4 Reasons Your Franchise Website is Failing

Whether we like it or not, today’s internet is more prone to quantity than quality. The average user spends time every day weeding through clunky content, “fake news,” sloppy sites, and irrelevant ads before finding what they really want. As a result, most users develop the ability to rapidly evaluate the overall quality of a site; a recent study of online behaviour as it relates to bounce rates found that users spent as little as 3 seconds forming opinions on-site before “bouncing off” to another page. 

Users have no patience for subpar sites, and they’re operating on hair triggers. If your franchise website doesn’t grab their attention and send the right message, you will lose traffic, conversions, and click-throughs, all of which translates to a smaller bottom-line! 

In today’s post, the ClickTecs team shares 4 reasons why franchise websites fail to capture the trust and attention of their online audience. Read on for a smart assessment of your franchise website, as well as some solutions to common problems.  

Mobile Design Deficiencies

For years now, users have preferred to search for products and services using their mobile devices. Accordingly, failing to optimize your site for mobile browsing is a surefire way to repel a huge percentage of your audience.

Your franchise website designer must understand the unique needs of your online audience, then accommodate them specifically within the site’s architecture. This means considering font and button size, menu layouts, and the look and function of your site across multiple devices.

Pick up your phone, launch a web browser, and access your franchise website. Doing your best to stay objective, take a first-person walkthrough. What did you notice about your experience? Was it difficult to find contact information? Were you spending any time resizing, scrolling, or magnifying text? Were the buttons and tabs “tappable”?

If you think your site needs a mobile facelift, ClickTecs can help!

Uninspiring Content

Unfortunately, many franchise websites follow the “quantity over quality” rule, packing unhelpful pages full of keywords and offering little incentive for visitors to stay on-site. Moreover, extra words, redundancies, and low-value information work as barriers that prevent users from clicking where you want them to.

The content on your franchise website should inspire action, whether that action is to book a consultation, schedule a call, download a report, or to simply ‘Like’ and share a post. This requires clarity and brevity, along with strong value endorsements that capture your brand voice.

The old adage that “content is king” still rules the web today, so either find time to craft yours, or hire someone who can. Once you do, your site can start doing its job, and traffic, leads, and social media shares will increase.

Slow Load Times

As we mentioned earlier, the average user is only giving your site 3 seconds before taking their attention elsewhere. If your page isn’t loading in time, it will never have a chance to do its job, no matter how great your content is. Though many load time issues are related to server selection, ClickTecs web design services can improve load speed by optimizing image sizes, cleaning up backend processes, and otherwise tweaking your franchise website’s architecture.

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4 Ways ClickTecs Supports Offpage Franchise Sales Strategies

Today’s post explores the topic of off-page SEO, and highlights 4 ways that ClickTecs service suite contributes to this valuable practice.

Understanding Off-Page SEO

Off-page SEO is a “macro” approach that involves optimizing your brand experience by cultivating content, links, and relationships that appeal to prospects and crawl bots alike. Distilled to its core, the goal foroff-page SEO is to accumulate favorable crawler signals and customers interactions for a net positive boost to your business. While not as popular as SEO’s “micro” on-site iteration, this important practice is associated with an upswing in positive brand mentions, leads, traffic, search ranking, and conversions.

Neglecting off-site SEO is a lot like letting trash pile up in your neighborhood; no matter how nice your house is, nobody’s going to visit if the surrounding area looks bad. On the other hand, a beautiful neighborhood can really increase the value of an otherwise unremarkable home, and the same is true of off-site SEO. So whether you’re looking to present your masterpiece page in the best possible light, or trying milk every lead and impression out of a cheap site, off-site SEO is a smart move.

4 Ways ClickTecs Supports Offpage Franchise Sales Strategies

  • Consult marketing metrics to create a winning product or service. Of course, one of the best off-page strategies is to create a winning product or service. Once you do, word will spread, and site traffic, positive reviews on third-party sites, and sales will all increase. This is certainly easier said than done, but franchise owners have a distinct advantage here, at least in terms of existing products, because their business model was already good enough to franchise. If you are looking to create a new product that will stir up off-page consumer conversations, be sure to focus on the essential benefits it offers its target audience. Creating a product that anticipates and accommodates their needs is the best way to court favorable reviews, and ClickTecs’ analytics and marketing reports can inform your R&D with demographic details.
  • Improve your virtual customer service process. Quality customer service is one of the most valuable assets for your franchise’s off-site SEO. Since it is tied so closely to your brand reputation, your customer service process will directly influence the amount of reputation management your campaign requires. Your goal is simply to make every brand interaction as positive as possible, both online and offline. This means having a responsive off-site social media presence, with representatives who are patient, gracious, and helpful. It also means making life easier for your audience by tailoring your keywords, titles, descriptions, and tags to your specific searcher’s intent.At ClickTecs, we manage franchise reputations and social media assets in the virtual world, so you can focus on providing the best customer service in the real world. We ensure your social media stays present, human, and proactive at all times. Furthermore, our team is constantly adjusting your backend keyword, tags, and descriptions according to search and marketing metrics to streamline the experience for your searchers. Together, it’s a recipe for off-page SEO success!
  • Refocus off-page activities on forums, comment sections, and blogs. Another strategy for increasing visibility and positive association with your desired audience involves getting active in off-page communities. Think of it as a high-quality but indirect form of link-building that will boost your reach and influence. One thoughtful comment can be all it takes to get a user to look deeper into your brand via social media platforms or a direct site search. If you don’t have time for this indirect aspect of off-site SEO, don’t fret; these kinds of activities may be included as part of your social media or reputation management package.
  • Experiment with different styles of content creation. In the same way that some people respond better to certain types of learning materials, users respond differently to various kinds of content. Building valuable off-page content could involve sharing industry-relevant articles, pictures, and videos via social media and photo-sharing sites, If you’re interesting in broadening your horizons, get in touch with a ClickTecs representative to discuss some of our dynamic content creation options.
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Online Reputation Management: 1 Major Mistake That Stops Franchise Development

Today’s post spotlights one major franchise development flaw that owners make with their online reputation management. Read on to learn whether your franchise is making this critical error, and find out how to fix it! 

A Brief History of Online Reputation Management  

Before the internet, companies were much less accountable for subpar products and services. Dissatisfied customers didn’t have a lot of options; they could complain to their friends and family, but the rest of the world wouldn’t hear about it. So long as the company in question had the marketing dollars to attract new buyers, they could survive, and even thrive!

Today, these companies have no place to hide. Consumers can share their good or bad experiences on countless different review sites, and both Google and Facebook give users the default option to rate businesses with a single click.

Marketers have published a great deal of research underscoring the impact review sites have on franchise development, which has directed considerable attention towards online reputation management services. An estimated 70-90% of prospects look for online reviews before committing to a purchase. Moreover, survey respondents have indicated time and time again that they trust these objective review sites as much as the word-of-mouth recommendations they hear from their peer groups. It’s not hard to see why, given that online reviews provide a broad and randomized population sample.

Unfortunately, online review sites are largely unregulated, lacking any controls or accountability to keep users honest. Quite often, rival business owners will take advantage of this “free market” climate and propagate negative press for your company.

Whether they’re true or not, damaging reviews and negative online chatter can degrade your brand name and goodwill to a point where your bottom-line is seriously affected. Prospects who search your brand name and see negative entries will likely scroll down to the next search result. 

1 Major Mistake with Online Reputation Management 

Given the importance of your franchise’s brand name and goodwill, it only makes sense to invest in online reputation management services as part of your online marketing package. Unfortunately, many of these services revolved around combatting negative reviews as they arose through flagging, reporting, and even posting messages pretending to be satisfied customers.

While this approach does have value, especially when a franchise website has been targeted by a competitor’s smear campaign, it is both too reactive and limited in scope. Your franchise simply cannot grow at its highest potential if you’re spending your time on the defensive – your reputation management must be active, not passive.

At ClickTecs, we use an active form of online reputation management to optimize your franchise development and protect your valuable brand name. Rather than responding to degrading reviews after the fact, our firm:

  • Monitors the online conversation about your brand, organizational culture, and staff
  • Critically assesses these online opinions
  • Interacts with consumers through social and support channels to mitigate damages, repair customer service errors, and cultivate positive relationships
  • Maintains a strong positive online presence for your brand at all times

Moreover, our search engine strategies help us:

  • Collate negative and positive mentions
  • Adjust content creation in a way that addresses voiced concerns
  • Increase your social media exposure
  • Optimize your Local Listing
  • Create and review your business citations

If you’d like to learn more about our “active” approach to online reputation management, visit https://www.clicktecs.com today!

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4 Internet Marketing Strategies for Franchise Websites

It’s 2017 –simply having a franchise website is no longer enough. In today’s post, the ClickTecs team foregrounds four internet marketing strategies that franchise owners can use to improve web traffic, increase conversions, and secure higher click-through ratings. 

Bring Your Franchise Website Into 2017

If your franchise has had the same website for years, it might be time for a new look. If users land on-site and get the sense that they’ve been transported back to the late 90s, you’re probably scaring away a lot of prospects.

But this strategy goes beyond creating a pretty website. For best results, your franchise website should provide a streamlined user experience that makes important information prominent and drives call-to-action conversions. At ClickTecs, our web development service incorporates contemporary research on online mapping and eye-tracking to ensure that your site looks and performs like a cutting-edge modern asset.

Older websites enjoy some SEO advantages in terms of their established online standing, but newly created pages have a number of distinct advantages. Don’t let fear of change hold you back from increased mobile-friendliness, enhanced security features, and better loading times.

Invest In Your Franchise Website’s Content

Advertising is a key component of your overall internet marketing strategy, but the value of useful and relevant content cannot be overstated. This has never been truer in 2017, as savvy consumers get better at tuning out blatant advertisements or even installing ad-blockers. Content marketing is a fantastic way to reach these audiences because it rewards them with valuable information any time they engage with your brand.

This gets more eyes on your website and builds a positive association with your company. Moreover, quality content can establish your authority in a certain industry or niche market, giving you a guilt-free platform to showcase your business’s knowledge base. Establishing your expertise in this way is vital for new franchises trying to build a reputation.

Coordinate Online And Offline Marketing Campaigns

Another advertising strategy franchise owners should adopt in 2017 involves synthesizing their online and offline efforts. Both flyers and web banner ads can be effective on their own, but their impact increase exponentially when they reinforce each other. In other words, your internet marketing should support your offline efforts, coordinating each in a way that ensures you are pushing one clear message, rather than mobilizing campaigns that effectively compete with one another.

Tame The Social Media Monster

For old-school franchise owners, social media can seem like a gigantic waste of time. However, with over 900+ million people thumbing through their social media feeds every day, social media represents one of the best ways to get your brand message to the masses. Rather than shying away from the social media monster, why not tame it and put it to work for your business?

ClickTecs’ social marketing drives traffic to your franchise website, cultivates positive reviews and client interactions, and polishes your brand’s social voice to help build a following of potential and future customers. 

If you’d like to learn how to implement any of these strategies for your franchise website, please visit https://www.clicktecs.com to book a free consultation with a member of our team.

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