Franchise Development Website Guide: Which Wich

Name: Jeff Vickers, Senior Vice President of Franchise Development for Which Wich

LinkedIn: https://www.linkedin.com/company/which-wich-superior-sandwiches

Franchise Development Website: http://www.whichwichfranchising.com/

1851: What makes your franchise development site great?

Vickers: The Which Wich franchise website uses bold colors, bright pictures, and fun content messaging to provide users with a glimpse into what it’s like to own a sandwich franchise. A quick scroll through the website provides users with an interactive experience, complete with video and more. It takes the user on a journey from beginning to end. 

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

Vickers: We want prospects to know “The Story” of Which Wich® and why we are a superior brand. It is important for franchise prospects to know the key advantages to being an owner and how the opportunity can change their lives. Franchise prospects must make a connection to the brand. The need to understand how the opportunity relates to their own life and how it can change their life. The brand story and content are imperative in order to meet the needs of each candidate’s expectation.  Once this is achieved, we are most likely to have qualified leads that meet our criteria. 

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

Vickers: Franchise sales professionals should evaluate the specific information they provide on their websites. Candidates are seeking robust content and wanting to do their own due diligence prior to making human contact with a brand representative. It is also important for Franchisors to know their analytics and understand what type of candidate they are trying to attract in order to create their development site. Last, the website should be consistent on all devices. Over 50% of all traffic comes from mobile devices.

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

Vickers: Specific KPI’s must include visitor entrance to the website. On average, franchise development websites usually get about 2,000 visits/month. For comparison, our site is averaging 1,500 visits higher than the average franchise development website. It is also important to look at bounce rates. Bounce rates that hover around 50% tend to be great for a Franchise Development site.