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For SEO strategies that continually struggle to meet lead generation goals of its organization, or that rely heavily on traditional media for new prospects and brand awareness, the website strategy may be the issue that needs further examination. Generally with most franchise marketing systems the franchisor maintains a central command and control system for most if not all advertising and marketing decisions for its franchisees throughout the country, including online marketing. The problem with this strategy for an individual franchise is that it severely handicaps SEO and online marketing, lead generation efforts, and sales growth online. The solution to the centralized franchise website strategy is to implement a regional online marketing strategy with stand alone URLs nationwide that provides a localized platform for growth while still maintaining brand control. The general concerns from the franchisor against decentralized and regional websites is that they compete with the national brand and inhibit the ability to sell franchises. When franchise Internet marketing is done correctly with regional, locally focused websites the result is greater sales, higher profits, and overall more effective marketing spend. Through a regional franchise website strategy with local content we were able to rank 3 pages for a highly valuable query in Google. Our franchise client has 3 pages above the fold and is dominating the Google organic results of this page and capturing leads and thus growing sales. What happens to Google organic traffic when you switch from a local franchise website strategy to a centralized website strategy.
Localized Content: the national site has links pointing to it from all over the country, and it has geo related content from all over the country.
Usability is a problem: When a local client lands on a page buried in a national website looking for information it is very easy for them to click away somewhere else on the website.
SEO Rank Ability: A single page on a website can only effectively rank for 2-3 main search phrases.
The solution to the centralized national website strategy problem is to build out regional websites with the same branding, same exact look and feel of the corporate website, but a full website with content that is unique and focused on the local market, not duplicated national content.
Implementing a solid regional SEO strategy with regional websites is not an easy task and to be truly effective at building an online lead generation strategy you should consider several things.
Has the agency ever implemented a regional franchise website strategy across multiple markets for a franchisor?
The best SEO is through stand alone local websites where each market has unique content dedicated to that market.
We found on average the franchise locations we had worked with implementing our localized strategy had 30% or higher revenue compared to those that had only a single page under the centralized corporate website. Related Post: how to product hyper localized content for multi-unit businesses or franchises. This was a great post with sound statistical numbers why a franchisor should be all over this for their franchisees and franchisors success. INTERNET MARKETING TIP:  CONSUMERS IN  YOUR COUNTRY  NOW SEARCH THE WEB FOR BUSINESSES INSTEAD OF SEARCHING THE PHONE BOOK.
Let us uncover the hidden profit centers in your business with a COMPLIMENTARY Internet Business Analysis™ (IBA) - a $500 Consulting value! The IBA is our patent-pending business analysis methodology that uncovers how your business can benefit from Internet technologies. For more information on the IBA and how the Internet can help you to increase profits contact us today!
As one of the fastest growing segments of digital marketing, social media is fast becoming an integral part of your online marketing strategy. There is a pretty good chance that at this very moment, consumers are searching for your products and services!  You can gain immediate exposure in the search engines in a targeted and cost effective manner using pay-per-click (PPC), and be visible right when your consumers are looking to buy.

Some clear symptoms of a poor strategy include reliance on traditional media spend, poor overall ROI on marketing spend, high acquisition cost per customer, consistently see smaller competitors rank higher in search results in Google, Yahoo, or Bing, or a complete absence of the company’s website when searching for it online.
From this central command and control structure comes a centralized single national website from which each franchisee or location gets a single page under the corporate umbrella for SEO efforts. Our work has shown that franchisees with regional websites outperform their single web page corporate peers by 30% or more in revenue! One of the key factors for a regional localized online strategy is that search is going more local. To understand what there is to gain in qualified traffic we only need to look at what it looks like when a regional website strategy was implemented successfully and then taken away. Cost per lead with organic search traffic is so low because the leads are pre-qualified, meaning the searcher was actively searching for your product or service as they had to type it into Google’s search box. This is a problem because the customer now may have clicked over to the home page on the national site with no easy way to get back to the regional page. It is simply not possible to rank for the hundreds of variations of how people will look for products and services with one page, and it is certainly not sufficient to discuss all the different products and services a company has to offer. Many people may naively hope that people will look for the company online by brand name and that this will drive leads because the franchise has a large national presence. For one, there is a substantial gain in revenue, improved cash flow, better marketing ROI because of more effective lead generation through SEO.
Most franchisors are not experienced in SEO, nor online strategy, and do not have anyone in-house with that type of expertise and will need to hire out for the skills. At 39 Celsius we have successfully implemented such strategies in more than a dozen markets throughout the United States. Welcome to WSI, your connection to professional, results-driven digital marketing strategies.
Whether you're in the market for something simple, or need a complete Internet Solution with advanced functionality, the IBA will identify specific opportunities to introduce new growth to your business. By asking a series of questions, your WSI Internet Marketing Consultant will gain an in-depth understanding of your business, your market and your customers. Your Consultant will simply show you where Internet technologies can enhance your business sales or improve processes, and make recommendations appropriate to your needs and budget.
To the contrary, decentralized regional websites outperform national websites by such a large margin in local searches that the additional exposure achieved not only grows revenue far beyond what a national site could ever achieve, it consequently gains an equal increase in brand exposure. None of these rankings, nor the associated lead generation coming from it, is possible with a national franchise website that does not have localized content. Below is Google organic traffic drop when moving a site from a regional localized website strategy to a  centralized national website strategy.
None of this sends a strong local signal for the dozens, if not hundreds of different search terms Google and the other search engines receive daily for local queries in a particular metro area. And to make matters worse, there certainly isn’t a phone number on the home page for the regional location the customer was interested in, nor any contact form specific to that location.
The reality is that unless you’re Starbucks or McDonalds, even for what may seem to be a large franchise group (500+ national locations), local competition is tough and many times local more savvy smaller businesses can be found easier than a  franchised business regardless of the big brand name. As I had indicated earlier, our work has shown that franchisees have on average 30% or higher revenue per location with a localized website strategy versus franchisees that are buried in a national website. So what do you look for when hiring a digital marketing agency to build out your franchise Internet marketing strategy?
Your best solution is with an agency that is focused specifically on online marketing, not a traditional ad agency focused on branding that happens to have one person internally, or an IT, coding, or web development type of agency.

The opportunity is there for the competitors that are creative and willing to think outside of the traditional franchise strategy. In one market alone during the peak of The Great Recession, we were able to lower marketing spend by 60% and at the same time increase revenue by 30%.
Over the last 20 years, we’ve helped clients (just like you) discover and apply the power of effective internet marketing.
This rapid change from the original research , information sharing resource that started in the 60’s to the graphical and social internet of today has been a wild ride to say the least! You may be surprised by what you learn about your business and what the Internet can do for you after you review your IBA and proposal. It only takes 8 seconds for someone to decide if they are going to stay on your site or leave, so ensure you are making a lasting impression on your visitors.
Localized regional websites, when SEO is done correctly, rank for local phrases, not national terms and do not compete with the national website. Competition is local and you have to push the franchise online strategy down to that level. The Google Analytics graph below depicts an 85% decline in just Google organic traffic over a 1 year period, which was never regained.
Compare this to a regional website, for example, that is solely focused on franchise sites in Los Angeles.
Making matters worse yet for any hope of converting the customer to a lead is that if the client is willing to hang out for this long, they now have to find a national location page and scroll through all the other locations until they find the one they were on.
From our own research, we found that almost two thirds of the organic traffic to a well optimized local site with a national brand presence was from non-branded search traffic. Because franchisees with regional websites have better financials and more localized exposure it makes it easier to also sell franchises. Our approach is to build a marketing program that will add value to your business and allow you to reduce or eliminate higher cost, low value strategies.
Once the interview is complete, your Consultant will have all of the data necessary to create a unique Internet Business Proposal for your review.
This is particularly important considering the rapid increase in mobile devices such as smart phones. What this drop represents is a significant loss in prospects and leads from organic efforts, more reliance on paid search and traditional marketing, lower marketing ROI, and an overall loss in revenue, and profit.
All the pages on this site have Los Angeles all over them, many of the links pointing to the domain are locally based, everything is sending a signal that the site is highly relevant for Los Angeles. What better way for a regional developer to sell a new location than to present a proven lead generation model, and a strategic competitive advantage over the local online competition. You can learn much about our internet marketing agency on our site, or connect with us for a more personal experience!
A national website where each franchise location has a single page is simply not capable of capturing the growth in local organic search.
But not only is beneficial to the search engines, it’s also beneficial to the end user, your customer.

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