Two focused plans: one for social media and one for your website and SEO, built to close the gap between industry reputation and buyer awareness across the UK.
The Real Challenge
Leverage has earned strong credibility within security industry circles. But the people signing contracts (Facilities Managers, Ops Directors, and MDs) don't move in those circles. They move in property, operations, and health and safety circles. Every decision this plan makes flows from that single truth.
Who We Serve
A clear picture of the organisations and individuals Leverage is best placed to serve, and exactly how to reach them on social.
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LinkedIn is primary for decision-maker outreach. Instagram and Facebook support awareness and culture content. BlueSky for emerging professional networks.
Foundational Framework
Every piece of content Leverage puts out serves one of four psychological stages. Understanding this model is why the content calendar is structured the way it is.
Social Media Funnel
Three funnel stages, each with a distinct goal and content type. The funnel narrows intentionally. Most of the audience will only ever sit in TOFU/MOFU, and that is fine.
The Playbook
A phased approach that builds trust before it builds pipeline. Each month has a clear intent, a deliberate tone, and measurable outputs.
Deliberate. Pushing sales too early reads as salesy and erodes trust before it has been earned.
Where We Focus
Not all services carry equal growth potential online. This tiered framework concentrates web content and marketing investment where the opportunity is strongest.
Where We Operate
Two distinct operational footprints, each requiring a tailored content and keyword strategy. Geo-modified pages for every area, not a single generic site.
Each city gets its own optimised landing page targeting "[service] + [city]" keyword patterns. This creates a crawlable, indexable coverage map that signals geographic authority to search engines.
Search Visibility
Two keyword tiers: a hero cluster to dominate Concierge Security in London, and geo-modified secondary clusters to capture high-intent searches across every service area.
These competitors are active in the concierge and guarding space. Leverage's differentiator is "Officer-led concierge, not just front desk": a positioning that speaks to the quality of service and professional identity of every Security Officer deployed. This is not a commodity play. Lead with the depth of service and character of the team.
Technical Foundation
The Leverage website is built in Wix Studio and driven by a structured content database rather than static pages. Each collection is a table; each row automatically becomes a fully rendered, indexable page without touching a single layout.
Content Collections
Five database tables power the entire dynamic layer of the site. Each field below maps directly to an element on the generated page.
A static website requires a developer to hand-build every page. With a CMS-driven architecture, one Services row automatically generates a fully rendered, crawlable page at /services/concierge-security — with its own title tag, meta description, H1, body copy, and schema markup from the moment it is published. One Locations row for Birmingham generates /locations/birmingham with injected LocalBusiness structured data and FAQPage markup. This is how 12 geographically distinct, semantically unique, schema-rich pages get built and kept current without touching a single page layout, and it is precisely why Google treats them as authoritative rather than thin duplicates. Updates happen by editing a cell in a table. New coverage areas are added by creating a new row. The CMS is not a convenience — it is the architecture that makes the keyword strategy in this plan executable without ongoing development cost.