What Makes a Great Franchise Website? The Key Features for Success

Creating a compelling franchise website is crucial  for brands that are looking to attract and engage potential franchisees. For many prospects, the first place they will go to learn about your brand is your brand’s website, so making a great first impression is vital. 1851 Franchise spoke to Michael Ackley, director of franchise marketing at Ascent Hospitality Management to learn more about what makes a great franchise website.

“Prospects do an incredible amount of research. They might be leaving their careers or stepping into business ownership for the first time,” said Ackley. “Your website needs to accommodate that extensive research.”

To make your website worthy of the big leap you’re asking franchise prospects to take in investing in your concept, here are key elements that you should include:

Clear Calls-to-Action

Your website should feature obvious and straightforward calls-to-action. Prospective franchisees need to know exactly how to get in touch to find out more or what steps they can take to continue their journey with your brand. 

“Ensure forms are easy to use and emotionally compelling,” said Ackley. 

Simple, straightforward instructions help establish confidence in your brand and make it more likely that future franchisees will get in touch.

Engaging Content and Helpful Information

Providing valuable content is essential. Your website is likely the first port of call for an entrepreneur who wants more information. Provide as much detail as you can on your brand’s history, business model and culture. A great franchise website should also answer common questions in a well-structured manner. 

“You need content that allows a prospect to get their questions answered in the way they need them answered,” said Ackley. “We call it a research funnel on our website, but it should allow them to go down a path of education.” 

This approach helps prospects navigate through different types of information, whether they are interested in costs, fees, or franchisee interviews.

User-Friendly Structure

The user experience on your website is paramount. This includes the appearance of your homepage and the navigability of the subdomains.  

“You need a mix of vertical and horizontal forms,” Ackley advised. 

A horizontal form at the top of the page can simplify initial inquiries, while more detailed forms at the bottom cater to users who are ready to provide more in-depth information after exploring the site.

Multimedia Content

Modern franchise websites should include various forms of content to cater to different preferences. Having a mix of text, photos and videos is not only engaging, but it also allows franchisees to get to know your brand in a more personal way.

“We're updating all our video content and we're going to be adding podcasts,” said Ackley. “It’s crucial to provide article-style written content, but also options for video and podcasts.” 

This approach helps validate the franchise opportunity through real stories and testimonials, making the content more relatable and entertaining.

Personal Touch

Despite the integration of advanced technologies like AI and chatbots, which admittedly can be very handy and convenient, it’s essential to maintain a human touch. 

“It’s such an emotional decision, buying a franchise,” said Ackley. “If your website feels like it was written by a robot, people will opt out.” 

By all means, integrate technologies that will improve the user experience, but don’t forget that authenticity and a personal touch can make a significant difference in how potential franchisees perceive your brand.

A great franchise website balances clear calls-to-action, engaging content, user-friendly structure, multimedia resources and a personal touch. By implementing these elements thoughtfully, you can create a powerful platform that attracts and retains potential franchisees, guiding them through their decision-making journey effectively.

Every great franchisee had help buying a franchise. Want to learn more about how 1851 helps franchisees find the right franchise opportunity? Visit www.1851growthclub.com and start your journey.