General Security

With more than 30 years of expertise, family-owned General Security specializes in innovative security systems and automation solutions for homes and businesses. Founded on Long Island, New York, the company now provides its cutting-edge services across the Eastern Seaboard, including New Jersey, New York, Florida, North Carolina, and Virginia. General Security is recognized as one of the top security providers in the United States and remains committed to enhancing the safety and lifestyles of both residential and commercial clients.

various screenshots of images from General Security website

Launch Date

January 01, 2018


Current Client


Despite its long history, General Security had a limited web presence and lacked service diversification to adequately compete with national brands in a highly competitive market. It sought to evolve from a traditional security company to a modern, comprehensive security and smart home solutions provider.

Challenges Faced:

  • Minimal Web Presence: Initially, General Security’s online impact was significantly limited.
  • Service Diversification: The company aimed to expand its offerings beyond traditional security to include modern solutions like VoIP, smart home devices, and e-commerce.
  • Competition With National Brands: Standing out within an industry dominated by well-established national companies was a major hurdle.

What We Did

  • Logo Design/Branding
  • Corporate Messaging
  • Website Migration
  • User Journey Mapping
  • Core Site Content
  • Marketing Hub Implementation
  • Website Design
  • Lead Generation
  • SEO
  • Content Creation
  • Collateral & Graphic Design

Tech Stack

  • cms hub icon CMS Hub
  • marketing hub icon Marketing Hub
various screenshots of images from General Security website

The Results

The collaboration between Hypha and General Security resulted in remarkable transformations, not only in digital marketing, but across the security company's overall brand and service offerings.

Transformations Achieved:

  • Digital Overhaul & Keyword Dominance: Hypha completely redesigned and reimagined General Security's website, making it modern and user-friendly. This substantially improved its online presence—achieving rankings for nearly 7,000 keywords, with 100 top 3 positions and 337 SERP features. The company also attained top rankings for key terms "carbon monoxide"—incredibly important within its field.
  • Expansion of Service Portfolio: General Security successfully broadened its range of services and ventured into areas such as VoIP, security cameras, smart home devices, and e-commerce. This transformed the company from basic security provider into multifaceted smart home systems integrator.
  • Business Expansion & Acquisitions: Since partnering with Hypha, General Security has notably expanded its geographical footprint. Originally based only in New York, it acquired multiple companies and established offices throughout the Eastern Seaboard—marking significant growth in their business operations.
  • Elevated Market Position & Brand Perception: These strategic boosts repositioned General Security as not just a security provider but go-to source for home and commercial security trends. This effectively elevated General Security into direct competition with major national players—enhancing its reputation as a renowned provider of human-centric security solutions that prioritize personal safety and lifestyle.

Through this strategic partnership, General Security has redefined its role in the security industry, demonstrating the impact of embracing digital advancements and evolving service offerings in staying relevant and competitive in a dynamic market environment.

7,000 Total Keywords Achieved—Marking a Significant Digital Footprint in the Security Industry
100 Top 3 Search Terms—Demonstrating Dominance in a Competitive Market
337 SERP Features Secured—Outstanding Performance Against National Industry Players

Let's Talk

Request an exploratory review today to find out how to take your business to the next level.