Photo Credit: Disruptive Advertising
Cannabis consumers have access to several websites for both legal cannabis product reviews and facts about the cannabis plant. Yet sales may be lost to the legacy market due to the lack of discoverability of information on good quality legal cannabis products.
Budtenders can only say so much about each cannabis product to a customer in the shop. Most people do not recognize good quality cannabis brands and don’t know where to look to learn about them.
That’s where your product pages can come in.
As producers and retailers, your product pages can educate consumers when you’re not physically there but it can also generate traffic and sales (depending on your local laws).
I put together a list of 3 tips on how to write a cannabis product page – one that is more SEO friendly but that will also help customers feel confident about making a purchase.
1. Make it SEO Friendly
Time and again I see many confused or unsure reactions from customers when they notice unusual names of strains/products, like Indigo Daze or Sense, and even brand names such as MTL or Royal City Cannabis.
Instead, cannabis brands must use the same language customers are using to make it easy for your customers to find, understand or visualize the product within seconds.
Also, consider search engines like Google. How would your customers describe the product in layman’s terms? What would they search in Google to find your product?
Whatever that term is, use it to name your product throughout your product page.
For example, include the word “pre-roll” so customers can locate the content they are searching for on search engines. A common mistake we see is companies trying to create a branded name or replying on images to describe the product alone.
If a suitable name already exists, avoid inventing a name.
Once you’ve decided on an easy-to-understand and SEO-friendly product name, write it across the product page in these places:
- Title of the page
- Body paragraphs
- Image alt tags
- Meta title and description
2. Use Descriptions to Answer Common Questions
Learning how to write a cannabis product page with descriptions that are scientifically accurate and easy-to-understand to the consumer is a challenge.
The product description is the juiciest part of the product page. It’s what consumers spend the most time on and it’s what helps them make a buying decision. However, most cannabis brands notably get this wrong.
More often than not, descriptions are inconsistent, too short or inaccurate.
A very well-written cannabis product page should anticipate and answer consumer’s questions.
According to Answer The Public, these are the 4 most common questions consumers ask the Internet about cannabis products:
- Is it a sativa, indica or hybrid strain? Is it sativa or indica leaning?
- What is the THC, CBD, or other cannabinoids, percentage?
- What is the terpene profile of the strain?
- What effects can I expect?
Cannabis brand Broken Coast does a great job answering these questions through content and design. Here’s a breakdown of how they do it, and how you can do the same:
3. Keep the URL Simple
Your website architecture and URLs matter. Well, at least to search engines.
This tip has less to do with how to write a cannabis product page, and more on how to make it findable.
A clean architecture makes your website easy to navigate and concise URLs are easy to read.
If your website architecture is clean and organized, then it will be reflected in your product page URLs.
Here’s a template of how your product page URLs should look like:
Use the product name and the size in the URL but as concise as possible.
Here’s an example:
By just looking at the URL, I know what the page is going to be about and what the product is. That’s exactly what Google wants.