A home health care company specializing in home care, companion care for the elderly, personal care, skilled nursing, and physical/occupational therapy offers its services through franchises throughout the United States.
Aside from one page on the main website that summarized franchise opportunities, this home health care company had no direct way to target potential franchise owners in specific cities or states.
Individuals looking to contact for more information on how to move forward with purchasing a franchise had no other option than to fill out a general form on the website and wait to hear back for more information.
In addition, since the content on the main website was so general, the home health care company had virtually no presence in search engine listings for localized searches.
The company’s franchise sales were suffering, and it was looking to the Internet as a place to target more people interested in opening up a new franchise.
Local Marketing, Inc. recommended developing a local website with strong branding and content dedicated to showcasing the benefits of opening a home health care franchise in the area. Pages on the website included:
- Why Franchising?
- Requirements and Investments
- Franchise Success Stories
Local Marketing, Inc. marketed these new location specific franchise sites in the target areas using city and zip code-level paid search and localized search engine optimization (SEO). This solution was designed to help increase the local presence in the search engines while improving overall new franchise acquisition rates.
Local Marketing, Inc. analyzed the data from each franchise area’s site and paid search campaign, and the results were overwhelmingly positive:
Per Site Statistics:
- Average Number of Visitors per Local Site, per Month: 1,600
- Average Length of Time on Site per Local Site, per Month: 5 minutes, 7 seconds
- Average Percentage of New Visitors per Local Site, per Month: 89%
In addition, paid search has seen a very high response, with an average click-through rate of about 5% for non-branded terms like “buy franchise in city name“.
Local Marketing, Inc. has also estimated that the franchise focused sites have each generated about 80 qualified leads per month for each website.