Deciding to invest in a franchise can be an exciting opportunity, but it comes with important considerations—one of which is the website’s SEO (Search Engine Optimization). Understanding and evaluating the website BEFORE purchasing into a franchise can set you up for success.
Just as a savvy homebuyer wouldn’t skip a thorough inspection before closing a deal, you shouldn’t overlook the importance of evaluating the franchise’s website as part of your investment assessment. After all, the website is a major component of what you’re investing in – and the website can either be an asset or a liability.
Let’s look at 4 website elements to evaluate BEFORE purchasing a franchise license.
- Check URL Structure
- Evaluate Website Focus
- Assess Uniqueness in Messaging
- Experience and Navigation
Read on to ensure you’re making an informed decision:
1. Check URL Structure
Before committing, look at the franchise’s existing website. Is the URL structure clear and consistent?
A good URL structure is essential for SEO and helps customers find the information they need. For example, URLs should follow a logical hierarchy (a system or folder organization):
Poor URL Structure for Franchise:
For instance, consider the following example of URLs from just one franchise:
- https://yourfranchise.com/location/jax
- https://yourfranchise.com/springfield
- https://yourfranchise.com/yourfranchise-atlanta
- https://yourfranchisenash.com
These URLs lack uniformity, making it difficult for search engines to understand the relationship between different franchise locations, much like a disorganized file folder system where finding the right document becomes a frustrating challenge.
Poor URL Structure for Franchise in Multiple States:
- https://yourfranchise.com/springfield
Given that there are over 30 Springfields across various states, it’s essential to add the state to your URL. This practice not only clarifies which Springfield you’re referring to but also allows for the addition of future franchise locations in other Springfields while maintaining a consistent URL structure. For example, you could use:
https://yourfranchise.com/locations/springfield-ilhttps://yourfranchise.com/locations/springfield-ma
OR incorporate the full state name:
https://yourfranchise.com/locations/illinois/springfieldhttps://yourfranchise.com/locations/missouri/springfield
This way, each location remains distinct and easily navigable for both users and search engines, ensuring that your franchise benefits from improved visibility and organization.
Action Item: Audit the URLs of the website – Using google maps, search for several local franchisees (in various city and states). What are the URLs of each location?
NOTE: Unfortunately, franchisees often don’t have access to change the website or the URL structure after the purchase, so checking the URL structure BEFORE committing to purchase franchise license is vital.
NOTE!!!!!: Some franchisors downplay the importance of URL structure or even dismiss potential franchisee’s concerns over the website, but having a clear and consistent URL format IS ESSENTIAL for effective SEO and can significantly impact your online visibility.
To inform yourself (and possibly provide the franchisor with information on URL structure), refer to Google’s URL Structure Guidelines on Google’s blog.
Better URL Structure for Franchise:
A consistent structure not only enhances your franchisees SEO efforts but also improves the user experience.
Instead, consider a standardized format like:
- https://yourfranchise.com/locations/city
- https://yourfranchise.com/locations/city
- https://yourfranchise.com/locations/city
OR like this:
- https://yourfranchise.com/locations/city-state
- https://yourfranchise.com/locations/city-state
- https://yourfranchise.com/locations/city-state
OR like this:
- https://yourfranchise.com/locations/state-city
- https://yourfranchise.com/locations/state-city
- https://yourfranchise.com/locations/state-city
OR like this:
- https://yourfranchise.com/locations/state/city
- https://yourfranchise.com/locations/state/city
- https://yourfranchise.com/locations/state/city
The above formats clearly indicate the hierarchical relationship between the main franchise site and its individual locations, helping both search engines and users navigate your franchise website more easily. Whichever URL file folder structure you use, be consistent AND remember to keep in mind future locations.
Having a clear and uniform URL structure will make it easier for search engines and customers to navigate.
URL Format IS ESSENTIAL:
As a franchisee, you may not think much about the URLs of your franchise website. However, URL structure plays a crucial role in your SEO efforts, helping search engines and customers understand what your pages are about. Think of URLs as the roots of your franchise website—they connect everything together and provide a strong foundation for visibility in search engine results.
Work with Your Franchisor: Many franchises have specific website templates or guidelines. Speak with your franchisor or digital marketing team about optimizing your URLs to align with SEO best practices. All the franchisee’s location URLs should follow a URL structure.
Also, during your regular audits, review your franchise and franchisee URLs to ensure consistency and clarity, which are vital for both search engines and potential customers.
REMEMBER: Consistent URL format IS ESSENTIAL for effective SEO and can significantly impact your online visibility; for more details, refer to Google’s URL Structure Guidelines.
Proper URL is Groundwork for Success:
A well-organized and consistent URL structure not only helps search engines understand your website but also makes it easier for potential customers to find and navigate your services. By having a good URL structure for the franchise and all franchisees, you’ll be laying the groundwork for long-term success and ensuring that your franchise website continues to grow in visibility and attract more local customers.
2. Evaluate Website’s Focus
Franchise Opportunities vs. Target Audience:
When browsing the franchise’s website, assess whether it puts more emphasis on attracting potential franchisees or on serving the needs of the franchisee’s home service business. A website that primarily promotes becoming a franchisee may lack essential information, resources, and language for the target audience (the homeowners). This can hinder franchisee’s ability to operate effectively in their local market.
Clarity of Messaging:
As you evaluate the site, try to view it not just as a franchisee, but as a homeowner looking for services. After all, SEO Brings Them In, But Your Website Seals The Deal. Would the information presented make you feel confident in hiring this company to come to your home?
To gain further insights, consider looking at the websites of a few successful local businesses in the same industry. Compare how they present their services, communicate with potential customers, and highlight their expertise. This comparison can help you identify gaps in the franchise’s messaging and determine if it effectively conveys trust and professionalism to homeowners.
Is the messaging clear and relevant to the target audience for home services? Look for content that speaks directly to customers seeking services and provides information that a franchisee can utilize to engage and convert these customers.
3. Assess Uniqueness in Messaging
Another critical aspect to consider is whether the franchisee’s pages contain duplicate content. As you browse through various franchise locations, take note of whether the words and photos across these pages are the same or very similar.
Action Item: Using google maps, search for several local franchisees (in various city and states). Click into the website page and compare to other franchisees.
To do this, visit different location pages and compare their content, including service descriptions, images, and testimonials. If you find that many pages use the same text and visuals, it can confuse search engines and dilute the visibility of each location, making it harder for potential customers to find specific services.
While recently auditing a franchise website with over 250 franchisee location pages, I was surprised to find that all the franchisee location pages were nearly identical in content. It’s one of the most common issues I’ve seen with franchise websites. This uniformity not only limits the uniqueness of each location but also raises a critical question: Does the franchise genuinely care about the online presence of its local franchisees?! Because duplicate content HURTS the local franchises!
Search engines like Google penalize websites with duplicate content. When multiple pages on a website contain the same words and photos, it can confuse search engines and diminish the visibility of your website in search results. Search engines aim to provide users with the most relevant results, and if all location pages convey the same information, they lack the local relevance.
Unique, localized content is essential for attracting both search engines and customers, ultimately leading to better visibility and higher chances of conversions. Ensure that the franchise encourages or provides tools for franchisees to customize their content, as this can ultimately improve their online presence and credibility.
4. Experience and Navigation
The website should be user-friendly, with intuitive navigation that makes it easy for both potential franchisees and customers seeking home services. A site that is cluttered or difficult to navigate may suggest a disorganized brand, which can reflect poorly on the franchise as a whole. Again, as you evaluate the experience and navigation on the website, try to view it not just as a franchisee, but as a homeowner looking for services.
Intuitive Navigation Menu:
The website needs a well-structured navigation menu that makes it simple for users to locate information efficiently. Key sections such as “Services,” “Locations,” “About Us,” and “Contact” should be prominently displayed. Consider using drop-down menus for subcategories to reduce clutter while keeping essential information accessible.
Easy Access to Local Pages:
It’s essential that users can effortlessly return to local franchisee pages after exploring national franchise content. A clear pathway or link back to the nearest franchise location should be readily available, ensuring that customers can quickly find localized information and services. This not only improves user satisfaction but also encourages potential customers to reach out to their local franchisee.
Search Functionality:
Including a search bar on the website allows users to quickly locate specific services, location pages, or information they may be seeking. This feature can improve user experience and minimize frustration, especially on websites with a lot of content.
Consistent Layout and Design:
A consistent layout across all pages helps create a cohesive brand experience. This includes using uniform fonts, colors, and button styles. Consistency not only enhances aesthetics but also helps users feel more comfortable navigating the site.
Moreover, I often encounter what appears to be “smooshed” content added by local franchisees, which can disrupt the overall design and flow of the page. This inconsistency can hurt the business, as viewers may perceive a lack of professionalism and trustworthiness. When users see disjointed elements or poorly formatted content, it can raise doubts about the franchise’s commitment to quality and attention to detail. Ensuring that all content aligns with the established design standards is vital for maintaining user trust and delivering a positive experience.
Clear Calls to Action (CTAs):
Every page should feature clear and compelling calls to action, guiding users on the next steps. Whether it’s “Request a Quote,” “Find a Location,” or “Contact Us,” effective CTAs can drive user engagement and lead to conversions.
Fast Load Times:
A website that loads quickly is vital for retaining visitors. Studies indicate that users tend to leave a website if it takes too long to load. Optimize images, reduce redirects, and leverage browser caching to improve load times across all devices.
Mobile Responsiveness:
With an increasing number of consumers accessing websites via mobile devices, ensuring that the franchise website is mobile-friendly is essential. A responsive design automatically adjusts to different screen sizes, providing a user-friendly experience regardless of the device used.
Accessibility Features:
Does the website have an accessibility button – for all users, including those with disabilities? Implementing accessibility features (like a screen reader) ensures that everyone can navigate the site effectively.
Many jurisdictions have established laws that require websites to be accessible to individuals with disabilities. Failing to meet these standards not only risks financial repercussions but also damages the brand’s reputation and alienates potential customers.
By prioritizing user experience and navigation, it reinforces the brand’s commitment to quality and customer service.
Safeguard Your Franchise Investment with an SEO Evaluation
Deciding to invest in a franchise is indeed an exciting opportunity, but it’s essential to approach it with a proactive mindset—especially regarding SEO. Just as a savvy homebuyer wouldn’t skip a thorough inspection before closing a deal, you shouldn’t overlook the importance of evaluating the franchise’s website as part of your investment assessment.
Whether you take the time to evaluate the website yourself or reach out to us for a digital audit, conducting a pre-purchase assessment of the franchise website is essential. After all, the website can significantly impact your investment, either as an asset or a liability.
The quality of the website is critical: a poorly structured site can negatively impact your ROI and hinder your success as a franchisee. By taking the time to assess the URL structure, messaging, user experience, and navigation, you can ensure that you’re making a well-informed decision that paves the way for future growth.
Remember, a little diligence upfront can lead to significant rewards down the line.
