How To Start A Security Business

1. Intense Competition: The security industry is highly competitive, with many established companies and new entrants vying for market share, making it challenging for new businesses to stand out.
2. Regulatory Compliance: Adhering to stringent regulatory requirements, including obtaining the necessary licences, permits, and certifications, can be complex and time-consuming.
3. Client Acquisition: Securing initial clients can be challenging, especially without a proven track record or testimonials, as clients often prefer to work with experienced and reputable security service providers.
4. Staff Recruitment and Training: Finding and retaining skilled and reliable security personnel can be difficult, as the industry often faces a shortage of qualified security professionals. Additionally, providing ongoing training to keep staff updated with the latest security protocols can be a significant challenge.
5. Technological Advancements: Staying updated with the latest security technologies and integrating them into your business can be a challenge, especially for businesses with limited resources, potentially putting them at a disadvantage compared to competitors with more advanced systems.
6. Seasonal Fluctuations: Some segments of the security business, such as event security, may experience seasonal fluctuations in demand, leading to varying revenue streams throughout the year.
7. Client Retention: Maintaining long-term client relationships and ensuring customer satisfaction is crucial for sustaining a security business, and failure to deliver high-quality services may result in the loss of clients to competitors.

 

The all-important question – How much can I earn starting my own security business?

An employed security guard can expect to make in the region of £18-32,000 based on experience.

This is obviously different if you are a company owner. The typical profit margin for a security business can vary based on numerous aspects, including the business’s size, the types of services offered, its location, and the amount of market competition. However, a security service might expect a profit margin of 5% to 15% on average.

 

How much does it cost to start a security business?

The primary expenditure will be paying your staff. Typically you can expect to pay £10.53-14 per hour, this will depend upon what type of jobs they do and whether they are employed by you, hired or subcontracted.

When you initially start off, it usually makes sense to employ 2 to 4 security guards. This will help  you develop your cash stream faster because you can take on more business. As your firm expands and becomes more well-known, you may hire more security guards as your budget allows. Employees should have a clean criminal background and be vetted and trained, with SIA qualifications and licences. 

Then there is standard equipment such as walkie talkies, torches, uniforms, protective clothing, body cameras, monitors etc. Employees should be instantly recognisable as security guards by the public as well as by would-be criminals for visual deterrence.

This all adds up. 

Plus the licences and insurance

 

Do Your Research

One of the most common mistakes people make when starting a security company is failing to conduct adequate research. Before you start any business, you must first learn about the sector and the market. What are the current trends? Who is the main competition? What  services do they provide? What do they charge?

Also, when comparing your company to others, compare it to companies of a comparable size. Comparing successes against a competitor with 500 security officers and ten times the marketing budget will not produce comparable results!

If you aren’t focused on a certain market or type of customer, you will struggle to stand out. Determine who your ideal customer is and what demands they may have and make sure you thoroughly understand that market.

Is your area populated with a string of car dealerships, a college or university, a large sports stadium or an industrial park?

Could you offer something different and exploit an untapped market? 

Most people who venture into the security business target standard customers for standard jobs.   

How about focusing on – 

Technology: A rising number of security firms are deploying AI cameras to help with operations and online security guards to monitor locations in real time. Artificial intelligence (AI) may be used to detect suspicious activities, notify security staff, and even recognise faces.

K9 Dog Unit: Take your level of security you offer up to another level. Trained dogs and handlers are 5 times more effective than a lone security guard. 

Disaster Recovery Planning: Providing disaster recovery and business continuity planning services can help businesses prepare for and mitigate the impact of natural disasters, security breaches, and other unforeseen emergencies.

Event Security Management: Providing specialised event security services, such as crowd control, access management, and emergency response planning, can cater to the security needs of large-scale events, conferences, and exhibitions.

 

How I’d set this business up.

So, here’s how I’d make sure you build on your successes! 

Choice of business structure

Anyone who sets up a new company should have a business plan. Ask yourself “What is my ultimate goal and how am I going to achieve it? “ Think organised, efficient and productive. 

 

A strong plan is fundamentally important when you are setting up any business. As a solopreneur, you can start this business as either a sole trader or a limited company.

I’d also strongly consider a hybrid start up structure where you can reap the benefits of both structures with minimal cost and risk.

This could enable you to start trading with the simplicity of a sole trader but also have secured the limited company for marketing hacks and saving tax later if you decide to incorporate your business.

Have you thought of a company name yet? Use our FREE Company Name Checker Tool and find your great company name. You’ll be searching through a database of over 5 million registered company names and more than 11 million UK domain names.

 

Business plan

Start by formulating a business plan. This will help to focus on delivering a clear message to your potential customers. 

There are different types of business plans. (But you can use my 1 page business plan here) It’s designed to cut the waffle but has enough detail to make it a meaningful tool so that you remain laser focussed on what needs to be done when you set up this business.

 Hold yourself accountable!! 

If you are unsure what to do at this point I recommend seeking professional advice. My team is available to talk you through this in a clear and concise way you will understand.

 

How to Market a Security Business.

This is a business that I would definitely want to fast-track from the beginning for growth. You want to get busy as quickly as possible and there is only one real way to achieve this.

Most buyers/potential clients for this service are going to find a builder using a Google search. Sure some will use an app, some might ask for a recommendation on social media but MOST will look on Google.

Google knows that when someone is looking for a security guard, they want to see results close to where they are located.

This usually means that Google will show a maps listing at the top of the search results like the image below.

 

 

If your business shows up here then you are right at the top of the search results, under the nose of people who want to find a security  company.

For any type of business/search term where Google shows a Maps listing like this, I describe these businesses as having “high local marketability”.

High local marketability means if you know what you are doing and tick the right boxes with Google you can get a lot of business enquiries very easily.

 

So if potential customers can’t find you on Google, they won’t be calling you. And guess what? That means someone else is guarding that customer or business and you’re missing out!

 

 

 

So how do you dominate Google search results for this business?

You have to optimise for the Google maps listing.
How do you do that? 

 

Follow these 10 simple steps to marketing a security business:

1. Get a website. Make sure it complies with Google’s best practice guidelines.
2. Get your new website in Google so clients find YOU.
3. Provide LOCAL PROOF. Use a local phone number and a mobile to tell clients and Google you are definitely a local business.
4. Provide SOCIAL PROOF. Show reviews from real customers on your site. This is called “social proof” and turns browsers into customers!
5. Use LANDING PAGES. A landing page is optimised for a specific search term making it rank higher than your competitors. Landing pages are for people who want to buy your service now. They show the client what they want to see.
6. Provide great CTA’s (CTA =call to action). Make it super easy on your website for clients to get in touch with you by including features such as a messaging/chat app and CTA’s that show clients exactly how to contact you.
7. Share FEEDBACK. Go the extra mile to provide an outstanding service and you are sure to collect plenty of positive feedback from clients. Ensure you harness this by collecting reviews from every new customer.
8. AUTOMATE – You won’t have time to be manually updating your website. Make sure you automatically show the new reviews on your website, driving more clients to your business.
9. PROMOTE – Regular updates to your website and using Google tools will give your website an extra edge.
10. MAINTAIN – From time to time websites need technical maintenance to the software they run on to keep peak performance.

 
Most security businesses DO NOT invest enough time and money to execute this simple marketing  strategy providing you with the opportunity to step in and DOMINATE in the local search engine results.

 

 

Live Chat Function

This is great as it gives your potential customers a “one click method” to message you straight from your website – you get the messages on your usual Messenger account, This is probably something that your competitors won’t have and we’ve had clients getting great success using this tactic. Make it easy for your potential clients to get in touch with you. 

 

 

Still confused? We can create a personal website for you to get you off to the best start. 

 

Always ask for references and reviews on your website and apps. This is so important for new customers looking for a reliable company. 

Google reviews, testimonials and recommendations are essential. Potential customers WILL check for reviews when they are searching for a service, product or trade. 

Look for positive feedback from other successful security company websites. If customers are giving great reviews about professionalism and reliability from their manned guards or dog handlers, this means that in order for you to get favourable feedback, you need to be on the ball and do the same but better! 

This is difficult when you first start out and asking can be uncomfortable but a happy client will want to help you up the ladder every time.

 

 

 

 

 

Here are great tips to help you market your security company effectively:

Promoting your business is crucial to attract new customers and grow your business. 

 

• Do your research

The security industry can be very competitive, so it’s important to research your competitors in the local area. Examine their websites and online presence. Identify what you can offer that others don’t. This will help you differentiate your business and attract more customers.

Ask businesses in the area what services they would like to see. Can you be more pliable than your competitors and help them? 

 

• Create a great company and domain name for your website

Choose a name with our company name checker, that is related to you and your business and is memorable for your potential customers. 

Remember to steer well clear of similar sounding names so confusion does not occur with other companies. 

 

We can quickly and easily help you get the ball rolling with this, registering your company and domain name and even providing you with fully featured business email boxes making your business look more professional, adding credibility when you are approaching new customers. So instead of emailing from an @yahoo or @hotmail address you can be emailing from @mycompanyname. Doesn´t that look better?

 

You will then have to register a domain name for your website. We all know websites are crucial nowadays so make sure you get yours registered as soon as you have chosen your trade name. Take a look at our Domain Name FAQs which will explain why a domain name is so important to getting your business up and running.
Then head to our easy to use domain checker and let´s get you onto the world wide web!!  

 

 

• SEO

Search engine optimisation is the art of getting your security company’s website to the top of the search results on Google and the other search engines so that you have the best chance of getting their business. 

If you’re new to running a website it’s easy to get caught out with a low cost SEO service that just doesn’t work.

We can help put together an affordable SEO package and we’ll always tell you what we are going to do and what results you might expect to achieve.

 

• Create a website

The site must also give lots more information about the services you offer, the area you cover and if relevant, any fixed rates you offer. They are also essential for contact purposes, online bookings and enquiries. 

Here you can introduce yourself and give your customers a little background info, this makes  the business more personal and can boost customer confidence. 

Your website is a great place to showcase your company´s skill set. Photos and videos will give a potential customer a feel for your work standards.

 

 

And don’t forget to add all reviews and comments to your website – I can’t stress highly enough how important reviews are. 

We all rely on those Google reviews and recommendations when we need a service, product or trade, so make sure they are clearly visible on your site. 

 

Unsure where to start with a website? Just ask us. We can help you create a website that will attract new customers and boost your local marketability .

 

• Contracts Finder

Services such as manned guards, patrol services, CCTV surveillance, event security and access control can all be included in online security contracts.

Take a look at the Government´s Contracts Finder website page. Here you can search for information about contracts worth over £12,000 (including VAT) with the government and its agencies.

Other agencies are also useful such as Bidstats or Tracker 

 

• Word Of Mouth and Networking

  are powerful and effective marketing tools and should never be underestimated! Customer service is king.

A lot of your business will come from clients recommendations. Make sure these reviews are on your website and monitored frequently.

We have already mentioned this (a lot!) but it is vitally important.

Always ask for References and Reviews on your website and apps, this will boost your online presence rating. 

Getting into direct contact with potential clients via email or social media. Cold calling is an art but can pay off once you are in contact with the correct person.

 

Once you start to employ staff, collect customer feedback. Customer engagement and customer retention really matters, get in touch with your clients and listen to their views. This will also really help you to create trust among the customers.

Trade fairs such as The Security Event and  the International Security Expo are perfect places to network. Try new equipment, pick up tips and build up relationships with suppliers.

 

• Design an eye-catching logo

Your logo is an important aspect of your brand identity, so it’s essential to design a logo that represents you and your business and can be used everywhere, including your uniforms, vehicles, business cards and leaflets. 

Get your recognisable logo out there! Everywhere!  Signs with, “These premises are patrolled by XXX Security,” on them with the company logo present never hurts.

Have you thought about adding QR codes to your marketing material? With a click of their mobile phone, customers can fill out a request form or write a review by using a QR code.

Add a QR code to your works vehicle, magnetic signs are perfect for this.  Potential consumers passing by can immediately scan for further information about your security services. 

QR codes are perfect for business cards, giving website links and tips on basic security measures. They are also an easy way to get that all-important customer feedback and can be added to invoices and receipts that go directly to your review page.

 

• Use Social Media

Why would a security company use social media?

Social media platforms such as Facebook, Twitter/X, Instagram and TikTok  can be powerful marketing tools for your business. 

Shout out loud what makes your business unique! Whether it´s using a K9 unit or having a 24 hours emergency service.

Whatever if it is, make sure you are getting the word out there. 

Join local business Facebook groups or similar platforms to promote your business and connect with potential customers. 

Remember not everyone uses social media, so stay visual in your area with leaflets through letterboxes and posters too.

Also join online directories, many people rely on them for finding reliable companies 

 

• Use apps and software

There are many apps available that can help you manage your business more efficiently. They can be used for booking, saving customer details and receiving payment. 

You may require programmes that can monitor alarms or follow security patrols. Make sure that you explore the solutions that are necessary for your unique company requirements.

Project management software will be vital especially as your business starts to grow. Companies such as Asana, Clickup, Monday.com and Zoho all offer good packages that will help you take control of your business and keep those bookings running smoothly. 

 

By implementing these marketing strategies, you can attract more customers, improve your brand identity and grow your business.

 

Other formalities

There are other formalities that you will need to complete before you can start trading successfully.

As well as registering your company and preparing your business plan ….

Open a bank account

You need a separate business bank account for your business whether it’s a sole trader or limited company.

Keeping your personal and business finances separate is crucial for several reasons. It simplifies accounting and bookkeeping, making it easier to track business expenses, income, and tax obligations. It also helps demonstrate financial transparency, which can be important for legal and tax purposes.

How about a  contactless card payment machine? No carrying lots of change around with you all day. There are plenty on the market now and easy for you and your customers to use. 

 

You will need Insurance.

Unfortunately, private security is a sector where mistakes can be made. It is critical that you protect yourself and your business against liability in the case of an incident. Companies will also refuse to employ your services if they know you don’t have insurance. And accidents DO happen.

All of this may be overwhelming, but if you contact an insurer that specialises in security-related services, they will be able to offer you an insurance plan that covers your requirements as well as your corporate responsibilities.

Public liability insurance is crucial to protect yourself and your customers, providing cover against injury or accidental damage to their property. 

If you employ someone Employers’ liability insurance is essential to cover any injury and illness sustained whilst whilst being employed by you, 

Then there is insurance for your equipment and tools, protecting you from theft, damage and loss. 

Make sure your insurance company knows your vehicle is a works vehicle. And make sure your eye-catching logo and your contact details are prominently displayed!  

Join a union or a trade association. The British Security Industry Association (BSIA) is the trade association for the professional security industry in the UK. The longest established security trade in the UK is the IPSA (International Professional Security Association) It is for individuals and companies working in the fire and security sector and aims to improve and professionalism, quality and training.

 

Conclusion

Security companies can create a strong reputation and position themselves as trusted partners in guaranteeing the safeguarding of people and property by focusing on constant learning, technology improvements and great customer service. Before starting, it’s important to conduct thorough market research, create a detailed business plan and consider how you can differentiate your services from local competitors.

Think outside of the box and never underestimate the power of networking and forming partnerships within the area. Collaborating with complementary businesses, such as  estate agents or building companies can significantly expand your client base and lead to lucrative, long-term contracts.

Remember to treat each company as a separate entity with its own set of requirements and constraints. No two are the same.

The key to longevity in this competitive field lies in the ability to adapt to market changes, maintain exceptional customer relations, hire exceptional employees and continually upgrade your skills and equipment.

Securing your future, today. Find out more 

Let´s get your new business off to the best start!