Fire & Security Lead Generation That Wins You Contracts
Leads. Enquiries. Introductions. Appointments. Site surveys.
If you’ve ever thought: “If I could just get one good lead through my website, I’d be happy”... you’re not alone.
For Fire & Security installers and guarding providers chasing B2B leads... and the manufacturers and SaaS teams who want installer enquiries, websites that don't deliver are all too common. We help you get seen and get chosen.
Lollipop has helped Fire & Security companies like yours generate millions of pounds in revenue – with contract wins, recurring maintenance contracts and B2B leads flowing in from sales pipelines built to convert.
The success is tenfold to what I expected it to be. The enquiries keep flowing in. I’d recommend Lollipop to everyone, except my competitors - Ian Blake
Click the blue 'Talk to Jo' button under the option that best describes you in the section below... and we’ll show you our plan to help
I’m a third-party certified Installer or Consultant
I want more commercial clients & maintenance contracts
I sell my products to Installers
I'm a SaaS or
Manufacturer or Distributor
I run an ACS Guarding company
I want to protect more sites with mobile patrols and static guards
Marketing, Lead Generation & Sales Testimonial
What a year! It’s been a pleasure working with the Lollies. We’ve seen a 50% increase in our REG army. Next year will see a 30-40% growth from last year. The Lollies have played a massive part in the 2023 success. We are seeing enquiries and orders coming in as a direct result of your hard work. Would recommend you guys to anyone looking for Hi-Viz Security Marketing.
To Grow Your Business, You Need More Than Just Word of Mouth!
The biggest “bleeding neck” issue in the Fire & Security industry?
Lack of leads.
We know because we asked you.
On LinkedIn, we asked Fire & Security directors:
“What’s the biggest problem you struggle with about your website?”
You told us, over and over again: “Leads”
Why Lead Generation Gets a Bad Name
Let’s be honest. The idea of paying for lead gen makes many of you flinch – and for good reason.
OBJECTION 1. You’ve had some truly horrible experiences with lead generation agencies.
- £3,500 spent for three months of cold calling with 0 leads generated.
- £20,000 for “shared leads” that were also sold to 2, 3 or even 4 other security installers. And where you are obliged to take leads at 2am for an extra detector in a house alarm in Aberdeen.
OBJECTION 2. You get work from word of mouth
You say 80% of your jobs come from recommendations and referrals
It’s free. It works. Why pay for leads?
And honestly? If you’ve got all the work you can handle, you probably don’t need us..
But if you’ve ever thought:
“I just want to take control of where my next job comes from”
or
“What if word of mouth dries up?”
Then keep reading
Why Fire & Security Businesses Are Rethinking Lead Gen
The best directors we work with see the bigger picture.
They’re not chasing “quick wins” – they’re investing in customers who stay for the long haul.
Take one of our longest-running clients. He once said:
“It’s not about the value of the first job – it’s the 10+ years of work that follows”
Because one happy customer doesn’t just pay for the install.
They:
- Pay monthly for maintenance & monitoring
- Come back for upgrades AND additional fire or security systems
- Recommend you to friends, neighbours, colleagues
And yes… those free referrals you rely on?
They often start with a paid lead.
Small Jobs. Big Wins.
Last year, a Lollipop website brought in a tiny commercial enquiry. Some people might have turned up their nose.
But this director also understands the power of the lifetime value of customers.
That small job became several larger ones… then turned into a contract worth over £1m. Yes, that ‘piddly little lead’ through his Fire & Security website turned into a massive earner. All from one little form on a website that works
Lead Generation That Wins You Contracts AND Keeps Customers Coming Back
We don’t do guesswork.
We don’t just generate clicks.
We build websites and campaigns that turn strangers into paying customers.
For Fire & Security installers.
For guarding providers.
For manufacturers and SaaS teams selling into the sector.
Ready to stop chasing leads — and start attracting the right ones?
Fill in the form! And we’ll be in touch about lead generation that actually works for Fire & Security companies like yours.
Is your website giving you an ROI?
“a new client was gushing over our website. Professional but full of character… 137 sites across the UK – that is ROI my friends, thank you…”
“…you told me things about our business I did not know and I keep learning. I genuinely believe you would get as much satisfaction from us doing well as we would…”
Why the Lollies are the GOOD GUYS of FIRE & SECURITY Marketing
Most marketing agencies push fluff.
Branding campaigns. National Umbrella Day posts.
Another photo of a van in a car park.
Content that makes noise — but doesn’t make sales.
Others just publish bland product posts or empty promos.
That’s not marketing. That’s a digital brochure... or worse — a spec sheet.
At Lollipop, we do it differently.
We focus on direct response and demand generation - fire and security marketing that drives enquiries, builds trust and helps you get chosen.
- We create campaigns that make the right people click, call and convert
- We build trust with buyers who are still deciding
- We make sure your brand shows up with the right message at the right time
We turn real-world Fire & Security problems — like break-ins, compliance issues and cowboy installs — into content that gets noticed, gets remembered and gets results.
It’s not PR. It’s not guesswork.
It’s marketing that generates the new enquiries you crave.
It’s marketing that persuades businesses to CHANGE their Fire or Security maintenance contract… to YOU.
Impossible to get a company to switch maintenance supplier? Think again!
Enquiries… to sales
“”These guys really know my industry and they are directly responsible for many new enquiries which have been converted to sales by us”
Why Our Process Works (When Others Don't)
Most Fire & Security businesses don’t need more marketing – they need clarity.
Especially after wasting time, money and trust on the generic stuff.
They need the right message, in front of the right people, at the right time.
That’s what our Fire & Security Visibility Engine™ is built to deliver.
Because here’s the truth: most marketing fails before it even starts.
It’s too vague. Too generic. Too much about the company – not enough about the customer.
And most marketers?
They don’t speak Fire & Security.
They don’t understand the importance of the word “competent” when someone chooses a contractor – or the emotional weight a Responsible Person carries trying to do the right thing.
We do. And that changes everything.
Our Fire & Security Visibility Engine™ doesn’t start with content.
It starts with clarity.
-
Find The Gaps – a deep audit of your visibility, message and missed opportunities.
-
Who What Why – a sharp framework that defines your ideal customer, core offer and unique edge.
-
Strategic Growth Plan – shaped by our Black Belt Sales Framework, prioritised for action.
From there, we bring the plan to life:
Building the right audience. Creating specialist content. Showing up consistently – so you become the go-to.
That’s how we turn trust into traction.
And reputation into revenue.
Ready to see what’s holding you back?
Book a call with Jo to find out if the Fire & Security Visibility Engine™ is the right fit for your business.
What we do for Fire & Security companies
(So you don't have to)
Find The Gaps
Who What Why
Lots of leads from Google
“We are very happy. Lots of enquiries coming in from Google over the last 6 months including jobs at an equestrian centre and a large company in Chelmsford”
A "foot in the door" enquiry led to a £1m job
Fire & Security Lead Generation and Marketing Options To Suit All Budgets
DONE FOR YOU MARKETING & LEAD GEN
For Fire & Security directors who just want it sorted – properly.
You’ve already paid for a new website… but 18 months later it’s still not live because the words never got written. You just haven’t had the time.
Or you know you should be visible on social media – but either you don’t know what to write, or you just never have the time to do it consistently.
We do it all for you. From strategy and messaging to digital marketing and lead gen – all based on our Black Belt Marketing Framework.
You get genuine enquiries landing in your inbox. All you have to do is turn them into sales – including recurring maintenance contracts that boost your long-term revenue.
More traffic. More leads. More customers. Done for you.
DONE WITH YOU MARKETING STRATEGY & SUPPORT
For Marketing Managers who can’t do it all alone.
You’re running events, managing the socials, updating the website, chasing designers – and somehow expected to write the strategy too?
It’s too much. You’re spread too thin. You’re overwhelmed.
We work alongside you as your expert team extension. You stay in control – we bring the strategy, structure and extra pair of hands that get it all done.
With Lollipop on your side, you get strategic backup that fits around your workload – support that’s aligned to your goals and designed to attract the customers you actually want.
We use our Black Belt Marketing Framework like a Pick ‘n’ Mix: you choose the bits you need help with, and we get them done.
Support when you need it. Strategy you can trust. Results you can show your directors.
DIY MARKETING WITH A PLAN THAT WORKS
For Fire & Security companies with more motivation than money.
You don’t have a big marketing budget – but you do know you need to start doing something.
We’ll build you a practical, proven Growth Plan using our Black Belt Framework – so you know exactly what to say, where to say it and how to start showing up online with purpose.
You’ll save time, avoid costly mistakes and have a roadmap that’s built around what is proven to work in Fire & Security marketing.
Just one thing: it can only succeed if you actually do the work. It’s for doers, not dabblers – and definitely not for those who want Done For You results on DIY prices.
With the right plan, even limited time and budget can go a long way.
You bring the action – we’ll bring the plan.
Quality Enquiries have Doubled
“Enquiries have doubled in the three months we have been working with Lollipop
And they’re good quality too”
Lead Generation FAQs for Fire & Security Companies
How does Lollipop generate qualified leads for Fire & Security companies?
We don’t just chase clicks. We get your Fire & Security business in front of serious buyers - not tyre-kickers - using strategies that work across Google, LinkedIn and the new wave of AI-driven search. Using compliance-aware messaging and visibility tactics that actually work in this industry, we generate qualified enquiries through website forms, phone calls and emails. We can directly track form enquiries, while some clients measure calls and emails themselves to see which opportunities turn into contracts. And because we build everything in line with GDPR and PECR, your enquiries are handled lawfully as well as effectively.
Do you guarantee results from your lead generation campaigns?
No agency can promise contracts — but we do deliver results. Our campaigns have generated millions in confirmed sales for Fire & Security installers, monitoring centres and guarding firms. Want proof it works? Ask us how much our last client added to their bottom line — and how quickly.
Why is Lollipop different from generalist lead generation agencies?
We live and breathe Fire & Security. That means we don’t just name-drop standards like BS 5839-1 or accreditations like BAFE or SSAIB — we understand how they impact buying decisions. This industry fluency helps you stand out, earn trust faster and win better business. So you’re the name they remember when their fire maintenance contract is about to expire.
A Job worth £1m from a ‘foot in the door’ lead
“I would recommend them to everybody that I know, providing they were not my competition because they have done a fantastic job for our company.
Success was 10-fold to what I expected. The enquiries are flowing in… including a job worth £1m”
Trusted by the Fire & Security industry for websites, lead generation and sales since 2010...
