Ember Valley Case Study

Cannabis and professional are two words that rarely meet in the same sentence. However, Ember Valley isn’t like most cannabis companies. The M&P team worked with the cannabis producer to develop a website that speaks to their audience, educates budtenders, and shows the history of each Ember Valley Strain.

the brief

Just a few clicks around our website, and you’ll find that we have a lot of experience in the cannabis industry. Our owners, Kaitlin and Zach, actually met being co-workers at a monthly cannabis magazine.

Our experience with cannabis is often the same – big, bright colors, awful puns, and copy about how strong the strains are. It’s pretty boxcutter.

However, our team was approached by Ember Valley, who were looking to break from that model. Their target was older, more savvy, and looking to have a consistent experience, not a “can’t leave the couch” experience.

The team at Ember Valley was looking to inject that sense of nostalgia and professionalism into their website. While also better highlighting the thought and effort that goes into their state-of-the-art growing process. The team at M&P couldn’t resist showing off our skills.

Services Mission Summary

Website Design

SEO

Maximize press coverage from Ember Valley to expand digital authority within search engines.
Rank highly for strain-specific searches. Users who are seeking out specific strains should land on the Ember Valley website.
Increase traffic from new users to expand the market share of Ember Valley in the crowded California market.

Web Content

Create a “Budtender Education” hub to allow budtenders to better speak and sell Ember Valley strains.
Develop a unique user experience for the various target markets of Ember Valley.
Change website language from “bro-culture” language to better speak to novice users and professionals looking to cannabis to decompress.

The M&P Impact

+360% Web Traffic

+804% Organic Traffic

+347% Strain Views

+478% Shop Views

+211% Product Orders

+993% Web Conv. Rate

OUR WEBSITE DESIGN STRATEGY?

Creative Direction & Strategy

Based on our interviews and data, our team will present a creative direction for the site – which includes a color palette, fonts, tone, and taglines. For Ember Valley, our direction expanded the color palette and toned down the copy to better appeal to a female audience.

Stakeholder Interview

There are no templated M&P sites. Each site we build a direct representation of you and your vision. For Ember Valley, we conducted multiple interviews with staff and owners to get a sense of what they truly wanted their website to represent.

Website Development

After all the planning and analysis, our team gets to work! We write the copy, design the pages, and implement our plan to drive more traffic and encourage engagement. For Ember Valley, our new website helped them grow to the best year they’ve ever had!