What Prospective Franchisees Want to See On a Franchise Website

When prospective franchisees conduct their due diligence, one of the first things they do is visit the franchise website. As the initial step in entrepreneurs’ journey into the industry, a well-designed and informative franchise website can play an important role in shaping their opinion of the brand and providing them with the information they need to make a decision.  

A well-crafted website can also benefit the franchisor, as it can effectively showcase the brand in the best light possible and have the potential to attract new candidates.

But what are some key elements that prospective franchisees are looking for in a franchise website?

Brand Overview

One of the first elements prospective franchisees will look for in a franchise website is a “Brand Overview” or “About” section that provides a comprehensive overview of the brand. This element is important as it highlights everything from a franchise’s history, values and market positioning, which are all factors that franchisees will take into consideration before making any investment decisions.

According to Business.com, the “Brand Overview” section or an “About” page has a number of benefits as it fosters familiarity and trust, helps prospective candidates understand their options, and humanizes the business itself.

“A compelling, thoughtful ‘About’ page can help generate leads, boost website traffic and present your organization in the best possible light, especially for small businesses without an established brand value,” said Jennifer Dublino of Business.com.

Investment Range and Return On Investment

Other important elements of a franchise website that prospective franchisees will be looking for are the investment range and return on investment (ROI) sections. This information allows potential franchisees to assess the feasibility and profitability of the franchise. Many franchise websites, such as RNR Tire Express or Painting with a Twist, include a detailed breakdown of the costs associated with opening a franchise, encompassing franchise fees, initial investments and ongoing operational expenses.

The ROI section also offers insights into the potential profitability of the franchise. In some cases, it may also feature testimonials and case studies from existing franchisees who have achieved financial success. However, not all franchise websites list the ROI. That isn’t necessarily a cause for alarm. If you’re interested in the potential franchisee earnings, contact the brand’s leadership team. Upon expressing interest, you will receive the Franchise Disclosure Document (FDD), which will contain comprehensive details about the franchise’s financial performance.

Training and Support

Training and support is another critical piece of information that franchisees want to see on franchise websites. This section describes the franchisor’s commitment to its franchisees’ success, and elaborates on what sort of assistance and backing franchise owners will receive from the corporate team.

For example, consider Pollo Campero*’s franchise website, which boasts a dedicated “Research” tab that has been designed to provide franchisees with a wealth of insightful resources as they conduct their due diligence. Pollo Campero’s website features information about the type of support the brand provides, franchise frequently asked questions (FAQs), investment information, a news and blog tab, and available markets.

In addition to training and support, it’s imperative that website viewers are able to contact the franchise about serious inquiries. A “Contact Us” page, with a valid email address, enables interested candidates to ask specific questions, seek clarification and express their interest to move forward. 

Franchisee Testimonials

Real experiences from existing franchisees hold immense weight when it comes to making a decision about franchise investments. Franchisee testimonials provide invaluable insights into the day-to-day operations, challenges faced and triumphs achieved within the franchise system. According to Marshal Davis, the president of Ascendly Marketing, personalized testimonials have the ability to create a profound emotional connection between potential franchisees and the brand.

“These narratives allow potential franchisees to envision themselves running a successful location, thereby increasing their engagement and likelihood to invest,” said Davis.

The Big Picture

Whether you’re a franchisee looking to make a well-informed business decision or a franchisor striving to attract new strategic partners, each of these key elements should be carefully considered to ensure a successful and mutually beneficial partnership.