We were approached by professional tool company MAC Tools to design, develop and build a series of microsites each targeting a specific demographic. As part of the MAC Tools franchise recruitment campaign, these small, succinct yet efficient sites are aimed at generating leads and collecting data from potential franchisees.
We worked closely with MAC Tools head office and Franchise Marketing Agency Coconut Creatives on this project to target the Ex Military and Business sectors. Messaging focused on the self sufficiency and financial gains to be had from working as a MAC Tools franchise.
By providing only three menu options, each site was designed to be easy-to-navigate and to meet the overall aim of driving website visitors (potential leads) to the data collection form quickly.
For many, deciding which franchise business is right for them can be a huge decision. This is why we dedicated a landing page to draw upon the personal experiences of Mac Tools current franchisees that was relevant to their own background. To optimise users’ engagement and encourage them to register their interest, a video about Mac Tools franchise was integrated into the site.
After kick-starting MAC Tools online presence for each sector, we wanted to make sure that the microsites ranked high in search engines by using SEO to maximise its visibility. This marketing tactic analyses keywords and phrases users (searchers) use to locate the subject they want. For example we have chosen to implement keywords “Ex Military UK” into the Mac Tools Military site based on its popularity amongst users in searches against competition levels. We have also used XML and HTML site maps to facilitate indexation, good clean links, and engaging and relevant on-page and off-page content. We will continue to maintain and update the website to achieve measured results within three to six month, and in long term be listed on the first page.
There are plans to develop a further 2 microsites targeting new areas, so watch this space…