On this episode of The Advisory Board Podcast, host Dave Hansen, President of ClientTether, sits down with Mark Michael, co-founder and CEO of DevHub.
Mark spent about 15 years building franchise web solutions—much of it white-labeled through agencies. The pandemic flipped the script: brands wanted direct control, and DevHub leaned in.
This conversation unpacks why website ownership isn’t just a tech preference—it’s a strategic necessity for franchise systems that want to move fast, serve customers better, and be ready for the AI era.
Why This Matters Now: The Cost of Not Owning Your Website
As Dave put it during the conversation:
“Time lost and opportunity cost is huge if you don’t own your website.”
When simple updates require tickets and long waits, brands fall behind on SEO, CX, and lead flow. Meanwhile, AI-driven search is prioritizing structured content and fast paths to action. The brands that can update their sites immediately—and actually own them—win trust and business.
Lesson 1: Portability & Control Come First
Mark’s baseline:
“If you leave a vendor, you don’t lose SEO or data—you own the website. Migration should be easy. It’s almost contractual, but also technological.”
Ownership means portability and independence: your site, content, and data shouldn’t be trapped inside a vendor’s system.
Lesson 2: Operational Agility Wins in Franchising
“Franchisees should launch sites quickly—minutes, not weeks. If you have to wait for a support ticket, your agency controls the website, not you.” — Mark
From local recalls to location promos, agility is a competitive edge. With the right platform, brands can push location-level updates quickly—without waiting on agency queues.
Lesson 3: AI Is Transforming Websites—But Only with the Right Foundation
“AI agents are now like personal web developers. Simple prompts can update websites instantly—no coding required.” — Mark
Dave added that sales automation AI is already answering calls, scheduling, and triggering follow-ups for busy operators. But AI only performs when the website is modern, structured, and owned by the brand.
Lesson 4: Design Is Only as Good as the Action It Drives
“Websites exist on devices now, not just desktop mockups. Design should drive actions, leads, and conversions—not just look pretty.” — Mark
Heavy graphics, intrusive pop-ups, and poor mobile UX cost conversions. The job of the site is to help the right visitor buy, schedule, or transact—fast.
How This Conversation Landed with Me (Dave)
As a former franchise operator, I’ve felt the drag of clunky systems. This conversation reinforced a simple truth: digital agility isn’t optional anymore. Hearing how DevHub enables rapid, multi-location updates—without tickets—made clear that website ownership is foundational to growth.
Wrap Up Thoughts
Your website is more than a marketing asset—it’s the backbone of discovery, engagement, and transactions. Mark Michael’s perspective makes the case that owning your website is a strategic imperative for any franchise brand looking to move at the speed of the market and the realities of AI.
Want the full conversation (and more ways to future-proof your digital presence)?
Watch the full episode on YouTube
Explore more episodes of The Advisory Board Podcast
Connect with Mark Michael
Learn more about DevHub
