Belfry creates software to help physical security companies run their business end-to-end, with workforce management, payroll & operations features. Belfry raised a $12m Series A round in early 2025.
At-A-Glance
- Ranking #1 for 400+ keywords, and #1-10 (Page 1) for over 2,200 keywords
- From 1,700 to 30,000 visitors per month in just 12 months
- Series A raised; Organic SEO provides single highest source of customers
Who are Belfry?
Belfry Software is a vertical SaaS for physical security providers, enabling security businesses to consolidate payroll, scheduling, operations and other critical functions into a single, modern platform.
Belfry raised a Series A at $12m in early 2025, led by Base10 Partners and supported by Bienville Capital, Algaé Ventures and Fractal Software.
The Problem
In early 2024, Belfry were fully-focused on building their clientbase and reaching their target numbers for a Series A fundraise - They were having great success with cold calling security business owners and meeting them at conferences, but needed a stable, repeatable channel to keep driving leads through their sales machine and build a stream of earned eyeballs for their site.
In short, Belfry needed SEO - and as a seed stage company, they needed to see traction fast. They couldn’t wait for traditional SEO agencies to churn out 4 articles a month, they didn’t yet have an in-house marketing team and they needed to keep a growing sales team busy.
The Approach
- Masse’s research uncovered that competitors in the space had little investment in SEO, leaving a wide-open opportunity to quickly capitalise on the space with high-volume content honed on more competitive niches like AI, robotics and DTC medicine.
- We deployed 20 articles per month in a content at scale approach, answering every single question a security provider, business owner or security operations manage might have. We paired this with consistent link-building and built their domain authority from near-0, a feat made more difficult by Belfry’s quiet online presence.
- At the start of the engagement, Belfry had nowhere to post content. Masse built out a blog, following our tried-and-tested best-practices and tuned up technical SEO across the site. We built out an attribution funnel, better signup forms and even created downloaded templates as lead magnets for Belfry prospects.
The Result
Belfry now boasts an enviable content catalog and SEO engine, becoming the most recognized brand in the physical security. Cold sales calls have become easier, with prospects more likely to recognize the brand, and SEO drives more warm, inbound sales calls than any other channel in Belfry’s arsenal.
- Over 30,000 new visitors each month and growing, bringing a constant stream of new customers. Belfry has been ROI-positive on SEO since month 8.
- Over 400 keywords on Position 1 of Google, with a further 224 in Positions 2 and 3, and over 2,293 on Page 1 of Google
- Recent raise at $12m, with organic search playing a big part in Belfy’s Series A story
Next Steps?
Chat to us and figure out how your business could implement a strategy like Belfry’s
Book a Free Strategy Call
We'll discuss your current marketing strategy, who your customers & competitors are, and put through a custom SEO strategy designed to help you reach those customers, defeat those competitors, and scale to #1 on Google.
