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There’s nothing like the feeling of successfully launching your own business—except perhaps officially expanding it into a franchise. It’s a big step for your brand, and proper preparation is critical. To start, you’ll need to determine your strategy for generating quality leads for prospective franchisees, and for that, you’ll need a website with a dedicated franchise opportunity section to attract candidates.
At Pinnacle Franchise Development, our clients range from emerging brands just starting out in franchising to young brands and larger, more established franchise brands. Here, we offer helpful tips for using your website to generate quality leads. We take our franchise partners to new heights with our unique, personalized approach to franchise development.
The first step is to decide whether to create a new website devoted entirely to prospective and current franchisees or build a section on your existing business website.
There is no one-size-fits-all answer. Many franchise brands do well with a dedicated section on their existing website, but there are some compelling benefits of creating a standalone site:
However, if you don’t have much information to post on your franchise website, you may be better off creating a dedicated section on your existing site.
You’ll need to ensure prospective franchisees come away from your website with more answers than questions. Ensure there is sufficient quality information for potential candidates to:
To that end, consider including pages on your prospective franchisee section or website that offer the following information:
Of course, having all of this information isn’t enough. You’ll also want content to drive visitors toward taking the next step in the process.
In addition to creating an information-packed, conversion-oriented website or section for prospective franchisees, developing goal-oriented resources for potential candidates is essential. For example, you might create a downloadable document, e.g., “10 Ways Our Franchisees Boost Their Sales.” The benefit of developing this, as opposed to just another webpage, is that it provides a way to capture emails from prospective candidates. You can then engage in email marketing with the leads your website generates.
Organic SEO techniques can help attract traffic to your website, but you’ll also want to engage in paid advertising to boost results. Consider launching pay-per-click (PPC) ad campaigns and social media ad campaigns to generate more clicks to your site.
Generating quality leads isn’t a “fix it and forget it” function of your business. It takes sustained commitment to do it properly, and many franchise owners don’t have enough time in their busy days to attend to this effectively.
This is why many franchise owners turn to franchise sales outsourcing (FSO) companies, such as Pinnacle, to manage and monitor their lead flow. In addition to improving your website lead generation and recommending trusted marketing professionals, our franchise development experts offer a full range of other critical services.
For example, it’s beneficial to hire professionals to represent your brand at conferences and other key events. You can also turn to an expert team to tap into their trusted broker relationships, yielding access to highly qualified candidates. This multi-pronged approach can allow you to supercharge your franchise lead generation results.
Grow your franchise with help from the experienced team at Pinnacle Franchise Development. We offer everything you expect from a franchise sales organization and much more—from consulting to lead generation support; you’ll find everything you need to build a thriving business empire. To learn how our team can support you, contact us today to request a consultation.