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Grow · Positioning, web, SEO, Google Ads and LinkedIn · 2026

From CCTV installer to commercial security partner.

Falcon Security Technologies, in Benoni, has spent more than 20 years protecting some of South Africa’s most recognisable commercial, industrial and institutional sites. We took on the whole digital picture, so that every channel now shows the business at its true size.

FIRST FIVE WEEKS OF GOOGLE ADS8 qualified commercial enquiriesPlus 65 calls and direction requests from the Google listing.
PSIRA registeredLevel 2 BBBEETax clearanceOHS compliant3-year warranty249+ projects20 years experienceNationwide deliveryPSIRA registeredLevel 2 BBBEETax clearanceOHS compliant3-year warranty249+ projects20 years experienceNationwide delivery
249+completed projects
20+years in commercial security
5.39%ad click-through rate, against a typical 3 to 4%
56%of the time at the top of the page
01 / THE OPPORTUNITY

Enterprise-grade work. Ready to be seen that way.

Falcon’s projects include some of the country’s best-known commercial and institutional sites. The online presence had been set up years earlier for a different kind of customer, and it was time it caught up with the work.

Here is the homepage in Google, then and now.

02 / REPOSITION BEFORE YOU PROMOTE

Get the message right, then bring in the clicks.

We wanted every commercial buyer who clicked an ad to see Falcon at its best. So positioning came first: a new audience, a new category, and a promise taken straight from the founder’s own words.

Five formal client reference letters became sharp homepage testimonials. Same substance, readable in seconds.

WHERE IT STARTEDSecurity equipment installerLocal and product-led.
WHERE IT IS NOWCommercial security technology partnerNational, sector-led, competing on trust and track record.
Facilities managersOperations directorsProcurement headsProperty managers
Falcon takes no shortcuts, and feels 100% responsible for every system it installs.
03 / THE WEBSITE

Rebuilt, every word from scratch.

A full WordPress rebuild with page-by-page copy for the new audience: services, CCTV, access control, off-site monitoring, intruder detection, projects, about and contact.

The Google Ads landing page has its navigation stripped out, so visitors have one job: request a free site assessment. The form sorts every lead before it arrives. Try it.

/commercial-security-assessment
Book a free commercial site assessment249+ projects. PSIRA registered. 3-year installation warranty.
04 / GOOGLE ADS, FIRST FIVE WEEKS, GAUTENG ONLY

From 7,031 impressions to named commercial leads.

Six tightly themed ad groups, 18 ads checked for accuracy so every credential claim stands up, all five extension types, and every rand kept to Gauteng commercial searches. The Google Business Profile was tied in too, which is where the calls and direction requests came from. We count those too.

Impressions7,031
Clicks379
Tracked conversions7
Named commercial leads5

Bar lengths use a log scale so every step is visible.

16phone calls from the Google listing
49driving direction requests
18.94%impression share, ahead of the nearest competitor
8qualified enquiries in total: 5 from ads, 3 from the new website
WarehousesDistribution centresCorporate office parksA school campusAn agricultural site
CCTV installationAccess control systemsBiometric and facial recognitionGate and turnstile controlOff-site monitoringCommercial security systems
05 / SEARCH AND LINKEDIN

One story, on every channel.

Every page got titles and descriptions written for commercial buyers, organisation schema so Google understands exactly who Falcon is, and llms.txt so AI assistants describe Falcon accurately. Older duplicate pages were tidied up.

On LinkedIn, the founder’s profile carries the relationships and the company page carries the credibility. A voice questionnaire captured his real stories, so 20 written posts over 30 days sound like him, not like an agency.

The founderAuthority and relationships. Headline, about, featured and experience rewritten.
The company pageThe credibility anchor. Same promise, same credentials.
Founder postsCompany posts30-day calendar
06 / REPORTING THAT BUILDS TRUST

Numbers a business owner can actually use.

Plain EnglishA branded report in Falcon’s navy and yellow, written for the owner.
A visible funnelImpressions to clicks to named leads, step by step.
Every lead listedBy facility type and requirement, ready to follow up.
Paid and organic apartAlways clear which channel produced what.
Revenue captureA table to log closed business against each lead.
Falcon was always a premium commercial security partner. Now the internet knows it too.
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