What a fence company website needs: pages, words and photos

Most people who visit a fence company website have a reason already: a new dog, a pool going in, a neighbor they'd rather not see, a storm that knocked a section down. They want to see fences like the one they have in mind, get a sense of cost and timing, and ask for a quote without a long phone call. A fence site that does that well is short: a clear home page, pages for the fence types you install, a gallery, a page on how a job works, reviews, and an estimate form that takes a minute.

Why people want a fence, and what that means for your site

The reason behind the fence shapes what the visitor looks for:

Pets and kids: height, no gaps at the bottom, gates that latch.
Privacy: solid panels, height limits in their town, how it looks from the neighbor's side.
Pools: fences and gates that meet local pool barrier rules.
Curb appeal: a picket or ornamental fence that suits the house.
Security or property line: chain-link, ornamental steel, or a farm fence on acreage.
Repair: a few posts or panels after a storm or a car.

Your home page doesn't need a section for each, but your services and gallery should make it obvious you handle theirs. A short line on the home page like "Privacy, pet, pool and decorative fences, plus repairs" lets most visitors see themselves in one glance.

The home page

Top of the page:

What you do and where: "Fence installation and repair in Lexington and nearby counties."
Phone number, tap-to-call.
"Get a free estimate" button.
One great photo of a fence you built, on a real property.

Further down: the fence types you install with a photo each, a strip of project photos, a few reviews, the towns you serve, and a line on how soon you can usually start, since fence season fills up.

Pages for each fence type

Give each material you install its own section or short page. Most homeowners have one material in mind and want to read only about that. Typical ones: wood, vinyl, aluminum, chain-link, ornamental steel, and farm or ranch fencing. For each, say what styles you build, what heights, and what it's good for. A deeper guide to writing these material pages, and to permits and property lines, is in fence company websites: materials, permits and project photos.

Add pages, too, for:

Gates: walk gates, double drive gates, automatic gate openers if you install them.
Repairs: replacing posts, panels and pickets, and fixing sagging gates. Say whether you repair fences you didn't build.
Commercial fencing, if you do it: security fencing, dumpster enclosures, sports fields.

The "how it works" page

Many people have never bought a fence. A short step-by-step page settles a lot of worries:

Estimate visit. You walk the line with them, measure, talk about style and gates.
Written quote. Itemized, with material, height, gates and removal of the old fence.
Paperwork. Who handles the permit, HOA approval and the utility line marking.
Scheduling. How far out you're booked, and how you'll confirm the start date.
Install day. How long a typical backyard takes, whether they need to be home, what happens to the dirt from post holes.
Final walk-through. Gates checked, site cleaned, warranty explained.

How to describe your process on your website has more on writing a page like this.

Photos that sell fences

Fence buyers want to see the real thing, in yards like theirs.

Shoot finished fences in good light, morning or late afternoon, with some of the house or yard in the frame for scale.
Show both sides of privacy fences. Neighbors will see the back, and homeowners wonder about it.
Get the details: post caps, gate hardware, how the fence meets the house.
Before and after, from the same spot, especially for replacements.
Different yards: sloped, wooded, small urban lots. Show how you handle a hill, stepped or following the slope.

Label each photo with the material, style and height: "Six-foot cedar privacy, board-on-board." That caption is what the customer will ask for on the phone. Ask the homeowner before posting, and keep house numbers and faces out of shot.

Pricing and what affects it

You don't have to post prices, but people will want an idea. Explain what moves the cost:

The length of the fence line, usually priced by the foot.
Material and height.
The number and type of gates.
Removal and disposal of an old fence.
Ground conditions: rock, roots, slopes.
Permits and any survey needed.

A short line about typical ranges for common jobs, if you're comfortable giving them, saves you from estimate visits with people who were expecting a very different number. Should you list prices on your website goes through the options.

Say what payment terms look like too: deposit at signing, balance on completion, any financing.

What to leave off

Huge material comparison charts copied from suppliers.
Gallery photos of fences you didn't build. Your own will always convince more.
"Lifetime warranty" claims without saying what's covered. If your vinyl supplier warrants the material and you warrant the installation for a set time, say both plainly.
Out-of-date seasonal promos. A spring special still showing in November makes the business look neglected.

The estimate form and phone

Most fence work starts with an estimate request. Keep the form short:

Name, phone, email
Property address
Type of fence they're thinking of, or "not sure"
Rough length or "front/back/side yard"
Number of gates
Any old fence to remove
A photo of the yard, if they have one handy

Then say what happens next: "We'll call within a day to set up a visit. Estimates usually take about 30 minutes." Keep the phone number beside the form for people who would rather talk.

What to do this week

Photograph your next few finished fences from a consistent spot, with captions.
Write your "how it works" steps.
Make sure each fence material you install has its own section.
Check the estimate form on your phone and remove anything you never use.
Add the towns you serve and how far out you're booked.

If your current site has the right content but looks dated or is clumsy on phones, you can see your site rebuilt first and decide once you've seen it.