Case Study, Security Services
“Hands down the best investment I have made in my 10 years of running a business.”
Shane Camardo, owner of Semper Secure, on Facebook, October 2026.
A veteran-owned security company in Haddonfield, NJ. Since October 2025 we built its website twice, took over its search, phones and reviews, and became the tech side of the business. Here is what changed.
- Client
- Shane Camardo
- Where
- Haddonfield, New Jersey
- Since
- October 2025
- Site
- Visit
The Semper Secure team on a parade detail at Independence Hall, Philadelphia.
+117%
Calls from the Google profile, spring 2026 vs spring 2025, on the first site
+75%
Calls to the main line, 50 days after the rebuild vs 50 before
157
Job applications in the first 7 weeks of the new site
4.9
Google rating on 48 reviews, 19 added in the last year
The First Site
Calls from Google doubled in the first spring.
The first site went live in January 2026 and the search work started in February. By spring, Google's own numbers for Semper's Business Profile had moved. People calling from the profile in March and April went from 24 the year before to 52. Clicks through to the website went from 105 to 142. In April alone the site's form brought in 18 real inquiries.
On March 10 Will sent Shane the first tally from the new site, seven job applicants and eighteen potential leads. Shane's reply was “What in the world?” When Will asked him to picture five to ten inbound leads a month, he wrote back, “I can’t even imagine that, but I surely would love to.”
Calls
Website clicks
Profile actions
Source: Google Business Profile performance for the same two months a year apart, as reported in Semper's March and April 2026 SEO reports. April form inquiries from the site's form export, with spam and duplicates removed.
The Second Site
Then the rebuild. 75% more calls.
Every call to Semper's main Google number has been logged since the phone system went in this February, so the whole first site's run is on the chart. Real conversations climbed from 13 in March to 51 in July on that build. Then came the rebuild on September 8. In the 50 days before it, 90 people called 150 times. In the 50 days after, 144 people called 263 times. October is the busiest month on record, with three days still to go.
The chart counts only calls that ran longer than a minute, so a wrong number or a hang-up at the menu does not count.
Mar
2026
Apr
2026
May
2026
Jun
2026
Jul
2026
Aug
2026
Sep
2026
New site
Oct
2026
Source: CRM call log for the main Google number, inbound calls longer than 60 seconds, March 1 to October 27, 2026, with calls from our own and Semper's own numbers removed. October is a partial month. The new site launched September 8, 2026.
Apr
2026
May
2026
Jun
2026
Jul
2026
Aug
2026
Sep
2026
New site
Oct
2026
Source: Google Search Console, clicks to sempersecure.net by month, April 1 to October 25, 2026. October is a partial month.
Search
The best month came after the rebuild.
A platform migration usually costs a site traffic for a month or two. Semper's did not. Clicks from Google ran 681 in the 92 days before the launch window and 893 in the 92 days through it, up 31%, and September 2026 was the best month on record at 321. Searches for the company by name doubled over the same stretch.
October 2025
“If you can get people to stay on my site, I’m all in.”
- 01
A website that held nobody's attention, by the owner's own account.
- 02
The Google phone number rang on Shane's cell. No menu, no routing, no record of who called.
- 03
Guards called out by text at 11:42 pm and nobody saw it until morning. Finding coverage was a daily scramble.
- 04
Ranking for the company name and little else. Invisible for the searches a buyer actually types.
- 05
Leads and job applications landed in an inbox, with nothing tracking who came in or what happened next.
October 2026
The tech side of the company, built and running.
- 01
One hand-coded site, 64 pages, built around the searches a buyer types and launched with every URL and every email intact.
- 02
One main line with a menu. The Google number is off Shane’s cell, and every voicemail lands transcribed in the managers’ inboxes.
- 03
A call-out line that rings the on-duty manager, rotates every Friday, and switches from a phone with a PIN.
- 04
Applicants, leads and reviews each on a dashboard. 157 job applications in the first seven weeks, 19 new Google reviews in a year.
Semper Secure is a veteran-owned security company headquartered in Haddonfield, New Jersey. Shane Camardo, a former Marine officer, runs it with Mark Averell and Brian Williams and a roster of 350+ trained officers covering South Jersey and Greater Philadelphia: armed and unarmed posts, event and crowd security, executive protection, construction site watch, schools, churches and warehouses. Their buyers are facility and event managers who check Google, the map pack and the reviews before they ever call.
The Reviews
Four times the review pace.
A facility manager hiring guards for the first time reads the reviews before anything else. In the twelve months before we started, Semper Secure added five Google reviews. In the twelve months since, it added nineteen, and 47 of the 48 are five stars. The review link now rides on every email signature and invoice, a standalone reviews site owns the search for the company's name plus the word reviews, and a monthly watch tells us the moment a new one lands.
29
Reviews, October 2025
48
Reviews, October 2026
- Sep 2024 23
- Dec 2024 23
- Mar 2025 24
- Jun 2025 28
- Sep 2025 28
- Dec 2025 30
- Mar 2026 36
- Jun 2026 46
- Oct 2026 48
Google reviews on the Semper Secure profile at the end of each quarter, September 2024 to October 3, 2026. Counts reviews still on the profile.
The Work
We did not stop at the website. We became the tech side of the company.
- 01
The website, built twice
The first site went live in January 2026. In September we rebuilt it from the ground up on a hand-coded platform: 64 pages, every URL preserved, 31% faster to first content and 86% faster to usable, launched with zero downtime and zero email disruption.
- 02
Pages for the searches that turn into contracts
Dedicated pages for every service, industry and city they cover, plus new ones for state-level security guard searches, private investigations and Philadelphia neighborhoods. The page holding the #1 ranking for fire watch security kept its exact address and headline while the content was refocused on sentry work.
- 03
A real phone system
One main line with a menu that routes urgent matters, sales, field operations, careers and HR to the right person. The Google number came off Shane's cell. Every voicemail is transcribed and emailed to the managers, so a call at midnight is readable at six.
- 04
A call-out line and a dispatch app
Guards call one number to call out. It rings the on-duty manager, rotates every Friday, and managers switch who is on duty from their phone with a personal PIN. When a large new contract needed its own line, we built that too.
- 05
A review engine
A short review link on every signature and invoice, a standalone reviews site that owns the brand reviews search, a monthly watch for new reviews, and personal asks to the clients who matter most. Nineteen new Google reviews in the last twelve months, against five the year before.
- 06
Tools that answer the buyer's question
An event staffing calculator, a construction site theft estimator, and a school security grant checklist backed by an automated monitor that checks every grant program for changes each month.
- 07
Hiring that runs itself
A two-step application on the careers page, every applicant synced to a sheet with a live dashboard every fifteen minutes. One hundred fifty-seven applications in the first seven weeks.
Shane, In His Words
“I am very happy with the website. It is a thing of beauty.”
Shane Camardo, owner, Semper Secure. Text to Will, September 2026.
-
Day one
If you can get people to stay on my site and keep their attention like you just did for me for that 25 minute video. I’m all in. And I mean that seriously.
Text to Will, October 2025
-
The proposal
Damn. This is legit
Text to Will, October 2025
-
The phone system
I cannot wait to get that phone system going
Text to Will, February 2026
-
The CRM
I started uploading some of the stuff we already have in our pipeline and it was very easy
Text to Will, March 2026
-
Voicemail transcripts
I LOVE that new transcript feature
Text to Will, July 2026
-
The next company
If all goes according to plan, you already know you’re getting my website.
Text to Will, October 2026
What Comes Next
The next round is already moving. Google Ads on the pages that convert, more job-site photography, and a survey of Semper's managers on how they actually run shifts, which is the groundwork for the next tool we build them. Shane has also told us that when his next company launches, we are building that site too.
Shane's public word on it, from the same Facebook post: “Send any potential customer to me!”
Web DesignLocal SEOGoogle Business ProfileCRM & Phone SystemCustom AppsReview Engine
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