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On the Internet, a franchise site should offer just enough information to get people interested without giving it all away. You should show and tell enough to wet appetites, but consider having prospective franchisees complete an online form before showing too much. Get permission to contact them via email and then set up auto responders to communicate with them at predetermined intervals. You need to find the right balance between generating new leads and following up with those serious prospects that are already aware of your franchise. On the web, a franchise company needs to look professional with a well-designed, well-functioning site.