As the laws prohibiting cannabis use loosen, so falls away the stigma surrounding the plant. More and more people are using it for a wide array of uses, ranging from medicinal to recreational. As such, the industry has grown by leaps and bounds. However, this growth does mean that competition among distributors and cannabis retailers is growing.
Every detail of your website must be meticulously tweaked to perfection if you want your marijuana marketing to be noticed by your target audience. One particularly important aspect is your product pages. The better your product pages, the more likely customers are to buy.
If you don’t know what makes a good product page good, however, read on. Here are four qualities of excellent cannabis product pages:
1 – The name must be search-friendly
A majority of online purchases in nearly every industry begins with search engines. As such, it is important to figure out what your audience is like and to use the language they would use to get your website and product page. After all, your customer might not know the specific brand name of that bottle of CBD oil you’re selling. Once you’ve decided on a specific keyword or term for this particular product, you have to include in the following sections of each product page:
- The title
- The body
- The URL
- The image tags
- The meta title
- The meta description
However, make sure never to overuse a single keyword as Google and other search engines might flag your page.
2 – The descriptions must anticipate customer concerns
The product description is arguably the most important part of the product page. After all, it contains the information customers will use to decide on a purchase. As such, it must answer whatever questions they might have about the product. Some important details you should never exclude are:
- The strain
- The percentage of active ingredients (THC, CBD, and so on)
- Terpene profile
- Expected effects.
At the end of the day, your customers need to make an informed decision about their purchase. Provide them with the right information.
3 – The URLs must be well-structured
It is not uncommon for URLs to be a massive jumble of letters and symbols, but this will not do for an eCommerce website—no matter the product you sell. After all, a customer might easily remember a url that ends in “/products/product-name” but not one that goes “/asdjkhfasg7848r.”
4 – The keywords must be well-chosen
Marketing in the marijuana industry is still evolving. Plenty of interested buyers and prospective users find that there is a lack of information and resources on the various products available. If you want to become a figure in your local cannabis industry, you have to be discoverable first. One of the best ways to do this is a good SEO strategy using carefully crafted keywords.
The better your keywords, the more likely customers will find your website. As a good rule of thumb, you should have three categories of keywords. Your Primary Keywords should include product names while your Secondary Keywords should include effects, terpenes, flavor profiles, and so on. Your tertiary keywords should answer questions about the product.
They should also be geared towards your target audience. If you are targeting a more experienced crowd, then you can get a little more technical with your keywords. If you’re hoping to reach newbies and the general public, you might need to be a little more general as well.
Final thoughts
As the market grows, so should your marketing. The cannabis industry might still be in development, but all that means is that you must strike while the iron is hot. After all, if you want your marijuana business to be a figure in the industry, you need to start setting up as early as possible.
If you’re looking for help with marketing in the marijuana industry, contact us at Cannabud Marketing. We are a digital marketing agency focused on helping cannabis distributors and retailers with SEO, web design, and social media marketing. Our main goal is to deliver you the best results.
