The Challenge:
Undereducated Users, Unexplored Capabilities
Local Falcon is a local rank tracking platform that helps businesses, marketing agencies, and enterprises worldwide visualize their search rankings with its innovative geo-grid interface. Trusted by over 95,000 users globally, Local Falcon’s suite of tools, powered by its proprietary Falcon AI, provides deep insights into local SEO performance, enabling users to track, manage, and enhance their search visibility while staying ahead of competitors.
Although the first local SEO tool of its kind, Local Falcon faced a formidable foe — subscriber churn. Simply put, many of the users (especially those in SMB) had a limited grasp of its vast applications in competitor research, sales prospecting, local SEO analysis and strategy, and more. Many folks would sign up for a trial, run a scan for their primary location, look at the pretty ranking numbers superimposed over the map scan area, and call it a day shortly thereafter.
As major players in the SEO SaaS industry began to enter the fold with similar tools, it was imperative for Local Falcon to step up its game in customer education, brand perception, and user engagement.
- Website content inadequately conveyed product value and capabilities
- User confusion surrounding product features and their applications
- Topical authority on local SEO underdeveloped – what does it mean for today’s business owner; why should they care?
The Solution
Rebooting with a More Robust Local Falcon
As proponents of (and contributors to) Local Falcon from the beginning, David Hunter and Shaun Rajewski were eager to fully acquire the property in the summer of 2022 and elevate it in every aspect. Epic’s lead engineer and close collaborators have continuously added to and refined Local Falcon’s features since then, with a particular focus on implementing artificial intelligence (to translate scan data into actionable insights anybody can understand), automations, and integrations.
Meanwhile, the content, development, and design teams rebuilt the homepage from scratch to emphasize the urgency of AI, local search, and position Local Falcon as the premier solution. The content team also significantly expanded core site content to cover Local Falcon’s robust set of features, report types, and use cases. To make the wealth of information on the site more engaging, Epic applied its UX expertise to enhance the readability and presentation of blogs, FAQs, and Knowledge Base articles.
Communicating value from the jump
The content, development, and design teams rebuilt the homepage from scratch to emphasize the urgency of AI and local search, and position Local Falcon as the premier solution.
Showcasing capabilities and applications
Local Falcon is an incredibly deep and versatile product; the core site content was significantly expanded to reflect that. With new Features, Report Types, and Use Cases pages, visitors could more easily see how Local Falcon could fit their unique needs.
Making local SEO more accessible
Multifaceted and rapidly evolving in the wake of AI, local SEO can seem a little intimidating. A continuous commitment to user education (through regular blogs, FAQs, and Knowledge Base Articles) and user experience (graphics, quality-of-life interface tweaks) has combined to make the product (and the greater local SEO and AI universe it fits into) more approachable.
The Result:
Keeping Local Falcon Airborne
As a result of our collaborative efforts, churn was cut by over 15% in just the first year of operations, while the passionate user base continues to grow every day – now totaling nearly 125,000 active users.
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