The Motz Group

About Project

SEO, content, and site structure planning for sports turf company

Live Project
The Motz Group
December 2017

The Motz Group has built performance-based synthetic and grass turf sports field systems for over 40 years. Athletes have competed on their surfaces in NFL, MLB, NCAA, Olympic, and World Cup stadiums around the country.


This was a website redesign/relaunch. The client already had a relationship with a design / dev agency; that agency handled the design and development work and brought us in to help plan site structure, SEO, recommend a content strategy, and plan the analytics and goal tracking strategy. It's common for other agencies to bring us in to help fill gaps and improve results on a project.


The new site launched without experiencing any drop in traffic that's so common in website redesigns. All old URLs were effectively redirected. Conversion rates immediately increased, traffic nearly tripled in the months following launch, and it's continued to climb since then.

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We had our website redesigned...after the site launch we saw a big increase in leads and [UFO] continues to be a valuable resource in helping us pull insights out of Analytics. We plan to continue to partner with them because they're reliable, dedicated, and extension of our marketing team!

- Sarah Shewmaker, Marketing Manager, The Motz Group

The process

This project was very similar to the RPWB project here. Check out that case study for more detailed info on the process. We'll include some example documents below.

Initial crawl of the existing site - used to help build an existing content inventory / audit
From our content audit -Example of a category of content we're recommending be added to the new site
From our competitive analysis showing a competitor using internal linking the right way
Recommended sitemap & navigation
There's More

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