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Fencing Business Websites: 10 Tips To Generate More Leads
Chris Halpin • November 21, 2024
Does your fencing business have a website? Does it get your phone ringing? Does the website produce fencing leads?
If any of your answers is a "no" above, keep reading!
Key
Takeaways
- A well-optimized website is crucial for generating high-quality leads for fencing businesses
- Focus on both Search Engine Optimization (SEO) and Conversion Optimization to attract and convert visitors
- Create value through expert advice, helpful tips, and free resources about fencing
- Target your ideal customer profile, focusing on commercial customers for better results
- Structure your website for SEO by creating unique, high-quality content for each page and service
- Diversify your content with service pages, location pages, blog posts, and customer reviews
- Use high-quality, original photos to showcase your work and team
- Ensure your website is mobile-responsive for better user experience and Google ranking
- Include clear calls-to-action (CTAs) on every page of your website
- Regularly review and test your website for errors, broken links, and user experience issues
- A well-optimized website is crucial for generating high-quality leads for fencing businesses
- Focus on both Search Engine Optimization (SEO) and Conversion Optimization to attract and convert visitors
- Create value through expert advice, helpful tips, and free resources about fencing
- Target your ideal customer profile, focusing on commercial customers for better results
- Structure your website for SEO by creating unique, high-quality content for each page and service
- Diversify your content with service pages, location pages, blog posts, and customer reviews
- Use high-quality, original photos to showcase your work and team
- Ensure your website is mobile-responsive for better user experience and Google ranking
- Include clear calls-to-action (CTAs) on every page of your website
- Regularly review and test your website for errors, broken links, and user experience issues
Websites for Fencing Companies: Why It's Important
A fencing business website that not only ranks well in search engines but also converts 5-10% of website traffic into leads should be where you invest most of your marketing budget.
The majority of the high-quality, buyer-intent leads will come from Google, and by some margin, over 90% of those who search online will start their search on Google.
First, you need to know why people want fences. Most want security and privacy. Make sure your website talks about these benefits. Create pages for each type of fence you offer.
1. Optimizations That Produce Results
You could be tempted to emulate a seven-figure fencing business, but if you're looking to improve what you have or are just getting started, it's best to start simple and build over time.
An overcomplicated website without clear direction can have a negative impact on the purpose of your website, which is to attract more fencing leads.
So, where do you start?
For your website, you should focus on two aspects:
- Search Engine Optimization -- helps get your visitors to your website without using advertising.
- Conversion Optimization - when a visitor lands on your website, make it as easy as possible for them to get in touch.
2. Create Value
Creating value for your fencing business website is key to attracting leads.
You need to offer something unique that sets you apart from competitors. This could be expert advice, helpful tips, or free resources about fencing.
For example, you might create a guide on choosing the right fence for different property types. Or, you could offer a free fence maintenance checklist. These valuable resources help potential customers and position you as an expert in the field.
Your website should also showcase your best work through high-quality photos and customer testimonials. This builds trust and shows the quality of your services.
Make sure to highlight any special offers or guarantees you provide.
Your content should be readable and to make sure it adds value. The visitor should walk away with a feeling of satisfaction. This could be providing a few tips or FAQs.
Clear pricing information and easy ways to request quotes are also valuable to potential customers. By focusing on creating value, you'll draw more leads to your site. Next, let's look at how to target your ideal customer profile.
3. Target Your Ideal Customer Profile (ICP)
Your ideal customer profile (ICP) is vital to growing your fencing business. Focus on commercial customers for better results. They often need larger projects and have bigger budgets. Create web pages for each type of fence you offer.
This helps attract the right clients to your site. Use social media to connect with potential customers. Facebook, Instagram, and YouTube are great platforms to showcase your work.
Use tone and language that will appeal to your ideal customer profile. If you are like most fencing business owners, you know exactly who you want to be fencing for.
Build relationships with realtors and contractors. They can send new clients your way. Remember past customers, too. Stay in touch with them to keep the leads coming in.
Sell the hole, not the drill
Know your visitors' pain points and concerns and show them solutions. This will ensure you rank for terms like "best fencing company near me."
To legally operate a small business in the US, you need a business license. The
Small Business Administration
can provide you with information about your state's requirements.
4. Structure Your Website For SEO
Google ranks pages, not websites, meaning each page on your fencing website will rank independently in search results.
Google only cares about search intent, providing the best results for that given search query. If you have a page for "vinyl fencing," Google will more than likely rank that page higher than your homepage for that term when queried.
How do you structure your fencing website to rank each page effectively?
- Create unique, high-quality content for each page. Focus on providing value to your visitors while naturally including relevant keywords.
- Create a page for each service you offer. Service pages should include details and helpful tips/value content.
- Create a location page for each area you serve - Google ranks cities and towns, not counties. Include a summary of the services in that specific area.
- Create a logical site hierarchy. Group related pages under main categories, such as "Services," "About," and "Contact."
- Use internal linking. Link-related pages within your site to help users and search engines navigate your content.
5. Diversify Your Content
Creating various forms of content will keep visitors engaged and coming back to your website. It is a lot of work but think of it as a nest egg with compounding interest.
Investing a few hours each week or hiring a digital marketing agency to do this for you
will build your trust and authority, building predictable fencing leaves for your business.
Content diversification includes:-
- Service Pages
- Location Pages
- Blog Post (tips, how-to guides)
- Reviews
- Contact Page
This diverse approach helps you reach different types of learners and browsers and gives you more chances to rank for various keywords in search results.
Fresh, varied content also builds credibility with potential customers. It shows you're an expert in fencing and care about educating your audience.
Try creating a FAQ section, customer stories, or even a podcast about fencing trends.
6. Optimize your Photos and Images
Photos and images play a crucial role in your fencing business website. They can make or break your lead generation efforts.
Use high-quality photos:
Showcase a variety of fencing solutions with clear, crisp images. This helps potential customers visualize your work and increases their interest.
Show before-and-after photos:
Display the impact of your installations with comparison shots.
These visuals can be powerful tools for convincing potential clients of your expertise. However, having photos of your team working on projects helps increase conversion rates.
The best result is having one photo of your team on every page of the fencing business website.
Highlight security and curb appeal: Choose images that reflect the benefits of fencing, such as privacy and property enhancement. This will appeal to your target audience's needs and desires.
Share on social media:
Post your best photos on platforms like Pinterest and Instagram. This will expand your reach and drive traffic back to your website.
Use original photos: Avoid stock images when possible. Authentic photos of your work build trust and show your unique style.
7. Use a Mobile Responsive Website Template
A mobile responsive website template is a must for your fencing business. This is for two primary reasons:-
- The majority of your potential customers will be using a mobile device to find your website.
- Google prioritizes speed; if your website loads slowly on mobile devices, it will not rank.
Most website builders, such as Wix and Squarespace, come with a responsive theme or templates that adjust to all screen sizes as standard. Here are a few tips to keep your website optimized for mobile devices:
- Make sure images are cropped for mobile devices to avoid horizontal scrolling.
- Try to use only a few images; the more images you use, the more the page load speed will be delayed.
- Resize images before uploading them to your fencing website.
- Make your phone number clickable.
- Mobile navigation is easy to reach at the top right corner of the screen; 85-90% of website visitors are right-handed.
8. Call to Action on EVERY PAGE
Every page on your fencing website needs a clear call to action (CTA). It should be included multiple times on every single page.
Make it clear how to get in touch by adding these to EVERY PAGE:
- Phone number at the top and bottom of every page
- Buttons throughout the content linking to your contact/estimate form
- Website chat
- Contact/Estimate Form
Several CTAs on each page allow the visitor to select their preferred method of contact.
9. Reviews
Reviews are gold for your fencing business website. They show potential customers that you're trustworthy and do good work.
Ask happy clients to leave reviews on your site and platforms like Google My Business.
Make it easy for them by sending a link after you finish a job. Good reviews can boost your search engine ranking and help you stand out from other fence installers.
Pay attention to bad reviews. Respond to them quickly and professionally. Try to solve the problem and show that you care about customer satisfaction. This can turn a negative into a positive.
Display your best reviews on your homepage and service pages. Use quotes from happy customers to highlight your strengths. Fresh reviews keep your site current and help with SEO optimization.
10. Check Everything
Review and test your website changes right before or straight after publishing them.
- Proofread all content, check for typos, and have someone else read through the content.
- Verify your contact information; wrong contact details can cost you leads.
- Review images: Make sure all photos load quickly and look good on different devices. Slow-loading or blurry images can drive visitors away.
- Test forms: Fill out and submit all forms on your site. Confirm that you receive the submissions and that auto-responses work.
- Check mobile view: View your site on smartphones and tablets. A good mobile experience can help your Google ranking and prevent you from losing customers.
- Scan for broken elements: Look for design issues, such as overlapping text or misaligned images. These small problems can make your site look sloppy.
- Test load speed: Use tools like Google PageSpeed Insights to check your site's loading time. Slow sites can hurt your SEO and user experience.
- Review metadata: Check that each page has a unique title tag and meta description. Good metadata helps your pages appear more prominently in search results.
- Get feedback: Ask friends or colleagues to review your site and give honest feedback. Fresh eyes may spot issues you've missed.
It's essential to monitor for future errors; updates are released continuously, and website issues can happen. For this, we recommend Uptime Robot.
Turn Your Website Into A Lead Producing Machine
At The Fencing Marketers, our team of website designers and developers ensures that your marketing plan produces predictable fencing leads throughout the year.
We focus primarily on SEO, which we complement with Facebook Ads and Google Ads to keep your calendar full while reducing your ad spend over time.
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