Security – Website Redesign & Digital Transformation
IMMS Security protects homes and businesses across Edinburgh with SSAIB-certified expertise. But their website was letting them down—dated design, confusing navigation, and terrible mobile experience. They’d tried multiple redesigns before. Nothing worked. They needed someone who could build something that actually converted visitors into clients.
- Platform: Website and WordPress Theme
- Project: UX/UI, Custom Theme, SEO, Content Development
- Goal: Build a fast, modern website that converts visitors into leads
- Results: +28% mobile conversions, #1 in Google search
Role & Responsibilities
My Role: Product Designer & Developer
I wore multiple hats on this one:
- Mapped out the entire user experience
- Designed a custom interface that screams professionalism
- Built a lightning-fast WordPress theme from scratch
- Wrote content that actually converts
- Optimized everything for mobile and SEO
The Real Challenge
Here’s what was actually happening:
For Users:
- Couldn’t figure out what services were available
- Mobile experience was painfully slow
- No clear way to check coverage areas
- Didn’t feel confident about the company’s credibility
For IMMS:
- Losing leads to competitors with better websites
- Struggling to rank on Google
- Backend was a nightmare to update
- No clear growth strategy online
The breaking point? A potential client told them they almost hired a competitor because “your website made us question if you’re still in business.”
My Approach
Research First
I spent time understanding how people actually search for security services. Turns out, it’s not just about price-it’s about trust, speed of response, and knowing you’re covered in your area.
I also dug into their analytics. The data told a clear story: people were interested but couldn’t find what they needed fast enough.
Design for Real Users
Instead of designing for other designers, I focused on two key users:
- Homeowners – Need reassurance and simple pricing
- Business owners – Want expertise validation and quick quotes
Build for Performance
Every line of code was written with speed in mind. No bloated plugins, no generic themes. Just clean, fast, custom development.
Key Features That Made the Difference
Smart Service Navigation
Created an intuitive filter system where users can find exactly what they need:
- Filter by service type (CCTV, Fire Alarms, Access Control)
- Separate residential and commercial paths
- Clear distinction between installation and maintenance
Trust Signals Everywhere
- Prominent SSAIB certification display
- Real customer photos (not stock images)
- Coverage map so people know they’re served
- Quick response time guarantees
Mobile-First Design
Because 70% of their traffic comes from mobile. Every element was designed mobile-first, then enhanced for desktop.
Design Decisions That Worked
Colors: Kept it professional with security industry red (#DE0031) and trustworthy blues (#35408F). Nothing flashy-just confidence.
Typography: Rubik and Roboto. Clean, readable, human.
Icons: Custom-designed for each service. No generic icon packs here-everything reinforced their brand.
Layout: Spacious but focused. Every section had a clear purpose and call-to-action.
The Development Story
This is where things got interesting. Instead of using a page builder (which would have been easier), I built everything custom:
- Hand-coded HTML/CSS/JS for maximum performance
- Custom WordPress theme with an intuitive admin panel
- Image optimization that doesn’t sacrifice quality
- SEO structure that search engines love
Why go custom? Because generic solutions create generic results. IMMS needed to stand out.
Results That Matter
The Numbers
- 47% increase in website traffic within 3 months
- 40% higher conversion rate from visitor to lead
- 1.2 second average load time (most sites take 3-4 seconds)
- #1 ranking on Google for “security services Edinburgh”
The Real Impact
But here’s what really matters-IMMS started getting calls from bigger commercial clients. The website positioned them as the premium choice, not just another security company.
Their team can now update content easily, and they’re not embarrassed to send people to their website anymore.
What I Learned
Every project teaches you something. This one reinforced that performance isn’t optional-it’s the baseline. Users have zero patience for slow sites, especially on mobile.
Also, industry expertise matters. Understanding how people actually buy security services made all the difference in designing the user journey.
Technical Details
Frontend: Custom HTML5, CSS3, Vanilla JavaScript
Backend: WordPress with custom post types and fields
Performance: Lighthouse score of 95+
SEO: Structured data, optimized content hierarchy
Mobile: Progressive enhancement, touch-friendly design