Packaging is one of the most competitive landscapes in the cannabis industry. When Vertical Supply approached us, they needed to compete against major companies that had spent years cementing their digital presence. They turned to us to build a roadmap that could outpace established competitors.
We executed an aggressive strategy designed to carve out space in a crowded market. Despite not building their original website, we jumped in and drove results that proved we could dominate the wholesale space just as effectively as the consumer side.
Services Utilized
The PufCreativ B2B SEO Strategy That Elevated Visibility for Vertical Supply
When Vertical Supply came to us, their website had low organic traffic, and they were essentially invisible to actual buyers. Between May and July 2025, they were generating roughly 60000 impressions a quarter, but their average ranking position was stuck deep on page four at 44.7. This broad visibility resulted in a click through rate of just 0.55 percent, meaning they were pulling in vanity metrics without reaching the wholesale audience they actually needed to grow.
To fix this, we stopped chasing broad search volume in a category dominated by national suppliers and traded reach for absolute relevance. We narrowed their targeting away from impossible head terms and focused entirely on specific product and material searches with genuine purchase intent. Unlike a standard retail strategy, this required a strong E-E-A-T approach (Experience, Expertise, Authoritativeness, Trustworthiness) to demonstrate to wholesale buyers that Vertical Supply is a credible partner. We rebuilt their technical foundation by resolving crawl issues and correcting internal links. We also built out an experience led content program to reinforce this authority, addressing the exact trust questions wholesale buyers ask first.
The results proved that pruning away low value visibility works perfectly.Over five quarters, the site stopped competing for impressions it could never convert and started ranking for the searches that mattered. We improved their average ranking position by roughly fourteen places, bringing it from 44.7 up to 30.8. By focusing on relevance, their click through rate climbed 2.5 times higher, growing from 0.55 percent to 1.37 percent.
Alongside the non branded ranking improvements, wholesale buyers are now actively searching for them by name. Branded search clicks tripled year over year, and every brand variation now ranks in the top five. Terms like “vertical supply company” and “vertical supply co” sit safely at positions 3.4 and 4.2. By tightening their technical base and building real authority, we successfully carved out a profitable space for them in an incredibly crowded market.
WordPress Website Design & Development
Building on the momentum of our SEO success, we moved forward with a comprehensive website refresh. We followed a phased approach (from discovery to deployment) to modernize the user experience while maintaining the brand identity customers already recognized.
We implemented sitewide enhancements, including a fixed navigation bar to improve accessibility and a refined color palette for better legibility. On the homepage, we introduced a rotating hero carousel to highlight featured products and added strategic “Request a Quote” calls to action to support lead generation. During the migration phase, we also ensured a full backend SEO setup so the new design could sustain and accelerate the organic growth we had worked to build.
