Thinking about a new website for your Fire & Security business? Good shout.

But before you throw money at something shiny and modern, ask yourself this:

Have you ever wondered why your competitors seem to get loads of enquiries… but your website barely gets a nibble?

It’s not just about good looks. A slick design is great – but if it doesn’t bring in leads, it’s not doing its job.

Your website should earn back the money you spent on it – and then some.

The truth is, most Fire & Security company websites struggle to turn browsers into buyers.

Let’s fix that. Starting with these five must-knows.

5 tips for Fire & Security directors who want to get the best ROI from their new website.

1. Choose a website platform that gives you flexibility – not frustration

If your current website’s built on a platform like Oxygen, you’ll already know how awkward it can be to update anything. Even small changes can mean chasing your developer (and getting billed for every tweak).

That’s why so many successful Fire & Security companies use WordPress. It’s a flexible, well-supported platform that makes it easier to switch providers if your current web team goes quiet – or expensive.

Here are just a few who are doing great things on WordPress:

It’s not just installers either. Suppliers like CCTV Hire & Sales are also getting great results from WordPress.

And when your website’s part of a smart marketing strategy, the results can be game-changing. Just look at what we helped achieve for Blake Fire & Security:

🔼 Website traffic up 240%
📈 Leads doubled
💥 Sales pipeline quadrupled

That’s what happens when you have the right platform – and the right message.

2. A beautiful site means nothing if no one can find it

We get it – design matters. But if your website doesn’t show up in Google search results, your dream clients won’t even know you exist.

We’ve seen it happen time and again: flashy web designers create something that looks the part… but totally forget about SEO. That means Google doesn’t understand your site – and doesn’t show it to the people who are searching for what you do.

Don’t let that be you. Choose a platform (like WordPress) that plays nicely with Google – and make sure your content is clear, well-structured and easy for search engines to crawl.

Do that, and Lady Google will start sending the right traffic your way.

3. Write for humans – not just other installers

Your technical knowledge is gold. But here’s the thing: your customers aren’t installers. They don’t care about the ins and outs of Grade 2 panels or dual-path signalling. They care about feeling secure, being looked after, and knowing they’ve chosen the right company.

Let’s face it – most Fire & Security websites follow the same formula: stock images of CCTV cameras, a list of services, and paragraphs of technical jargon. That might mean something to you… but to the average business owner or Responsible Person, it’s a wall of noise.

You may have more than one type of buyer persona. A homeowner is thinking about keeping their family safe. A commercial landlord wants reliability and compliance. A school’s site manager wants simple, trustworthy service with minimal disruption. What each of them needs – and worries about – is very different.

If your copy speaks to those needs, clearly and simply, your readers will feel seen – and they’ll be much more likely to get in touch.

But if you’re waffling on in technical terms that only another installer would appreciate? You’re losing them.

Make it easy. Make it human. That’s how your website turns visitors into enquiries.

4. A good blog builds trust before you even pick up the phone

Blogging might sound like something for influencers – but it’s one of the most powerful ways a Fire & Security company can build credibility.

The people landing on your website have questions. And your blog is the perfect place to answer them – without the pressure of a sales pitch.

For homeowners, it’s often about peace of mind:

Will my dog set off the alarm?
Will there be wires everywhere?
Do I really need a maintenance plan?
Why would I need monitoring for a home system?

For business owners and Responsible Persons, it’s about protecting people and staying compliant:

What are my legal responsibilities under the Fire Safety Order?
Does this system meet my insurance requirements?
How do I stay compliant without spending a fortune?
What’s the difference between monitored and self-monitored alarms?
How can we reduce false alarms across multiple sites?

Whether you’re answering questions from a homeowner or a commercial landlord, the same rule applies: be helpful, be human, and write like you talk.

Not sure where to start? Share a quick tip from a recent job. Tell a story. Expand on a glowing review. Those everyday conversations are pure content gold.

And there’s another bonus: Google loves fresh, useful content. Regular blogging improves your visibility in search results – meaning more of the right people find your website in the first place.

Blogging builds trust. And trust turns readers into customers – often long before you’ve even spoken to them.

5. Don’t let your blog gather dust – share it (more than once!)

You’ve written a great blog. Brilliant. But don’t just hit publish and leave it sitting quietly on your website – now it’s time to get it seen.

Social media is where your next customer is already scrolling. Sharing your blog content there helps build awareness, trust and credibility – long before they pick up the phone or fill in your contact form.

One of the biggest crimes on the internet? Sharing a blog post just once.
You’ve put time and effort into it – so give people a chance to see it. Share it again and again (with a bit of space in between, of course).

💡 On LinkedIn and Facebook, re-share your blog every few weeks. Mix up the caption, focus on a different insight or question each time, and make it feel fresh.

💡 And please – don’t just post a photo of a CCTV camera with “We do great installs” underneath. If you’re going to post, post something useful. That’s how you stand out – and that’s how you get remembered.

Consistency matters. If you’ve taken the time to create helpful content, give it the airtime it deserves.

Let your next website do more than just look good

Your website is more than an online business card. Done right, it’s your hardest-working sales tool – building trust, attracting traffic and bringing in the kind of leads you actually want.

So don’t settle for just “nice-looking”. Make sure your new Fire & Security website works hard in the background to grow your business – every day.

Follow these tips to make your website upgrade so much more than just a pretty face.

Find out how we design Fire & Security websites that work as hard as you do.

See what’s possible with a Lollipop-built website

And if you’d like expert help getting the structure, strategy and messaging right – without wasting time or money – we’re here for that too.

Struggling to get enough of the Right enquiries?

Since 2010, Lollipop has helped Fire & Security businesses like yours stand out in a crowded market and win millions of pounds of work...

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Phil Clarke, CCTV Hire & Sales

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