Case study: creation of 4 franchised showcase sites in the medical sector

Presentation of the project

A franchisee wanted to strengthen its online presence and improve the local visibility of its branches in Bourg-en-Bresse, Villefranche-sur-Saône, Roanne and Mâcon. The aim was to roll out four optimised showcase sites in line with the franchisor's graphic charter and visual identity.

These sites had to offer visitors a seamless experience, highlight the services on offer and make it easier to get in touch with each agency.

Challenges encountered

Lack of local visibility

The franchisee needed to capture a local audience and stand out from the competition. It was crucial to optimise natural search engine optimisation (SEO) to generate qualified traffic on each site.

Consistency with the franchisor's charter

The sites had to reflect the brand's visual identity and digital strategy, while highlighting the specific features of each local agency.

Optimised user experience

Visitors had to quickly find essential information (opening times, services, contact details) and be encouraged to make an appointment or visit the shop.

Conversion optimisation

Each site had to be designed to convert visitors into customers via clear, visible calls to action (making contact, requesting a free diagnosis, etc.).

Strategy in place

Development of 4 high-performance showcase sites

We have designed modern, responsive and ergonomic websites that respect the franchisor's charter, while promoting the specific identity of each local agency.

Local SEO optimisation

• Research and integration of strategic keywords related to medical equipment and user needs (e.g. “medical equipment in Mâcon”, “wheelchair hire in Villefranche-sur-Saône”).
• Optimisation of Hn tags, meta-descriptions and URLs to maximise visibility on Google.
• Creation of pages dedicated to services, tailored to the local queries of Internet users.

Improving the user experience

• Intuitive navigation for quick access to key information.
• Highlighting essential services (equipment hire, personalised support, fast delivery).
• Clear display of opening times and contact details for each branch.

Integration of incentive functions

• Optimised contact forms to encourage requests for information.
• Strategically placed call-to-action buttons (“Free home diagnosis”, “Get in touch”).
• Mobile-first optimisation to ensure a smooth experience on smartphones and tablets.

Results obtained

• Increased local visibility thanks to better positioning on Google.
• Improved conversion rate with simplified navigation and effective calls to action.
• Harmonisation of the brand image while offering local customisation for each agency.
• Optimised user experience: fast access to services, easy contact, intuitive navigation.

Thanks to this digital overhaul, the franchisee now has a high-performance web ecosystem capable of effectively attracting and converting local prospects.

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