Frustrated with a website that can’t seem to move the needle on franchise sales?
No matter which industry you’re in, marketing a franchise to prospects hungry for the right opportunity requires a unique approach.
Those who turn to the web to find and research franchisors don’t want another brochure trying to sell them on their offer. They’re looking for an opportunity that speaks to their interests both personally and professionally—a story they can relate to.
For many franchise prospects, products and services are secondary concerns—their top priority is learning how your brand’s journey aligns with the path they’ve envisioned for themselves, financially and otherwise.
The better you connect those stories, the more open they’ll be to taking the next step through the funnel you’ve built.
Let’s dive into how to rework your franchise website with unique, relatable content.
Communicate your franchise's value with a focused content strategy
In today’s world, the franchise website is the place where more prospects are going to learn what makes a franchise opportunity unique and relevant.
When it comes to being visible online, the quality of your content has a huge impact on franchise SEO.
With great web content that differentiates you within your industry, you’ll significantly increase both search engine visibility and conversion rates among qualified leads.
Ditch the sales pitch and tell your brand’s story
The best way to evaluate which changes your franchise website needs is to think of it from a prospect’s perspective.
Does a brief “about us” page truly introduce your opportunity in the way a visitor who knows nothing about your brand wants to learn about it?
Would a simple bulleted list of benefits be enough for you to start seriously considering a major business decision?
For most visitors, probably not—especially when similar franchises might offer a wide range of resources that give a much more complete picture of the opportunity, brand story, and lifestyle of a typical franchise owner.
Firsthand accounts—stories—about what it’s like to be a franchise partner are a great way to stand out and provide a unique look into the experience from the inside out.
Crafting success stories prospects can relate to
Instead of handing over a contact sheet and forcing prospects to reach out to owners with questions, make that information a part of their discovery process with easy-to-read “success stories” showcasing your owners’ unique franchise journeys.
Simply draw up a short list of questions to ask owners and use their feedback to create short profiles of each person’s story explaining how they got involved with franchising as well as any advice they would give to someone just starting out.
Success stories like these are just as informative as they are entertaining.
Combined with a competent sales team, you can start leveraging this kind of compelling, personal content to attract and convert the kinds of qualified leads scouring the web for the right opportunity.
Topics: Franchise Marketing
