How should a franchise landing page qualify leads, not just convert them?
A landing page should be judged on qualified conversations, not form fills. Optimising purely for conversion rate strips out the questions that sort enquiries, which produces volume the development team cannot use. The questions worth keeping are the ones that change a downstream decision: capital, territory, timeline, and operator intent. Source and behavioural signals can be captured without asking for them. Judged this way, total submissions fall and usable pipeline rises.
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