Building a Franchise Website That Converts: Key Features and Best Practices

As the digital experience becomes increasingly important, a well-designed franchise development website is crucial for attracting and converting potential franchisees. A great website not only offers prospects the information they need to begin the due diligence process, it makes an important first impression. Therefore, franchisors need to focus on key features and strategies that cater to their target audience.

Key Features of a High-Converting Franchise Development Website

Adam Redd, director of franchise development marketing at ServiceMaster, shared some of the key traits a successful franchise development site should have.

• Mobile Responsive Design: Adaptable to any device for smooth navigation.
• Value Proposition: Clearly communicates what the franchise offers and how it supports franchisees.
• User-Friendly Navigation: A simple, intuitive design that allows prospects to find information easily.
• Engaging Flow and Design: Makes the website visually stimulating and easy to follow.
• Lead Capture Form: Includes a simple form that captures essential details such as name, email and location.
• SEO Content: Ensures the website is optimized for search engines to drive organic traffic.

“I believe sites need to be your source of truth for the prospects. That is why it is important to have the most accurate information possible for not only your brand but for your industry as well,” Redd said. “It cannot be overwhelming, so you need to focus on what the prospects believe is important to them and their journey, not the other way around. Everyone processes information differently so you need to have an array of different formats for the prospects to retain information (i.e. copy, bullets, short-form video, images, etc.).”

Mobile Responsiveness Is Non-Negotiable

Much of the web traffic comes from mobile devices. Ensuring your franchise development site is mobile-friendly is critical to providing a seamless user experience. A clean, modern website design signals professionalism and helps build trust with potential franchisees. 

Without mobile optimization, you risk losing potential franchisees before they’ve even explored the opportunity fully. Once prospective franchisees land on your site, you need to capture and hold their attention, so it’s equally important to make the site easy to navigate and include information the prospects care about.

Franchise Positioning and Calls to Action

Franchisors often struggle with how much information to share without overwhelming prospects, but it’s important that you share enough information for prospective owners to get acquainted with the brand.

Redd advises centering your website around the top 10 most frequently asked questions, which typically include costs, potential earnings and territory availability. 

“I am a big believer in transparency, and I feel that it is in the best interest of the brand and the prospect that we have financial requirements posted on multiple pages throughout our site,” he said. “That could include its own financial page, mentioned in the process page as well as the lead form landing page. That would also include liquidity and net worth requirements and not just what it takes to open a successful franchise.”

When it’s time to encourage a prospect to take the next step, Redd recommends a simple lead form that collects essential information.

“I prefer a lead form that asks for first and last name, email address, phone number, city and state you are in because that information can immediately be put in a CRM [customer relationship management] system where you can create workflows and track all communications you have with the prospects,” he said. “CRM systems have opt-in and opt-out features that make it easy for you to stay compliant as well as other features that make it easier to communicate with leads.”

Be Transparent, but Keep It Light and Informational

There is a fine line between transparency and bad optics. Whether it’s a visually unappealing site or an otherwise poor representation of the brand, it can be hard to recover from a bad first impression. While it’s acceptable to compare your brand to competitors, Redd warns against using negative language: “I personally do not like it when a site is talking bad about a competitor. It's okay to compare and contrast but not put down.”

Remember That All Brands and All Leads Are Unique

A franchise site that converts may start with a great build, but that’s certainly not the end of it. From supplemental tactics to ongoing adaptability, staying attentive and nimble is what will help franchisors make the most of an already great site.

“I am in the mindset [that], if you succeed at everything, you are not trying hard enough. What that means is you're likely staying within your comfort zone and not challenging yourself enough,” Redd said. “True growth and innovation often come from taking risks, facing failure and learning from those experiences. If you never fail, it may mean you're not pushing your limits or striving for bigger, more ambitious goals that come with greater challenges.”

Understanding quality lead sources, staying abreast of federal laws regarding how and when you can communicate with leads, and incorporating things like SMS into the overall development strategy can build a stronger full-circle approach.

“Do not be afraid to pivot if something is not working,” Redd said. “This is why it’s important to know your data — what pages are people converting on, what pages are people leaving, etc.”

Building a franchise website that converts requires a thoughtful balance of design, information and user experience. 

“Many franchisors miss the mark by focusing too much on how prospects can benefit the franchisor, rather than highlighting how the brand can support and benefit potential franchisees,” Redd said. “It’s a two-way street. Prospects should be evaluating the franchisor just as much as we are evaluating them.”

For more information on optimizing your franchise website, check out these related articles on 1851 Franchise:

• Website Analytics: Understanding Your Franchise's Online Performance
• 5 Tips for Creating a Great Franchise Sales Website
• 5 Innovative Marketing Strategies for Franchises in the Digital Age