Should a fence company show prices on its website?

Yes, fence company prices belong on the website, shown as installed ranges by material and height, with a note on what changes the final number. Ranges screen out budgets that don't fit and build trust before the estimate. Then point your custom postcard's QR code at that page so neighbors see real numbers first.

Homeowners want a number before they invite a stranger to walk their yard. If your site hides every price, they guess, often from a materials-only price they found online. A price page you write yourself replaces that guess with your real installed range.

Want postcards that send neighbors straight to your price page? Book a free demo.

The short version

• Show installed price ranges by material and height, built from your own past jobs.
• Say what the range includes: removal, haul-away, gates, posts, and cleanup.
• Name the things that move the price, like slope, rock, long gate runs, and access.
• Use ranges for most fences and fixed prices only for standard packages.
• Date the page and update it when your costs change.
• Point your postcard QR codes at the range for the material on the card.

In this guide

1. 1Why do homeowners want fence prices before they call?
2. 2Should you show exact prices or ranges?
3. 3How do you set your own fence price ranges?
4. 4What should a fence price page say is included?
5. 5Will showing prices help competitors?
6. 6How do postcards and a price page work together?
7. 7How do you know the price page is working?

Why do homeowners want fence prices before they call?

Homeowners want fence prices before they call because they need to know if the project fits their budget before they spend time on an estimate. Many have already seen materials-only prices at a home store or on a calculator, so their number is low. Your range resets that number to what an installed fence really costs.

A material price leaves out labor, posts set in concrete, gates, hardware, and hauling the old fence away. When the only number in their head is a lumber price, your fair estimate feels high. A clear range gets that surprise out of the way while they are still shopping.

Should you show exact prices or ranges?

Most fence companies should show ranges, because every yard is different and the final price depends on the measured footage, the ground, and the gates. Use exact prices only for standard packages you sell the same way every time, like a single walk gate or a set section of a common style.

Three ways to show price, and when each one fits:

• Range by material and height. Best for most fence jobs. Example layout: "Six-foot cedar privacy, installed: [your low] to [your high] per foot."
• Starting at. Good for a defined entry package. Say exactly what the starting price includes, or it will mislead.
• Package price. Good for repeatable add-ons like gate replacement or post repair.

Set the low end of each range at a price you would actually accept. The first number a reader sees tends to stick. If you rarely charge the bottom of your range, calls can start with a disappointment.

How do you set your own fence price ranges?

You set your own fence price ranges from your last jobs, not from national averages. Pull your recent installs, group them by material and height, and look at the installed price per foot for each group. The middle of those jobs is your range. Your crews, your ground, and your suppliers set your real prices.

A simple way to build it:

1. 1Pull your last 20 or 30 installed jobs from your records.
2. 2Group them by material and height: wood privacy, vinyl privacy, chain link, aluminum, and so on.
3. 3Divide each job's total by its linear feet to get an installed price per foot.
4. 4Drop the odd jobs, like a tiny repair or a job with a huge rock problem.
5. 5Use the typical low and high from what's left as your range.
6. 6Price gates and removal as separate lines if they swing the total a lot.

Don't copy per-foot numbers from a national cost guide or another company. They come from other markets and other crews, and a page that doesn't match your quotes costs you trust on the first visit.

What should a fence price page say is included?

A fence price page should say exactly what the range covers: the fence material, posts and how they are set, labor, standard gates or gate pricing, removal and haul-away of the old fence, and cleanup. Then list what can raise the price, like slope, rock, tree roots, tight access, and permit or survey needs.

A ✅ checklist for your price page:

• ✅ Ranges by material and height, installed, per foot
• ✅ What's included, in plain words
• ✅ Gate pricing, by gate type or as "from" prices
• ✅ Removal and haul-away, included or priced separately
• ✅ What changes the price: slope, rock, roots, access, long runs, custom work
• ✅ What's not included: permits, HOA approval, surveys, landscaping repair, unless you handle them
• ✅ The date the ranges were last updated
• ✅ One clear next step: request a measured estimate

The "what's not included" list matters as much as the price. Two quotes often describe two different jobs, and spelling out your scope makes the comparison honest.

Will showing prices help competitors?

Showing prices can let a competitor see your numbers, but they can already get them by calling for a quote. The homeowner's trust is worth more than keeping your range secret.

If you worry about being undercut, compete on what the range includes. A competitor's lower number often leaves out removal, gates, or haul-away. Your page explains why your number is what it is. For more ways to win without dropping your price, read how a fence company can stand out from competitors.

How do postcards and a price page work together?

Postcards and a price page work together when the QR code on the card opens the price range for the fence in the photo. A neighbor sees a finished cedar fence on the card, scans, and lands on your cedar range with a button to request an estimate. The card starts the interest and the page answers the money question.

How to set it up:

• Put one finished fence from the neighborhood on the front of the card.
• Print a QR code that opens the matching section of your price page.
• Give each mailing its own QR link so you know which drop sent the visit.
• Keep the card itself to one offer and one next step.

Keep the price itself off the card. Read what a fence company should put on a postcard for a full layout.

This is where custom direct mail fits. Gorilla Works Marketing builds the mailing list for you with AI from 200+ data variables plus statistical modeling, so you don't need a list of your own to start. We design, print, mail, and track each card, and custom direct mail starts as low as $0.78 per piece. Mail gets looked at, too. In the USPS Household Mail Survey, household members read 51% of the advertising mail they received in fiscal 2025.

How do you know the price page is working?

You know the price page is working when fewer estimate visits end in "that's more than I thought" and more of them turn into booked jobs. Track how many leads saw the price page first, how many booked, and which postcard or search sent them. Give it a few mailings before you judge it.

What to record for each lead:

• Did they visit the price page before calling?
• Which mailing, QR code, or search brought them?
• Estimate sent, booked, or lost, and the reason if lost

Causal analytics helps you see how many jobs your mail drove, even when a homeowner searches your name later instead of scanning. For a simple setup, read how to track direct mail campaigns.

FAQ

How often should I update my fence price ranges?

Update them whenever your material or labor costs change, and show the date on the page so homeowners know the numbers are current.

Do price ranges help fence company SEO?

A useful price page answers a question homeowners search for, which helps the page earn its place. Read does SEO work for fence companies.

Do I need a mailing list to send postcards to my price page?

No. Gorilla Works builds the list with AI from 200+ data variables. Read do I need a mailing list to send direct mail?

Show the number before they have to ask

A fence company should show price ranges on its website, built from its own jobs, with a plain list of what's included and what changes the price. Then mail the neighbors of every job and send them to that page. Follow up fast once they ask for a measured estimate; read how a fence company should follow up on estimates. See direct mail for fence companies and book a free demo to plan your first price page mailing.

Explore more practical marketing guidance: How do fence companies market to neighbors after a job?; and How do fence companies track where their leads come from?.