You're probably excessively spamming HS. Make sure you don't use those *****ic macros that have /use Heroic Strike macro'd into all your abilities. Not only is it detrimental because of rage-starving at your gear, but there's also a bug where when you had HS active but didn't have the rage to use it, your toon not only fails to HS, but it also entirely skips the melee-attack that it should have done in its place. This is going to happen a lot to you if you're spamming HS too much.
Aside from that, it's hard to get fury wrong. Devote 1 finger to either spamming HS or Cleave, based on whether you have enough rage to, and with your other fingers, perform the WW > BT > Slam priority-based rotation. Fury really is awfully simple to produce at least decent results on. And put Sunder Armor on a really good keybind and make sure to track its stacks. You want it up as much as possible, because 5 stacks is a 7-8% or so straight physical damage increase to all melees/hunters in your raid - making it one of the most important raid debuffs, but also sadly one of the ones lots of raids seldom have, because of how ill-informed some warriors are over its importance. Protection Warriors are rare enough that you should expect the responsibility of stacking Sunder Armor to fall to you most of the time, so don't neglect that.