However, most franchise brands invest heavily in marketing for lead generation.
They advertise, write SEO content and drive people to their websites, hoping for a query in return.
But the issue is not traffic more often.
It’s the landing page.
And if the right prospects do come along, poorly designed franchise pages fail to convert interest into leads. That is the best information for getting better results in generating franchise leads.
Information Ain’t What It Used to Be
The majority of your franchise landing pages attempt to be an all-in-one solution.
It would challenge visitors with long descriptions, multiple links, complex menus and blocks of text.
But the vast majority of prospects who skim a page are seeking quick answers to a few basic questions:
• What is the business?
• How much does it cost?
• Where can I open it?
• What support do I receive?
• Why am I going to pick this brand instead of others?
If the answers aren’t readily at hand, visitors bounce.
Clarity converts. Complexity does not.
The Investment Range Is Hidden
The biggest mistake, one of the biggest mistakes there is to avoid avoid investment question.
Others hesitate to display costs as they worry it will scare prospects away.
In reality, hiding investment bands derails with the wrong type of questions.
Serious franchise buyers expect transparency.
Realistic numbers will encourage unqualified leads to self-filter and attract qualified investors who are financially prepared.
Early economics communicators do not bleed on the leads.
Weakness in the Headline: Fails to hook readers
The headline is the first thing visitors see on a page.
But so many of those franchise pages start this way:
“Join Our Growing Brand”
or
“Join Our Franchise Family.”
These phrases don’t communicate value.
A stronger headline focuses on the opportunity, such as:
• the industry advantage
• the territory opportunity
• the growth potential
Clear positioning keeps prospects reading.
No Territory Context
What people are investing in when they buy a franchise, is not just a business.
They are buying territory opportunity.
But many landing pages emphasize the brand as one entrenched in such a national idea without saying:
• available markets
• territory size
• expansion potential
• regional demand
Without that context, the opportunity seems abstract.
Different messaging by territory fuels relevance and immediacy.
The Page Showcases the Brand, Not the Investor
There pages and pages of praise about the brand’s history.
They honor authors, and awards and milestones.
While credibility can be important, what franchise prospects care more about is how the opportunity affects them.
They want to understand:
• the ownership role
• scalability potential
• income drivers
• lifestyle implications
As a rule, the ones that focus on the investor will convert better.
Too Long, Too Early Forms
The other mistake is requiring visitors to fill out long forms immediately.
Prospects will simply exit the page because they have to answer ten questions before viewing your opportunity.
Successful pages usually:
• provide key information first
• build interest and trust
• then welcome prospects to request further details or schedule a call
It should be a natural next step rather than an obstacle.
No Clear Next Step
The overwhelming number of franchise landing pages does not include a clear call to action.
Whether that’s:* Visitors should never doubt what to do next.
• scheduling a discovery call
• requesting the franchise overview
• exploring available territories
• talking with the dev team
Walks Prospects Down the Funnel with Defined Next Steps
Conclusion
Franchise landing pages fail not due to lack of traffic.
The best pages are simple, transparent and written from the perspective of the investor.
They articulate the opportunity clearly, discuss the investment and demonstrate territory potential that drives prospects to an appropriate next step.
The landing page is usually the first opportunity for a prospecting franchise owner to engage in a meaningful way in franchise development.
If done right, clarification and communication of that conversation can go a long way in improving both lead quality and conversion rates.
