Moon Mars case: 10 restaurants got in touch in month one
In the first month of the moonmars.ae site, 10 restaurants in a narrow segment got in touch, through a bilingual site built around service pages, city pages and Google profiles.
In the first month of the moonmars.ae site, 10 restaurants in a narrow segment got in touch. The requests came organically, through the website and the company's Google profiles, and within that month Moon Mars had direct requests for meetings and for consulting.
This article breaks down what I built for Moon Mars and why each piece is there. If you sell a service to other businesses in the UAE, you can use it as a template and pick the parts that fit your case. The full project page is at /cases/moon-mars/, and the way I build sites like this is described on the websites service page, with a Special offer from AED 5,500.
What Moon Mars sells, and to whom
Moon Mars Restaurant Management runs shisha outsourcing for four kinds of clients: restaurants, hotels, beach clubs and events. It works in Dubai, Abu Dhabi and Doha. The person who writes in is a venue owner, an F&B manager or an event organiser. Guests are not the audience.
The whole system follows that split:
| Buyer | Typical request | Where the site and CRM meet it |
|---|---|---|
| Restaurant | Run the shisha service, or advise on setting it up | Outsourcing and consulting pages; "restaurant" category in the proposal generator |
| Hotel | Outsource a lounge or a terrace | Outsourcing page; "hotel" category |
| Beach club | Service for the season or for weekends | Outsourcing and catering pages; "beach" category |
| Event organiser | Shisha catering for one date | Catering page; "event" category, a 7-page deck instead of 8 |
The site comes in English and Russian, and the proposals can be generated in either language. Before you plan your own site, draw the same table: buyer, request, the page that answers it, the document you send back.
What I built
| Piece | What it does | Why a B2B buyer cares |
|---|---|---|
| Astro site in English and Russian, 128 pages | Static pages in two languages | The buyer reads in the language they work in |
| Four service pages: outsourcing, catering, consulting, technology | One page per type of request | The buyer lands on the page that matches their job |
| City pages for Abu Dhabi and Doha | State the service area outside Dubai | Answers "do you work in my city" before the first call |
| 33 articles per language | Cover questions buyers have while researching | Shows the company knows the trade |
| Catalogue of 133 shisha lounges | A reference list of the market | Useful for research, gives the site depth |
| PDF one-pager in EN and RU | A summary a manager can forward | Travels inside the client's company |
| llms.txt and sitemap | Describe the site to search engines and AI assistants | Helps machines read the structure |
| Lead form that saves to a file and sends to Telegram, with a per-IP request limit | No request gets lost, spam stays low | A missed B2B request can be a missed contract |
| CRM at crm.moonmars.ae | Tracks each venue in the pipeline | You see who wrote and what happened next |
| PDF proposal generator inside the CRM | Builds a deck per venue | A tailored reply can go out the same day |
Why a narrow niche suits organic search
A narrow B2B niche has fewer sites competing for each query, and the queries are specific. Someone searching for shisha catering for an event in Abu Dhabi knows what they want. A page that answers that exact need has a clear job and a fair chance to rank.
My position: in Dubai, Instagram targeting is overloaded, and the efficiency promised in ad pitches is largely invented. I prefer traffic sources where competitors don't show up, with the work going into SEO and into how the business handles the buyer once they write. Moon Mars is a B2B niche where that approach had room to work.
The mechanics of how AI assistants pick which business to mention are in GEO: how AI assistants choose who to recommend.
One page per job the buyer needs done
The four service pages exist because each one answers a different request from a different buyer.
Hypothetical example: a beach club planning one evening event needs catering for a night. A restaurant opening in six months needs consulting on setup. A hotel with an existing lounge wants a full outsourcing contract. If all three land on one generic "Services" page, each has to dig for their answer. With separate pages, each finds a page written for their situation, with its own headline, process and contact button.
For your own site, list the requests you receive by phone and WhatsApp, group them, and give each group its own page. The structure logic is in SEO site structure for a small business.
City pages that state where you work
Moon Mars works in Dubai, Abu Dhabi and Doha, so the site has dedicated pages for Abu Dhabi and Doha. A buyer in those cities sees at once that the company serves them, and search engines get a clear signal about the service area.
A city page earns its place when it carries information specific to that city. Swapping the city name in a Dubai template produces a page nobody needs. Things worth writing for each city:
- Which types of venues and events you serve there.
- How a project starts there: site visit, call, setup time.
- What differs from Dubai in logistics or paperwork, if anything. Check licensing questions with the relevant authority or a lawyer before you publish them.
- A contact path that names the city, so the request arrives with context.
Articles and a catalogue for the research stage
The site carries 33 articles in each language and a catalogue of 133 shisha lounges. Both work for the buyer during research, before they are ready to write.
Hypothetical example of article topics for a niche like this: what outsourcing includes, how it compares to running the service in-house, what to ask a supplier before signing. Whatever topics you pick, end each article with a link to the matching service page, so a reader who finishes it has a next step.
A catalogue answers a broader research need and shows the company knows its market. It also gives search engines and AI assistants many structured pages on the same domain. Moon Mars publishes an llms.txt file alongside the sitemap; how to write one is in llms.txt: what it is and how to write one.
Google profiles next to the site
The organic requests came through the site and the Google profiles together. For a B2B service, the Google Business Profile is often what a manager sees first when they search the company name after a recommendation.
What to fill in on your profile:
- A primary category that matches your main service, plus secondary categories for the others.
- A service area listing the cities you cover.
- A business description in the words your buyers use. Google allows up to 750 characters.
- A website link that goes to the most relevant service page.
- Photos of real work.
A full walkthrough is in Local SEO in Dubai: Google Business Profile checklist.
Lead capture that keeps every request
Every request from the Moon Mars site goes two places: it is written to a file on the server and sent to Telegram. If a message gets buried in the chat, the stored copy is still there. A limit on requests per IP address keeps bots from flooding the form.
Questions to ask your developer before launch:
- Where does a form submission go, and is there a stored copy if the notification fails?
- Who receives the alert, and in which app do they check it every day?
- What stops a bot from sending 500 fake requests overnight?
- How do I see which page a request came from?
From first reply to a tailored proposal
A restaurant that writes in expects a reply it can show to its partners. In the Moon Mars CRM at crm.moonmars.ae, you fill in the venue name, the area, who the deck is for, the category (hotel, restaurant, beach or event) and the language, English or Russian. Then you press "Download" or "Send". The generator builds an 8-page PDF, or 7 pages for an event.
The manager receives a document with their venue's name and a structure that fits their category, and nobody has to open a design tool. Where buyers compare suppliers, a tailored proposal on the same day competes with a generic brochure sent days later.
I also filmed a bar interview for Moon Mars; the backstage is on the case page.
What not to do
- One page for all services. Buyers with different jobs end up on the same page and have to search for their answer.
- Template city pages. Pages that differ only by city name add nothing for the reader.
- A form that sends to one email inbox and nowhere else. If that inbox fails or fills with spam, the request is gone and nobody knows.
- Guest-facing shisha promotion. Moon Mars sells a B2B service to venues. Advertising shisha to consumers falls under strict UAE rules; see the overview in Shisha Lounge Marketing in the UAE: What's Allowed and confirm with a lawyer.
- Claiming numbers you can't back. The public wording for this case is "10 restaurants in a narrow segment got in touch in the first month." Turning it into "10 contracts" or adding a conversion rate would mislead your future clients.
- A generic PDF as a reply. If every venue gets the same brochure, the manager has to translate it to their situation, and many won't.
Checklist: applying this to your B2B service
- Write down the four to six types of requests you receive and give each one a service page.
- Create a city page only for cities where you work, with content specific to each.
- Plan articles around questions buyers ask before they contact you, and link each article to a service page.
- Add a reference resource your market will use, such as a catalogue, a directory or a comparison table.
- Fill in your Google Business Profile with categories, service area and a link to the matching service page.
- Publish a sitemap and an llms.txt file.
- Store every form submission on the server, send an alert to the app you check daily, and add a per-IP limit.
- Keep requests in a CRM so you can see what happened after each one.
- Prepare a proposal template that fills in the client's name, location and category, and send it the same day.
- Agree with your client on the exact public wording of any result before you publish it.
Questions and answers
How quickly did Moon Mars get its first restaurant inquiries?
In the first month of the site, 10 restaurants in a narrow segment got in touch. Within that month the company had direct requests for meetings and for consulting.
Where did these inquiries come from?
They came organically, through the website and the company's Google profiles. The case reports organic requests only.
Can the same approach work for a B2B service other than shisha?
The structure transfers to most B2B services in the UAE: one page per job the buyer needs done, city pages for each real service area, lead capture that stores every request, and a fast tailored proposal. The niche, the buyer and the competition decide how fast it pays off, so nobody can promise a timeline.
How much does a website like this cost?
My Special offer for a website starts from AED 5,500. The final price depends on page count, languages and whether you need a CRM and a proposal generator on top of the site.