The question that I get asked the most, BY FAR is “How do I market my security guard services?” In my opinion, for the last 10+ years, marketing your security guard services starts with your company’s website. So let’s talk about why many digital marketing experts consider your website your best marketing tool.
Use Your Security Guard Service Company’s Website as a Marketing Tool
Since starting OfficerReports.com back in 2013, I have talked to a lot of entrepreneurs, especially security guard service companies, about why I think that they should be using their websites to sell their products and services. Let’s start the conversation by defining exactly what a website is? By definition, it is “…a location connected to the Internet that maintains one or more pages on the World Wide Web.”
If you look at that definition, you might as well be talking about a business card. That definition does not come close to capturing what your company website means to the success of your business; or what your website can and should be. In fact, many companies will treat their websites as just this necessary thing that you have to have in order to be a company — again like a business card. I don’t particularly think that there is anything wrong with that strategy. But if you do, you’re missing out on a HUGE opportunity to be selling your security guard services without actually having to sell…your…services. So what do I mean by that?
If you’ve had your security guard company for more than a year, then you know that having a successful security guard company is more of an exercise in sales and marketing than it is about anything operational. Because there are SO MANY security guard companies operating in your area, you have to differentiate your company from your competition every chance that you get and your website is a great tool for that. Your website can communicate everything that you need to communicate to potential customers, without you ever having to actually say anything to them. Sell…without…having…to…sell.
As you’re out spreading the word about your company, potential customers will eventually make their way to your website. When they’re there, they should see a well-designed marketing tool that pulls them in and begins to build their trust in your company. It should highlight your accomplishments and tell a story about how you’re different from the competition. OR they’ll see a website version of your business card, which is about as exciting as reading a daily activity report that is filled with “Made rounds all secure.”
How to Make Your Website a Tool to Sell Your Services
So how do you turn your website into a top-notch marketing tool? There is a laundry list of things that you should do, but here is a very short list of must-haves for your security guard service company website:
First, your website has to contain fresh content. That content should come in the form of articles or videos done by you and/or your staff. The idea behind content is to showcase your company’s capabilities and your knowledge of your potential customer’s needs and their business environments. The easiest way to keep your website fresh is by starting a blog. It’s one of the reasons that we here at OfficerReports used blogs so heavily earlier on. When you’re new, people need to know who you are and how you think.
Second, install a chat widget on your website to talk with potential customers who want to know more about your company. Chat software is usually simple to install and relatively low cost. Take it from someone who has been in sales for almost 20 years, no one wants to talk to a pushy salesperson anymore, so people would rather not call to ask questions. Consequently, people are a lot more willing to have a conversation via chat. Here is a list of the best chat platforms for you to review in case you’re interested.
Third, stop using stock images and videos of security officers on your website. If you have a relatively late-model phone you have everything that you need to capture high-quality images and video. When your potential customers look at your website, they should be looking at images of your officers, supervisors, and owners looking like superstars. Nowadays people crave authenticity, so why not give it to them. If you need some help getting those images looking good, I would suggest checking out Canva.com. We’ve been using it religiously for more than 5 years.
Fourth, make sure that you have a great About Us page. To my surprise, your About Us page will be one of the most visited pages on your website. Again, your potential customers want to know who you are and what you stand for. After we discovered how important the About Us page was, we put a lot of time into crafting the new OfficerReports.com About Us page, so you should to.
Fifth, give away something on your website that helps your potential customers. Giving away free stuff is a great way to grab a prospects attention and it gives them something to remember you by when they need a quote for security guard service. If you’re a security guard company and you like free stuff, check out our Resources Page.
These are a few of the things that you should consider when improving your company’s current website or planning to make one for the first time. Your website is probably your most important and powerful marketing asset. I hope you find this helpful and take what you have learned and put it to good use.
By Courtney Sparkman
OfficerReports.com is a software company that provides security guard companies with an easy way to monitor their officers, better manage their operations, and win new business. Take a tour of our software to see how we combine Electronic Reporting, Real-Time GPS based Tour Tracking, and GPS based Clock In and Out into one easy-to-use platform.
