Website essentials for fence companies: the seven things the site must do, per-foot pricing, galleries and speed
The seven jobs a fence company website has to do, why per-foot price ranges belong on it, how to build style pages and a gallery, tap-to-call, speed and the permit page.
- 1. Show every fence style you build, on its own page
- 2. Publish per-foot price ranges
- 3. A gallery that looks like your work
- 4. Tap-to-call that works, and a short form
- 5. The permit, HOA and process page
- 6. Reviews on the site, and a town page for each market
- 7. Speed and the basics
- What the site does not need
- Budget
- Frequently asked
22.8% of fence contractors list no website on their Google profile. The ones that do have a median of 23 reviews. The ones that do not have 3. The site does not produce the reviews, but it is the clearest marker of which companies compete for the map pack and which do not.
For a fence company the site has a specific job. It is what the homeowner looks at between getting your number from Google and signing your estimate. It is also what they look at after your competitor's estimate arrives, to decide which of three numbers to trust. This guide is the seven things it has to do to win that comparison.
1. Show every fence style you build, on its own page
One page per style: wood privacy, vinyl, aluminum, chain link, horizontal and composite, pool fence, commercial, gates, repair. Each page opens with a two-sentence answer: what it is, the per-foot range, how long it takes. Then photos of your own installs, the material options (cedar vs pressure-treated, 4 ft vs 6 ft, picket vs privacy), the gate options, and the warranty.
These pages are where Google Ads clicks land and what AI tools quote. "Fence installation" on one general page converts at half the rate of "vinyl fence installation" on a vinyl page.
2. Publish per-foot price ranges
This is the one most owners resist. Put the ranges on the site. "Wood privacy fence: $28 to $45 per linear foot installed. Vinyl privacy: $32 to $60. Aluminum: $38 to $75. Chain link: $14 to $30." Then the things that move the number: height, gates, tear-out, slope, rock, corner count, 8 ft panels.
Ranges filter out the caller who expected $10 a foot and reassure the one who was quoted $65 by somebody else. Close rates go up because the people who call already know the neighborhood of the number. The pricing guide covers how to present the exact quote.
3. A gallery that looks like your work
Thirty to sixty photos, sorted by style, each labeled with the style and town: "6 ft cedar board-on-board, Westfield." Street-side shots in daylight with the house in frame. Gate close-ups. Before-and-after pairs. Blur house numbers. No stock photos; a homeowner can tell, and a stock photo of a fence you do not build invites a quote request for something you do not sell.
Add five photos a month during the season. A gallery with a newest photo from two years ago says the company might not be around.
4. Tap-to-call that works, and a short form
Most fence site visits are on a phone. The phone number should be a button at the top of every page, a button at the bottom of every page, and tappable in the text. Test it on a real phone.
The form should ask four things: name, phone, fence type, approximate footage. Not twelve. Add a "best time to reach you" box and a text-message option. Then route every form to a text-back within a minute, because a form at 9 p.m. that is answered at 10 a.m. is usually already with a competitor. The missed calls guide covers the follow-up.
5. The permit, HOA and process page
Fence customers stall on the same three worries: do I need a permit, will my HOA approve this, and what happens between the estimate and the install. A single page that answers all three removes the stall.
List the towns in your area and whether they require a fence permit, with the typical cost and timeline. Explain what an HOA packet usually needs (style, height, color, a plot drawing) and that you prepare it. Lay out the process: estimate, written quote, deposit, HOA or permit, 811 utility locate, material delivery, install, walkthrough. Fence buyers who know the steps sign faster.
6. Reviews on the site, and a town page for each market
Pull your Google reviews onto the home page with the count and rating. The number should match what Google shows. Add a short page for each major town you serve with jobs done there, the local permit note, and a few photos. These pages catch "fence company [town]" searches and give AI tools a town-specific page to cite.
7. Speed and the basics
Under three seconds on a phone connection. Compress every photo to under 200 KB. No video autoplay in the header. HTTPS. A visible address or service area, license number where your state requires one, and the insurance line. LocalBusiness schema with name, phone, hours and services. A real email, since only 24% of fence contractors publish one and property managers prefer to write.
What the site does not need
A blog nobody writes. A "mission statement" page. A slider of five hero images. A chat widget that says "an agent will be with you shortly" at midnight. A page for every service you could theoretically do. Keep it to the seven jobs above.
Budget
A fence company site that does all seven can be built on a modern builder or static platform for $1,500 to $5,000, or in-house if someone has a weekend and the photos. Hosting is $10 to $30 a month. Anything over $10,000 for a company under five crews is paying for something other than the site.
Frequently asked
Should I show prices if my competitors do not? Yes. That is the point. The homeowner has three quotes and no way to judge them. The company that explained what moves the price is the one they trust.
Do I need a page for every town? Only the towns where you do real volume and want to rank. Five to ten town pages with real jobs on them beat fifty thin ones.
What about Angi, Houzz and Thumbtack? They are lead sources, not a website. Keep the profiles consistent with the site, but the site is where the homeowner decides.
A site draft with all seven pieces is part of the free 14-day trial. It is built on your domain and you keep it. Text or call (385) 334-3643.
Steven has spent the last several years running growth campaigns for local service businesses, fence companies among them, and builds the benchmark datasets on this site from public Google listings. About the editor