Case Study
Family Activity Center
Strategic Franchise Marketing Boosts Traffic and Conversions
The Challenge:
Our client, a family activity center franchise with locations across the United States, encountered multiple obstacles affecting its online presence and growth. The website needed to be updated because it lacked the modern design and functionality essential for attracting and retaining visitors. Furthermore, the center’s search engine visibility was limited to branded keywords, reducing its exposure to potential customers searching for related services.
The primary issues:
- The website design needed to be updated to be user-friendly and optimized for search engines.
- The search engine visibility was restricted, as the center only ranked for branded keywords.
- There was a need to rank for primary and location-specific keywords related to their services and attractions.
- The site structure was poorly organized, which complicated user and search engine navigation.
The Solution
To address the challenges faced by the family activity center, our team implemented a comprehensive franchise marketing strategy focused on updating its online presence and improving search visibility. By providing both corporate SEO services and tailored packages to each franchise, we were able to address each franchise’s unique challenges while also improving the overall company’s SEO strategy.
- Website update: We revamped the outdated website, implementing a modern, user-friendly design that enhances the visitor experience and is optimized for search engines.
- URL structure: The site’s URL structure was restructured to be more intuitive and SEO-friendly, improving crawlability and indexing by search engines.
- Location-based landing pages: We created dedicated landing pages for each franchise location, targeting specific local keywords and services to improve visibility in local search results.
- Content: Our strategy included regular content focusing on relevant topics and keywords for each location and service, boosting organic traffic and engagement.
Through these efforts, we ensured that the family activity center’s online presence was not only more attractive and navigable but also highly optimized for search engines, driving increased traffic and conversions across all franchise locations.
The Results
Our comprehensive franchise marketing strategy delivered remarkable outcomes for the family activity center. We saw significant improvements across multiple metrics, highlighting the success of our efforts:
+33.9%
GBP
Phone Calls
+40.7%
Direction requests
+33.3%
Website
Clicks
+60.7%
GSC
Impressions
Organic Google Search Impressions for One Location Starting Before the Franchise Signed on in November 2023
Google Business Profile Interactions for One Location Year-Over-Year
Phone Call Conversions Year-Over-Year
Google Search Console Traffic and Impressions for Main Attractions and Terms
