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Franchise websites are not like other websites: they do not have only one audience in terms of their location. Not only does this mean that franchise organizations need several local websites and one general website, but there also needs to be authentic and consistent content for all of these websites.
If you are planning to design a website for a franchise organization, fear no more. We have 7 tips to help you create a highly effective website for this type of business.
It allows easy switching from general to local websites
Web navigation is one of the most important elements of web design in general. People are so impatient and quick to judge these days – if they don’t see what they’re looking for in a split second, they leave the website.
This need for simplicity and efficiency is even more pronounced when it comes to franchise organizations. Once they’ve decided they’re going to buy something from the brand, they’ll want to be transferred to the local website as soon as possible.
To overcome this, you will need to structure your website in such a way that users can easily locate and contact the nearest store. This will not only keep them engaged, but also encourage them to make a purchase decision.
Pay attention to the UX of the navigation
Franchise organizations usually have several local websites and one general website. Because of this, web designers tend to believe that the UX design of all websites should be the same. After all, they are all under the same brand, right?
Well, not exactly.
Users expect different things from the same brand when they visit local and general websites of the franchise organization. They visit the general website when they want to know what the brand is about and a local one when they are looking to buy the products or services.
For this reason, the general menu of the website should clearly show the products in the navigation. This will help users understand what the brand is about at a glance.
Local websites, on the other hand, should be more focused on what they offer locally. You should also include prices, events, and reviews specific to that local store, and of course, contact information and the store’s location.
Consistency is key
Ensuring that the way a franchise organization presents itself remains the same across all marketing channels is key to building brand loyalty and standing out from the competition.
In web design, that means you will use identical colors on all local and general websites. Every time someone visits your website, they will feel a wave of emotions based solely on the colors you use. Also, being consistent with colors helps the website look clean instead of blurry.
Using the same font on all websites is also important. Small things matter: People often notice something is “wrong” when you incorporate different fonts. Of course, we also advise you not to use multiple fonts on the same website. It’s too confusing.
At last, the company logo it is probably their signature sign and something that many believe is what the brand is all about. Of course, that’s not true because branding is more than just a logo, but that doesn’t mean it’s not important.
Be sure to place the logo near the top left corner on both general and local websites, as this is where users tend to look for it.
Implement a franchise locator
Users who are ready to buy the company’s products or services often want to know where they can find the nearest store. Sure, they could buy things online, but many people still want to see things in person.
The easiest way to find out where stores are located is through a location finder.
A location finder helps potential customers easily navigate to the location they are interested in.
Trying to reach customer service just to ask where the nearest store is is often frustrating; not everyone likes to make phone calls. A location finder, on the other hand, helps people find the information they need on their own.
Bonus points: Add Google Maps to your website. Google Maps is mobile friendly, making navigation a seamless experience for your users.
Some franchise organizations also have a geolocation feature that detects the user’s location and directs them to the local page of the nearest store.
Take care of local SEO
Search engine optimization is important not only for general websites but also for local ones. Of course, your strategy will be different, but that doesn’t mean you don’t have one for local websites.
First, the copy should contain localized keywords, such as neighborhood or community names, addresses, and driving directions. This is especially important when you explain the location of the store; just think about how users might be searching for your products and services on Google.
Also, be sure to use localized keywords in other relevant places, such as your URL, titles, and meta tags, as well as any local content you’re creating. For example, we recommend that you insert your brand, product or services and your location in the title section.
Create a blog
People who say blogging is dead don’t know what they’re talking about. Sure, it’s not the same as it was 10 years ago, when we didn’t have influencers and social media platforms, but it’s definitely evolved.
Many franchise organizations, including franchises for veteransthey have blog sections on both local and general websites.
General websites should cover brand milestones, press releases and general information in their blog section.
Local websites, on the other hand, should have different content: they could post about what’s happening in their particular store and community. For example, a local website should offer news about the expansion of one of the local stores, especially if they plan to offer a discount on opening day.
This all seems very simple, but it is not. Creating new blog content takes a lot of time, so designing a blog section that can be easily managed should be a designer’s priority. Franchise organizations should be able to add or remove a blog as they wish, without complications.
Use a domain for general and local websites
Franchise organizations do not necessarily need to own a domain for general and local websites. But, this approach is not the best.
Franchise organizations tend to grow and spread around the world. This means they will need to create new local websites as they grow. Each time this happens, it will become more difficult to maintain consistency in design, SEO, and copywriting using the separate domains strategy.
Because of this, we believe franchise organizations should use one domain for general and local websites.
Basically, you’ll need to create multiple microsites—sections of your main website that have their own pages, navigation, and usually their own subdomains. This will allow franchise organizations to easily make web design changes to both general and local websites.
For example, if they decide to change colors, they won’t have to go through all these websites separately; it’s just a few clicks away.
As you can see, franchise web development is not as complicated as it seems. It all comes down to maintaining consistency while providing unique SEO-friendly content.
Biography of the author
Travis Dillard is a business consultant and organizational psychologist based in Arlington, Texas. Passionate about marketing, social media and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for DigitalStrategyOne.
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