Kilwins Franchise Lead Capture

Summary

Kilwins wanted a way to gather qualified leads on potential franchisees with little effort on their part. The company already had an abundance of information about the benefits, required investment, and available markets, so all they needed was help organizing that information into an easy-to-read landing page and lead-capture form.

Challenge

The primary challenge of this project was organizing the massive amounts of text content in a way that would be easy for users to skim. A secondary challenge was building a CMS that would allow non-tech-savvy users to make edits to the page over time as content changed, such as available markets and franchisee testimonials.

Solution

Using the Drupal CMS and the paragraphs module, I designed and developed a landing page creation tool that allowed for the modular construction of responsive pages. I designed and implemented 10 reusable components based on the established Kilwins branding that could be used to populate the content of these landing pages.

Because the landing page had a lot of content, I wanted to make sure that users could easily keep track of where they were and navigate to any section. To do this, I designed and built a sticky internal menu system that identifies the current section and provides jump links to all other page sections. The "Request Information" section is highlighted as a button to signify importance and to always remain visible no matter where the user is on the page.

Results

Since its creation, Kilwins has received over 1,000 qualified leads from this landing page alone. The page has since undergone several content updates and will be used in future targeted ad campaigns to specific markets.