“ Without the AI capabilities a year ago, responses were disjointed, and candidates didn’ t have the most favorable first impression of the brand.”
Mighty Auto Parts created a franchise development website specifically dedicated to potential franchisees. Leadership wanted the site to clearly articulate the brand’ s unique business model, which is wholesale only, exclusively B2B, preventive maintenance, and product focused. The goal was to make it easy for candidates to understand the opportunity, assess fit, and move forward with the next steps. The site emphasizes Mighty’ s wholesale structure, the stability of the automotive aftermarket, and its franchise benefits, such as income potential, a balanced lifestyle, and brand legacy.
The website is designed with clear audience segmentation, beginning with a“ Who are you?” navigation that allows visitors( car dealerships, wholesale distributors, quick service and tire dealers, or entrepreneurs) to immediately self-identify and access content tailored to their needs. From the start, the site communicates a strong value proposition by emphasizing that the franchise model is wholesale only, setting it apart from retail auto-parts concepts and helping candidates quickly grasp how the business operates. The website also provides transparent steps to ownership through a clearly defined seven-step process, guiding prospects from their first conversation with a home-office representative to the signing of a franchise agreement.
“ Our website allows potential candidates to quickly grasp how our franchise operates, what sets it apart, and whether it’ s the right fit for them,” says Lamar Russo, director of franchise development for Mighty Auto Parts.“ At the same time, it strengthens our brand storytelling and credibility by showcasing our history dating back to 1963, emphasizing our core values, highlighting key performance metrics, and featuring authentic testimonials that build trust and legitimacy. Those are all crucial elements in effective franchise recruitment.”
Russo says the franchise has seen a significant increase in the quality of inquiries since launching the new website. By tailoring the site to the brand’ s ideal investor segments and incorporating investment qualification data into the inquiry form, the company has received more relevant and serious prospects in the funnel while unqualified contacts have decreased. Features such as clear steps to ownership, transparent process details, and key performance metrics have improved conversion from inquiry to application as candidates arrive informed and prepared to move forward.
Best Franchise Development Website($ 501,000 to $ 1 million) PJ’ s Coffee of New Orleans
Lory Schwartz Franchise Development Manager PJ’ s Coffee of New Orleans
PJ’ s Coffee of New Orleans created a website that combined information about franchise ownership with clear and concise messaging about who the company is as a brand with its New Orleans roots. That includes the typical statistics for ownership and the frequently asked questions that all candidates expect to see along with the story of PJ’ s craftsmanship and the hospitality the brand provides.
“ Our site clearly and concisely defines our value proposition as a franchise business model while also allowing the end user to feel as though they have experienced the flavor, the environment, and the people that make us special,” says Lory Schwartz, PJ’ s Coffee franchise development manager.
Schwartz says candidates who inquire often express their personal feelings of connection to the brand based on what they have seen on the website. She also says that many who have never been in a PJ’ s café shared how the design and colors spoke to them and how the commitment to craftsmanship appealed to their senses.
Best Franchise Development Website( more than $ 1 million) Goldfish Swim School
Patty Crowe Director of Franchising Goldfish Swim School
For the second straight year, Goldfish Swim School won the STAR Award for the best franchise development website more than $ 1 million. The site provides clear and transparent information about a franchise opportunity with the brand. It lists the Six Golden Steps to Ownership, which includes investment ranges and information about training and support so that candidates can self-qualify and confidently move forward in the process.
STAR Awards
“ Because the site combines clarity and credibility, it publicly displays the investment requirements, a disciplined ownership process, and comprehensive support while reinforcing brand purpose and safety education,” says Patty Crowe, director of franchising.“ That blend of transparency( hard numbers / process), operational readiness( training and tools), and mission resonates with serious, well-capitalized candidates.”
Crowe says Goldfish has seen stronger, better-qualified inquiries since the site’ s launch. Candidates arrive having reviewed the investment ranges, the six steps, and the training and support, which makes early conversations substantive and efficient.
Online Lead Form Submission & Follow-Up( up to $ 100,000) Touching Hearts at Home
Glenn Leingang VP of Franchise Development Touching Hearts at Home
Touching Hearts at Home places an intentional effort on quickly responding to candidate inquiries by calling them the same day of the initial inquiry. The franchise has implemented technology upgrades into its franchise development process and has been able to quickly speak with interested candidates.
“ We captured their attention enough for them to fill out a form, and we must reach them before they move on to the next thing,” says Glenn Leingang, VP of franchise development.“ The most shocking part is that the candidate will often thank us for responding so fast.”
Leingang says the franchise has seen a 12 % increase in scheduling introductory calls with candidates. He also added that Touching Hearts at Home is having a record-breaking year in franchise development. It has awarded 21 franchises in the year since implementing this system after not awarding a franchise in the previous four years.
Issue 4, 2025 | Franchise Update | 47