Most fence contractors have a website, maybe even a Google Business Profile, and some run ads. But few know what their conversion rate is or why it matters. If you’re one of them, don’t worry. You’re not alone.
Let’s break it down in plain English.
What Is a Conversion Rate?
Conversion rate is the percentage of people who take an action you want. That action could be calling you, filling out a contact form, asking for a quote, or clicking your number on their phone.
Say 100 people visit your site. If 5 of them call you, your conversion rate is 5%.
That number might seem small. But in the world of online marketing, 5% is actually decent.
Why Fence Contractors Should Care
You can pay to get more people to your website. Or you can get more of the people already coming to take action. Which one sounds better?
Improving your conversion rate means more leads without paying more for ads.
That matters for your bottom line. Because better conversions usually mean better profits.
How to Know Your Current Conversion Rate
Start with this:
- How many people visit your site each month?
- How many of those call, message, or email you?
You can use tools like Google Analytics, call tracking, or a simple count of leads.
Here’s a simple formula:
(Number of leads / Number of website visitors) x 100 = Conversion rate
So if 10 people contacted you and 200 visited your site:
(10 / 200) x 100 = 5%
What Affects Conversion Rate?
Many things can raise or drop your conversion rate. Here are a few:
- Website speed
- Mobile friendliness
- Clear call to action (like “Call Now” or “Get a Free Quote”)
- Trust signals (like reviews, photos of work, or licenses)
- Easy to use contact forms
- Local SEO and accurate Google Business info
Even small changes can have a big impact.
What’s a Good Conversion Rate for Fence Companies?
It depends. But here’s a rough guide:
| Type of Marketing | Average Conversion Rate |
|---|---|
| Website (organic traffic) | 2-5% |
| Google Ads | 5-10% |
| Facebook Ads | 1-3% |
| Google Business Profile | 10-20% |
Some fence companies do better than this. Some worse. It depends on how well your stuff is set up.
How to Improve Your Conversion Rate
You don’t need to be a tech wizard. Just focus on the basics:
1. Make It Easy to Contact You
Put your phone number where people can see it right away. Don’t hide it in a menu. Add a click to call button for mobile users.
2. Add Real Photos of Your Work
Before and after shots. Gates. Wood, vinyl, chain link, aluminum. Show it all. It builds trust fast.
3. Use Reviews
Got happy customers? Ask them to leave a Google review. Then copy a few of the best ones to your homepage.
4. Use Clear Calls to Action
Tell people what to do: “Call Now,” “Get Your Free Estimate,” “Send Us a Message.”
5. Speed Up Your Site
A slow website kills conversions. If it takes more than 3 seconds to load, people leave.
6. Make It Mobile Friendly
Most people search on their phones. If your site’s hard to use on mobile, you’re losing leads.
7. Show You’re Local
Mention your city or service area. Show a map. Use photos with landmarks or familiar neighborhoods in the background.
Common Mistakes That Hurt Conversion
- Too much text, not enough pictures
- Confusing navigation
- No clear way to contact you
- No reviews
- Pop ups that annoy visitors
- Forms with too many fields
These seem small, but they add up.
Tracking Conversions from Different Sources
Not all leads come from the same place. Here’s how to think about each:
Website: Use Google Analytics and call tracking to see how many visitors turn into calls or forms.
Google Business Profile: Use the Insights tab to see how many calls, messages, or website clicks come through.
Google Ads: Set up conversion tracking in Google Ads to see which keywords bring calls or messages.
Facebook Ads: Use Facebook’s pixel and track clicks and lead forms.
Knowing where your best leads come from helps you spend your money better.
Why This All Matters
Fence jobs aren’t cheap. Each one could be worth a few thousand dollars. So even a small bump in conversion rate makes a big difference.
If you get 10 leads a month and turn 2 into jobs, you’re at 20% close rate. But if you boost conversions and now get 15 leads? That same 20% gets you 3 jobs. That’s 50% more work.
You didn’t work harder. You just worked smarter.
You Don’t Have to Figure It All Out Alone
We get it. You’re out building fences, not messing with code or tracking forms.
That’s where FenceWebs comes in. We build websites, run ads, rank you on Google, and get your phone ringing. Only for fence companies.
We’ve done this for years. We know what works.
If you want more leads without wasting money, let’s talk. We’ll check your site and show you where things can improve.
No tech talk. No pressure. Just straight answers.
Want help with your site or ads?
Visit FenceWebs.com or give us a call.
We’ll show you what’s working, what’s not, and what to fix first.
And if you’re not ready yet, that’s fine too. Just keep checking your conversion rate. It tells you more than you think.
