Web service renewal centralized the management of franchise network websites.

The Client

The Falck Group is an internationally operating company with over a century of experience in offering people safety through their assistance, rescue, training, and medical services. In Finland, Falck is one of the leading roadside assistance and towing service providers, operating via a network of over 40 franchise entrepreneurs. Kaimana had the pleasure of creating a unified model for all of Falck’s franchise network websites here in Finland.

The Challenge

Falck had the ambitious goal of unifying and centralizing the management of all of their franchise network websites. A sought-after reform was initialized to transform the colorful scale of existing websites to something more professional and to enable strategic, centralized planning and execution whilst catering for all entrepreneurs with various needs throughout the country.

Organic search engine visibility was one of the leading metrics of success, especially in this field where local searches and localized content are of the utmost importance. Together with Falck, we wanted to create a process and the tools that enable their marketing team to apply best practices for all franchisees at once.

The Solution

We created a network of multisite-based WordPress sites, which includes many extensive customisations and automations, often aimed at making SEO efforts more manageable. The way we’re looking at this, it’s more of a content delivery network than a traditional content management system (CMS), at this point.

The sites have been divided into sections which are output with content from several sources; some are controlled centrally by Falck and pushed throughout the network via REST API, some are fed with automated base content which is then enriched by localised content, some content is locally managed, and others are pulled in from external databases (such as reviews).

The Results

Everything mentioned above means that a new site can be generated into the network almost fully automated, and content can be tailored to match the localised search intent, terms, and everything can be managed centrally through globally updateable elements. Through the renewal, Falck’s franchise network websites have typically been ranked among the top 3 in local and relevant organic searches. When including the websites of their main brand, Falck’s operators are often controlling two to three positions with different sites within the top 5 results.

Check out a few of the network sites:

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