Pentagon Security

The brief

Security is bought on trust, and the buyer is usually comparing three quotes from firms that all describe themselves identically. Pentagon needed the site to do the differentiating before the first call - specifically to make its tourism-sector specialism and its operational scale visible immediately.

The site also had to serve two audiences that want different things. A corporate procurement lead is looking for risk assessment credentials and compliance. A private property owner is looking for a guard and a monitored alarm. One homepage, two routes.

What we built

Manned guarding, risk assessment, alarm monitoring and technical services each got their own branch under Services rather than sharing a single page, so each can rank and each can be sent as a link to a prospect asking about that one thing.

The operational numbers - trained agents, protocols, secured properties - sit near the top of the homepage as verifiable specifics rather than adjectives. Testimonials run underneath, and a news section gives the business somewhere to publish that is not social media.

An online shop was added alongside the service pages, so equipment sales run through the same site rather than a separate storefront.

Why it works

The contact details sit in the header on every page, which sounds obvious and is the single most common omission on security sites. When somebody is on that site, they usually want to speak to a person now.