Case Study - Vanguard Services; One Client Two Audiences

Jon Richardson • June 25, 2025

One Client, Two Audiences: How We Helped Vanguard Stand Out in the Security Sector

Vanguard Services is a leading provider of security and facilities management services throughout Dorset and Hampshire. They are trusted by many companies, large and small, as well as event management companies, to deliver a wide range of services, including mobile patrols, keyholding, alarm response, manned guarding, and front-of-house staffing.

Their clients include businesses, high-net-worth individuals (HNWIs), and corporate executives worldwide.

Vanguard had two websites for the different parts of their business but wanted a refresh of those sites and a partner that would support them in improving their online presence throughout the region.

After speaking to many digital marketing companies throughout the Bournemouth region, Vanguard chose Overt Digital Media to redesign their websites and support with additional marketing services coordinated SEO and social media strategy.

The key criteria for Vanguard was a company that could deliver high-quality work and one that was responsive to their requests.

The Challenge

As a forward-thinking company, Vanguard has evolved significantly over the years and was delivering industry-leading security solutions for its customers. However, their existing online presence didn't reflect this. They also had two distinct customer avatars for each side of the business: medium to large companies and high-net-worth individuals and senior executives.

As a result, they needed:

Two clearly differentiated yet complementary websites
Improved visibility in search engines
A reliable partner to manage ongoing website updates and marketing without hidden fees or delays

Our Approach

We started with discovery workshops to understand the two sides of the business, Vanguard Security Services, which covers standard commercial and residential security, and Vanguard Executive Security, which focuses on discreet, global protection for HNWIs and corporate leaders.

Website Development

We created two distinct websites to reflect the different target audiences:

Vanguard Security Services: Built to appeal to local authorities, property managers, and businesses needing day-to-day security support. The site is clean, professional, and focused on trust, compliance, and responsiveness.

Vanguard Executive Security: Designed for a more exclusive audience, this site has a refined, discreet tone, with a focus on international reach, specialist skills, and personal safety. It communicates professionalism, confidentiality, and competence without overselling.

Vanguard Services

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Vanguard Executive Security

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SEO & Content Optimisation

We implemented an SEO strategy to improve visibility across key service areas and locations. This includes on-page optimisation, keyword research, technical fixes, and local SEO elements to ensure both sites rank for relevant searches.

Additionally, we also provide a blog writing service for Vanguard to ensure that their websites have a steady stream of new, high-quality, and optimised content. Not only do these blogs attract additional website traffic, but they also help to convert more enquiries and leads for Vanguard.

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Social Media Marketing

To support brand awareness and reinforce trust, we run an ongoing social media campaign vital for building credibility in the security sector. In addition to posting on both their Facebook and LinkedIn profiles we also conduct engagement activities to maintain a highly visible presence on both those platforms.

Ongoing Managed Service

What sets our partnership with Vanguard apart is our fully managed service. All website changes, updates, and optimisations are included in their monthly package with no added costs or time delays.

Whether it's a service update, a staff profile, an urgent announcement, or a design tweak, our team responds quickly and efficiently. As a result, their websites remain current, functional, and aligned with the business as they evolve.

The Result

Since the launch of the new sites and the start of our ongoing SEO and social campaigns:

Website traffic has increased steadily, especially for location-based and service-specific search terms.
Enquiries through both sites have grown, with clear contact funnels and more qualified leads.

The client has confidence in their digital presence, knowing that updates are actioned quickly and that they're not being charged extra every time they need a change.

Client Feedback

"We've been really pleased with the websites and ongoing support from the team. Everything we've asked for has been done quickly and professionally, and the fact that all website changes are included in our package has made a huge difference, with no hidden costs and no chasing. Just a really reliable, proactive service that helps us remain relevant and up to date online."

Jordan Mooney, CEO of Vanguard Group

Our Take

Vanguard is a prime example of a modern security company that recognises the importance of a robust, well-managed online presence. They operate in a high-trust, high-responsibility sector, and their websites now reflect that. This is exactly the kind of partnership we thrive on: long-term, collaborative, and results-driven.

“What’s made this project with Vanguard so effective is the way we’ve combined everything, web design, SEO, and social media, into one joined-up strategy. It’s not just about building websites; it’s about continuously supporting the business with a proactive, long-term approach. The partnership works because Vanguard trusts us to get on with what needs to be done, and we’re fully invested in helping them grow. It’s collaborative, responsive, and focused, and that’s where the results come from.”

Jon Richardson, Director, Overt Digital Media