Home and About Page: Bandera Advisors

Client

The client was Bandera Advisors, a new franchise consultancy.

Challenge

The client needed custom copy for a new website he was launching for his company. He also needed help differentiating himself from many other franchise consultants in the space.

Solution

I partnered with a web developer to write custom copy for the client’s Home and About pages. I spoke to the pain points and deep desires of the client’s target audiences to create an emotional connection that would resonate.

My client was trying to reach executives in transition, veterans, and new entrepreneurs. All would be first-time businesses owners and wanted the independence, freedom and autonomy of being their own boss. But they also wanted a proven, structured path that franchise ownership would offer.

I emphasized my client’s unique benefits: he would help his clients navigate the world of franchising with clarity, insights, custom matching, and warm, personal connections to a national network of promising brands. All for free.

The About page features the client’s personal story of making the leap from a lawyer and lobbyist on Capitol Hill to a multi-unit franchise owner and consultant. His story involves vulnerability, perseverance and courage, and sets an inspiring example for others to follow.

Throughout, I infused the copy with words and phrases that sound exciting and empowering, yet grounded, to align with the client’s brand voice.

The copy is designed to establish trust and entice those longing for a proven path to business ownership to take the next step.