Michelle DeLarosby posted a new question on 1/20/2010
My company is a franchisor in the senior care business. So we have a website that mostly caters to those looking for senior care. However, we also are expanding via franchises. I am wondering if it would make more sense to have a site dedicated to the franchise side (with a link back to the main site) or if we should just do something like touchinghearts/franchise.
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Steve Nielsen Responded on 1/20/2010
Hi Michelle,
If it were me, I would setup a setup microsite for the franchising side of your business.
We did that for PartnerUp... The community site is at www.partnerup.com but the site that details our solutions for Fortune 1000 companies and advertisers is at corporate.partnerup.com
Hope this helps!
Alice Nadin Responded on 1/20/2010
Michelle,
A website is relatively inexpensive to open and maintain - you are addressing 2 audience so if you have the ability to maintain both the yes, create 2 linked websites.
Importantly though - before spending the time on the second website, I would suggest spend time and talent on the existing Mass Franchise website to assure the information on those website is complete and correct. Potential franchisee most likely will look there first. Like many 'mass' information sites they may offer you the ability to enhance your listings to add sell copy, facts and figures, etc. That effort will gain you more than the totally separate website.
So gauge your time, talent and abilities to see if you can accomplish both upgrades to the Mass franchise websites AND a second website - priorities from there.
Alice, SCORE Pittsburgh
Paul Stainton Responded on 2/1/2010
Hi Michelle,
There are advantages and disadvantages to both approaches, and can depend on what you intend to do with the site(s) and what sources you are depending on for potential contacts to find you.
One of the SEO advantages of using a folder (ie touchinghearts/franchise) is that it carries with it a certain amount of the ranking strength of your core site... and adds value by adding additional content within your site. That being said, you do have to be careful not to "split the focus" of your site and hurt your key target phrases.
One of the key advantages of having a separate site (either through a different URL or a subdomain such as franchise.touchinghearts) is the ability to keep your content, focus, audience and analytics mechanisms fairly clean and distinct, cross-linking between the two sites only when it makes the most sense for the business. Plus, you can work a critical keyword into your new domain/sub-domain name... which is always an SEO bonus.
A new URL or subdomain may take longer for the franchise side of the business to be indexed and found in search engines than a new section/folder would, but - in the long run - may rank better for your key focus areas than a sub-folder would.
Of course, search engines is only one of the factors that needs to be taken into consideration, and depends largely on your overall marketing mix and how much you will need to rely on organic search traffic in your marketing plan.
I hope that helps...
