Part 1 of BlastPoint’s IFA Roundtable Roundup Series: Is My Non-Consumer Website Crushing It?
If your franchise doesn’t already have a non-consumer-oriented website, you need to create one—and you need to make sure it’s good.
An effective non-consumer website is geared specifically toward prospective franchisees. It answers curious prospects’ questions about your business, and it gives them direct access to you without making them jump through digital hoops. In essence, it should be easy to navigate, pleasant to look at, informative, and simple to reach you.
Prospects want to dig into your brand long before they reveal themselves. An interested franchisee might go through 80 percent of their discovery journey before they click on your “contact us” button.
In today’s world, transparency reigns, so let people do their homework on your company based on accurate, up-to-date information that you provide. Otherwise, they could look for it someplace else, which runs the risk of them receiving bad data.
Worse, they could lose interest and choose another brand altogether.
What information should you be sharing, exactly? A future franchisee wants to know:
- How much capital they’ll need to invest up front
- What kinds of expenditures they can anticipate once the business gets going
- What fees are required for things like pooled advertising costs, among other queries we’ll get into shortly
In addition to these basic data points, you want your future franchisee to hear all the good news about your company, straight from the source. One tried-and-true way to boost your credibility is to include testimonials on your website, quoting currently-successful franchisees.
Happy customers, speaking in their own words, are an incredibly powerful marketing tool. Says Rob Steffens at BlueLeadz.com, they humanize your brand, provide a sense of longevity, and promote ‘social proof’ that converts prospects into customers.
White papers, case studies, or downloadable franchise manuals also let leads do their homework thoroughly while gaining a sense of the culture that’s driving your brand.
Don’t forget to include a link or button so they can contact you directly. A contact form with fields like address and phone number let you keep track of—and, more importantly, later use—prospects’ information.
Be sure to add a friendly welcome note, too, letting people know you’re available when they’re ready to reach out. Go ahead and link your franchise website to your consumer website. Loyal customers are often the best prospects because they already love your brand, so why not offer them a unique look behind-the-scenes at what it’s like to join the company?