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The challenge: Up Closets had traffic, but what they needed was a website that could turn those curious clicks into committed customers. Their old site already outperformed the average home service industry in speed and design — but it wasn’t built for conversions at scale.
The solution: Bright Pink Agency created a conversion-focused franchise website system designed to do more than look good. It had to work harder — capturing better-qualified leads, supporting local franchise locations, and preparing the brand for an AI-powered future.
As a fast-growing franchise brand with a high-volume digital ad strategy, they needed a smarter site structure that could:
Seamlessly route visitors from the brand site to local franchise locations
Deliver clearer conversion paths
Prioritize mobile-first functionality and AI/LLM compatibility
Keep pace with future growth
Bright Pink Agency re-architected the site with a franchise-forward approach to design, UX, and conversion — while Up Closets’ internal team handled the build.
Our process for building a franchise-ready system
Bright Pink Agency delivered a franchise-ready website design system built for conversion and scalability. Every step was guided by stakeholder input, early franchisee feedback, and a focus on getting the right visitor to the right place, every time.
Discovery & Strategy
Aligned with Up Closets’ team on goals, growth paths, and customer journeys
Gathered input from stakeholders and franchise owners to ensure the site solved real-world challenges
Structure & Navigation
Expanded the navigation into a two-tier menu for faster, clearer paths
Organized service-specific options to guide visitors toward the most relevant content
User Experience (UX) & Conversion Design
Added strategic CTAs on key pages, creating a step-by-step path toward booking a consultation
Designed layouts to improve human navigation while also making it easier for AI agents to interpret content
AI-Readiness & SEO
Restructured key pages to align with AI and LLM search compatibility
Built the site to surface better in AI-powered results and future-proof digital visibility
Together, these steps created a scalable, conversion-ready framework that Up Closets’ internal team could build on and launch successfully.
The structural and messaging shifts that moved the needle
When you already have good traffic, small changes in structure and messaging can create big gains in conversions. For Up Closets, these enhancements worked together to make every click count:
Landing-page-first structure
Every page was treated as a potential conversion point with smart CTAs, clear UX, and layered content to meet customers at any stage of decision-making.
Mobile-first experience
With 70–80% of visitors coming from mobile, we prioritized fast loading, thumb-friendly layouts, and distraction-free flows to improve on-the-go conversions across any device.
Franchise funnel functionality
Created multiple pathways from brand site to local franchise sites—via auto-location, zip code search, and clear CTAs—to streamline routing and support lead ownership.
Educational, self-qualifying content
To reduce confusion and improve lead quality, we created an “Our Process” page and embedded conversion touchpoints so visitors know what to expect, how to prep, and what happens next.
Strong first impression strategy
From brand visuals to CTA placement, we designed for clarity, speed, and delight—helping ensure the first few seconds kept visitors engaged.
Proof that small shifts can create big wins.
The redesigned Up Closets website launched in June 2025 — and the impact was immediate. With the same marketing budget in place, the new structure unlocked measurable gains across nearly every channel:
If your site already has traffic but isn’t closing enough leads, Bright Pink Agency can help you turn browsers into buyers.
We don’t just design websites — we partner with franchise brands as a strategic extension of the home office marketing team. That means creating systems that scale, drive measurable ROI, and give every franchise location the tools to succeed.
Your next big win could be just a click away.
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