Breaking Through the Noise: Local SEO Strategies for Franchise Success
An SEO Case Study on Bricks & Minifigs
Project Overview
2,347%
Surge in Local Listings
420%
Increase in Franchise Leads
66.1%
More Google Reviews
| Website | https://bricksandminifigs.com/ |
| Industry | Retail |
| Value Provided | Increase in local rankings and authority |
Project Overview
How do you turn rapid franchise growth into sustainable online visibility and real revenue gains? For Bricks & Minifigs—the largest buy, sell, trade LEGO® reseller franchise with nearly 200 locations—the answer was in a comprehensive SEO strategy.
With Big Leap’s expertise, they saw a 420% increase in franchise leads, one of the key drivers of sustained business growth. Learn how we maximized Bricks & Minifigs’ visibility and the success of its storefronts.
Our Strategy
Our Strategy
Bricks & Minifigs was drawn to Big Leap’s customized digital marketing strategy and their expertise in finding a solution that effectively integrated with the client team’s existing point-of-sale system.
Key focus areas in the client’s strategy included:
- Driving organic traffic to the corporate website
- Creating localized SEO strategies for individual franchises
- Enhancing communication between corporate and franchisees
We leveraged these capabilities to meet the varied demands of the multi-location business model—one that merits creativity and strategic thinking to ensure alignment across key stakeholders.
Driving Organic Traffic to Corporate Site
Bricks & Minifigs’ campaign focus was clear—drive more organic traffic to its corporate website. This would accomplish two things:
- Increase customers, or LEGO® enthusiasts, who were interested in locating a Bricks & Minifigs store near them.
- Drive more high-intent prospects through their sales funnel in hopes of increasing the number of franchises.
Achieving these objectives required incorporating SEO best practices, building a new site design and structure, and producing new content that would help amplify the SEO efforts.
Creating Local SEO Packages for Franchises
To ensure every franchisee could thrive in their local market, Big Leap developed customized local SEO packages to drive online visibility and customer engagement.
This included:
- Optimized local citations to boost search rankings
- Reputation management strategies to increase Google reviews and customer trust
- Enhanced Google Business Profiles to drive local foot traffic and conversions
Maintaining Communication Across Corporate & Franchise Stakeholders
The success of the local SEO strategy hinged on a robust communication plan. This plan aimed to maintain consistent engagement with 65+ franchise owners, providing them with valuable insights and actionable guidance to foster sustainable business growth.
Executing an efficient communication strategy involved some creativity and experimentation, such as:
- Conducting virtual office hours with franchise owners to talk through specific pain points and solutions
- Automating SEO performance reports to expedite the admin process and offer more
- Creating and sending Loom videos with helpful information, including FAQs
This hands-on, proactive approach to communication ensured that franchisees felt supported, informed, and empowered to execute discussed strategies effectively.
Bricks & Minifigs’ internal marketing team also understood the need for what Big Leap does as a marketing agency. This created a mutual understanding that created space for seamless campaign integration and trust.
“Big Leap has solid leadership that prides itself on a competent, ethical approach. They strive for strong ROI for their clients and have a powerful background in multi-location brick and mortar businesses, which fits in powerfully with our Bricks & Minifigs quickly growing footprint. I’ve used Big Leap with previous companies and their track record has been consistently positive.”
Chad Stewart
CMO, Bricks & Minifigs
Results
The Results
Effective SEO and communication delivered tangible franchise growth:
- 303% increase in organic traffic
- 423.2% boost in engaged sessions
- 66.1% more Google reviews
- 2,347% surge in local listings
- 420% increase in franchise sign-ups
As Bricks & Minifigs scales, its expanding digital presence continues to deliver lucrative benefits.
Elevate Your Local Visibility with a Trusted Partner
Your franchise’s success starts with visibility. Our team specializes in helping multi-location businesses maximize their digital footprint and scale sustainably. Let’s build your strategy—reach out today.
And in the meantime, explore what we’ve accomplished with other multi-location businesses.
Here’s the thing about our PPC agency: We prefer long-term partnerships that are deeply rooted in trust. Before we dive right into this, we’d like to get to know you better, get a feel for your current situation, and talk about your marketing goals and expectations.
You can call us now, or we can meet over lunch. Either way, we’re excited to meet you.
