Your franchise sales website is being neglected. It should be a lead generation tool that not only increases the quality of the leads entering the sales funnel but the quantity as well. It can potentially make the lives your franchise
The fact of the matter is the Internet has been the top sales producer for franchise brand since 2010 according to Franchise Update Media’s “2015 Annual Franchise Development Report.” As of 2014, the Web accounted for 42 percent of all franchise sales. Successful brands are using search engine optimization, ad portals, pay-per-click ads, and social networks to get in front of potential franchisees and tell their story. At the heart of this strategy, you need a high-performing franchise recruitment site.
How You Need to Change Your Strategy
If you haven’t updated your franchise sales website within the past few years, it’s likely you’re not effectively addressing the needs of the modern franchise prospect. Your brand needs to adjust the way it interacts with leads both in terms of the content they have access to and the way you present it.
Yesterday, we co-hosted a webinar with Andy Garner of HigherVisibility, a digital marketing firm that specializes in franchise brands, to address this particularly debilitating issue affecting many franchise brands—namely, their franchise websites suck, at least by current standards. The Internet is the go-to resource for prospective franchisees to start researching and engaging with your brand. Inevitably, leads will find their way to your website. A few bullet points and a franchise application aren’t going to cut it.
Here are the key takeaways you need to keep in mind to make certain your franchise sales website is working with you, not against you.
Use your website, blog and social channels to:
- Tell an effective brand story
- Assist prospects in researching your franchise opportunity
- Offer a relevant experience for prospects
- Nurture leads
When building or refreshing your website, it’s a good idea to:
- Keep both your consumer-facing pages and franchise development content on the same domain
- Integrate search engine optimization best practices
- Make navigation smooth
- Include internal links
- Ensure a high-quality user experience
For more detailed explanations of these key features of a kickass franchise sales website, click through the webinar below: