Running a fence company isn’t just about building solid fences. It’s also about making sure people know who you are, what you do, and why they should hire you instead of someone else. That’s where marketing comes in. But here’s the big question: how much is enough?
Let’s break it down.
You Can’t Skip Marketing Anymore
Ten or twenty years ago, word of mouth might’ve been enough. Maybe a few yard signs or a listing in the local paper did the trick. But today? Not so much.
Customers check Google before calling. They read reviews. They look at websites. If you’re not showing up, you’re missing out. That’s why marketing isn’t optional anymore. It’s part of the job.
Start With a Simple Question: Do People Know You Exist?
If the answer is no, then you’ve already got your answer. You need to market more.
Fence companies that don’t show up online might as well not exist. That’s not an opinion. It’s how most customers behave now.
The Core Tools You Actually Need
You don’t need to do everything. But you do need to do the right things. Here’s what matters most:
1. Website Design
Your website is your online front door. If it’s old, slow, or doesn’t work on a phone, people bounce.
A good site should:
- Load fast
- Work on mobile
- Show your services clearly
- Include lots of pictures of past jobs
- Make it easy to call or message you
2. SEO (Search Engine Optimization)
This is how you show up when someone types “fence company near me” into Google. SEO means fixing your site so Google knows what it’s about.
You need to:
- Use the right keywords
- Write clear service pages
- Add location based pages (like for each city or town you serve)
- Keep updating with new content, like blog posts or job updates
3. Google Business Profile (GBP)
If someone searches your company name, your GBP shows up on the right hand side of Google. That’s where your reviews, address, hours, and photos are.
You want this to be:
- Fully filled out
- Packed with photos
- Full of 5-star reviews
- Updated every week
4. Facebook and Google Ads
If you want quick results, ads work. They help when you want more leads right now.
Start small. Run ads for certain cities or zip codes. Focus on fence types that bring good profit. Ads can get pricey if you don’t track them, so watch your numbers.
5. Local SEO
This helps you show up for searches in your city. It’s not the same as regular SEO. Local SEO is tied to maps, reviews, and local links.
You can boost local SEO by:
- Getting listed in local directories
- Earning links from local blogs or chambers of commerce
- Asking happy customers to leave reviews
So, How Much Should You Really Do?
There’s no one size fits all answer. It depends on your size, goals, and budget. But here’s a rough guide based on what we’ve seen at FenceWebs:
| Business Size | Marketing Focus |
|---|---|
| Solo Operator | Google Business Profile, Local SEO, basic website |
| Small Team (2-5) | Full website, SEO, GBP, light Facebook ads |
| Medium (6-15) | Full digital plan: SEO, GBP, website, Google Ads, Facebook, regular content |
| Large (15+) | All of the above + retargeting, email marketing, advanced reporting |
Don’t Fall Into the “More is Better” Trap
It’s easy to think, “If I just spend more, I’ll get more.” That’s not always true.
What matters is how you spend your time and money. A $500 Google Ad with no tracking is worse than a $100 ad you monitor closely. Quality beats quantity.
What About Social Media?
Facebook is useful, but only if you post real jobs. People want to see fresh work. Don’t use stock photos.
Instagram is great if you build fancy fences. TikTok might help if you like being on camera. But don’t feel like you have to be everywhere.
Pick one or two platforms. Do them well.
Should You Hire Someone or DIY?
If you enjoy tech stuff, you might do your own SEO or run your own ads. That can save money.
But if you’re too busy building fences, hire someone. Just be sure they know the fence business. Lots of marketers promise results. Few understand the difference between a wood privacy fence and a vinyl one.
The FenceWebs Approach
At FenceWebs, we only work with fence companies. That’s all we do.
After five years, we’ve seen what works and what wastes money. We’ve helped contractors in small towns and big cities. And we always focus on what brings real leads, not fluff.
We don’t push clients to buy everything. We help them do the right things at the right time.
A Real Example: Joe in Kansas City
Joe ran a small fence shop. No website. No ads. Just word of mouth. But calls started to slow down.
He came to us. We built a fast, simple site. Set up his Google Business. Ran some local ads. Within three months, he had to hire help to keep up.
He didn’t double his budget. He just started marketing smarter.
Final Thoughts
You don’t need to be a marketing wizard. But you can’t ignore it either.
Start with the basics. Make sure people can find you. Keep your info updated. Share your work online.
Then, when you’re ready, add more tools. Just go step by step.
And if you ever want help, FenceWebs is here. No hard sell. Just straight talk.
Need help growing your fence business?
Visit FenceWebs.com or give us a call.
