Statistics tell us that in the unforgiving world of online advertising you will have under ten seconds to give your prospective client a good reason to stay on your page.
It’s critical that your content is designed to hold virtual eye contact long enough to get through that vital first phase. Throw in the fact that 70% of those visitors will be mobile users on smartphones and tablets and you’ll understand why it pays to work hard to keep potential buyers engaged long enough to persuade them to make that enquiry.
You have only a brief window to showcase your business … fast!
Can you quickly get your message across, explaining your franchise offers and brand values before your prospect digitally walks away? And if they like what they see, how will you get them to feel relaxed about handing over their details? Here are some tips to help you address these issues:
Create an effective, eye-catching headline
With such intense upfront pressure, you must capture attention immediately. It’s critical to develop a clear and well-thought-out headline.
Remember to incorporate all the core elements of your business within your header, such as the kind of franchise you represent and what differentiates your franchise from the rest (occasionally called competitive advantage).
Identify a clear value proposition
Now lead off with your best content defining the who, what, how and why of your business operation. A great value proposition will concisely explain why anyone would choose to purchase your franchise rather than another sector alternative. It underlines the unique qualities of what you offer.
Unless you can be crystal clear about the benefits a new franchisee can expect from investing in your business, you cannot expect any potential buyer to want to listen – or even to keep reading. And equally important, your text needs to have a consistent underlying tone which resonates across your entire pitch.
Keep your design fresh and updated
Any designer will tell you the first bite is with the eye. So if your page is visually appealing, you’ve already made a great first impression. Understand that you can make visual language work for you by choosing consistent colours and imagery which send a cohesive message about your business values and outlook.
You should also review and refresh your copy at regular intervals to keep it accurate and tightly focused.
Let your style reflect your brand personality
How you express yourself will have as much impact as the content. So you should think carefully about the image you want to convey, and make sure the language style you choose enhances the business messages you are sending. For example, choose a light-touch, upbeat style of copy if you want to emphasise the fun elements of your franchise and establish a vibrant sense of openness and optimism. Generic jargon and marketing-speak will only illustrate your detachment.
Choose authentic, high-quality imagery
Developing a consistent visual context is essential. Every image must reflect some element of your franchise, and each must be of the highest visual quality. That means hiring a professional photographer to capture impressive shots of your business sector and its people. This will give your prospective purchasers a real flavour of what your organisation is all about.
Keep your page simple – however complex the topic
Say what your business does, and say how it helps people. Making your message concise, accurate and informative can be a tough ask – remember the wise man who wrote: ‘If only I had more time, this letter would have been a lot shorter!’
You need to work to distil your message down to easy-to-read unique selling points and a short but compelling value proposition.
That’s likely to mean pruning complex franchisee options for the sake of utmost clarity, whilst leaving your prospect clear about how the franchise operates and the deal or contract you are offering.
This will pay off in increased lead conversions and leave you free to broach complexities later when your potential franchisee is more engaged,
Let testimonials and quotes tell your story
Nothing gives a prospective buyer more genuine insight than first-hand reports from current franchisees. So to make the best of this excellent tool for winning new clients, ask your franchisees why they picked your franchise, what’s great about running the business, and what their future plans are.
Only ask for essential information
The shorter your contact form, the more mobile-friendly it will be, and the more enquiries you will get. If you can streamline the process by calling to qualify your leads, it’s a good strategy to capture just a name, email address and contact telephone number.
Be honest and easy to trust
Releasing personal information demands an atmosphere of trust, so people must be reassured about the value of what they will get in return.
That means your proposition must be a blend of authentic realism laced with honesty and openness, yet driven by an understanding that every buyer’s primary reason for landing on your page is essentially: ‘What’s in this for me?’
ABOUT THE AUTHOR
Jo Thornley. Head of Brand and Partnerships
Jo joined Dynamis in 2005 to co-ordinate PR and communications and produce editorial across all business brands. She earned her spurs managing the communications strategy and now creates and develops partnerships between BusinessesForSale.com, FranchiseSales.com and PropertySales.com and like-minded companies.
