Getting more leads is good. Getting better leads is even better.
If you’re running a fence company, you probably already know the difference between someone asking for a quick price check and someone ready to book the job. Your website plays a big role in attracting the right kind of customer. The words you use can either draw in serious buyers or waste your time with tire kickers.
In this blog, we’ll walk through simple ways to improve your website copy so the leads you get are more likely to turn into jobs.
What Do We Mean by “Better Leads”?
Better leads are people who:
- Know what they want
- Are in your service area
- Understand your pricing range
- Are ready to move forward soon
If you’re getting a lot of messages that go nowhere, your copy might not be doing its job.
Why Website Copy Matters
Your website is your first salesperson. It works 24/7. But unlike a human, it can’t ask questions or change its tone.
That’s why the copy, the actual words on the page, needs to be clear, focused, and written for the people you want to work with.
Let’s break down how to do that.
Speak to Your Best Customer
Think about the jobs you like most. Maybe it’s full privacy fences. Maybe it’s wood or vinyl installs. Maybe it’s repeat work from builders.
Write your copy for those people.
Avoid writing for everyone. If your copy sounds like you’re trying to catch all types of work, you’ll end up with more low budget, low interest leads.
Use Simple Language
Don’t try to sound fancy. Talk the way your customers think.
Instead of:
“Our team is dedicated to delivering premium fencing solutions.”
Try:
“We build strong fences that last.”
Simple wins. It makes people trust you more.
Make Your Process Clear
One reason people don’t reach out is they’re confused.
Explain your process step by step. It helps set the right expectations and filters out the people who aren’t serious.
For example:
- You call or fill out our form.
- We schedule a site visit.
- You get a clear quote within 24 hours.
- If you’re ready, we schedule the job.
Put this on your home page and service pages. People want to know what happens next.
Set the Right Tone
Sound confident but not pushy. Sound helpful, not desperate.
Use a tone that matches how you talk in person. If you’re laid back, keep it friendly. If you’re straight to the point, keep it sharp.
The tone helps people feel like they already know you. That’s a big deal when they’re choosing who to call.
Use Questions Your Customers Ask
Think about what people ask you on the phone. Use those questions on your site. Then answer them.
Some examples:
- How much does a 6ft wood fence cost?
- How long does installation take?
- Do you pull permits?
- Are you licensed and insured?
This kind of copy helps filter in serious buyers and gives Google more reasons to show your site.
Show Real Proof
Anyone can say they’re the best. Don’t just say it, show it.
Use things like:
- Real photos of your work
- Customer reviews
- Before and after shots
- Short stories of past jobs
People trust real proof more than big claims. Show it early and often on the site.
Make It Easy to Contact You
If your contact form is hidden or long, people might leave.
Here’s what helps:
- Keep your form short (name, phone, address, short message)
- Put your phone number at the top of the page
- Use a clear button like “Get a Free Quote”
Also, tell people when you’ll get back to them. For example: “We’ll call you within one business day.”
Use Location Keywords
Make sure your copy includes the towns and areas you serve. This helps with local SEO and filters out people outside your range.
List them naturally:
“We install fences across Clarksville, Springfield, Ashland City, and nearby areas.”
Don’t overdo it. Just a few mentions in the right spots can help.
Add Service Pages
If you only have one page that says “we do fences,” you’re missing out.
Make separate pages for each service:
- Wood fences
- Vinyl fences
- Chain link fences
- Fence repair
This helps people find exactly what they’re looking for. It also makes it easier for Google to rank your pages.
Use Calls to Action That Fit
A good call to action tells people what to do next.
“Call now for a free quote” “Get your fence project started today” “Send us a message, we’ll reply soon”
Don’t make people guess. Tell them what to do.
Don’t Sound Like a Robot
Some websites read like they were written by a lawyer on caffeine.
You want to sound real. Like a person who knows the job and is easy to talk to.
Read your copy out loud. If it sounds weird or stiff, rewrite it.
Clean Up the Home Page
Your home page does most of the heavy lifting. Make sure it has:
- A clear headline: “Fence Installation in [Your Town]”
- A subhead that says what you do
- A few bullet points of what makes you different
- One clear call to action
Don’t try to say everything here. Just enough to make them want to click or call.
Add Reviews Throughout the Site
Don’t just dump all reviews on one page.
Sprinkle them in:
- Under the service descriptions
- On the home page
- Near the contact form
People trust reviews more when they see them while reading about the service.
Use Real Photos
Stock photos look fake. Real photos of your work build trust.
Even if it’s just pictures from your phone, they show you’re the real deal.
Try to use photos that match what the copy is talking about. If the page is about wood fences, show wood fences.
Watch the Length
People don’t read long blocks of text. Keep paragraphs short.
Use bullet points, numbers, and subheadings.
Break things up so it’s easy to scan.
Final Thoughts
Good leads come from clear, honest, and focused copy.
If your site talks to the right people, says the right things, and makes it easy to take the next step, your leads will improve.
You don’t need fancy words. You don’t need to sound like a sales pro. Just be clear, real, and helpful.
Want help writing better copy for your fence company? That’s what we do at FenceWebs.
We’ve been doing this for five years and know what works.
Reach out. Let’s get your site working the way it should.
