5 Key Elements of a High Quality Cannabis Business Website
By Rachel Garland
A website is a reflection of your business.
If you have an impressive website, people are more likely to think of your business in a favorable light. They also are more likely to support you.
Think about it.
When you visit a webpage that is hard to read, filled with spelling errors, and never loads – you’re leaving ASAP. In fact, you’re probably going to forget you even visited the page. Let alone purchase anything.
Investing in a quality website is important for any business. But it’s especially important for cannabis companies. When you’re operating in an industry that is anticipated to be worth $50 billion by 2026, it pays to stand out from the pack.
Here are some essential web design tips every cannabis business should follow.
1.) Intuitive Interface
With web design, user interface is all about keeping your visitors focused on what matters most. Keywords, social media, and sleek designs may draw visitors to your page but great interface keeps them there.
Navigating your website should be hassle-free for users. The look and feel of your website are important but visitors aren’t coming for the sleek designs.
People are visiting a website to complete an action. Whether they’re interested in purchasing equipment for a grow op or learning more about the latest strains, visitors have a purpose in mind.
Savvy cannabis companies make it easy for people to accomplish this.
Take Black Rock Original's Website for example.
Notice how easy it is to find exactly what you’re looking for?
The Shop, Help, and About pages are easily accessible at the top of the site.
No smoke and mirrors here. Just an easy to navigate website. In fact, it’s so simple it’s pretty much intuitive. Functionality is the framework of a website and simplicity is your friend.
Avoid adding any unnecessary elements to your website.
2.) Brand Consistency
The human brain processes images 60,000 faster than text. In fact, 90 percent of info transmitted to the brain is visual.
Within a matter of seconds, we make snap judgments about the world around us. Call it survival or simply human nature – people are visual creatures.
Your brand is a visual identity.
When faced with uncertainty, people are more likely to go with the option they’re familiar with. People know what to expect from brands they know.
RAW Rolling Papers are a great example of this.
Natural unrefined rolling papers; they’re recognizable by their clean and all-natural design. You know a RAW rolling paper when you see one.
Product recognition doesn’t end on the shelves, though. Within a website, this level of familiarity is just as essential.
Drastically different layouts, typography, colors, and icons create a jarring effect. Visitors are left confused and totally disoriented. (Never mind them actually remembering your brand.)
Visual consistency, on the other hand, has the opposite effect.
Not only are visitors left with a better impression of your company, they’re also more likely to make contact with you again.
Aim to stick to one color palette. We recommend no more than three colors – two neutral colors such as black or white and one strong accent color.
3.) Relevant Content
Do you want your messages to be heard, understood, and believed?
Content is key. Valuable content builds community and establishes trust.
Regardless of whether your cannabis company is selling seeds or strain-tracking tech, providing helpful information is vital.
Including relevant content on your company’s website gives people a reason to follow your brand. Content also makes your brand an authority figure. Being an authority figure in a rapidly growing industry gives your cannabis business a competitive edge.
Take Marley Natural’s Website for example.
Not only do they have a user-friendly and captivating website, all of their content is top notch. Their commitment to quality and branding is evident in everything they do. Marley Natural's Blog is a reflection of this. Here, you can discover more info about projects they are involved in, latest products, upcoming cannabis events, and their team. After reading their blog, you have a much better idea of who they are, what they have to offer, and what they stand for.
People want to visit your website because they want something worthwhile from the experience.
Delivering handy or helpful guides keeps visitors coming back for more. In fact, relevant content makes your website worth returning to a routine. (not to mention a fantastic opportunity for spreading awareness)
Great content is also going to be picked up by search engines. So really it’s a win-win here.
Produce quality content and your cannabis company will build their brand.
4.) Social Media Connection
If your cannabis business has a website, you need to include social media buttons.
Why miss out on potential interactions, impressions, or sales?
Social media shares can be displayed on the top, bottom, or side of your webpage. In fact, there are several ways to display these buttons.
Here is an example from High Times.
Consider how many opportunities you have to either share an article on social or follow High Times. Top, bottom, and side shares – they’re covered. Don't be bashful about including social media buttons on your cannabis company’s website. Make it easy for your customers and fans to connect with you.
Users experience your business or organization across multiple channels.
Just consider how often you find yourself checking out cannabis companies on Instagram and Twitter? Chances are (especially if you are reading this ☺) fairly often.
Integrate social media with your website to provide a consistent user experience.
Now, don’t feel obligated to link to every social media channel you’ve touched. Only include outlets your business is currently active on.
5.) Authentic Voice
Want to attract the right crowd for your cannabis company? Know your audience and share your vision.
The cannabis industry is rapidly expanding and changing. Cannabis businesses are starting up and failing every single day. That is the nature of working in the cannabis world.
Avoid letting your web design turn into some run-of-the-mill page. Whether you’re looking to attract aging seniors for a cannabis salve or spread awareness about cannabis for autism, be authentic.
Fancy graphics only go so far. More than anything, people will remember how you made them feel.
The most powerful asset your company has is your vision and team. Own what makes you unique. Providing an authentic vibe is going to make your company grow. It is also going to help you attract your tribe.
Remember – even as a cannabis company, you don’t need to be everything for everyone.
There is space in this industry for many different types of businesses and organizations. Hone in on what makes you unique.