Micro Details
How We Revamped This Franchise Brand’s Digital Presence for Growth
The Challenge
Office Pride wanted a more efficient and effective website approach. Each of their franchises was maintaining its own microsite, and because Office Pride doesn’t have exclusive territories, these microsites — more than 140 of them — were often trying to compete for local clients. Franchisees had to pay for SEO to try to boost their traffic.
The Results
Approach & Insight
Curious Jane knew we could help all Office Pride franchisees — as well as the overall Office Pride brand — by changing this setup. We proposed bringing all of the microsites under the corporate umbrella of officepride.com and converting each microsite to a location page.
Every franchise would be able to share customized content on their designated location page: a short bio of the owner, details on communities they served and a list of their service offerings. The blogs and other content that used to be replicated on microsites would now live on the central website, and corporate would pay for all SEO services.
These changes would not only increase overall traffic, but they would level the playing field for franchises located near one another. Franchisees would now be able to spend their ad budget on pay-per-click ads to direct leads to their franchise.
Strategy & Execution
Because we knew that users most frequently visited the Office Pride site from their phones, we designed a new mobile-first website streamlined to load quickly and improve the user experience.
We added location-based services that would promptly determine the three closest franchises to the user. The user would be prompted to choose one and then go straight to the customized location page.
Franchise Development Services
