Marketing isn’t what it used to be. Especially not for fence contractors.
Ten years ago, getting work meant having a Yellow Pages ad, a yard sign, and maybe a Craigslist post. Now, if you’re not online, you’re invisible.
In this post, we’ll walk through how fence marketing has changed over the last decade. We’ll keep it plain and simple. You don’t need a marketing degree to follow along.
1. Then vs. Now: The Old Way vs. Today
Back then, it was all about word of mouth, referrals, and print ads.
Now, it’s all about your presence online. People search on Google before they even talk to a neighbor.
Here’s a quick comparison:
| 2015 | 2025 |
|---|---|
| Phonebook ads | Google Business Profile |
| Referrals only | Reviews + Referrals |
| Simple website or none | Full website with SEO |
| Word of mouth | Facebook Ads, Google Ads |
| Craigslist posts | Local search + Maps |
| Yard signs | Website chat + online forms |
2. Websites: From Optional to Required
In 2015, many fence companies didn’t have a website. Or if they did, it was basic. Maybe just a homepage and a phone number.
Now, people expect more. They want to see photos, read reviews, and contact you online. If your site looks outdated or loads slow, they’ll move on.
A modern website should:
- Load fast
- Work on phones
- Have clear contact info
- Show real photos of your work
- Use keywords like “fence contractor near me”
It’s not about being fancy. It’s about helping people find you and trust you.
3. SEO: What It Means and Why It Matters
SEO stands for Search Engine Optimization. Sounds boring, but it matters.
It’s what helps your website show up when someone types “fence company in Springfield” on Google.
Ten years ago, SEO was just stuffing pages with keywords. That doesn’t work anymore.
Now, it’s about:
- Having useful pages (like “Wood Fencing in Austin, TX”)
- Using the right headings
- Getting other sites to link to you
- Making your site easy to use
If Google thinks your site is helpful, it’ll show it to more people.
4. Local SEO and Google Business Profile (GBP)
Local SEO is all about getting found in your town or area.
Your Google Business Profile (GBP) is key. That’s the listing that shows your business name, map location, hours, and reviews.
Ten years ago, this feature wasn’t that important. Now, it’s one of the first things people see.
Make sure your GBP is:
- Verified
- Filled out fully
- Getting real reviews
- Updated with new photos
- Showing accurate hours and phone number
You should also be posting updates there. Think of it like a mini social media feed.
5. Paid Ads: Facebook and Google
In 2014, most fence companies didn’t think about running ads online. Now, many do.
Facebook Ads can work well for getting leads in your area. You can target by ZIP code, age, and even home ownership.
Google Ads are good for people who are already looking. Someone types “fence installer near me” and you show up at the top.
Both take a bit of setup, but they can get your phone ringing fast.
6. Social Media: Worth It or Not?
Ten years ago, Facebook was mostly for sharing dog photos. Business pages were rare.
Now, having a basic Facebook page helps. It builds trust.
You don’t need to post every day. But a few photos a month of jobs you’ve done, maybe a short video now and then, that helps people see you’re active and real.
It’s not about going viral. It’s about staying visible.
7. Reviews: The New Word of Mouth
Referrals still matter, but online reviews have taken over.
In the past, people asked their neighbors.
Now, they check Google, Facebook, Yelp. They want to see what strangers say.
Aim for:
- 20+ reviews on Google
- 4.5-star rating or better
- Responding to both good and bad reviews
Ask happy customers to leave one. Make it easy. Send a link.
8. What Didn’t Change
Not everything flipped upside down.
Good work still wins. Friendly service still matters. A clean job site still speaks volumes.
The tools changed, but the basics stayed the same.
You still have to:
- Show up on time
- Do the job right
- Answer your phone
Marketing helps people find you. But you still have to earn their trust.
9. How FenceWebs Fits In
At FenceWebs, we’ve been helping fence companies market smarter since 2019.
We only work with fence pros. That means we get it. We know your busy season. We know your customers. And we know what works.
We help with:
- Website design
- SEO and local SEO
- Google and Facebook ads
- Google Business Profile setup and updates
You won’t need to explain what a post driver is or what a shadowbox fence looks like. We already know.
10. Final Thoughts
Marketing for fence contractors isn’t rocket science. But it has changed.
A lot.
What worked 10 years ago won’t cut it now. If you want to stay booked and busy, you need to be where people are looking.
And they’re looking online.
Even if you’re not ready to hire help, start with the basics. Get a clean website. Claim your Google Business. Post some real photos.
Bit by bit, you’ll see the shift.
If you ever need help, FenceWebs is just a call or click away.
