Most fence companies offer the same basic services. They build fences. But if that’s the case, why do customers pick one over the other?
That’s the question a lot of fence contractors ask. And it’s a fair one. You might be doing great work, using good materials, and still not getting the calls you want.
Let’s talk about why this happens. And more important, what you can do about it.
First Impressions Start Online
Today, most people search online before calling anyone. That means your website is your first handshake.
If your site is slow, old, or hard to use on a phone, many people won’t stick around. They’ll just hit the back button and call someone else.
What Makes a Good Website?
- Fast load time (under 3 seconds)
- Clean and easy design
- Mobile-friendly layout
- Clear contact info
- Real photos (not stock images)
- Simple language that explains what you do
Your website doesn’t need to be fancy. But it does need to work. Think of it like a digital version of your truck: clean, clear, and ready to go.
Google Is the New Yellow Pages
People don’t flip through the phone book anymore. They Google things like “fence company near me” or “wood fence install [city name].”
If you don’t show up in those results, they won’t even know you exist.
That’s where SEO comes in.
What Is SEO?
SEO stands for “search engine optimization.” It’s the work done to help your website show up when people search.
There are two main types:
- Local SEO: Helps you show up in your area. Think Google Maps and “near me” searches.
- Website SEO: Helps your pages rank for things like “privacy fence cost” or “vinyl vs wood fence.”
Both matter. Local SEO gets you on the map. Website SEO helps you earn trust.
Google Business Profile Can Make or Break You
Most fence companies have a Google Business Profile (GBP), but not all keep it updated.
This little box on the side of Google search results shows your hours, reviews, phone number, photos, and more.
If your competitor keeps their GBP fresh and you don’t, they’ll get more calls. Simple as that.
Quick GBP Tips
- Add real project photos every week
- Reply to every review (good or bad)
- Keep your hours and info current
- Use keywords in your description (like “chain link fencing” or “pool fence”)
Reviews Matter More Than You Think
People trust people. Before hiring anyone, they look at reviews.
If your company has 7 reviews and the guy across town has 102, guess who they’re calling?
How to Get More Reviews
- Ask every happy customer
- Send a follow up text with the link
- Keep it simple: “Hey, glad you liked the fence. Would you mind leaving a quick review here?”
- Make it a habit, not a one time thing
Price Isn’t Always the Deciding Factor
Many contractors assume people go with the cheapest option. That’s not always true.
Most people care more about:
- How fast you respond
- How easy you are to deal with
- If they trust you to show up and do the job right
Sure, some folks want the lowest price. But many just want less hassle. They want someone who answers the phone, shows up on time, and keeps their word.
Facebook and Google Ads Work (If You Do Them Right)
Ads aren’t magic, but they can help. Especially in busy seasons when search traffic is high.
Good Ads Have:
- A clear message (“Free Fence Quotes, Fast Scheduling”)
- Local focus (use your city name)
- Real photos or videos
- A simple call to action (“Call now” or “Get a quote”)
Facebook works well for people who don’t know they need a fence yet. Google Ads work better for people who are ready to buy.
Use both, but don’t waste money. Bad ads with no follow up just burn cash.
People Want to See Your Work
Before hiring you, they want to know what the fence will look like. They don’t want to guess.
That’s why photos matter.
Where to Post Your Work
- Your website (make a gallery page)
- Google Business Profile
- Facebook page
- Instagram (if you have one)
Take before and after shots. Show different fence types. Use your phone if needed, but make sure it’s clear and bright.
Response Time Is Huge
Here’s a simple truth: People call the first 2 or 3 companies they find. Then they stop.
If you don’t pick up, and someone else does, you just lost a job.
Tips for Faster Response
- Use call forwarding to your cell
- Set up an auto text for missed calls
- Reply to quote requests within 1 hour
Even if you can’t give a price right away, just let them know you’re on it.
What You Say Matters
When you talk to a lead, you’re not just giving numbers. You’re building trust.
Don’t just talk about price. Ask what they’re looking for. Explain the pros and cons. Keep it simple.
Common Mistakes to Avoid
- Using too much tech talk
- Talking over the customer
- Sounding rushed or distracted
Be friendly. Be clear. Be helpful. That alone can set you apart.
Keep Your Branding Simple and Clear
Your business name, logo, and truck signs all matter. They help people remember you.
Don’t overthink it. Just make sure your name is clear, your phone number is easy to read, and your message is simple.
If someone can’t tell what you do just by looking at your truck or site, that’s a problem.
People Talk
Word of mouth is still powerful. Happy customers tell friends. Bad ones tell even more.
You can’t control what people say, but you can control the kind of job you do.
Be the company that does what it says. That alone puts you ahead of a lot of others.
Final Thoughts
People choose fence companies for all sorts of reasons. But most of the time, it comes down to trust.
Do they trust you to answer the phone? Do they trust your online reviews? Do they trust you to show up?
If you work on those things, you’ll start to see a change.
At FenceWebs, we help fence contractors build that trust online. But even without our help, you can take steps today. Start with your website. Then work your way out.
Keep it simple. Stay consistent. And don’t stop showing up.
