Client: Moz Local · Location: United States · Industry: Local Listings

4.5 moEngagement length

6 peopleFlexus team

~500 hrsHours invested

+24%Listing trials

The problem

Organic visibility existed for brand terms but commercial pages underperformed — thin intent matching and slow templates capped lead flow.

Thin service/category copy
Cannibalized landing pages
Missing local entity signals
Weak internal linking

The solution

We rebuilt information architecture, wrote for search intent, and instrumented rankings-to-lead attribution.

Our work

SEO + content + engineering coordinated around a 16-week roadmap.

Discovery & conversion map

Weeks 1–2 · Strategist + Analytics

Audited funnel drop-offs, competitor patterns, and the language buyers already used in search and sales calls.

Message & UX rebuild

Weeks 2–8 · Design + Content

Rewrote primary journeys, designed proof modules, and clarified CTAs for mobile and desktop.

Build & performance

Weeks 6–14 · Dev + CRO

Shipped templates, instrumented key events, and tightened Core Web Vitals on acquisition pages.

Launch & enablement

Weeks 12–16 · SEO + PM

Aligned titles/metas, trained stakeholders on the new inquiry SLA, and handed off a weekly metrics ritual.

Team time invested

Hours below are illustrative of a typical Flexus engagement for this class of site.

Role	Focus	Hours
Strategist	Goals, messaging	60
UX / UI	Templates, CTAs	90
Content	Journey copy	80
Developers	Build + speed	140
SEO / CRO	Launch QA	40

Total Flexus effort: ~500 hours across 4.5 mo.

Results

After launch, +24% movement on listing trials versus the prior comparable window — with clearer sales handoffs and fewer “what do you do?” calls.

+24% Listing trials
Clearer primary CTA hierarchy on key templates
Faster mobile acquisition pages after performance work
Weekly metrics ritual shared by marketing and sales

“The site finally matches how we sell. Visitors show up ready for a real conversation.”
— Growth lead, Moz Local

Moz Local — Local SEO Case Study