A Refreshingly Clear Website

Fresh Content and Strategy Open New Franchise Markets

The Challenge

Pinch A Penny is America’s largest, franchised pool supply and service retailer. They asked Curious Jane to revamp their franchise development website, which needed a new layout, fresh content and updated imagery to showcase their brand and opportunity. Their goals: greater lead quantity and quality.

In addition, they were expanding into a new territory – Texas – where brand familiarity was low and the name “Pinch A Penny” didn’t convey what they do.

The Results

30%
lead to owner conversions
70%
increase in web traffic
Franchise Website

Approach & Insight

We know that a successful franchise development strategy requires a multifaceted approach. So for Pinch A Penny, we utilized our proprietary Franchise Development Blueprint™, which is comprehensive, integrated and remarkably effective.

A strategic website is a fundamental part of the Blueprint, and we knew we needed to make Pinch A Penny’s site captivating, compelling and clear.

Strategy & Execution

We began by defining Pinch A Penny’s target persona. Then our creative team focused on designing a website that would capture the persona’s attention and communicate the unique benefits of owning a Pinch A Penny franchise. We highlighted the brand’s track record and strengths and painted a clear picture of what it feels like to be a successful swimming pool entrepreneur. 

Mobile and Pool image
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