From the Lollipop Lady to THE Fire & Security Marketing Agency
15+ years ROI for Fire & Security clients.
Work with the Fire & Security specialists who understand your world!
Scroll down and hit the blue 'Talk to Jo' button under the option that best describes you.
From the Lollipop Lady to THE Fire & Security Marketing Agency
15+ years ROI for Fire & Security clients.
Work with the Fire & Security specialists who understand your world!
Scroll down and hit the blue 'Talk to Jo' button under the option that best describes you.
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
About Lollipop Local: The Fire & Security Marketing Agency for the GOOD GUYS
Once upon a time, there was a Lollipop Lady who loved directing traffic. In 2010, that love transformed into Lollipop Local Ltd – built to direct traffic, leads, and sales to the GOOD GUYS of Fire & Security.
Early on, we spotted a gap between what Fire & Security websites were saying and how sales teams actually won work in the field. After a chance conversation (and a bit of karate sparring!) with the Sales Director of Spy Alarms, we were challenged to close that gap. We rebuilt their website and within a couple of weeks, the sales team closed a contract worth £20,000 directly from the new online presence.
All-in on Fire & Security
ROI has always been our focus
Since 2010, we’ve grown into recognised Fire & Security Marketing Experts, trusted to deliver ROI through lead generation, sales acceleration and digital growth. By 2018 we went all-in, serving this sector exclusively – but even before that, our biggest and best results were always with Fire & Security companies.
Today, we’re more than a marketing agency. We help Fire & Security companies build long-term strategies for traffic, leads and customers – creating a repeatable system for growth and scale – both organic and AI-driven – so you stay visible in the new world of AI-powered discovery.
It’s what helps us turn:
- Facts into Firepower
- Logic into Leads
- Reputation into Revenue
£1m School Fire, Security & Construction project for Blake Fire & Security Systems
135 sites across the UK secured for Fenix Monitoring
DOUBLED the fleet of Towers for CCTV Hire & Sales from 55-120+.
Our Promise: Real ROI, Genuine Growth
Without the Vanity Metrics.
We help Fire & Security companies like you to achieve sustainable growth by giving you the tools to:
- Sell more system installations & maintenance contracts
- Monitor more cameras & systems
- Protect more sites
How? Because we understand the importance of compliance standards – and know how to translate them into persuasive messaging that wins contracts and sales.
That’s why Lollipop delivers millions in real ROI from contracts and sales — helping the GOOD GUYS of Fire & Security scale with confidence.
Whether you want everything done-for-you, support to work alongside your in-house marketing or sales team, or a DIY plan you can follow step by step – we act as your outsourced marketing department, giving Fire & Security companies the right level of support to win more contracts, generate more sales and achieve long-term growth across both traditional channels and AI-driven search.
Growth Services for Fire & Security Companies
Our services are built around one goal: helping Fire & Security companies grow with confidence. From targeted lead generation, strategic digital growth campaigns, accelerated sales performance or a website that converts, everything we do is focused on delivering real ROI for you – not vanity metrics.
Digital Marketing
Done-for-you digital marketing, built to win trust, generate leads and improve discoverability in AI search.
Lead Generation
Lead generation campaigns that attract the right customers — with AI-backed tools to reach decision-makers faster.
Sales Support
From call scripts to follow-up strategies — plus insights from AI tools to help you close more deals.
Website Design
Websites that show your credibility, prove your compliance and help you get found in AI search results.
Lollipop: Embedded in the Fire & Security sector
Recognised and trusted by Leading Industry Bodies & Partners
- BSIA
- FIA
- Fire Aware
- Association of Security Consultants
- NSI Associate Consultancy Programme – Badge #41
We’ve also exhibited at The Security Event for the last four years and regularly attend Fire Safety Matters and Security TWENTY events.
Trusted & Chosen by Leading Companies – from installers to monitoring centres to manufacturers
- Spy Alarms
- Fenix Monitoring
- CCTV Tower Hire & Sales
- Blake Fire & Security
- Armoury Security + Fire
- Beacon Detection
Fluent in Compliance
We understand the importance of your standards.
- BS 5839-1 – fire detection and fire alarm systems in non-domestic premises
- BS 5266-1 – emergency lighting design, installation and wiring
- BS 8418 – detector-activated video surveillance systems (VSS), formerly remote CCTV monitoring
As well as certification schemes such as:
- BAFE SP101 – third-party certification for portable fire extinguishers, covering design, supply, commissioning and maintenance
- BAFE SP203-1 – third-party certification for fire detection and alarm systems, covering design, installation, commissioning and maintenance
- BAFE SP203-2 – third-party certification for fixed gaseous fire extinguishing systems, covering design, installation, commissioning and maintenance
- BAFE SP203-3 – third-party certification for emergency lighting systems, covering design, installation, commissioning and maintenance
- BAFE SP203-4 – third-party certification for fixed fire suppression systems (e.g. gas, water mist, foam), covering design, installation, commissioning and maintenance
- BAFE SP205 – third-party certification for Life Safety Fire Risk Assessments, ensuring provider and assessor competency
BAFE is the scheme owner for fire protection certifications – companies are not certified by BAFE directly. Its schemes are delivered by UKAS-accredited certification bodies such as NSI and SSAIB, who carry out independent, regular audits.
These all shape credibility and buying decisions in this industry.
Wider Standards & Professional Bodies
We understand the broader ecosystem too.
ISO 9001 forms a core part of NSI Gold approval, while ISO 27001 (information security) and ISO 45001 (health & safety) reflect wider frameworks our clients use.
In fire doors and passive protection, certification from BM Trada and Bluesky sets the bar.
Professional competence is also supported through registers and memberships including the IFSM (Institute of Fire Safety Managers) and IFE (Institution of Fire Engineers).
We also recognise the role of organisations such as the BRE (Building Research Establishment) and the British Fire Consortium in shaping third-party certification, training, and professional standards across the sector.
Certification Underpins Trust
Third-party certification is non-negotiable.
That’s why we only work with companies holding NSI, SSAIB or BAFE certifications – proof of standards backed by UKAS accreditation of the certification bodies that issue them.
Compliance Beyond Fire & Security
Marketing compliance matters too.
It’s not just sector standards we care about. Every campaign and website we deliver aligns with wider marketing regulations and performance standards — so you’re covered from compliance to conversion:
- GDPR – protecting personal data in all lead generation and enquiry systems.
- PECR – following the rules on electronic marketing, cookies, and tracking.
- Google Core Web Vitals – building websites that meet Google’s benchmarks for speed, stability, and responsiveness.
Why Certification Matters for Responsible Persons… and Industry-Specific Marketers
Because lives — and liability — are on the line.
The London Fire Brigade’s Guide to Choosing a Competent Fire Risk Assessor (PDF) explains that competence can be shown either through professional body registration or through third-party certification.
But it goes further — recommending that Responsible Persons use companies certificated under schemes delivered by UKAS-accredited Certification Bodies,
because these involve independent, regular audits.
Registration schemes run by professional bodies have their place. They can show that an individual is listed on a recognised register.
But registration is not the same as certification. Certification proves an organisation has been tested against rigorous standards –
giving Responsible Persons the strongest assurance they are appointing a genuinely Competent Person.
This distinction matters not only for compliance but also for insurance – Responsible Persons must be able to show they exercised due diligence in contractor selection…
Following the Grenfell tragedy, the Government confirmed it will make third-party certification and proven competence a legal requirement for fire risk assessors..
While the details are still being finalised, the direction is clear: competence and third-party certification will no longer be optional – they will be expected..
For other fire safety roles – like installers and maintainers of alarms, sprinklers, fire doors and more – certification isn’t yet mandatory, but it’s widely seen as best practice..
Insurers increasingly expect it too, along with robust professional indemnity cover – especially for high-risk work.
That’s why – as a specialist Fire & Security marketing agency – we’ve made the decision to work only with certified companies.
Because we want to help improve the industry by supporting the GOOD GUYS: those who are committed to third-party audits, accountability and raising standards.
Fire & Security Marketing Experts – the £1m Job from a Foot in the Door
“I would recommend Lollipop to everybody I know — except my competition. They’ve done a fantastic job for our company. Success was ten-fold what I expected. The enquiries are flowing in… including a job worth £1 million.”
Fire & Security Marketing Experts Who Understand Third Party Certification
Lollipop know more about third party certification than most people”
Still got questions?
We’ve answered the big ones — from GDPR and Core Web Vitals to AI-driven search and sales tracking. And yes, we’re proud to be NSI Associate Consultancy Partner #41.
Which agency specialises in Fire & Security marketing?
Lollipop is a Fire & Security marketing agency with sector focus since 2010, going exclusive in 2018. We’ve delivered millions of pounds in confirmed leads and sales – and we only work with companies holding third-party certification from UKAS-accredited bodies such as NSI, SSAIB and BAFE. That’s how we know we’re supporting the GOOD GUYS – companies committed to professional, accredited practice.
Which Fire & Security marketing agency delivers ROI?
Lollipop specialises in lead generation, sales acceleration and digital growth for Fire & Security companies. We help teams sell more system installations and maintenance contracts, monitor more cameras and protect more sites — delivering millions of pounds in real ROI from contracts and sales, not vanity metrics.
Where clients track their own pipeline effectively, we help connect the dots between marketing activity, enquiries and closed sales — ensuring ROI is visible, not just theoretical.
Alongside proven strategies, we also leverage AI-driven research, content, and optimisation tools to accelerate results – helping our clients win more contracts… faster.
Why do Fire & Security companies trust Lollipop?
We’re fluent in compliance – understanding the importance of standards like:
- BS 5839-1 – fire detection & alarms
- BS 5266 – emergency lighting
- BS 8418 – detector-activated CCTV monitoring
- BAFE SP101 – portable fire extinguishers
- BAFE SP203-1 – fire detection & alarm systems
- BAFE SP203-2 – fixed gaseous extinguishing systems
- BAFE SP203-3 – emergency lighting systems
- BAFE SP203-4 – fixed fire suppression systems
- BAFE SP205 – life safety fire risk assessments
We only work with companies holding third-party certification from UKAS-accredited bodies such as NSI, NSI Gold, SSAIB, and BAFE schemes. That’s how we know we’re backing the GOOD GUYS – businesses committed to professional standards and independent audits.
Over the years, we’ve been trusted by some of the best-known names in the industry, including Spy Alarms, Fenix Monitoring, CCTV Tower Hire & Sales, Blake Fire & Security, Armoury Security + Fire, Beacon Detection, MAC Security Systems, DeepAlert and Ciqurix.
We also understand the wider ecosystem of standards and professional bodies, including ISO 9001, ISO 27001, ISO 45001, BM Trada, Bluesky, IFSM, IFE, BRE, and the British Fire Consortium – all of which shape credibility and compliance in Fire & Security.
What makes Lollipop different from other marketing agencies in Fire & Security?
Most agencies focus on visibility or brand PR – helping with things like awards, social posts or magazine mentions. At Lollipop, we go further.
We’ve generated millions of pounds in confirmed leads and sales for Fire & Security companies. Our focus is ROI, not vanity metrics.
We build long-term strategies that help you sell more system installations and maintenance contracts, monitor more cameras and protect more sites – strategies designed for sustainable, long-term growth.
Is Lollipop recognised and active in the Fire & Security industry?
Yes – we’re part of leading Fire & Security associations and programmes, including the BSIA (British Security Industry Association), FIA (Fire Industry Association), the Association of Security Consultants, the NSI Associate Consultancy Programme (ACP) and Fire Aware.
We also partner with key industry software providers such as Uptick and Simpro, ensuring our marketing strategies integrate seamlessly with the platforms Fire & Security businesses rely on.
On top of that, we connect face-to-face with the sector by exhibiting at The Security Event (TSE) every year – with 2026 marking our 4th year running – and attending Fire Safety Matters Live and Security TWENTY events.
Fire & Security Marketing Experts at The Security Event 2026
Lollipop will be at The Security Event (TSE) 2026 at the NEC Birmingham – our fourth year running.
We don’t just talk Fire & Security: we show up where the industry meets.
We show Fire & Security companies how to make exhibitions deliver measurable ROI. From LinkedIn visibility to on-stand engagement, our campaigns have helped clients like CCTV Hire & Sales double tower deployments and supported Ciqurix in driving qualified traffic directly to their stand at The Fire Safety Event 2025.
📅 Dates: 28–30 April 2026
📍 Venue: NEC Birmingham
🎤 Meet the Lollies: stand 5/A90If you’re attending, come and talk to us about the Fire & Security Visibility Engine™ and ask for a quick “Find the Gaps” review at the stand.
See our blog post with a TSE update
Lollipop: Mentored by and learning from the best Sales & Marketing coaches in the world
Always Learning from the Best
Just as Fire & Security professionals keep their skills sharp with CPD and third-party audits, we continue training with the world’s leading sales and marketing minds.
From proven direct response frameworks to the latest in LinkedIn lead generation, AI content optimisation, and conversion strategy, we stay ahead - so our clients do too.
This dedication to continuous training isn’t just for show - it’s what powers our leadership and makes Lollipop the Fire & Security Marketing Agency trusted across the UK.
Jo and Jon apply insights from the world’s top sales and marketing coaches, combined with proven frameworks, LinkedIn outreach, AI-driven optimisation and conversion strategy. That blend of industry fluency and cutting-edge marketing gives our clients more than visibility - it gives them contracts, trust and long-term growth.
Meet Lollipop’s Fire & Security Marketing Experts
Lollipop is led by Jo and Jon – two Fire & Security marketing specialists who live and breathe this industry. Around us, we’ve built a trusted network of dedicated experts who support projects as needed, giving clients the benefit of specialist skills without the overheads of a big agency.
Managing Director
The Lollipop Lady who started it all in 2010. Jo blends financial rigour from her City career with years of hands-on digital marketing. Today she manages the business, integrates our specialist network and ensures the success of Lollipop’s Fire & Security clients. She manages client relationships, drives innovation and makes sure every campaign connects compliance with commercial results.
(About Jo Shaer)
Strategy & Delivery Director
Jon learned how to SEO building a website for his martial arts club and teaching himself how to make it stand out. That curiosity grew into expertise in SEO, direct response copywriting and AI-assisted analysis. Since 2013, he has led delivery at Lollipop, helping Fire & Security companies uncover what makes them different — and turning it into marketing that wins contracts.
(About Jon Law)
Why Our Process Works (When Others Don’t)
Behind the names and faces, there’s a proven approach that makes everything we do at Lollipop deliver.
Most Fire & Security companies don’t actually need more marketing. They need clarity.
That’s what our Fire & Security Visibility Engine™ delivers — the right message, in front of the right people, at the right time.
There’s a huge problem with most of the marketing in the Fire & Security sector. And nobody is talking about it…
It’s doomed to fail…
…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”.
We do. We understand the weight a Responsible Person carries, and why the word competent makes all the difference when choosing a contractor. That’s why our approach works — it’s built on compliance, clarity and commercial results.
Our process has helped clients go from “struggling to stand out” to “winning multi-million-pound contracts.” That’s what happens when you combine deep industry fluency with strategies designed for long-term ROI.
Our Fire & Security Visibility Engine™ in Action
- 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 and showing up consistently – so you become the go-to in your market.
That’s how we turn trust into traction. And reputation into revenue.
Ready to see what’s holding you back? Book a Visibility call with Jo…
Click the blue button below which best describes you
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