Jon Law

Creative Director

About Jon Law — Lollipop Local

Why I Do What I Do

I’ve spent 15 years in the Fire & Security world. I’ve been to the events, had the conversations, seen the good, the bad, and the downright ugly.

And here’s the truth: everyone says the same thing — “we’ve got great service.” But do you know a single company that ever admits to having rubbish service? Of course not. So when a potential customer lands on your website for the first time, they can’t tell you apart from the competition… even if your service really is miles better.

That’s where we come in. At Lollipop Local, we don’t just “do SEO.” We dig in and uncover what actually makes you different — and then build that difference into your marketing so you stand out in a crowded Fire & Security market.

How I Got Here

This didn’t start with Fire & Security. It started in a martial arts club in Digbeth, Birmingham. A mate dragged me along to a council-run website course. That same afternoon I built a free WordPress blog for my club — and I was hooked.

I learned SEO the hard way: trial, error, long nights, late webinars. Back when “Google Places” was brand new, Jo (yes, we met through karate) and I were learning together.

We became HubSpot Partners. Learned about CRMs, lead magnets, funnels. Then I went deep into Direct Response Copywriting — persuasion with the written word. The classics: Gene Schwartz, David Ogilvy, Gary Halbert. Hours of client interviews. Finding the “What Makes You Special” that most businesses overlook.

That obsession shaped everything we do today.

Fire & Security Became Our World

I’ve worked with marketing legend Perry Marshall (yes, the 80/20 Sales & Marketing guy). His advice was simple: “Go all in on Fire & Security.”

So we did. And now 95% of our work is Fire & Security.

We know the regulations, the compliance pressures, the trade-offs, the headaches. We know how hard it is for family-run and local Fire & Security businesses to compete with bigger players while still keeping their identity intact.

We don’t do vanity awards. We don’t waste time chasing clicks for the sake of it. Our focus is simple: helping the good guys in Fire & Security win the work they deserve.

Why Work With Us

We’ve spoken to hundreds of companies in the industry. We’ve dissected hundreds of websites — good, bad, and shockingly bad. We know the difference between marketing that wins tenders and marketing that wins nothing.

What you get with us is not cookie-cutter SEO. It’s a process:

• Long-form interviews (2+ hours) to get to the truth about your business.
• AI-assisted analysis to dig out the gems that make you different.
• Copy and strategy built on proven Direct Response principles, not “fluffy marketing.”

The result: your Fire & Security company stops blending in… and starts standing out.

Your Next Step

If you’re a Fire & Security business that:

• Wants to win work, not awards
• Has something genuinely special to offer (even if you think it’s “just great service”)
• Needs to expand beyond word-of-mouth

…then we should talk.

📞 Book a chat with me and Jo — and let’s make your business the one AI, Google and your prospects cannot ignore.