If you run a fence company, you’ve probably heard the term “sales funnel.”
It sounds like some fancy marketing trick. But it’s actually simple. And if you want more jobs and better customers, you should care about it.
This guide will explain what a sales funnel is, why it matters, and how you can build one for your fence business.
What Is a Sales Funnel?
Think of a funnel. Wide at the top. Narrow at the bottom.
That’s how customers move through the buying process.
They start as strangers. Some become leads. A few turn into paying customers.
A sales funnel is just a way to map that journey.
Your job? Help more people move from the top to the bottom.
Why Fence Companies Should Care
Most fence companies rely on referrals or word of mouth.
That’s fine. But it’s not enough.
A sales funnel helps you get steady leads, even when your phone isn’t ringing.
It also helps you:
- Stop wasting time on bad leads
- Focus your marketing money
- Get more jobs without chasing people
And if you have a slow season, a funnel can keep leads coming in.
The 4 Stages of a Sales Funnel
Most funnels have four parts. Each one matters.
1. Awareness
This is the first step. People see your name for the first time.
It could be a Facebook ad. A Google search. Or your truck parked outside a job.
They’re not ready to buy yet. They’re just noticing you.
2. Interest
Next, they get curious. They visit your website. Maybe they check your reviews.
They want to know if you’re the real deal.
This is your chance to make a good impression.
3. Decision
Now they’re comparing. They might ask for a quote. Or talk to two or three other companies.
This is when your follow up matters.
4. Action
This is the goal. The customer picks you. Signs the contract. Pays the deposit.
But here’s the thing. Most fence companies never guide people through all these steps.
They just hope the phone rings.
Where Fence Contractors Lose Leads
Let’s be honest. Fence work isn’t cheap. People shop around.
If you don’t answer quickly, they move on. If your site is slow, they click away.
And if your quote is buried in a PDF with no follow up, you’ll lose them.
The funnel helps fix this.
What a Sales Funnel Looks Like for a Fence Company
You don’t need anything fancy. Here’s a simple setup:
- Ad or Local Search – Someone sees your Google listing or ad.
- Website Visit – They land on your site.
- Call to Action – They fill out a form or call you.
- Follow-up – You send a quote fast. Maybe with a short video.
- Stay in Touch – If they don’t buy, send reminders or helpful tips.
That’s it. No tricks. Just a smart way to keep people moving toward hiring you.
Building Trust with Each Step
Your funnel needs to answer one big question:
“Why should I pick you over the other guy?”
Here’s how to build that trust:
Clear Website
Make sure your site loads fast, works on phones, and has clear info.
Show real photos, reviews, and contact details.
Strong GBP (Google Business Profile)
Keep your hours, address, and photos up to date.
Ask happy customers to leave reviews. Reply to every one.
Fast Response
People hate waiting. If they fill out a form, follow up fast.
A simple text or call within 10 minutes can win the job.
Clean Quotes
Make your quotes easy to read. Add pictures if you can.
Show what’s included. Make it simple to say yes.
Stay in Touch
If they don’t say yes right away, that’s okay.
Send a few follow up messages over the next week. Remind them you’re there.
Tools That Help
You don’t need to do it all by hand.
Some tools can make it easier:
| Tool Type | What It Does |
|---|---|
| CRM | Tracks leads and follow ups |
| Email/Text Tools | Sends quotes and reminders |
| Landing Page Builder | Makes pages for ads or special offers |
| Call Tracking | Shows which ads or pages bring in leads |
You don’t need all of these. Start small. Use what makes sense.
Common Funnel Mistakes
A few things can mess up a funnel:
- Sending people to a cluttered website
- Not asking for contact info
- Waiting too long to reply
- No follow up after the quote
Each one of these can break the funnel.
SEO and Funnels Work Together
If you rank well on Google, more people enter your funnel.
But SEO isn’t magic. People still need a reason to stay on your site.
Your funnel gives them that reason. It gives them a path.
At FenceWebs, we build sites with that path in mind. We make sure your phone doesn’t just ring. We help you close the job too.
Ads Bring People In, Funnels Close the Sale
Facebook and Google ads are good at getting attention.
But if the funnel is weak, they won’t help much.
A good funnel turns clicks into calls. And calls into signed jobs.
You Already Have a Funnel (Even If You Didn’t Know It)
Most fence companies have some kind of funnel, even if they don’t call it that.
Maybe someone sees your truck, visits your site, then calls you. That’s a funnel.
The problem? It might have holes.
People might fall out before they call.
Our job is to patch those holes.
Final Thoughts
Sales funnels aren’t just for big brands or tech companies.
They work for fence companies too.
And they don’t need to be complex.
You just need a simple system that helps people know, trust, and hire you.
That’s what FenceWebs helps with. We’ve been doing this for five years. We build funnels that work for fence contractors.
So whether you’re booking out months ahead or trying to fill the calendar next week, a funnel can help.
It starts with understanding how people buy. Then making it easy for them to choose you.
That’s the whole point.
