1851

When 12 franchise industry experts got together to evaluate 200 franchisor development websites, one thing became very clear -- each had a different opinion of what was considered a great website. What does this mean? With two females and ten males ranging from early 30s to mid 60s, this means that websites cannot be created as a one-size fits all. The challenge, however, is the franchise industry is traditionally slower to adopt technology -- thus, all franchisor development sites are pretty singular in voice and design, with the exception of domestic vs. international.

As franchisor websites offer an increasingly higher value in the prospect&rsquo;s buying decision, the panel of judges provided the following website best practices:

<a href="https://www.linkedin.com/in/michellemonroerowan/)?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Michelle Rowan</a>,&nbsp;President and COO of <a href="https://franchisebusinessreview.1851franchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Franchise Business Review</a>: Put testimonials and success stories right up front! Candidates want to connect to the executive team, brand, and franchisees already in the system. Show them who you are, present your culture and brand as much as you can in the initial 20 seconds you have their attention. Also, know what specific information your audience is looking for and make it easy for them to find. Keep your top differentiators and selling points visible so they can&#39;t be missed.

<a href="https://www.linkedin.com/in/steve-beagelman-58535210/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Steve Beagelman</a>, CEO of <a href="https://smbfranchising.1851franchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">SMB Franchise Advisors*</a>: A franchise development website needs to be educational, brand-driven in terms of tone and language, easy to navigate and compelling. Sites have to offer the ability to request more information or fill out a contact form not only on every page, but every part of the page. The form should &ldquo;follow&rdquo; a user through the Website.

<a href="https://www.linkedin.com/in/toddbingham/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Todd Bingham</a>, President of <a href="http://pinnaclefd.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Pinnacle Franchise Development</a>: I am a very visual person so look is very important to me to start. If I am not visually engaged then I may dismiss the site from the beginning. Then I look at the content. I like to know as much information as possible before I have to speak to someone.

<a href="https://www.linkedin.com/in/4stanfriedman?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Stan Friedman</a>, President of <a href="http://www.frmsolutions.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">FRM Solutions</a>: Make your franchise development site informative and engaging. Also, while everyone else is providing information on costs, processes, training and support, your prospects also want to know what a day in the life of your franchisees might look like, and whether they can envision themselves in that role. Tell them, or share that in the voice of existing zees.

<a href="https://www.linkedin.com/in/craigslavin/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Craig </a>Slavin, President of <a href="https://franchisecentral.1851franchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Franchise Central</a>: Understanding the franchising part of a brand&rsquo;s business is a separate business entirely. What a brand offers to a consumer is much different than what it offers to a franchisee. Yet, franchise companies tend to carry over the same look, feel, graphics, verbiage and colors from the consumer site to the franchise site. This is very wrong. Once a brand knows the profile of franchisee, they should be seeking the look, feel and tonality of the site to attract that specific profile, which is, most likely, a very different profile than the consumer.

<a href="https://www.linkedin.com/in/jackmonson/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Jack Monson</a>,&nbsp;Director of Digital Strategy at <a href="https://qiigo.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Qiigo</a>: Paint a picture for the prospect of what their world would be like if they became a franchisee. &nbsp;

<a href="http://www.linkedin.com/in/jamshaidhashmi/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Jamshaid</a> <a href="http://www.linkedin.com/in/jamshaidhashmi/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Hashmi</a>, CEO &amp; President of <a href="https://clicktecs.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">ClickTecs</a>: Keep it simple. Many of the brands reviewed seemed to go out of their way to make it difficult to request information or find relevant details that a typical franchise candidate would be interested in.

Kay Ainsley, Managing Director of <a href="http://www.msaworldwide.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">MSA Worldwide</a>: Recognize that the objective of the franchise website is to have the prospect contact you so that you can have a personal conversation and begin to build rapport&mdash; make it easy to do so. Keep the contact simple (you can provide the details when you speak with prospects) and put a contact box on each page &mdash; don&rsquo;t ask for too much information from the prospect as that may discourage people from contacting you especially if you are a young franchisor. After you have the prospect excited about becoming a franchisee you can request additional information and you&rsquo;re more likely to get what you need. Asking for too much too early may take away the personal touch and discourage people from contacting you.

<a href="https://www.linkedin.com/in/keith-gerson-5159aa5/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Keith Gerson</a>, President of <a href="https://franconnect.1851franchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">FranConnect</a>: One overarching thought on creating a great franchise development? Put yourselves in the shoes of the prospective buyer. Everyone is looking for a degree of information that is more informative than that which they can find on Google or through franchise portals. Don&#39;t frustrate their efforts - make it easy for them to find information (and that includes not &quot;gating&quot; or requiring individuals to give you too much information too soon). &nbsp;

<a href="https://www.linkedin.com/in/seancfitzgerald/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Sean Fitzgerald</a>,&nbsp;Chief Development Strategist <a href="http://nolimitagency.1851franchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">1851</a>: &nbsp;Your website may be the first impression of your brand or your franchise opportunity, so make sure that it is visually appealing and tells your brand story. You have just seconds to catch someone&rsquo;s attention, so be sure to have a clear and simple message as to why this is a great franchise opportunity. <a href="http://www.nolimitagency.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Don&rsquo;t just say you have a great consumer product, training, and support (everyone says that) but quickly answer the questions about why this is the best franchise opportunity</a>. The goal should be getting the visitor to want more - either more information or further engagement.

<a href="https://www.linkedin.com/in/rickbatchelor/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Rick Batchelor</a>, CEO of <a href="https://qiigo.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-development-website-best-practices-vary-say-expert-judges-2703186" target="_blank" rel="nofollow" target="_blank">Qiigo</a>: When building a website, help the prospect find what is important to them. This could be anything from return on investment, lifestyle, legacy, sense of community or other driving force. By appealing to the prospect&#39;s need, you can help them move to action. Most prospects aren&#39;t contacting you because you won that big award they&rsquo;ve probably never heard of, or because you emailed them so many times. They are looking for a solution to their need. Help them find it.

Franchise Development Website Best Practices Vary, Say Expert Judges

1851 Franchise

Franchise Industry Experts Evaluate 200 Websites, Provide Opinions on Best Practices

This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

franchise-development-website-best-practices-vary-say-expert-judges

Benjamin Franklin Plumbing

image of a benjamin franklin plumber employee franchise

Top 5 Reasons To Invest in Benjamin Franklin Plumbing Right Now

benjamin-franklin-plumbing-franchise-5-reasons-to-buy

Mister Sparky Electric

image of mister sparky cars franchise authority brands

Wired for Success: 5 Powerful Reasons To Invest in a Mister Sparky Franchise Now

mister-sparky-franchise-5-reasons-to-invest

image of Mister sparky electric employee working with customer

On-Time, Every Time: How Mister Sparky Delivers the Electrical Service Homeowners Can Count On

mister-sparky-electric-service-franchise

image of mister sparky electric on time elctricians from franchise mister sparky

The Electrician You Can Count On: How Mister Sparky Delivers Power, Punctuality and Profitability

mister-sparky-franchise-power-punctuality-profitiability

image of a benjamin franklin plumber employee helping a customer

The Punctual Plumber That Wins: How Benjamin Franklin Plumbing Redefines Home-Service Reliability

benjamin-franklin-plumbing-home-service-reliability

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

Planet Fitness Franchisees Donate $100K to Support Texas Flood Relief - 1851 Franchise

Planet Fitness Franchisees Donate $100K To Support Texas Flood Relief

planet-fitness-texas-flood-relief

McDonald’s Is the Latest Franchise To Bet Big on Beverages with 500-Store Premium Drink Test

mcdonalds-is-the-latest-franchise-to-bet-big-on-beverages-with-500-store-premium-drink-test

Friendly’s Parent Company Acquired by Multi-Unit Franchisee as More Owners Take the Lead in Brand Acquisitions 

friendlys-parent-company-acquired-by-multi-unit-franchisee-as-more-owners-take-the-lead-in-brand-acquisitions

Subway - John Fitzpatrick Named CEO - Breaking News - 1851 Franchise

Subway Names Jonathan Fitzpatrick as New CEO, Effective July 28

jonathan-fitzpatrick-subway-ceo-leadership-change

AI Is Reshaping Franchising: $100 Billion Valuations and Hyper-Localized Advertising

ai-is-reshaping-franchising-100-billion-valuations-and-hyper-localized-advertising

DevHub - Meet the Supplier - 1851 Franchise

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

devhub-meet-the-supplier

Top 25 Franchise Marketing Leaders: Kelsey McManemin — Vice President of Marketing, HTeaO

top-25-franchise-marketing-leaders-kelsey-mcmanemin-vice-president-of-marketing-hteao

Franchise Masterclass: Building Predictability in Your Franchise Funnel

building-predictability-in-your-franchise-funnel

Top 25 Franchise Marketing Leaders: Cathy Chavenet — Chief Marketing Officer, Paris Baguette

top-25-franchise-marketing-leaders-cathy-chavenet-chief-marketing-officer-paris-baguette

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

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

Navy Veteran and Professional Artist Couple Open Caring Transitions in Texas

Navy Veteran and Professional Artist Couple Set Out to Build a Purpose-Driven Business With Caring Transitions in Texas

navy-veteran-and-professional-artist-couple-set-out-to-build-a-purpose-driven-business-with-caring-transitions-in-texas

911 Restoration Franchise Costs, Fees, Profit and Data for 2025

Franchise Development Website Best Practices Vary, Say Expert Judges

MORE STORIES LIKE THIS