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 the target audiences.
Check out the results:
Then we looked at the content for the My Best Friend franchise offering
The existing copy laid out the franchise opportunity well from a factual perspective, but wasn’t really connecting on an emotional level. We wanted to know what makes a dog-lover want to make a business out of their passion, so the first step was to talk to some existing franchisees to make sure we covered everything they love about their business and the work-life balance it brings them.
Armed with our new insights, we re-wrote and tightened up the franchise offering, making the most of the beautiful photography to drive the messages home. We used real franchisee testimonials so prospects get a sense of .
People are first and foremost interested in what they’ll get. The previous website had a lot of useful information, but the navigation made it hard to find, so we reorganised the content to bring the key benefits to the fore, with a clear, trackable call-to-action to encourage enquiries.
To further encourage people to get in touch, we deliberately held back some key information, asking them to download the full franchise prospectus, then created a series of automatic emails to be sent over the following weeks, reminding the enquirers of key reasons to join My Best Friend.
Owner Jon Roff said:
“From our first meeting you understood what we needed to drive the business forward, but more importantly, how to deliver on your recommendations. Our business was growing well, but we were struggling to attract franchisees.
The results have been impressive – business is up across the board and we’ve signed up five franchisees in the last few months alone.
We’re very happy – the Clear & Creative team are always on hand to help and nothing is too much trouble.”
If you’re looking to develop your own franchise business, give us a call!