Website UX/UI

Separate retail & franchise audiences

Franchise and Wholesale links are mixed with consumer nav. Franchise prospects need their own landing experience, not a footer link alongside the shopping cart.

• Shop by goal vs cannabinoid

• Add a chat or help agent

• Google Map reviews (95 reviews on healing salve!)

• The farm story could be the star

The two "fix now" issues that will have the biggest immediate business impact: the product images on the shop page aren't loading for most products (they're rendering as blank placeholders), and the subscription cancellation warning is buried in the footer. Both are fixable quickly without a redesign.

The bigger strategic brand opportunity is that Franny herself is the story! First female hemp farmer in NC, agritourism, and seed-to-shelf. Every DTC competitor is a faceless catalog. Franny's biggest competitive moat is that it isn't.

On the IA side, the "Shop by cannabinoid" structure only works for customers who already know what CBN or THCv is. Most first-time buyers don't — they know they want to sleep better or feel less anxious. Restructuring around outcomes (Sleep, Calm, Energy, Pain, Pets) is a straightforward CMS-level change that should lift conversion for new visitors meaningfully.

SEO/GEO/AEO

• Digital PR as the engine
• Original data = link magnets
• Target niche, not generic

The CBD-specific SEO constraint is an opportunity. Because competitors also can't run paid ads, winning in organic search creates a durable moat that money alone can't overcome. Franny's farm story, COAs, Franny's credentials, and physical multi-location presence are all E-E-A-T signals that pure DTC brands (Secret Nature, Exhale Wellness, etc.)

On GEO/AEO: Google's own guidance (updated June 2026) is actually reassuring — they say there are no special tricks or AI-specific markup needed beyond strong core SEO. The tactics that work for AI Overviews (clear question-and-answer structure, authority signals, FAQ schema) are exactly the same tactics that improve traditional rankings. It's one strategy, not two.

The dual-domain problem (frannysfarmacy.com vs frannysfarmacy.shop) is an SEO challenge. Any authority and backlinks that those two domains have earned are split. Consolidating to a single domain is probably the highest-ROI technical fix on the whole list, and it's a dev task, not a content task.

Marketing Pipeline

Building social content from a strategic approach connects to the purchase experience.

• Farm & founder (40%)
• Education (30%)
• Community & social proof (20%)

Dig in on e-commerce data. Metrics to track from day one.

• Conversion rate: Target 2–3% is the industry avg for CBD DTC
• Avg order value: Track AOV bundles should lift this
• Subscriber rate: Target 15%+ % of buyers on sub
• Email revenue: Target 30% % of total e-com revenue

Email nurture flows. Build these in this order.

• Welcome series (new subscriber)
• Abandoned cart (highest revenue flow)
• Post-purchase → subscription convert
• Win-back (lapsed customers)

30-day marketing calendar — month 1 reset

• Promo cadence: New month launch and Mid-month flash
• Customer loyalty program