( Security Services )
A security firm that turns up in every town it covers
Nation Security sells the same protective services in dozens of Florida cities and a dozen industries. The site gives each of those combinations a page of its own instead of a line on a list.
- Client
- Nation Security
- Sector
- Security Services
- Location
- Florida, United States
( The situation )
Where they started.
Nation Security is a Florida protective services firm — armed and unarmed officers, mobile patrol, K9 units and detection, fire watch, crossing guards, executive protection, off-duty police officers, port and travel security — with a team carrying over a hundred years of combined experience across security, law enforcement and the military.
Security is bought locally and usually under time pressure. A site manager in Naples with a job standing open tonight does not search for "security services". They search for a guard company in Naples, and they call whoever reads as though they already work there.
The problem
One page listing eighteen services cannot answer a search made in a particular town about a particular problem — and that is the only kind of search a security buyer makes.
( What we built )
The work itself.
The site is organised three ways at once, because there are three different ways a buyer arrives.
A page per service, not a bullet
Fire watch, mobile patrol, K9, armed and unarmed guarding, crossing guards, off-duty officers, port and travel security each get their own page, so each can answer the questions asked by someone buying that one thing.
Coverage that names the place
City pages for the markets the firm actually staffs — Miami, Tampa, Orlando, Jacksonville and Fort Lauderdale, but also Clewiston, Chiefland, Lake Butler and Madison. A buyer searching in their own town lands on a page written for it.
Sector pages, because requirements differ by sector
Hotels, condos and HOAs, hospitals, schools, construction sites, casinos, ports, car dealerships, film production, financial institutions and government. Guarding a marina is not guarding a mall, and the pages say so.
A quote path on every page
The request-a-quote form and the 24/7 dispatch number sit on each page. An urgent fire watch enquiry is not going to navigate back to the home page to convert.
Recruitment and franchise as first-class sections
A guarding firm grows by hiring officers and signing franchisees as much as by winning contracts. Careers, security training and franchise each have a proper path through the site rather than an address in the footer.
( Outcome )
Where it landed.
The site runs to around 120 published pages, and every one of them carries the dispatch number and a quote form. Whichever way a buyer arrives — by service, by city or by sector — they land on a page written for the thing they searched for.
Growth is now an editorial job rather than a development one. When the firm takes on a new city or adds a service line, the page for it follows a pattern that already exists.
No figures are published for this project. A number goes on this page only when the client has shared it along with where it came from.
( Read next )
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