Overview
Cannavitas is a WooCommerce store positioned as the widest range of organic CBD and industrial hemp products in Croatia — CBD oils, cosmetics, flowers, capsules, and topical relief products from suppliers such as Reakiro
The Challenge
CBD is one of the more regulation-sensitive categories to market online. Therapeutic-sounding claims — around anxiety, epilepsy, pain, or skin conditions — draw scrutiny from ad platforms and regulators, and can quietly erode customer trust if they read as overpromising rather than evidence-based. At the same time, the store needed to be genuinely discoverable: not just by classic Google search, but by the AI-driven answer engines that increasingly pull from structured product and FAQ data rather than plain page text. Fixing the content risk and building machine-readable data both had to happen without a full site rebuild.
The Solution
Work ran on two parallel tracks: content compliance and structured-data infrastructure. On content, homepage claims about anxiety and depression, pain and inflammation, sleep, epilepsy, and skin conditions were rewritten with cited sources (Harvard Health, AAMC, the WHO) and softened into non-therapeutic language; unsupported cancer and acne claims were removed outright, a blog post linking CBD cream to reduced reliance on painkillers was reworded, and clinical-sounding language like “indicated” on product pages was softened. A new “Scientific Research on CBD” resource page — organized by product category and footnoted with citations — was added to the site footer, so remaining claims are backed by evidence rather than simply deleted.
Our Process
On the technical side, a custom PHP solution (deployable via WPCode) was built to automatically generate Product + AggregateRating and FAQPage JSON-LD schema across the catalogue, and to auto-detect FAQ content already sitting inside existing product descriptions instead of requiring manual tagging SKU by SKU. On the dedicated FAQ page — built in Elementor — FAQPage schema was added via an HTML widget, and the visible accordion content was aligned word-for-word with the schema, closing a common cause of rich-result rejection: schema and on-page content silently drifting apart. Rank Math handles core on-page SEO. Every change was verified live rather than assumed: schema through Google’s Rich Results Test and direct page-source checks, rewritten claims through manual review against the cited sources.