Franchise Development Website Guide: FirstLight Home Care

FirstLight* Home Care is a non-medical home care franchise committed to providing first-class customer service to anyone 18 or older. The franchise understands the value in putting people first and is focused on signing franchisees that are fully committed to joining their culture. With a focus on support, care and their stand-out leadership team, their website is an easy-to-navigate platform for potential franchisees to learn more about the company’s mission and vision.

1851 Franchise spoke with FirstLight’s Executive Director of Franchise Development Bill McPherson and he shared his tips for developing a quality website that will help showcase your brand’s story and encourage potential franchisees to take action.

1851: What makes your franchise development site great?

BP: We tried to make our website as informative and easy to navigate as possible and made key information easily accessible for franchise candidates. We also wanted to give candidates easy access to our virtual brochure right from the main page.

1851: What do you want franchise prospects to know about your brand when researching it?

BP: We focus on quality and exceptional service for family and caregivers. We also focus on transparency and share clear referral sources. We know this is a huge decision for anyone looking to start a business and we want to make sure the franchisee has all the information they require to make the best decision for them and their family.

1851: How should franchise sales professionals and executives evaluate their development site?

BP: We look at ease of use and mobile optimization from a user experience standpoint. To ensure our site is effective, we monitor time on the site, conversion rates and action taken. We look at what action steps we want potential franchisees to take and if they are taking them to determine if the site is effective.

1851: What are the most important KPIs around a development site?

BP: Overall traffic each month, time on the site; conversion rate, action taken -- what do you want the candidate to do? Are they doing it? 

1851: What should brands budget for a franchise development site?

BP: $15-$20k to do it right.