Marketing is not a crockpot. You can’t just throw in a budget, walk away, and expect results to be ready when you come back. Still, a lot of fence companies treat it that way.
They hire someone once, maybe pay for a website or an ad campaign, then expect leads to roll in without doing much else. If you’re doing that, you’re not alone. But you’re also leaving money on the table.
Let’s break down why this approach doesn’t work, and what to do instead.
What Does “Set It and Forget It” Marketing Mean?
It sounds nice, right? You hire someone to build your website or run a few ads. You figure once it’s set up, you’re good to go.
But here’s the thing: marketing isn’t a one time fix. It’s more like keeping up a house. You can paint it once, sure, but if you don’t keep up with the yard, fix the roof, or clean out the gutters, it falls apart.
“Set it and forget it” means putting up a website, launching some ads, and then walking away. No updates. No checks. No changes. Just hoping it works.
Spoiler alert: it rarely does.
The Web Changes Every Day
Google updates how it ranks websites all the time. What worked last year might not work now. Even small changes to how search works can knock your site down the list.
Plus, your competitors are out there. If they’re improving their websites, running better ads, or showing up on Google Maps more than you, they’re stealing the leads you should be getting.
You don’t have to chase every trend. But if you’re not checking in on your site or your rankings, it’s easy to fall behind.
Ads Need Attention Too
Running Google Ads or Facebook Ads isn’t like flipping on a light switch. You can’t just turn them on and expect them to shine forever.
Ads need testing. Some headlines work better than others. Some pictures get more clicks. Prices change. Seasons change. People search differently in summer than they do in winter.
You also need to watch your budget. If you’re wasting money on clicks that don’t turn into jobs, that’s not helping your business.
It’s like watering a lawn. You don’t do it once and expect green grass all year. You check on it, adjust, and keep it healthy.
Your Website Isn’t a Billboard
Too many fence contractors think of their website like a business card or a sign on the road. But it’s not. It’s more like a salesperson who works 24/7.
But here’s the catch: your site only works well if it’s built right, loads fast, and shows up when people search. If it’s slow, outdated, or hard to use on a phone, people leave.
That means fewer calls. Fewer quotes. Less work.
And if no one is checking how your site is doing? You might not even know.
SEO Isn’t a One-Time Thing
Let’s talk about SEO (Search Engine Optimization). That’s just a fancy way of saying you want your site to show up when people search for “fence company near me” or “privacy fence in [your city].”
To do that, your site needs content, reviews, links, and technical stuff that search engines like. But this stuff changes. Competitors add new pages. Google changes the rules.
If you’re not updating your content or keeping an eye on your rankings, someone else will take your spot.
Here’s a simple comparison:
| “Set It and Forget It” | Active Marketing |
|---|---|
| Build site once | Update pages often |
| Run one ad campaign | Test and improve ads monthly |
| Ignore reviews | Ask for and reply to reviews |
| Don’t track rankings | Check SEO monthly |
Local SEO Is Always Moving
If you want to show up on Google Maps, you need a solid Google Business Profile (GBP). That means your name, hours, services, and contact info need to be correct.
You also need reviews. A lot of them. And good ones.
Plus, Google wants to see activity. Posting updates, answering questions, adding photos. All of this helps you stay visible.
If you never touch your GBP again after setting it up, it gets stale. Google sees that. And you drop lower.
Fence Buyers Don’t All Act the Same
Some people need a new fence after a storm. Others want to upgrade before selling their house. Some care most about looks. Others just want their dog to stay in the yard.
These buyers look for different things. That means your marketing has to talk to each group.
You can’t do that with one website page or one ad. You need to change things up. Try new messages. Focus on different services at different times.
That only happens if you’re paying attention.
So What Should Fence Companies Do Instead?
Alright. We’ve gone through the “what not to do.” Now here’s a better plan.
1. Set Goals You Can Track
Pick clear goals: more calls, more quote requests, more site visits. Then track them.
If you don’t know how many leads your site gets each month, that’s your first fix.
2. Check In Monthly
You don’t need to stare at dashboards every day. But once a month? That’s smart.
See how your ads are doing. Look at your traffic. Check reviews. Look at what pages people visit.
Then ask: is this working? What needs to change?
3. Keep Your Content Fresh
Add new photos. Write short blog posts. Update your services. Make sure prices are current.
Show Google (and your customers) that you’re active.
4. Keep Testing Your Ads
Try new headlines. Use new pictures. Run ads in new areas. Stop ads that cost too much.
The best ads are the ones that change with the seasons, your services, and your customers.
5. Make Reviews a Habit
Don’t ask for reviews once a year. Ask after every job. Make it easy.
And reply to reviews. Even the bad ones. That shows you care.
It’s Your Business. Own It.
You don’t have to be a tech wizard to win at marketing. But you do have to care.
Fence companies that check in, keep learning, and stay involved get better results.
The ones that set it and forget it? They usually end up paying more in the long run, trying to catch up.
How FenceWebs Helps
At FenceWebs, we work only with fence companies. We don’t guess at what works. We know.
We handle your website, SEO, local rankings, ads, and more. But we don’t just “set it and forget it” either.
We stay in touch. We share reports. We test, tweak, and improve. That’s how we’ve helped our clients grow for over five years.
If you’re tired of guessing or wasting money on ads that don’t work, we can help.
But even if you don’t hire us, do yourself a favor: stay active in your marketing.
Check your results. Ask questions. Don’t assume it’s all working just because it’s running.
Because marketing isn’t magic.
It’s work. But it’s worth it.
