Quick Summary
In this case study, we break down the SEO strategy that helped SevenPoint Interiors grow from just five monthly website visits to 700 in under five years. By focusing on targeted SEO, digital marketing, and industry-specific strategies, SevenPoint Interiors became the go-to name in dispensary interior design across Canada and the U.S. Learn how a combination of technical fixes, content optimization, and strategic local targeting helped them dominate the market.
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Hello my friend,
Whenever you ask for an “interior designer for dispensaries,” one name always comes up: SevenPoint Interiors. They don’t have to chase the perfect projects. Those projects come to them, drawn by their reputation.
In 2020, their website had just five monthly visits.
By 2023, that number had grown to 700.
In under five years, SevenPoint Interiors became the go-to experts in cannabis retail design and visual merchandising across Canada and the USA.
How? A powerful mix of trade shows, press, and digital marketing.
“Daniela and her team helped us create a clear plan to execute our SEO and digital marketing needs. Our website is driving new leads regularly, and we’ve improved our search result position by a long shot. Highly recommend!” – Randy Simmen, Sr. Project Manager
But it took discipline.
Today, I’ll break down how we executed their digital marketing strategy in three phases. ‘You can also read the full case study on our website.
Phase 1 – Tilling the soil
In 2018, cannabis legalization was booming—federally in Canada and recreationally in over 15 U.S. states. Five years later, the industry exploded, with 3,600 retailers in Canada and 15,000 in the U.S.
This “green rush” was all about excitement and optimism. Everyone from investors to companies wanted a piece of the action before the market matured.
SevenPoint Interiors saw the opportunity to design dispensaries while demand was high. However, they knew it wouldn’t last forever. As the market matured, the need to build new dispensaries would level off.
Their biggest challenge? Prioritizing.
They could work across North America, but their marketing time and budget were limited. So, in the first month, we got to work:
- We analyzed licenses in each state, combed through keyword data, and weighed the pros and cons.
- The decision:
- Canada: Ontario.
- USA: The Northeast (New Jersey, New York) and Midwest (Ohio, Michigan, Illinois, Missouri).
Phase 2 – Planting seeds
With a clear strategy and data-driven goals in place, we started to put it into action:
We focused on a few key tactics to position the firm as an expert, bring in consistent leads, and grow her firm in a manageable way:
- Fix technical SEO issues that were blocking Google from crawling and indexing the sleek, modern website.
- Set up a Google Maps listing to put their office and workshop on the map, working with them to gather reviews.
- Optimize the website. Although their home page and portfolio were strong, they used too much technical jargon and branded terms. We helped them rank for more search-friendly keywords, like “cannabis dispensary interior design.” Like this page.
Create more content to help them rank higher on search, and educate their audience.
Phase 3 – Growing a tree
With the foundational fixes in place and early results coming in, the next step was building a system for consistent marketing.
Here’s how we set SevenPoint Interiors up for long-term success:
- Create web content to guide potential clients through their buyer journey, on topics like “How to Design a Dispensary in [State]” and “Dispensary Design Inspiration.” Like this blog post.
- Turn projects into case studies (compliant with Canada’s Cannabis Act and each state’s regulations), including renderings for projects that never came to life.
- Integrate their other marketing efforts into their digital marketing strategy. We highlighted trade show appearances on their website and turned press features into blog posts.
By 2024, SevenPoint Interiors merged with its parent company, Visual Elements, and retired the website. Still, we’re proud of the work and lessons learned.
SevenPoint Interiors thrived by staying laser-focused on its niche of cannabis retail design.
They didn’t need thousands of website visitors, just 700 a month.
They didn’t market nationwide, only in key states.
And they weren’t on every marketing channel, just the ones that mattered.
That’s the power of a focused strategy. It takes discipline, but the results are clear. That’s why we love working with niche firms. They know their audience and get measurable results.
How’s your marketing going this year? Seeing results or feeling scattered?so far this year? Are you seeing the results you want or feeling a bit all over the place?
Reply and let me know. Or book a 20-minute call with me!
Until next Thursday,
Daniela Furtado
