Equilibrium Genetics

Case Study: Equilibrium Genetics


Equilibrium Genetics produces hybrid, heirloom, and landrace cannabis seeds, available at fine cannabis stores throughout the state of California. They needed a website that would allow them to showcase their varieties, retail locations, testimonials, knowledge base, and eCommerce all in one location.


I developed a custom WordPress site that is easily editable by the client. The site contains an online ordering form for their wholesale customers, as well as an invoicing solution.

Equilibrium Genetics Home

Variety Pages

Individual pages for each variety in the seed collection, including both in-stock and out-of-stock, are a main feature of the site. The pages proved to be vital resources for budtenders, and their retail customers, who need immediate answers, as well as comparisons, about the various genetics. The pages include photo galleries with the ability to zoom in, detailed notes on lineage, aroma, and flower time, as well as testimonials from satisfied customers.

Locations Map

In addition to listing retail locations by county, visitors are also provided with an easy to use interactive map. The map provides store names, addresses, driving directions, and if Equilibrium Genetics is currently in stock.

Store Pages

Individual pages for every store location, including stores with multiple locations, are a nice incentive for wholesale buyers, and highly appreciated by retail customers. A key feature of store pages is the section called “Latest Drop” which lists the varieties and when they were delivered. This is helpful for seed hounds searching for hard to find varieties. Store pages also have key details such as the address, map, directions, phone number, website, store hours, and general information.

Knowledge Base

Another important feature of the site is the Knowledge Base and Frequently Asked Questions. The FAQ is grouped into different sections for Buying, Growing, and Laws. This section of the website, which includes detailed guides to “Identify Male and Female Cannabis Plants” and step by step instructions to “Make Cannabis Seeds,” draws a significant amount of traffic each day.


New store locations were steadily added after launching the site. A growing collection of testimonials provide important social proof from industry leaders, longstanding customers, as well as first time buyers. Additions and modifications are smoothly integrated as the business continues to evolve and increase their offerings.

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