1851

The website is often the first touchpoint for someone researching a franchise opportunity. So, making a great first impression is crucial for keeping them interested and guiding them in the right direction.With that said, here are elements that every franchise website should be implementing.&nbsp;<h3>Original Images</h3>One of the biggest mistakes that franchises make with their websites is using stock imagery, said&nbsp;<a href="https://www.linkedin.com/in/linton-dowling/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-key-elements-every-franchise-website-must-have-2723982" target="_blank" rel="nofollow">Linton Dowling</a>, vice president of marketing at franchise sales organization&nbsp;<a href="https://1851franchise.com/raintree">Raintree</a>.&nbsp;“In this day and age, we look at websites every day, and we’ve become highly attuned with what a stock image is,” he said. “So by not having great, genuine images, you’re not creating that emotional connection. You’re not showing who you truly are.”&nbsp;Franchises should use images of actual franchisees, products and services so that visitors can get a clear picture of what a brand is really like.&nbsp;<h3>Video Content</h3>Today, video is king, especially short form video. Not only is this a crucial part of developing a strong social media presence, but so is a strong website.&nbsp;“If it's on your Instagram, you need to have it on your website, and you need it to be captivating,” said Dowling. “Unfortunately, our attention spans are rapidly declining. So you need that short form content to really hook a person.”&nbsp;Pair your video content with great visuals and strong, informative headlines to really grab peoples’ attention&nbsp;<h3>Concise, Strong Text</h3>When people see a large block of text on their phones or computers, they are often conditioned to scroll away or log off a page altogether. It's important that the text on a website is short, sharp and to the point.&nbsp;“If it's a franchise report or franchise disclosure document, and there’s an actual intent behind it, people will consume longer text,” noted Dowling. “But as a first touch point, you just cannot have a lot of text. You have to be smart and succinct with it.”&nbsp;<h3>The Right Colors</h3>Colors play a significant role in influencing human psychology and can have a profound impact on how people perceive and interact with a website. The color scheme of a website contributes to the overall first impression. A harmonious color palette can create a positive and cohesive experience, while clashing colors may have the opposite effect.“Brands really need to think about their brand colors and how they translate into websites,” said Dowling. “You need contrast on websites to draw attention. I love clean, big, white negative spaces, with big images and big headlines, but it needs to have spacing. If you're getting yelled at through visuals, you’re not going to have the best experience.”&nbsp;Additionally, consistent use of colors in branding helps in establishing a strong visual identity. When users see these colors on a website, they may subconsciously connect it with the brand, reinforcing brand recognition.<h3>A Separate URL for Your Franchise Brand</h3>Brands should also be sure to create a separate URL for their consumer-facing website and their franchise website. The biggest reason for this is because it's the best way for a brand to control its own story and attract leads. If the franchise information is right on the main website, it can be confusing for visitors to navigate and get the answers they are looking for.&nbsp;Having a separate franchise website also makes analyzing traffic and marketing efforts more streamlined. Franchises can create specific campaigns for each website to get the right people to the right places.<h3>Easy-To-Navigate Sections</h3>Because visitors will be turning to a franchise page for research purposes, sections need to be clearly labeled and easy to understand.&nbsp;For example, sections can include the following:<ul><li>Brand mission and values</li><li>About the team</li><li>Why our product stands out</li><li>Where we’re growing</li><li>Investment costs and earning potential</li><li>Testimonials from real franchisees&nbsp;</li></ul>These sections should not only answer fundamental questions about the franchise opportunity but also be a go-to resource for already-established franchisees.<h3>An Inquiry Form&nbsp;</h3>One of the most important parts of a franchise website is the inquiry form. This allows prospective franchisees to provide their info to be contacted by the team.&nbsp;On the form, you can include text that encourages leads to book an exploratory call with someone on the team. The form can also be connected to a free-scheduling software, such as Calendly, to book appointments automatically. Just make sure to update all contact information accordingly to avoid bounce-back emails or inquiries going into spam files.&nbsp;“The website is so critically important to franchisors and franchisees’ success — I cannot overstate that,” said Dowling. “It is vital for marketing to get people onto that website.”&nbsp;When it comes to developing a strong website, it is crucial to include all of the tools necessary for a visitor to find what they are looking for and easily contact the company. These elements all work together to leave a lasting positive impression and potential business opportunity.

The Key Elements Every Franchise Website Must Have

1851 Franchise

Genuine images, compelling videos, concise text, strategic use of colors and user-friendly sections are crucial for creating an impactful franchise website.

the-key-elements-every-franchise-website-must-have

Express Employment Professionals

The Express Employment Professionals Story: A Legacy of Helping People Succeed

the-express-employment-professionals-story-a-legacy-of-helping-people-succeed

Pet Wants

The Power of Niche: Why Specializing in Fresh, Customizable Pet Nutrition Gives Pet Wants a Competitive Edge

the-power-of-niche-why-specializing-in-fresh-customizable-pet-nutrition-gives-pet-wants-a-competitive-edge

Senior Care Authority

How This Franchise Industry Veteran Found His New Calling With Senior Care Authority

how-this-franchise-industry-veteran-found-his-new-calling-with-senior-care-authority

Melting Pot

Menu Talk: Melting Pot CEO Bob Johnston Reflects on 50 Years of Fondue and Innovation

melting-pot-50th-anniversary-bob-johnston-interview-menu-talk

BIGGBY COFFEE

Photo of BIGGBY COFFEE summer beverages, iced and blended, against orange background

BIGGBY® COFFEE Kicks Off Summer with Fan-Favorite Flavors, Bold New Sips — and a Fresh New Look

biggby-coffee-summer-2025-menu

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 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

How To Sell Just One Franchise: What You’ll Learn at FranCamp NJ 2025

how-to-sell-just-one-franchise-what-youll-learn-at-francamp-nj-2025

House Passes Tax Relief Package With Key Benefits for Small Businesses and Franchises

house-passes-small-business-tax-relief-bill-2025

McDonald’s To Hire 375,000 Workers as It Prepares for Major U.S. Expansion

mcdonalds-to-hire-375000-workers-as-it-prepares-for-major-us-expansion

Subway Pushes Global Growth Despite U.S. Closures 

subway-pushes-global-growth-despite-us-closures

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands - 1851 Franchise

DoorDash Expansion Could Reshape Delivery and Operations for Franchise Brands

doordash-acquistions-deliveroo-sevenrooms

Ellie Mental Health Franchisee Backlash - Alleged Misrepresentations - 1851 Franchise

Ellie Mental Health Faces Franchisee Backlash Over Alleged Misrepresentations

ellie-mental-health-franchisee-backlash

The Ultimate Guide to Selling Franchises: How To Create a Strong Incentive

how-to-build-strong-incentives-to-attract-prospective-franchisees

How Car Sales Taught Buddy's Home Furnishings’ Mitchell Lee the Secrets of Franchise Development

how-car-sales-taught-buddys-home-furnishings-mitchell-lee-the-secrets-of-franchise-development

The Top 20 Cleaning Franchises to Invest in for 2025

top-cleaning-franchises-to-invest-in

franchisee spotlight graphic with photo of Abid Khan and Paris Baguette logo

Longtime Tim Horton’s Franchisee Signs 4-Unit Agreement with Paris Baguette in Toronto

longtime-tim-hortons-franchisee-signs-4-unit-agreement-with-paris-baguette-in-toronto

The Top 20 Handyman Franchises To Invest in for 2025

top-handyman-franchises-to-invest-in

Affordable Franchise Opportunities: Exploring Low-Cost Home Service Franchises Under $50K

affordable-franchise-opportunities-exploring-low-cost-home-service-franchises-under-50k

The Key Elements Every Franchise Website Must Have

MORE STORIES LIKE THIS