What were we doing before websites were invented? Are we even able to remember a time before them? It’s unlikely. It’s unlikely. In 1992, there were ten websites online. Fast forward to 2013, and there are 1.14 Billion, made up of 50 Billion individual web pages. Three new websites are created each second. This is a lot of information and competition for brands or businesses trying to be noticed online.
The garden variety website is now ubiquitous. Many of them are virtually identical. It’s still the most important tool businesses and brands have to share their vision and value with their customers. A franchise website is essential for any business or franchise looking to expand. Your website should be easy to use, memorable, and SEO optimized. This is just the beginning.
What is the secret to a high-performing, efficient franchise website design and its development or a complimentary consumer website? There are many, and the first step is to understand their primary purpose.
Shaking hands with a brand
A brand looks a lot like an individual. It is unique and has its own personality. It has its strengths as well as its challenges. It is appealing to some people and not to others. How can you get your brand in front of the right people? How can you get them to know your brand? Your website is the answer.
The primary purpose of a brand website is to humanize the brand, to tell its story in an engaging way that resonates, and to introduce its people and share its values so that a business or brand stops being what they sell and becomes why they do so. The best websites emphasize a brand’s purpose, the reason it exists. This allows investors and consumers to identify with it, feel connected to it, and encourage them to buy from it or become part of it.
It takes skill to humanize a brand, Brand leaders, designers, marketers, and writers must work together to determine the most important information, voice, tone, vocabulary, and branding elements such as colors, logos, and slogans, must all be taken into consideration and integrated with a coherent fashion so that readers don’t get confused or bored, or worse, distrustful of the information in front of them. Your audience could be anywhere, visiting any of the more than a billion websites. Do not let them down. Always assume that this is your only chance. It’s your only chance to make it last.
Also read: Website Marketing Strategy: 7 Steps
Nailing the nuts and bolts behind franchise website development
It takes a lot of soft skills to be able to articulate, identify and communicate the purpose of your business or brand. These include abstract thinking, creativity, and patience. Partnering with franchise digital marketing and branding experts is a smart move if you are going to invest resources in building a website that works, especially for franchise development. They will be able to help you identify what is most important about your business or brand, how it stands out, and how you can share that with your best customers.
These experts can also help you build a site that is user-friendly, engaging, and stands out from the rest. This means that they will ensure your website is:
- It’s easy to find: a hardworking website is useless if nobody can see it. Your marketing team will ensure that your domain name is correct and includes SEO best practices, keyword research, and robust content to drive traffic to the site.
- Simple to navigate: Best practices recommend that you keep your menu bar to five clearly labeled tabs with the related pages below them as pull-downs. a Google Search will often take visitors to other pages on your website, so it is important to provide a simple way to access it from any location on your site.
- Beautiful: The Best Websites Strike the Right Balance Between Color, Images, and Content limit the font size and use bullet points, short paragraphs, and pull quotes to break up pages. This will keep it attractive and easy to read.
- Accurate: All information regarding your brand must be accurate and kept current. It should also be simple for your readers to reach you via a contact form or telephone number. Every page should be checked for errors and grammar.
- Authentic: this information is very important. Your website should provide valuable, useful content that provides value to the user. Google will penalize your website if it finds that your site is not authentic.
- Mobile friendly: mobile responsiveness plays a significant role in Google’s algorithmic ranking of websites. Higher rankings can mean that your website will appear higher in search engine results. This could potentially make you more competitive.
- Fast: Nothing frustrates a website visitor better than slow-loading web pages. You don’t have to believe me. Study after study has shown that 40% will abandon websites that take more than 3 seconds for them to load. Speed is a necessity.
- SEO optimized: Google will love your website enough for people to find it. If your website is SEO optimized with the right keywords, and robust content and establishes you as an authority in any industry that you are in, it will.
It is important to remember that a lot of work goes into creating and managing a website for your business or brand. This includes adding content, fixing broken links, updating information, and ensuring your customers are engaged long enough to visit again. A reputable agency may charge thousands of dollars for high-quality web design and development. If the price tag is too high, don’t let it stop you from thinking about your ROI. This refers to brand awareness, engagement, leads, and conversions. The right brand website will help you make that happen.