How to Market Your Franchise Opportunity Part 4: Franchise Development Website

First impressions can make or break a consumer’s decision, especially on the internet. If a brand’s online presence doesn’t appear reputable or professional, it could lose sales. According to Formstack, 57% of people won’t recommend a business with a poorly designed website.

The same is true for franchise development. Interested investors doing their due diligence and research online are not likely to want to buy into a business that has a lackluster website. 

Keep B2C and B2B Messaging Similar

Just as brands work so hard to craft an image that makes consumers want to purchase, they must do the same for prospective owners, explained Michael Mabry, president of Famous Toastery, a 25-plus-unit breakfast and brunch franchise.

“Brands need to be careful to emulate the same branding and message they have on the consumer-facing website as they do on the franchise development website,” said Mabry. “It can't be two different cultures; it has to have continuity and translate across both the B2B and B2C.”

Ensure Content is Attention-Grabbing 

Research shows it takes 0.05 seconds for someone browsing online to decide whether they are interested in a page or not. That means franchise development websites must have an intriguing hook that encourages them to continue reading. 

“The first thing you need is a hook, explaining what your brand stands for and what's attractive about it for potential franchisees. It has to catch their attention and offer something,” Mabry said. 

Advertise Existing Franchisees’ Success

One of the most persuasive marketing tools a company can utilize is to have its own successful existing owners write testimonials. Nobody can speak better on what it’s like to be a franchisee than one themselves. The relatability factor can go a long way to generate brand interest.

“It’s really important to lead with our current franchisees so prospects can see someone they identify with,” said Mabry. “A potential franchisee that's looking on different websites wants to identify with people that are like them. It shows them that they can achieve business ownership too and that the brand delivers on its promise.”

Direct Interested Parties to Act 

Winning the attention of a potential new franchisee with a catchy website is just the first step. Investing in a franchise is a major decision that will take some persuasion. Make sure that the next steps are clearly outlined and directed on what to do to discuss the opportunity further. 

“You’ve got to lead them to it. The messaging about what to do needs to be clear and conjure up emotion and desire to act,” said Mabry. “Everything should lead them towards completing the inquiry.”