I worked with AC Inc. since the very beginning of their business back in 2020 up until early 2024, which made working on their new-and-improved website extra exciting!

Angela Coté founded AC Inc. to bring premier education to the franchise operations space. The AC Inc. courses and services teach operations teams how to create top-tier business coaching for their franchise owners.

The Project Goals

It’s so special to help a team evolve their brand over time and see their success! After several years of supporting AC Inc.’s marketing and content, we got super clear on their ideal clients and key services.

They have such a unique offering that’s really transforming the franchise industry and it was time to update the current website with:

• Modern visuals and design
• Copy that speaks to their ideal clients
• Keywords that helped them rank higher on Google
• Testimonials and client results
• Launch their signature course program

We also wanted to update the header and footer menus to create a smoother user experience for anyone navigating around the website or looking for their solutions!

Website Design

AC Inc.’s ideal clients are operations leaders, and the AC Inc. service is somewhat new in the industry, so the website design needed to both:

• Stand out as an elevated education resource, and
• Clearly explain how these courses and programs solve the pain point

The website design needed to be clean, modern, and BOLD! With lots of space for testimonials and data points to demonstrate the value and validity of their solutions.

We shifted from using lots of red (one of the main brand colors) to using red as more of an accent color and letting black and light gray be used a bit more. This created a more elevated feeling and made the red more impactful.

The Website Copy + Blogging

The website copy focused on clarity and conversion. Because this is a newer service in the franchise industry, we needed to be CRYSTAL CLEAR in addressing the pain points, questions, and explanations.

But we also are speaking directly to operations leaders, so we had to speak their language and address their unique pain points, desires, and questions.

An example of speaking to your ideal clients is this section above. A big pain point for franchise operations leaders is struggling with disengaged franchisees. By addressing this head-on (and on the home page) we get straight to a key challenge.

The other copy project for the AC website was adding a bunch of educational content to the blog and featuring some of the top posts on the homepage.

By adding more educational blog posts to their website, we not only got to share a bunch of crazy-helpful content, but we also get to add more keywords to the website! This goes directly into the big challenge of this project…

The Problem-Solving

The biggest challenge in this project was that the words and phrases AC Inc. uses frequently in their services are not the words and phrases their perfect-fit clients search for on Google (yet!)

This often happens when you’re leading a change in an industry. The keywords you want to rank for on Google may not actually match the words you use in your service/program/offering quite yet.

A great solution for this is to brainstorm and then target the keywords that your ideal clients DO use, and then also integrate the words you want to introduce.

For this example, AC Inc. is introducing the terms ‘field coaching’ and ‘field support’ to the industry so we do use them throughout the website pretty frequently.

But we also use terms like ‘franchise operations teams’ and ‘franchisee coaching’ because those are the terms that the AC Inc. ideal clients are using right now.

Academy Course Launch x Website Integration

While planning the updated website, the AC Inc. team also was preparing to launch their education program, The Academy. I led the marketing and branding for the Academy program and planned how the courses would integrate with the new site.

For the Academy program launch, we built out the…

• Program branding
• Landing page integrated with course platform
• Launch campaign including emails, social content, and sales sheets
• Core campaign messaging for all communication
• Certification assets and calendar visuals

The initial launch of the Academy saw 100% full registrations, had an average 42% email open rate for campaign emails, and made a splash in the franchise industry on LinkedIn with the announcement.

Project Review

Getting to update the AC Inc. website after 4+ years of working with the AC team was such a huge celebration of all the hard work and growth since we began our partnership.

After updating the design, copy, keywords, and blogs the AC Inc. website saw a 23% increase in website visits in just one quarter. I’m so excited for all that this business will do in the franchise industry and so proud to have played a small part in their journey!

The Client’s Review

The AC Inc. brand would not be where it is today without Belle! Her organization is a major superpower. She thinks of it all and goes above and beyond in everything she does.

Thanks for reading the project review! If you’re looking for support to refresh your website or start a new brand, reach out to me to start the conversation about working together 🙂