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KOWBOY FENCING CO.

SOCIAL STRATEGY & MANAGEMENT

WEBSITE DESIGN & OPTIMIZATION

PAID ADVERTISING

EMAIL MARKETING & AUTOMATION

SOCIAL STRATEGY & MANAGEMENT

WEBSITE DESIGN & OPTIMIZATION

SOCIAL STRATEGY & MANAGEMENT WEBSITE DESIGN & OPTIMIZATION PAID ADVERTISING EMAIL MARKETING & AUTOMATION SOCIAL STRATEGY & MANAGEMENT WEBSITE DESIGN & OPTIMIZATION

AT A GLANCE

+58%

Follow Growth

652 - 1,031

18k+

Paid Weekly Views

Organic Only

-36%

Cost Per Lead

Nashville - Since November

$0

Paid Social Spend

All Organic Growth

THE SITUATION

GOOD BUSINESS. BROKEN INFRASTRUCTURE.

Brief paragraph explaining the business had strong fundamentals, but their marketing or digital presence didn’t reflect it.

Kowboy Fence had everything most companies work years to build. Skilled crews. Strong word of mouth. Real demand across multiple markets.
 
But none of that showed up online.
 
Their brand felt generic. Their website didn’t reflect their work. Their social presence lacked direction. And their Google Ads were spending heavily without any real visibility into performance.

WHAT WE FOUND

SIMPLE HEADLINE THAT FRAMES THE DISCONNECT

  • Brand Identity: No cohesive visual system

  • Website: tock photos, generic copy, no conversion path or booking flow.

  • Social media: No content strategy, no brand aesthetic, flat engagement.

  • Google Ads setup: Separate account per location, no tracking, ads getting shut down

  • Google Ads structure: Single PMax campaign for Nashville — no hierarchy, no visibility

  • Ad spend: Hundreds of thousands spent with zero way to track what was working.

OUR APPROACH

ONE SYSTEM. FOUR CHANNELS. BUILT TO WORK TOGETHER.

  • 01

    build the brand foundation

    A clear visual identity and voice that everything else could anchor to

  • 02

    rebuild the digital home base

    A conversion-focused experience designed to turn traffic into leads

  • 03

    create a social presence worth following

    Consistent, strategic content that builds trust and visibility

  • 04

    fix the ads from the ground up

    Tracking, structure, and systems that make performance measurable

01 — BRANDING

THEY HAD A NAME. NOW THEY HAVE AN identity

Before we touched a single ad or caption, we built the brand. That meant defining a clear visual system and a voice that sounds like Kowboy Fence: confident, grounded, and a little unapologetic.

This wasn’t cosmetic. It became the foundation every other channel was built on. When the brand is right, everything else performs better.

BEFORE

  • No cohesive color system or palette

  • Inconsistent logo usage across platforms

  • Generic visual language, indistinct from competitors

  • No defined brand voice or tone

AFTER

  • Bold, ownable identity system across every channel

  • Distinct brand voice: confident, rugged, direct

  • Consistent visual language from website to social to merch

  • A brand that looks as serious as the work they do

02 — WEBSITE REBUILD

A WEBSITE SHOULDN'T JUST EXIST. IT SHOULD
earn its keep.

The previous site didn’t reflect their work or guide users toward action. We rebuilt it from the ground up with real content, clear structure, and multiple conversion paths.

Key Upgrades:

  • Instant online pricing tool integrated on the homepage

  • Calendly booking system for on-site consultations

  • Hearth financing calculator to close higher-ticket jobs

  • Multi-location structure: Nashville, Jackson, Memphis, Huntsville

  • Careers page to support hiring as the company scales

  • E-commerce section for wholesale fence materials

  • Full copy rewrite — every page, in their voice

03 — SOCIAL MEDIA MANAGEMENT

VISIBILITY WITHOUT IDENTITY IS JUST NOISE. WE GAVE THEM both

When we took over Kowboy’s Instagram, there was no system. Just occasional job photos, no brand voice, no strategy, and no reason to stop scrolling.

We built a content ecosystem around the brand: educational FAQs, team and culture, before and afters, community content, and high-performing reels, all tied together visually.

BEFORE

  • 652 followers, no content strategy

  • Random job photos, no brand aesthetic

  • No measurable reach or engagement

  • Indistinguishable from any other fence company

AFTER

  • 1,031 followers — +58% organic growth

  • Weekly views up to 18,000+ with zero paid spend

  • 400–1,000+ new accounts reached every week

  • Content pillars: FAQs, team, showcases, reels

THE FULL PICTURE

MARKETING BUILT TO PERFORM

Most agencies operate in silos. Social doesn’t think about search, ads ignore the website, and no one owns the outcome. For Kowboy Fence, we built a system where every channel works together and every improvement compounds.

  • branding anchors everything

    A bold, consistent identity that makes every other channel more credible — from the first Google impression to the Instagram follow to the site visit that converts.

  • website converts the traffic

    Real photography, sharp copy, instant pricing, and multiple booking paths. Every ad dollar hits a page built to turn visitors into leads.

  • social builds the authority

    18,000+ weekly views. 400–1,000 new accounts reached per week. A feed that makes Kowboy look like the obvious choice before anyone even gets a quote.

  • Email Marketing & Automation

    Retention that works behind the scenes. We build thoughtful email systems that nurture leads, strengthen customer relationships, and increase lifetime value.

READY FOR MARKETING THAT FEELS ALIGNED, STRATEGIC, AND BUILT FOR GROWTH?

We’ll take a close look at what’s working, what’s not, and where the real opportunities are.

Book Strategy Session
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Kowboy Fencing co.