insurance info (if required in your state)
- Years in business
- Photos of your crew
- Memberships or awards (if any)
- Local partnerships
Even small details help. A simple “We’ve installed over 300 fences in [city name]” builds confidence.
Keep It Fresh
Don’t let your site sit for years with no updates.
Update photos once in a while. Add a new blog post if you can. Make sure your contact info stays current.
An active website shows you’re still in business, and still paying attention.
Final Thoughts
A good website won’t close the sale by itself. But it should get homeowners to pick up the phone or send a message.
It doesn’t have to be fancy. It just has to be clear, honest, and easy to use.
At FenceWebs, we’ve been helping fence companies do this for five years. We build websites that look clean, work well, and actually bring in leads.
If you’re ready for a site that works as hard as you do, give us a call.
