You don’t have to be a web design expert to know that the web is ever-changing. Technology constantly evolves. Any company that wishes to either “get in the game” or “stay in the game” must keep up with these changes. This is not “keeping up with the Joneses,” but a necessary effort to anticipate and meet the customers’ expectations. Meeting and exceeding those expectations is extremely important when planning a franchise network website redesign.
Are customers looking up your services from a mobile phone? Then your mobile presence can’t be an afterthought from behind your designers’ 30” monitor. Are you fighting over market share with other local players? (And, who isn’t?!). Then your webpage would better do a mighty fine job at winning your prospects’ trust and – ultimately – business.
PuroClean is a fire and water damage restoration company, as well as a mold remediation company. This property emergency services powerhouse operates as a franchise-based model, with over 350 franchises throughout the United States and Canada.
PuroClean is well aware of what the web landscape is like out there, as well as the needs of both its franchisees (whom they serve) and of their customers (whom they market to for their franchisees.) So they decided to do a complete redesign and redevelopment of all their corporate and franchise network websites.
And they hired us to do it.
As do many other franchise networks with a strong focus on branding, PuroClean’s old website consisted of a “main” website that served primarily as a “home base” for all their websites. Within this website, each franchise had its own landing page, that acted as their local “homepage” and where all their localization happened.
And that is really hard to work with as a local business. Stuffing all your information in a single (mostly) text-driven page is not how modern websites win clients. Sure, they may drive some traffic to the page (provided the owner put in some work to “localize” their page), but what about focusing on the client? How about conversion?
Which lead us to:
The design wasn’t customer-centric and didn’t cater to a mobile-first audience. It also didn’t focus on conversion. It was built on the typical approach: here’s everything you didn’t know you didn’t want to know about us. Lots of features and benefits, text nobody reads, and other design “fluff”.
Our design solved the main problem by awarding franchisees their own full website hosted on the main PuroClean website and domain. They went from an individual page to having their own pre-populated website, where they can publish blog posts, and perform local SEO tasks.
As this is a consumer-centric site, we followed a mobile-first model, ready to engage consumers in the midst of a disaster emergency.
The PuroClean website redesign was challenging, not only because of the scale of the site itself (over 200 websites at the time of the launch, now over 350). There was a catch. We were given a very tight time constraint for this project. From start to finish, we had 4 months. With the growing number of PuroClean franchisees and the need for more digital space for every local business to promote their services, the company aimed to unveil the new websites during their Annual Convention.
If you’ve ever been involved in a web design project (even as an innocent bystander), you know that there’s no such thing as a “quick redesign”. A small website (less than 20 pages) takes about 16 weeks when all goes smooth. The larger the company and the more people involved in the process, the longer it takes.
The PuroClean project was certainly not a “quick redesign” job. It involved a completely new design, a change of platform (from Drupal to WordPress multisite), as well as migrating each one of the over 200 franchises from a single-page format to a multi-page sub-website.
So how was it possible to redesign their website in 4 months? (And do that, of course, without cutting corners or a huge team.) Of course, there was our pre-existing, ongoing relationship with PuroClean. For more than 4 years, we had worked with them, including directly with Headquarters, with several of their franchisees, and with their Franchise Development department. We knew their business and brand very well and we had a good understanding of the needs of both franchisor and franchisees. And, we were directly involved in their rebranding process, in creating their social media presence. So we had been creating content for them, as well as acting as an extension of their internal marketing department since 2014.
UPDATE: THE PUROCLEAN WEBSITE WON
Our design team worked closely with the client’s marketing department to produce interactive prototypes before the design stage of the website.
Every page on the website interface was tested and evaluated for usability.
Franchisees’ existing profiles and assets were analyzed to determine how the final pages for each business would convey the brand’s message.
Their requests for pages where they can upload award badges, personal success stories, and localized information were the driver for the prototype.
We aimed to turn homeowners in the midst of a property damage emergency into customers by allowing them to skip a few steps to get to their local “paramedic of property damage.”
Every new customer’s location is tracked, and they are immediately redirected to the PuroClean franchise servicing their area.
If tracking is inactive, a search for a local franchise or “Call Now” are the main calls to action that stand out on the PuroClean website.
In order for the focus to remain on the main calls-to-action, we hid traditional menu elements, like company information, into a collapsable menu.
Reducing friction and improving the website conversion rate were our main aims. Therefore, we steered clear from distracting visuals, unnecessary actions and decisions, and a visually cluttered interface.
Every page includes an FAQ section, in an effort to answer common questions about the process that customers may have to go through.
Testimonials and success stories describe difficult situations in which potential website visitors are in. They also show how those were solved by PuroClean professionals.
Since we had previously created a branding manual for PuroClean, we revamped the existing website to follow the established brand guidelines.
Our main goal was to combine attractive imagery with white space, keeping the focus on the brand’s content and messaging.
Keeping the color scheme to white, blue, red, and black, we looked at images that would relay the concepts of clean, tidy, peaceful. While PuroClean deals with property disasters, they are the professionals who remediate them, so giving prospective customers peace of mind was important.
In order to reassure potential users of PuroClean capabilities, we included: successful projects, company history, and testimonials from satisfied customers on several pages.
Our goal with the PuroClean franchise websites was to create easily managed sub-websites for each business.
That includes a separate About page, to include information about each specific local business. It also includes pre-populated service pages, and blog posts republished from the main PuroClean website.
While that information was previously relayed on a single page, it is now expanded, explained and categorized.
Franchisees can add new blog posts and tailor information on any page to their local area. They can include local awards, as well as company bios and testimonials to boost their credibility.
With the PuroClean franchise website successfully launched, we will continue to be there for our clients every step of the way. We do that by offering them the needed expertise and support to ensure their website continues to serve them well. That includes all the necessary updates and upgrades, as well as developing and integrating new features and technologies. We are confident that the WordPress Multisite platform will allow for proper scaling throughout the coming years.
The launch of the new PuroClean website had great positive feedback from the franchise owners. They showed a high adoption rate and an exponential increase in website customization. Overall, during the first full month since launch, there was a 13% increase in overall page views. The number of pages visited per session increased by 51%. The time on site has increased by 88% and their bounce rate has dropped by 14.5%. (These statistics compare data to the same period from the previous year.)
Since 2014, we’ve been creating a consistent, branded, authentic social media experience for PuroClean’s corporate channels, as well as for many of its franchise locations throughout North America.
Content is everywhere: from digital to print, from internal communications to marketing messages, both recurrent or occasional. For more than 6 years, we’ve been writing expert content for PuroClean, a brand that’s been a trusted leader in the property restoration & remediation industry. PuroClean is the second highest-ranked restoration franchise network according to Entrepreneur Magazine.
Some of the types of content we’ve been producing regularly for PuroClean:
You know how it goes: your marketing department is made of a couple of brave souls tasked with helping the brand, the internal departments (sales, operations, business development), and of course, the entire franchise network. There are only so many of “you” and that many more of “them”. How do you manage, especially when there’s a big production coming up – a new campaign, new promotional materials, seasonal marketing, convention, regional meetings, or – yikes! – a network-wide branding update?
Over the years, we’ve acted as a true extension of PuroClean’s excellent, award-winning marketing department, providing creative services whenever it was needed.
Long before COVID-19 forced us all to work and study from home, PuroClean had already implemented an Online Academy to supplement the excellent training already happening in its state-of-the-art training facilities in Tamarac, Florida. And they trusted us to implement, maintain, and continuously improve the system to continue to deliver value to its network of franchise owners and restoration professionals.
We built the Online Academy on a Moodle platform. Though Moodle is robust, it only met PuroClean’s requirements to a certain point, past which our team of developers implemented custom solutions such as:
There are many reputation management platforms out there, some very popular and very sophisticated. But when it comes to the needs of a small local business (like any PuroClean franchise location), the existing solutions were:
So we implemented for them our review platform, which is:
More so, we took our system the extra mile by offering solutions such as:
More than 2/3 of franchise offices adopted the application and saw significant results such as:
Strategic partnership programs are essential in any business, but even more so in franchising. On one hand, these programs can provide a steady flow of revenue for the local offices. On the other hand, the network as a whole is responsible for demonstrating a consistent level of quality. Measuring that level of quality, by aggregating hundreds and thousands of hand-filled forms from clients across the country, turned out to be tedious, time-consuming, and inefficient.
Bright Reviews was already equipped for review solicitation, so it was easy to add a new module that handled surveys under the same roof. But adding one more task to the plate of the already busy franchise owners was not going to bring the expected results. So we automated the entire process:
Over the years, we have worked closely and constantly with PuroClean, and our SEO & Paid Search partner, RocketBarn, to implement innovative strategies of capturing and converting leads.
Over the past few years, the results have proven remarkable, with exponential growth in the number of leads, amount of traffic, and a significant, constant decrease in the cost per lead. Through our content marketing program at the local level, we have worked with individual franchisees to optimize and localize their websites for organic local traffic. Over the past two years, we have localized more than 100 local websites, many of which we continue to support through regular content writing and website maintenance.
These efforts have paid off in traffic growth, lead volume increase, and improved keyword ranking.
But don’t take our word for it:
Even when you offer 24/7 emergency services, people aren’t always able to call at any time of day or night. Oftentimes, leads can get away because they don’t want to call late at night or during work hours; other times, they cannot call due to hearing or speech impairments. The ability to chat with a real person fills in that gap and helps capture prospects that would otherwise get away.
Our chat option is a cost-per-performance service, where franchise owners only pay a low, fixed cost, for the qualified leads received.
Email marketing still yields one of the best ROI of all marketing tactics, yet it’s greatly under-explored by small business owners such as most franchise owners. To leverage the power of email marketing, we have created a special program for our PuroClean franchise owner clients. Through it, we create customized, valuable information, as well as real stories that implicitly show expertise, and then deliver them to our clients’ collected lists of current and former service partners or prospects.
Everyone is in marketing – including your franchise owners, the business development managers, salespeople, and account managers. But that doesn’t mean that everyone is good at marketing.
Over the past 6 years, we have committed to helps PuroClean’s marketing department and other leaders at headquarters not only support their network but also to educate them and give them the tools and resources they need to grow and thrive.
Bright Pink Agency transformed the 4Ever Young Franchise website into a cohesive, modern platform using WordPress Multisite, scalable infrastructure, and SEO optimization. The redesign enhances user experience and supports franchise growth. Want to revamp your own franchise system’s website? Learn more about the Bright Pink Franchise Web design process today.
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