A conversion-focused WordPress website planned around Crothers Security’s extensive range of security and fire safety services, creating clearer customer journeys and a stronger foundation for SEO, Local SEO and lead generation.
WordPress · Website Strategy · UX/CRO · SEO
The Challenge
Crothers Security had decades of experience in the security industry, but its previous website wasn’t reflecting the scale or expertise of the business.
The website was outdated, difficult to navigate and lacked a clear customer journey. Crothers also had very little search visibility, making it harder for potential customers to discover its services online.
With services spanning CCTV, intruder alarms, access control, locksmith services, fire safety and more, the new website needed to organise a substantial amount of information without overwhelming visitors.
The goal was to create a website that could become the foundation of a much stronger digital presence — helping customers find the right service while supporting SEO, Local SEO and paid search.
Our Approach
We started with the website structure and customer journey.
New Era Digital planned and project-managed the website redesign, working closely with the web developer to create a clearer structure around Crothers Security’s different services and the needs of its residential and commercial customers.
Rather than treating SEO as something to add after the website was built, keyword research, site architecture and on-page optimisation were considered as part of the wider strategy.
Clearer navigation and conversion paths made it easier for potential customers to understand the services available, find relevant information and take the next step.
Following the redesign, we continued working with Crothers across SEO, Local SEO and Google Ads to increase visibility and generate enquiries.
What We Delivered
Website Strategy & Project Management
New Era Digital planned the website structure, layout and customer journeys and worked alongside the web developer to bring the new site together.
UX & Conversion Optimisation
The website was structured to make Crothers’ extensive service offering easier to navigate, with clearer routes towards contacting the team and requesting a quote.
SEO-Friendly Website Structure
Keyword research and SEO informed the architecture and individual service pages, giving Crothers a stronger foundation for competing for valuable security-related searches.
Local SEO & Lead Generation
The website became part of a wider SEO, Local SEO and Google Ads strategy designed to increase Crothers’ visibility in its target locations and generate more qualified enquiries.
The Finished Website
The new website gave Crothers Security a much stronger platform for digital growth.
What had been an outdated website with little search visibility became a structured, conversion-focused digital presence supporting a much broader SEO and lead-generation strategy.
The results went beyond the website itself. Crothers achieved rankings for competitive industry keywords, strong visibility in local search and Google Maps, and consistent lead generation as part of the wider SEO and PPC strategy.
Today, the website supports a broad offering spanning security systems, fire safety and electrical services while providing clear routes for both residential and commercial customers.
Most importantly, this project demonstrates why we consider the website, customer journey and search strategy together — rather than treating them as separate pieces of marketing.
Project Details
Client: Crothers Security
Industry: Security & Fire Safety
Location: Dublin, Ireland
Platform: WordPress
Services: Website Strategy · Website Design · Project Management · UX/CRO · SEO · Local SEO
