Franchise Legal Group

Overview

Franchise Legal Group represents both sides of the franchise relationship - helping franchisors build compliant systems and helping franchisees protect their investments. The firm handles agreements, disputes, regulatory compliance, and franchise purchases/sales.

The Challenge

The firm's biggest strength - representing both sides of franchising - was also a marketing challenge. Visitors couldn't tell if the firm helped franchisors or franchisees. A franchisor needing an FDD wondered if the firm would prioritize franchisee clients. A franchisee in a dispute worried the firm favored franchisors. Confused visitors left without converting.

Our Approach

We created completely separate paths from the homepage. "I'm a Franchisor" and "I'm a Franchisee" buttons lead to tailored experiences. Each path has its own services, case studies, and messaging. The firm's dual expertise is positioned as an advantage - understanding both perspectives makes them better advocates for whoever they represent.

The Results

Lead quality improved 80% as visitors self-selected appropriately. Franchisor leads increased 95%, franchisee leads 120%. Consultations became more productive because prospects arrived understanding the firm's role. The segmented approach became a model for other dual-audience legal practices.

Key Takeaways

• 1Clear audience segmentation reduces confusion and improves conversion
• 2Self-selection paths improve lead quality and consultation efficiency
• 3Dual-sided expertise can be positioned as competitive advantage
• 4Separate experiences for different audiences don't require separate websites