1851

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.<h3>Key Features of a High-Converting Franchise Development Website</h3><a href="https://www.linkedin.com/in/aredd/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=building-a-franchise-website-that-converts-key-features-and-best-practices-2727363" target="_blank" rel="nofollow">Adam Redd</a>, director of franchise development marketing at&nbsp;<a href="https://www.servicemaster.com/franchising/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=building-a-franchise-website-that-converts-key-features-and-best-practices-2727363" target="_blank" rel="nofollow">ServiceMaster</a>, shared some of the key traits a successful franchise development site should have.<ul><li>Mobile Responsive Design:&nbsp;Adaptable to any device for smooth navigation.</li><li>Value Proposition: Clearly communicates what the franchise offers and how it supports franchisees.</li><li>User-Friendly Navigation: A simple, intuitive design that allows prospects to find information easily.</li><li>Engaging Flow and Design: Makes the website visually stimulating and easy to follow.</li><li>Lead Capture Form: Includes a simple form that captures essential details such as name, email and location.</li><li>SEO Content: Ensures the website is optimized for search engines to drive organic traffic.</li></ul>“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.).”<h3>Mobile Responsiveness Is Non-Negotiable</h3>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.&nbsp;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.<h3>Franchise Positioning and Calls to Action</h3>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.&nbsp;“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.”<h3>Be Transparent, but Keep It Light and Informational</h3>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.”<h3>Remember That All Brands and All Leads Are Unique</h3>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.&nbsp;“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:<ul><li><a href="https://1851franchise.com/website-analytics-understanding-your-franchises-online-performance-2723983#stories">Website Analytics: Understanding Your Franchise's Online Performance</a></li><li><a href="https://1851franchise.com/5-tips-for-creating-a-great-franchise-sales-website-2719182#stories">5 Tips for Creating a Great Franchise Sales Website</a></li><li><a href="https://1851franchise.com/innovative-marketing-strategies-for-franchises-in-the-digital-age-2725563#stories">5 Innovative Marketing Strategies for Franchises in the Digital Age</a></li></ul>

How to Build a Franchise Website That Converts | Best Practices for FD Sites

1851 Franchise

A successful franchise development website must balance design, transparency and user experience to engage prospects, offering relevant info while prioritizing their needs and journey.

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

building-a-franchise-website-that-converts-key-features-and-best-practices

Jollibee

How Jollibee Is Disrupting the QSR Franchise Industry 

how-jollibee-is-disrupting-the-qsr-industry

USA Ninja Challenge

How This Franchise Consultant Helps Entrepreneurs Find Purpose With the USA Ninja Challenge Franchise

how-this-franchise-consultant-helps-entrepreneurs-find-purpose-with-the-usa-ninja-challenge-franchise

Busy Bee Jumpers

Bouncing Into Business: Meet Kayla and Jason Leonard, Busy Bee Jumpers’ New Franchisees 

Bouncing Into Business: Meet Kayla and Jason Leonard, Busy Bee Jumpers’ New Franchisees in Rhode Island

bouncing-into-business-meet-kayla-and-jason-leonard-busy-bee-jumpers-new-franchisees-in-rhode-island

Woodhouse Spas

Photo of exterior of Woodhouse Spa location

How Woodhouse Spas Leverages Learning Management Systems

woodhouse-spa-franchise-training-lms

Image Studios

image of studios salon suites stylists business owners

Finding Freedom: Why Beauty and Wellness Professionals Build Their Dream Careers With IMAGE Studios

benefits-image-studios-salon-suites

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Jeni’s Splendid Ice Creams Begins Franchising To Grow Its Fellowship Model

jenis-splendid-ice-creams-begins-franchising-to-grow-its-fellowship-model

Design with American and Federal Reserve flags against light blue background

Federal Reserve Expected To Cut Rates by Quarter Point, a Move That Could Boost Franchise Growth

fed-rate-cut-boosts-franchise-growth

Potbelly to be Acquired by RaceTrac in $566 Million Deal 

racetrac-acquires-potbelly-in-566-million-deal

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities - 1851 Franchise Agg

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities 

health-care-hiring-slowdown-in-home-care-franchise-opportunities

Caribou Coffee Names Scott Kennedy CEO, Eyes Continued Growth

caribou-coffee-names-scott-kennedy-ceo-eyes-continued-growth

DevHub - Meet the Supplier - 1851 Franchise

DevHub: Scalable Digital Marketing for Franchises and Multi-Location Brands

devhub-meet-the-supplier

Mike Revak - Chief Business Officer - Sky Zone - Franchise Marketing Leaders - 1851 Franchise

Top 25 Franchise Marketing Leaders: Mike Revak — President and Chief Business Officer, Sky Zone

top-25-franchise-marketing-leaders-mike-revak-chief-business-officer-sky-zone

Top 25 Franchise Marketing Leaders: Brittany Knollmiller — Head of Marketing, Yogurtland

top-25-franchise-marketing-leaders-brittany-knollmiller-head-of-marketing-yogurtland

BooXkeeping: Making Bookkeeping Cool for Franchisors, Franchisees, and Small Business Owners

booxkeeping-making-bookkeeping-cool-for-franchisors-franchisees-and-small-business-owners

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

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

MORE STORIES LIKE THIS