In today’s digital age, a strong online presence is an absolute must. A website is the go-to destination for small and emerging franchise businesses, serving as a gateway for new customers, brand growth, and expansion. However, determining a website’s purpose, target audience, and design is not always easy when budget constraints are involved.
Owl Be There is an emerging franchise brand in the senior placement industry. Its franchisees are senior care advisors specializing in providing “white glove” service to aging individuals and their families navigating the complexities of senior living options. The business needed a website to attract prospective franchise candidates and inform them about the brand’s services, benefits, and franchising process. We knew we wanted to prioritize SEO to gain organic traffic without relying on ads. It was certainly nothing we hadn’t handled before. There was one major setback, however: emerging brands often have tight budgets for brand expansion, especially since several components are included in their ongoing expenses, such as franchise development and broker fees. With a slim marketing budget available, we tackled the challenge creatively. Our team implemented a phased approach to establish a solid foundation to build on as Owl Be There’s capital increased.
The website used branding that had been revitalized while staying true to its color scheme, infusing it with a lighter, more professional touch. Our design team relied on Owl Be There’s primary brand color to create a cohesive and recognizable visual identity. The professional imagery used throughout the website aligned perfectly with the brand’s target audience expectations, further enhancing its relatability.
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The website layout was intentionally clear and straightforward, presenting essential information conveniently. It guides visitors through the brand’s identity, industry statistics, and the steps involved in franchise ownership. We left space for upcoming navigation that will lead users to more detailed content.
As the Owl Be There franchise development website continued to grow and evolve, we realized that it needed to include more in-depth information and support for prospective franchisees. As a result, we added six new pages, each designed to offer insights and resources for visitors considering franchise ownership.
We inserted strong search engine optimization (SEO) keywords throughout the new pages, enhancing the website’s visibility. SEO ensures that potential franchisees can quickly discover and access the necessary information. Additionally, the content on these pages presents more detailed and comprehensive information so prospective franchisees can make well-informed decisions about joining the Owl Be There network.
As the franchise expanded from a single franchisee to a network of several, we found ourselves with additional resources to invest in the growth of its website. We adopted a strategic approach to expand our online presence to maximize the value of our available budget. Using the versatile analytics tool HotJar, we analyzed how past visitors spent their time on the website.
We carefully examined how they navigated the site, what content captured their attention, and where they tended to linger the most. The insights gained from this analysis guided our decision-making process.
It became clear that most visitors were interested in two key areas: the brand’s “About Us” section and learning more about the franchisees’ personal stories. In response, we tailored the website expansion plans to highlight these preferences, allowing for a more engaging and informative user experience.
Our partnership didn’t end with the website design! We have maintained our partnership by providing monthly website content updates and social media services for both their franchise development and brand audiences. We’re also proud to see that since we joined forces, Owl Be There has been recognized as a strong player in the senior care industry. The brand has also steadily expanded into new territories, all thanks to the increased interest and trust in an Owl Be There franchise opportunity. Most importantly, LuAnne Martinson, Owl Be There’s first franchisee, received the IFA Franchisee of the Year honor in 2023.
Since we teamed up in 2022, we’ve provided ongoing support and have nurtured Owl Be There’s online presence. Our efforts have created a consistent and authentic digital experience that resonates with the target audience. From one franchisee at the start (in 2022) to nine currently, we’ve seen firsthand Owl Be There’s incredible growth from a new brand to a rising star in senior placement services. We’re proud to continue to be a part of their journey!
Bright Pink Agency transformed the 4Ever Young Franchise website into a cohesive, modern platform using WordPress Multisite, scalable infrastructure, and SEO optimization. The redesign enhances user experience and supports franchise growth. Want to revamp your own franchise system’s website? Learn more about the Bright Pink Franchise Web design process today.
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