A high volume of quality content is great for your website and your franchise sales representatives. Serious franchise prospects—those who turn from leads to franchisees—take the time to read the content on your website. Indeed, the prospects who eventually make the phone call to your franchise sales team have already read the majority of the content available on your site.
Why is this important? For one thing, it takes some of the legwork away from your sales department because leads who do not fit your franchisee profile are more likely to have discovered that on their own. It is almost exclusively quality leads, who are informed about your brand and therefore ask informed questions, who make phone calls to the franchise sales team.