Your franchise website is one of your most valuable business assets. Properly managed, it can build your brand’s reputation, generate new leads, and grow your bottom-line, but bad websites take money out of your pocket.
So how do you know where you fall on the spectrum?
Today’s post offers a 6-question self-assessment you can use to determine whether your franchise website needs an overhaul.
Question 1: Do I feel good directing people to my franchise website?
Are you proud of your franchise website? Are you excited to direct prospects there?
This is one of the most basic questions you’ll need to ask yourself before looking into web development services. If the answer is “no,” there’s really no point reading much further – get in touch and we’ll get to work!
On the other hand, if you’re fairly happy with your franchise website on the surface, keep working through this self-assessment.
Question 2: If a prospect visits my franchise website, are they likely to convert?
“Convert” can mean many different things. For our purposes, we’re talking about your site’s ability to secure the desired action from the visitors, whether that be a franchisor recruiting a prospective franchisee through a consultation booking, or a franchisee scheduling a service call online.
Some people treat their websites like a hosting platform for their autobiographies, even when that’s not really what visitors come to read. Your website needs to be written and structured in a way that emphasizes conversions. If it’s not performing, your franchise website may need a reboot.
Question 3: Does my franchise website increase my brand reputation and credibility?
This question asks a lot at once:
- Does your franchise website look professional? Or does it have the effect of a rundown storefront?
- Does your franchise website position you as an authority in your industry? Though most people take a “resume approach” here, listing off every credential and accomplishment they can think of, this is largely achieved through informative, high-value content.
- Does your franchise website positively influence potential clients?
If you answered “no” to any of these questions, it may be time for an overhaul.
Question 4: Does my franchise website directly contribute to leads and sales?
This is different than question 2, which asked whether your site converts. After all, getting a customer to click on a “Learn More” link (conversion) doesn’t guarantee that they follow through with their purchase or booking.
If your franchise website isn’t directly linked to an uptick in leads and sales, you’re not making the most of this marketing asset.
Question 5: Can prospects find my franchise website?
It’s true that “content is king,” but the best website copy is worthless if nobody can find it. That much is obvious, but corralling web traffic is a little trickier.
Some people mistake SEO as something that is directly related to your marketing budget. While paid advertising will certainly up your visibility, there is a tremendous amount of work that can be done on-site to improve your ranking performance.
If you feel that prospects aren’t finding your site at a level that’s commensurate to your advertising spending, it may be time to tweak the site’s backend.
Question 6: Does my franchise website provide value for existing customers?
Though your franchise website should function primarily as a conversion and lead-generation tool, neglecting existing customers is a mistake. Filling your site with useful information is key, as this will attract return visitors that enhance your SERP ranking. Something as simple as a FAQ section can go a long way, though more elaborate customer portals and video help sections are even better.
How’d your franchise website stack up? If you identified with any of the problems outlined here, rejoice! This means your business has room to grow, and capturing that growth is as easy a rebooting your franchise website. Give us a call at 905-286-5005 and let’s talk!Back