A Deep Dive into JONNY’s Complete Website Redesign and Digital Strategy
Introduction
When Green Fields, Israel’s leading cannabis cultivation company, approached JONNY – Digital Made Right, they had a clear mission: revamp their digital presence to reflect their position as an industry innovator. Their old website was outdated, lacked a coherent content strategy, and was not optimized for search engines.
This case study is an in-depth exploration of our journey in transforming Green Fields’ website from a static, underperforming platform into a cutting-edge, user-friendly digital experience. We cover every aspect of the project—from initial competitor analysis and UX wireframing to Figma design, SEO-optimized copywriting, and website development.
By the end of this article, you’ll understand the detailed process behind a complete website transformation and why partnering with experts who think strategically about digital assets is crucial for long-term online success.
Understanding the Challenge: Green Fields Before the Redesign
Identifying the Problems
Before embarking on a redesign, we conducted a comprehensive audit of Green Fields’ existing website to identify key issues:
| Problem Area | Issues Identified |
|---|---|
| Design | Outdated UI, inconsistent branding, poor use of visuals |
| User Experience (UX) | Confusing navigation, lack of intuitive structure, slow page speed |
| Content | Text-heavy pages, no clear brand story, poor SEO implementation |
| Performance | High bounce rates, low mobile compatibility, weak conversion pathways |
| SEO & Visibility | Weak keyword strategy, missing metadata, poor backlink profile |
Competitor Benchmarking
We analyzed competitors in the cannabis, biotech, and pharmaceutical industries to identify best practices. Our research found that leading companies excelled in:
- Storytelling through high-quality visuals and clear messaging.
- User-friendly navigation and intuitive interfaces.
- Advanced SEO strategies targeting industry-specific keywords.
From this research, we established a benchmark goal: Green Fields’ new website needed to surpass industry standards in UX, performance, and SEO.
The Wireframing Process: Crafting a User-Centric Structure
With clear objectives in place, we moved on to wireframing—the process of creating the skeleton of the website before finalizing design elements.
Steps in Wireframing:
- Content Hierarchy Definition – Organizing the most critical information in a logical structure.
- Navigation Flow Mapping – Creating user pathways that enhance engagement and conversion.
- Low-Fidelity Sketching – Drafting rough wireframes for initial client approval.
- Interactive Wireframe Development – Using Figma to create clickable prototypes.
Finalized Wireframe Structure
| Page Name | Purpose | Key Elements |
| Homepage | Showcase Green Fields’ vision | Hero video, key statistics, call-to-action |
| About Us | Establish credibility | Company history, team members, facility images |
| Product Pages | Highlight cannabis strains | High-resolution images, lab reports, customer reviews |
| Research & Innovation | Position as industry leaders | Case studies, patents, collaborations |
| Contact Page | Improve lead generation | Contact form, location map, social links |
The Figma Design Phase: Bringing the Vision to Life
Once the wireframes were approved, our design team crafted high-fidelity mockups in Figma, ensuring a modern, immersive design that aligned with Green Fields’ brand identity.
Design Considerations:
- Color Palette: Inspired by natural tones (greens, golds, browns) to emphasize organic production.
- Typography: Clean, modern sans-serif fonts for readability.
- Imagery: Custom photography of Green Fields’ facilities to enhance authenticity.
- Animations: Subtle interactions for a dynamic feel (e.g., hover effects, parallax scrolling).
User Experience Enhancements:
| Feature | Purpose | Impact |
| Humburger Menu | Simplifies navigation | Reduces bounce rate |
| Lazy Load Images | Optimizes page speed | Improves mobile performance |
| Micro-Animations | Enhances engagement | Increases user interaction |
| Mobile-First Approach | Prioritizes usability | Increases mobile session duration |
Website Development: Turning Design into a High-Performing Site
With the design finalized, our developers transformed the vision into a fast, SEO-optimized WordPress site with custom elements tailored for Green Fields.
Tech Stack Used:
- CMS: WordPress (custom theme)
- Framework: Bootstrap for responsiveness
- Performance Optimization: Cloudflare CDN, caching, lazy loading
- Security: SSL, firewalls, two-factor authentication
Key Development Milestones:
- Frontend Development – Implementing design with HTML, CSS, JavaScript.
- Backend Development – Customizing WordPress to allow easy content management.
- Database Optimization – Ensuring fast queries and page loads.
- QA Testing & Debugging – Running detailed tests to iron out issues.
SEO-Optimized Copywriting: Crafting Content That Ranks
Keyword Research & Strategy
We conducted deep keyword research to identify high-volume, low-competition terms for Green Fields’ industry.
| Keyword | Search Volume | Competition | Implementation |
| “cannabis research Israel” | 2,400 | Medium | Blog & Research Page |
| “best cannabis strains 2025” | 3,100 | High | Product Pages |
| “organic medical cannabis” | 1,800 | Low | Homepage & About |
SEO Copywriting Principles Implemented:
- Compelling Headlines (Using power words to grab attention)
- Optimized Meta Titles & Descriptions
- Keyword Placement Without Overstuffing
- Internal Linking Strategy
- Schema Markup for Better SERP Visibility
Quality Assurance & Testing
Final QA Checklist:
| Test Type | Description | Outcome |
| Performance Testing | Page speed, load times | Achieved <2.5s load time |
| SEO Audits | Technical & on-page SEO compliance | Passed 95/100 SEO score |
| Cross-Browser Testing | Chrome, Firefox, Safari, Edge | 100% compatibility |
| Mobile Usability | Checked responsiveness & UX | Fully mobile-optimized |
| Security Testing | SSL, firewall, penetration tests | Passed all security audits |
Results: The Impact of the Redesign
Before vs. After Analysis
| Metric | Before Redesign | After Redesign | Improvement |
| Bounce Rate | 68% | 42% | ⬇ 26% |
| Page Load Time | 5.8s | 2.3s | ⬇ 60% |
| Mobile Traffic | 35% | 58% | ⬆ 23% |
| Conversion Rate | 1.2% | 3.8% | ⬆ 216% |
Conclusion: Elevating Green Fields to a Digital Powerhouse
Through a holistic redesign, we transformed Green Fields’ online presence into a cutting-edge, SEO-optimized, user-friendly website that stands as an industry benchmark. From in-depth competitor research to strategic copywriting and seamless development, every detail was meticulously planned and executed.
