Websites for security companies
Security company websites for guarding, patrol and keyholding firms
A security company sells people. Its website is read by two very different visitors, clients deciding whether to trust you with their site and officers deciding whether to work for you, and both need to find what they came for quickly.
Clients and officers arrive at the same front door
Many security company websites are recruitment sites by accident. The careers page gets more visits than any service page, job-seekers fill in the enquiry form, and the sales inbox is half CVs. Meanwhile a facilities manager looking for a supplier lands on a homepage that seems to be talking to someone else.
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Split the two audiences at the homepage. One clear route for clients, with services, sectors and a contact form that goes to whoever handles new business. Another for officers, with current roles, the licences each one needs, pay if you are comfortable publishing it, and an application route that never touches the sales inbox. Recruitment is constant in guarding, so a careers section you can update weekly is worth building properly.
The licence check a buyer can run in half a minute
Anyone can check an individual's licence on the SIA's public register, and approved contractors are listed on the SIA's register too. Serious buyers do check. Your website should make that easy rather than leaving them to wonder.
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State your Approved Contractor Scheme status if you hold it, and link to your entry. Explain how you screen staff, and if you vet to BS 7858, say so and describe what that involves in a sentence. Name the licence types your officers hold for each service, such as security guarding, door supervision, key holding or public space CCTV. Buyers who run licensed premises or events look for exactly that detail, and it separates you from firms that simply say fully licensed.
Tonight's cover versus next year's contract
Security buying runs at two speeds. Some enquiries are urgent: a construction site hit by thieves, a vacant building with signs of entry, an event whose staffing has fallen through, an alarm activation with no keyholder available. Others are slow and formal: a tender for a retail estate, a contract renewal, a new office that needs a reception officer from next quarter.
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The website should serve both without mixing them. Put an urgent cover line on every page, answered by a person, with a short form asking for the site address, the start time and how many officers. Give contract work its own route, with a fuller brief form and an honest note on how long you take to mobilise. A buyer with an emergency should never have to read about your tendering process.
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Service pages written from the client's side of the problem
Clients describe their problem in their own words, so each page should start from their situation. Show how you report back on every one. Electronic patrol checks, incident reports and timed photos are what separate a professional service from a man in a car, and most competitors never explain them.
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The pages most guarding firms need:
- Manned guarding for offices, retail and industrial sites, including reception and concierge roles
- Mobile patrols with lock and unlock visits, and how patrol reports reach the client
- Keyholding and alarm response, from activation to all-clear
- Door supervision for pubs, bars and venues, with the licensing context owners care about
- Event security, from stewarding to searches and crowd management
- Construction and vacant property security, including out-of-hours checks
Where tenders and referrals actually check you
Plenty of guarding contracts begin with a referral or a procurement portal rather than a search. But the buyer still visits your website before shortlisting, and what they find decides whether you get through. They look for sectors you already cover, the size of contract you can staff, how you mobilise a new site, and how you handle supervision and complaints.
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Anonymised examples help, such as a distribution centre covered around the clock or a retail park on mobile patrol, provided they describe real work and the client has agreed. Local search still matters for smaller contracts: security company plus a town, keyholding service, door supervisors plus a venue type. A page per service and a Google Business Profile with honest service areas and reviews from actual clients give you a fair chance at those.
What paid clicks are worth in guarding
Google Ads rarely win tender work, but they can pay for urgent enquiries, where the buyer is searching with a problem tonight. Keep ads to those terms, schedule them for when your control room can take the call, and send clicks to the urgent cover page rather than the homepage. Exclude job-seeker searches such as security jobs, SIA course and guard vacancies, or applicants will absorb much of the budget.
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After launch the site needs regular attention: new vacancies, updated ACS details, a sector page added when you win one. Coltura's Growth Care covers those changes and tests the forms, the urgent one included, so a request for cover never goes unanswered because a form quietly broke.
What it costs
From £1,400, one-off.
That is the whole Growth Website™ rebuild for a security service business, up to 6 pages. It covers the audit, rewriting how you explain the work, design, build, the conversion and local search groundwork, tracking, speed and launch. It is about 14 working days from agreed direction to launch, and you own it outright.
Growth Care™ is optional: £149 a month. Cancel any time, with a month’s notice. Every price is fixed and published, so you know the cost before you speak to us.
In our clients’ words
What our clients say.
Questions
The ones that come up.
Should a security company website have a separate careers section?
Yes. Guarding firms recruit constantly, and without a separate careers route job-seekers use the main enquiry form while clients wade past recruitment content. Give officers their own section with current vacancies, the SIA licence types each role needs and a dedicated application route. Send client enquiries to a different inbox, so new business never waits behind applications.
How should I show SIA licensing and ACS status on my website?
State it plainly and make it checkable. If you are an SIA Approved Contractor, say so and link to your entry on the SIA register. Name the licence types your officers hold for each service, and explain your staff screening, including BS 7858 vetting if you use it. Buyers of door supervision and event security in particular look for this detail before they shortlist.
Are Google Ads worth it for a security guarding company?
For urgent work, often yes. Someone who needs guards tonight after a break-in is searching with intent, so ads scheduled to the hours your control room answers, pointing at an urgent cover page, can earn their cost. They rarely help with tenders. Always exclude job-seeker searches such as security jobs or SIA courses, otherwise applicants absorb much of the budget.
What should a security company put on its service pages?
Start from the client's situation rather than your service names. Explain who each service suits, what the officer or patrol actually does, how you report incidents and visits, which licences apply and how quickly you can mobilise. Describe the reporting in detail, because patrol logs, timed checks and incident reports are the evidence that separates a professional provider from an unproven one.
How does a website help a security company win tenders?
Most tenders start through referrals or procurement portals, but buyers still check your website before shortlisting. It should show the sectors you cover, the contract sizes you can staff, your mobilisation process, supervision and complaint handling, and your licensing and accreditation details. Anonymised examples of real contracts, used with permission, help a buyer picture you running their site.
Where to next
Also for security services:
Related trades we build for:
Security Service websites
Find out what your website is costing you.
A free Growth Audit™: a written, prioritised audit of your website, with the three fixes worth making first. It is yours to keep whatever you decide.
We take on a limited number of builds at once, so there is usually a short wait before a new one starts. Once yours starts, it is about 14 working days from agreed direction to launch.