5 questions to help you give prospects the answers they need to make a decision

Have you got the impression the way prospective franchisees engage with your brand has changed? Maybe they’re taking a lot longer to make decisions and are a lot harder to convert? Or maybe what worked before just isn’t having the same effect?

September to January are the peak season for new leads coming in, and older leads suddenly taking a renewed interest in franchising. Which also makes it the perfect time to take a hard look at exactly what these leads are looking for right now.

I think most of us would answer “yes” to those questions above, things have certainly changed in recent years, but it’s also true that the fundamentals have remained the same. People still want a franchise that balances personal fulfilment with financial security, backed by a proven model and solid support.

In most respects, leads are still asking the same questions they always have. What’s changed is how they are asking those questions, and how they expect them to be answered.

So the real question for you is: are you answering them in the right way – and with the right content?

To help you refine your approach this autumn and winter, here are the 5 questions every franchise brand should be asking about their copy and messaging:

1. Are you providing enough content?

Franchise leads behave very differently from typical customers. Around 30% take 12 months or more from first contact to signing. Our experience, and the analytics we’ve gained from helping dozens of franchisors and franchisees, tells us that leads read, revisit, and digest content repeatedly before deciding. A single-page “Franchise With Us” section on your customer-facing website isn’t enough, nor is just providing some basic highlights and expect them to do all the work to find the rest by booking a call before they are even sure if they want to.

You need comprehensive, easily accessible content that answers all their questions and builds trust over time – think guides, FAQs, case studies, and clear next steps. The goal is to keep them engaged throughout a longer decision-making journey.

2. Or is there too much content?

Despite the point above, more content isn’t always better, and you should never put anything out there just because you feel you ought to. Every piece of content you publish should have a purpose and help your readers work towards a specific goal. Focus on what prospects want to find, not just what you want to share. Irrelevant or unfocused content can overwhelm or disengage readers so, if your content doesn’t help prospects make informed decisions or answer their questions, it becomes so much dead weight. Be selective, intentional, and always focus on what your reader wants (and needs) to get out of your content.

3. Are you failing to use the most important word in the content dictionary?

What is that word? It’s simpler than you think: it’s “you”. All of your content should be addressing the prospect directly, talking to them about their life, their choices, what they get from all this. Many brands overuse “we”, highlighting achievements and strengths before addressing the reader. They talk about their achievements, what makes them so special, why they stand out.

While all of those things are incredibly important, they will only resonate with your prospects after you speak to them directly about how they fit into all this. Lead with their perspective, and their needs, and only then talk about why you’re the right person to help them fulfil their ambitions.

4. Are you answering the very first question they ask?

In franchise marketing, we always talk about how critical it is to answer that one big, fundamental question which is on every prospective franchisee’s lips: “What’s in it for me?”. However, there’s a question they’re asking before they even get to that. It’s “Am I in the right place?” With countless franchise websites competing for attention, your homepage must immediately clarify what’s on offer. Highlight who the franchise is for and what they can expect within seconds.

It might be as simple as ensuring the first line on your website is something like: “Are you looking for an exciting new career as a restaurant owner? Then read this!”. Clear, targeted messaging not only stops readers from skipping on to the next link, it immediately encourages deeper engagement.

5. Are you forming a genuine, human connection?

Are you just listing features and benefits, or are you telling a story which engages the reader? Share the origin of your brand, the personal vision behind it, and challenges you’ve overcome. Use franchisee case studies to showcase real experiences rather than just theory. Storytelling builds emotional engagement, inspires prospects, and helps them see how they fit into the opportunity you’re offering. Your content needs to be about more than just numbers to get people’s attention – it needs to be relatable, human, and memorable.

It’s a lot to think about, I realise, but it’s well worth spending the time getting this right! I’d love to hear your thoughts and ideas, and am happy to answer any questions you have. I’m also happy to take a look at your current content and offer some free advice. Think of it as a bit of a mini audit to help you see if any improvements can be made, and where to start. No pressure or sales pitch, just a chance to tap into some professional feedback.

Let me know if you’re interested, or if you’d just like to talk some more about anything discussed here.