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The Security Screens & Doors Benchmark
Most Aussie security screens & doors businesses leave about $2,940/mo on the table. Here’s where the leak is. Every number sourced. No guesses.
What good looks like across the five measures — the Google review bar, the website scorecard, the GBP setup, the ops baseline, and the buyer’s actual questions. Every figure is sourced or labelled. No guesses.
modelled — sizes the leak, not a quote. Average job value (AJV) from modelled: blend: 1 door $1,200 + 4 windows @$500 ~$3,200; door $750–$2,100, window $300–$850 (lockedsecurity, mysecuritydoor); close rate from hipages platform analysis (20minutemarketing.com.au); default 10 enquiries/month.
Field data · 2026-06-12 · How we score
Where you stand
Five things decide whether a security screens & doors gets found and gets the call. Here’s where you stand on each — and the number to beat.
| The review bar | 48 reviews (your suburb) | → |
| The website scorecard | 33.5/45 vs market 31/45 | → |
| The Google profile | category to fix (most are set wrong) | → |
| Your numbers | AJV $2,800 · leak $2,940/mo | → |
| What buyers ask | 12 questions to answer in writing | → |
The 45-point test for your trade
Security Screens & Doors sites score 33.5 / 45 on the same nine-dimension rubric we ran across 289 Australian trade sites. The market median is 31/45. Read the trade score as a guide, not a hard stat — it rests on 4 AU sites. Your Google review bar above is the harder number. Top of the pack: Davcon Security Screens at 41/45.
The two weakest spots are SEO/AI Usefulness (3.25/5) and Local Relevance (3.5/5). Good sites look good and they convert. They don't answer buyer questions in plain form.
| Dimension | Trade average /5 |
|---|---|
| 3-Second Clarity | 3.75 |
| Visual Polish | 3.75 |
| Trust Above Fold | 4.25 |
| CTA Clarity | 3.75 |
| Local Relevance weakest | 3.5 |
| Service Architecture | 4 |
| Proof Depth | 3.75 |
| SEO/AI Usefulness weakest | 3.25 |
| Mobile/Speed Confidence | 3.5 |
The one to study
Davcon Security Screens — www.davcon.com.au
Copy this: Dealer positioning, custom-made product path, Brisbane-Gold Coast-Ipswich service-area clarity
Design direction: Premium, calm, image-led, strong whitespace and proof
Build rule. Use AU model for realistic owner-operator structure; use national/US models for scale, proof, conversion and service-page architecture.
Your Map Pack reality
Your suburb's bar: about 48 Google reviews (Google Places API (New) (field median)). The quiet quarter sits at 16, the top quarter at 111, the busiest carries 675 — across 210 listings.
In this trade, reviews drive rank. The top-3 listings carry about 62 reviews. Spots 4–6 carry 47. Close that gap to climb the map.
| Metro | Median reviews |
|---|---|
| Adelaide | 47 |
| Ballarat | 43 |
| Brisbane | 45 |
| Cairns | 35 |
| Canberra | 127 |
| Darwin | 8 |
| Geelong | 20 |
| Gold Coast | 121 |
| Hobart | 42 |
| Melbourne | 88 |
| Newcastle | 33 |
| Perth | 73 |
| Sunshine Coast | 53 |
| Sydney | 117 |
| Toowoomba | 11 |
| Townsville | 40 |
| Wollongong | 21 |
Reviews get you seen. The profile they tap decides what happens next →
The Google profile
Your Google Business Profile (GBP) is the cheapest win on this page. It costs nothing. It moves first.
Quick win. The main category for this trade comes back as the bland “Supplier”. A wrong one drags down your rank. Set yours to the most exact trade category Google offers.
What we measure — and what we won’t
Review count and prominence rank are public — we read them via the Google Places API. The owner-only fields — photo count, post cadence, messaging response speed — we never scrape from a competitor. Connect your own profile to read those.
Profile set right. Now answer what they ask before they ring →
What homeowners ask before they hire you
A homeowner searches before they call. They're already looking, reading and choosing. Below are the real questions — from accounts across 8 states.
Answer each one on your site in plain form. That's the SEO/AI gap, closed.
How much will this cost me?
Cost about 1k installed (gulp), but we love it. Price/cost · source
How much will this cost me?
Make sure you get quotes from different brands our quotes ranged from 8000-15,000 Price/cost · source
How much will this cost me?
Crimsafe is expensive, and they have to install it or you don't get warranty, no self-installs, so you pay for that as well. Price/cost · source
How do I know they're any good?
gaps of over 5mm on both the doors & front windows — gaps are large enough to be jemmied easily Trust/red-flags · source
How do I know they're any good?
After months of issues with the first ill-fitting slider...screeching and scratching Trust/red-flags · source
What do I need to know?
Security Doors must be supplied and installed with a Compliance Label. If it is not labelled, it is NOT a security door. Licensing/insurance · source
What do I need to know?
Screen door started rusting after 3 years. Contacted them and they refused to replace/repair Outcome/guarantee · source
What do I need to know?
Crimsafe refuse to honour the warranty Outcome/guarantee · source
Read what your customers are reading — the security screens & doors buyer guide on Need A Trade
Where your trade leaks money
AJV: $2,800 (modelled: blend: 1 door $1,200 + 4 windows @$500 ~$3,200; door $750–$2,100, window $300–$850 (lockedsecurity, mysecuritydoor)). Close rate: 20–25%. With follow-up: up to 33%. (hipages platform analysis (20minutemarketing.com.au))
Revenue-leak calculator
Benchmark close rate ~25–33% (hipages platform data). AJV is modelled — see the label above. This is an estimate to size the leak, not a quote.
The 30/60/90 play
Three stages. Each one closes a gap on a measure above.
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First 30 days — Foundation.
- Fix the two weak dimensions on the scorecard.
- Set the right Google profile category.
- Tighten the above-the-fold trust strip.
-
By 60 days — Proof.
- Start the review engine. Ask every completed job.
- Push toward the 48 review bar.
- Add before/after proof to the weakest dimension.
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By 90 days — Activation.
- Publish the structured FAQ/answer blocks.
- Wire fast response to every enquiry.
- Re-score against the 45-point test. Aim for at least 4 points up.
Score yourself (0–5 each)
Ten questions. Tap your score on each. The total updates as you go.
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3-Second Clarity — trade + suburb + customer in your headline?
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Visual Polish — real job photography, consistent design?
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Trust Above Fold — reviews/licence/years visible before scroll?
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CTA Clarity — obvious primary + secondary next step?
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Local Relevance — service area and suburbs explicit?
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Service Architecture — services organised by buyer intent?
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Proof Depth — specific proof stack (before/after, named jobs)?
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SEO/AI Usefulness — buyer questions answered in structured form?
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Mobile/Speed — fast, readable, thumb-friendly?
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Google reviews vs your trade bar (48)?
Score: 0/50
Tap your score on each question above.
Guides for your trade
Fix the leaks yourself. Each guide is one topic, one method, one move.
Common leaks for this trade
The leaks good security screens & doorss feel first. Read the one that sounds like your week.
Build the first fix
Each leak has a fix you can build. Start with the one at the top of your list.
That's what good looks like for security screens & doors.
See how your profile, site and reviews actually score.
Run the Visibility Check