Franchise Development Website Guide: The Brass Tap

Name: Jamie Cecil, VP of Franchise Development for The Brass Tap*

Brand: The Brass Tap

LinkedIn: https://www.linkedin.com/company/the-brass-tap/

Franchise Development Website: http://thebrasstapfranchise.com/

1851: What makes your franchise development site great? 

Jamie Cecil, VP of Franchise Development for The Brass Tap: I think what makes our site great is that we're very thorough in the information that we provide to potential candidates. Once they are ready to move forward in the process, we offer a "Next Steps" page where they can send in their personal information. We do a nice job explaining why The Brass Tap is a unique opportunity and outline the process in detail. 

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

Cecil: The goal is to introduce prospects to the “what," “why” and “how” of The Brass Tap. We highlight both our low-cost opportunity in comparison to the industry average and the level of support we provide to our franchisees. 

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

Cecil: The development site should convert traffic into leads. You only have a couple of seconds to grab their attention before they are gone, so making sure that you've covered all of your bases is vital.

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

Cecil: Converting traffic to leads, trail users, page views and time spent on the site.

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

Cecil: I believe the budget should be between $20,000 and $30,000 for a new site.