G4S Website Design leads to 13.6% increase in conversions

G4S Website


G4S had an outdated homepage design, overloaded with heavy dark colours and complex user journeys. They wanted a design with a fresh, new look and feel. The team asked for more light and space on their pages to further enhance their onsite user experience.

With over 100 different sites, the page designs needed to clearly guide users to the correct content, ensuring they had a smooth and seamless journey. Due to the fast paced industry and large scale nature of this project, completion dates were non-negotiable.

This was an excellent opportunity to bring their digital experience up to date and in line with the corporate identity, to attract additional traffic to their website, engage leads and drive revenue.


30.4 %
Goal completions YoY
13.6 %
Conversion increase
15 %
Improvement in session numbers
"We receive positive feedback across the business after the new design went live, specifically on the look and feel of the airy fresh background. Thanks to the Nemetos team, we manage to deploy the crucial changes to our websites within the planned timeline. Started 2023 with a bang and we look forward to working with Nemetos on the new design phase 2 this year."


Our team ran a series of in-depth workshops to truly understand the short and long-term vision of G4S for their new website. From there, our delivery team was able to leverage industry-backed design principles and strategies to develop a set of prototypes, which included reorganising page layouts, adding clear CTAs so users could easily navigate to the content they required, and a brand new look and feel for the site.

Critically, the site needed to guide users to the website for their country, from the corporate site so this was factored into the designs. Working closely with G4S and incorporating in-depth user research, the designs were adjusted according to the goals and preferences of the brand.

Once agreed, our development team commenced a diligent work schedule that adhered to important deadlines set by the client, that seamlessly brought the designs to life. We had weekly progress reviews to ensure the whole team’s collaboration on the development of the site.


The sleek, clean design satisfies the vision G4S wanted from the new site, and the bright look surfaces the brand’s best content to build trust with customers from the first entry to the site. G4S were incredibly happy with the outcome and the team have already built a roadmap for the continued development of modern and beautiful designs like this one.

With the new “Our Websites” tab, customers can easily navigate to the correct site for them in one neat, clear menu tab. The project was underpinned by technical expertise, cutting-edge design thinking and best practices, which resulted in a fresh look for the website as well as optimising user experience. Our team drew on the company’s core values, working in an agile way to deliver to create innovative designs delivered through teamwork; ultimately we were able to bring their website in line with their brand, and enable G4S to continue to drive towards their mission as the world’s most trusted services provider.

Some key metrics for the new websites include:

  • After we launched the new design in January this year, we have seen the best monthly results compared with all months in 2022, covering the highest pageviews (+34% YoY), users (+36.4% YoY) and goal completions (+30.4% YoY).
  • Total users have continuously grown across all months in Q1.
  • Year to date, our total page views have increased by 13%, and sessions have improved by 15%.
  • From a conversion perspective, their lead generation salesforce form has gone up by 13.6% in Q1
  • There has also been a 12% increase in mail to clicks.

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