Most Alarm Receiving Centres are operationally strong but digitally invisible.

Fenix Monitoring wasn’t just quiet online – they were effectively unseen.

They weren’t getting any enquiries through their website at all.
They weren’t being understood.
They weren’t even being found.

As Managing Director Carl Meason put it:

“Not even the spam bots could find our website.”

That single line captured the problem perfectly.

This is the story of how the Lollies helped Fenix rebuilt clarity, credibility and visibility. And how that shift led to a contract covering 135 monitored sites across the UK.

BEFORE: When a Good ARC Looks Wrong Online

When Fenix first came to us, the issue wasn’t capability. It was representation.

What existed online simply didn’t reflect the business behind it.

The wrong first impression

The homepage image showed young people on laptops in a coffee shop.

Not trained monitoring operatives.
Not a state-of-the-art live ARC.
Not vigilance, responsibility or competence.

For an Alarm Receiving Centre, imagery isn’t decorative – it sets expectations.

Buyers need to see professionalism, focus and control, especially when monitoring sites that range from undeveloped construction projects to fully operational warehouses and car showrooms.

Instead, the website suggested something casual and generic, completely disconnected from the realities of monitoring.

SEO that damaged rather than helped

The SEO budget had been spent building spammy backlinks on low-quality domains, many with no relevance to the security industry at all.

This wasn’t just ineffective.

It risked undermining trust with search engines, associating the brand with poor-quality sites and quietly eroding credibility with buyers who expect competence from a monitoring provider.

The problem wasn’t a lack of effort. It was a lack of understanding – both of SEO and of the Fire & Security sector.

Digital marketing content that lacked ARC understanding

The blog posts and on-site copy revealed a deeper issue.

The writers didn’t really understand what an ARC does, why monitoring is critical to risk reduction or the operational reality of commercial sites.

The content was generic.

And in Fire & Security, generic quietly works against you.

Fenix weren’t just missing leads — they were being misrepresented.

Find The Gaps: Diagnosing the Real Issue

We started with Find The Gaps – a structured review of website structure, messaging clarity, technical foundations, buyer relevance, search visibility and brand signals.

The conclusion was simple.

Fenix had strong operations, strong people and a strong culture. But none of it was visible online.

They didn’t need louder marketing. They needed accurate, industry-literate marketing.

This work formed part of a wider Fire & Security marketing strategy. Putting the focus on clarity, positioning and visibility rather than disconnected activity.

Who What Why: Getting the Business Right First

Before proposing solutions, we focused on understanding the business properly.

We listened. We asked questions. We challenged assumptions. We explored how Fenix actually works — and why customers trust them.

Carl noticed the difference immediately:

“You take the time to understand the business before presenting any kind of solution.”

“…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…”

We rebuilt Fenix’s messaging around clarity, competence and credibility — speaking directly to the people who rely on monitoring being done properly.

Rebuilding the Website: Showing the Real Fenix

The website rebuild wasn’t just about layout and copy. It was about credibility.

We introduced Fenix to a photographer who understood their ethos immediately.

The resulting images captured serious professionals operating in a high-responsibility environment… with confidence and character beneath the surface.

Those images set Fenix apart from more staid competitors by looking real, not staged.

This work sat at the heart of the website design for Fire & Security companies that finally represented the business accurately.

On-Page SEO and Visibility: Making the Site Understandable

Alongside the rebuild, we fixed the fundamentals that affect visibility.

This included cleaning up toxic links, correcting structure and metadata and aligning pages with real ARC search behaviour.

This wasn’t about aggressive SEO tactics. It was about making the business understandable online.

The results followed:

50% increase in website traffic
75% increase in engagement

More importantly, enquiries started coming from the right people.

Director Natalie McCoy summed it up clearly:

“…really took the time to understand our business, culture and what was important to us… have generated quality leads that have now been converted into customers.”

AFTER: When the Website Was Put to the Test

One early enquiry led to a job for 100 CCTV cameras.

But the defining moment came with a second opportunity.

A prospective client, impressed by the website, wanted to visit the ARC to see whether what was written online matched reality.

They saw the people. They saw the operation. They saw the standards.

The website hadn’t exaggerated anything. It had simply told the truth well.

The result was a contract covering 135 monitored sites.

“135 sites across the UK – that is ROI my friends, thank you.”

Why This Matters for Other Alarm Receiving Centres

The website didn’t sell Fenix. It represented them properly.

That clarity turned visibility into confidence and confidence into enquiries.

That’s what real lead generation for Fire & Security companies looks like when the foundations are right.