Franchising is simple and complicated at the same time. For the franchisee, there is an established business to build and maintain, so any changes or improvements come from the upper management, the core owner. However, both the original owner and the franchisee have mutual responsibilities: to protect the name and integrity of the franchise and to protect one another from sabotage from rivals.
Brand protection is the main responsibility of both franchisors and franchisees. Copyrighting and security measures are required, especially online, where it is now more appropriate to promote the business. Customers are now looking online for the businesses that offer the services they need, and franchise websites provide an extensive network of business websites that provide more than enough information.
Franchise websites have shared content with other franchise websites. Shared content includes logos, brands, and business policy statements. It is important that the shared content between these websites matches one another to some extent. These websites also need to share links, so that users can be confident that they are looking at legitimate franchise websites rather than frauds.
Web content services make publishing across many franchise websites much easier. This means that, apart from publishing or launching a website on the Internet, a franchisee would have the right to share content from the original website of the franchise owner. There should also be some kind of uniformity between all the franchise websites because they are essentially many parts of a single unit.
Content management for a franchise website is the process of making web content accessible and palatable for the audience. A creator and editor must control the content respectively, while an administrator manages the access to information. An administrator also controls how much information the audience may get; any restriction from access is controlled by the administrator. Imagery and language is regulated depending on the nature of the website and its likely audience.
Once ready for consumption, a franchise website is given necessary search optimization. This means that it is marketed to its audience by integrating keywords into the website content. Keywords are the words or phrases that Internet users enter into search engines to look for specific kinds of websites.
Analytics and reports are offered by web content developers who create franchise websites. The progress and traffic is monitored in real-time, and a monthly report is released. The web developers shall provide necessary changes to improve traffic once these reports have been assessed. For more information, see Blogs.HBR.org.
Franchise Management: Protecting Your Brand Online