Jon Roff of My Best Friend Dog care approached us to help market his franchise opportunity.
The franchise offering had previously been on the main public-facing website, so our first move was to separate the dog care service from the business opportunity, allowing us to promote to separate target audiences.
Then we looked at the content for the My Best Friend franchise offering
It had been promoting both the service and the franchise opportunity. The website also felt too formal and lacked the warm, caring nature of My Best Friend that would really appeal to their target audience. There had been nothing for the target audience to relate to, no depiction of the situation they may find them selves in – why are they choosing to open a franchise, to gain a better work-life balance? Because they want a different career path?
The content had also been quite overwhelming and lengthy, so we tightened up the franchise offering and made the most of the beautiful photography to illustrate their warm nature. We addressed the situations franchisee’s may be finding themselves in, illustrating the franchisee profile and stating the problem with a clear solution. Introducing real franchisee testimonials had been a great way to do this.
Let’s face it, people are first and foremost interested in what they’ll get, so we made this a large feature on the landing page. It had been hard to access on the previous website, hidden amongst sporadic links. We displayed these in more a visual and eye catching way, the more they see – the better!
A clear call to action to encourage people to download the prospectus or make an enquiry again, offered clarity as to what users need to do next.
The landing page had been a taster to franchisees, with further detailed information in the prospectus. We designed the prospectus to be consistent with the franchisee landing page, further communicating their warm nature through the photography style. Franchisee testimonials peppered throughout the brochure allowed potential franchisees to feel a sense of re-assurance in their decision making to join My Best Friend.