10 Winery Website Must-Haves
Remember I’ve said that a website has to be beautiful AND functional? If you don’t, read this blog post.
One of the first steps in building a website is looking at the functional requirements. You have to know how your website will function for your website visitors. What do you want them to accomplish on the website? What steps are they going to take and how many (how few!) steps do they need to go through to get what they want from your website? What information should you have on your website for your customers?
10 Winery Website Must-Haves
Not all of these features are required for every winery, but every winery should have at least some of these items on their website.
I mentioned this in another blog post here. Over 52% of all website traffic worldwide is from mobile devices and increasing every year. You MUST make sure your website is viewable and usable on a mobile device. This is a requirement for ALL wineries. And since most website designers can now create a mobile responsive site (myself included), there’s no excuse not to have one.
Not everyone wants to pay the high shipping costs and wait for their wine. Let your customers find which local retailers stock your wine, as well as the location of your tasting room(s). As a side note, make sure you check with your state regulations as to how you can advertise alcohol.
Calendar or List of Events
A large majority of your website visitors are looking for what’s happening at your winery. Is there an event they can attend? Add a calendar or a list of upcoming events. Make sure you keep it up-to-date! There’s nothing worse than a calendar that lists events for 2017 and it’s 2019.
There’s no escaping it. Social media is here to stay. 500 million users on Facebook makes it mainstream. Include social media links on all of your products. It’s also good to include social share buttons (including email) so that they can share your products, blog posts, events, and more. It’s another great avenue for word-of-mouth marketing.
A great way to keep customers informed of what’s going on the winery is to create a monthly newsletter. It keeps them informed, shares relevant news, entices them to sign-up for events, encourages them to purchase products, and more. Make sure you make it easy for your website visitors to sign up for your email newsletter. You also have to make it easy for customers to unsubscribe to your newsletter. It does happen for a variety of reasons and, legally, you have to give them that option.
Detailed Product Pages
It’s a given in the retail world, especially in the wine industry. Most people buy what they know. If a website visitor isn’t familiar with your product, a detailed tasting note, magazine reviews, product awards, large images, potentially video, and other media will help them learn more about you and your product. In turn, they will feel more comfortable with purchasing something from you.
Product Reviews and/or Winery Reviews
Reviews can be tricky waters to navigate but in the long run, great reviews can increase sales by establishing credibility. Allow your customers to freely write what they think about your wine, service, establishment, etc. Yes, it means you could potentially receive a negative review and that’s okay. Keeping your website authentic is important. How you respond to the negative review is what shows your establishment’s character and quality towards customers. If you respond respectfully and positively, even if you’re in the right and the customer is wrong, it goes a long way towards your respectability as a business.
Simple and Smooth Checkout Process
Make the online checkout process simple, with the fewest clicks possible, and smooth. Don’t force a person to register to checkout, provide security assurances, accurate shipping prices, and easy to use forms.
Address and Contact Details
You would think this is an obvious one, but believe it or not it really does happen. Occasionally, a winery website won’t have any contact information on it. It doesn’t make any sense. If you wonder why people aren’t contacting you from your website, ensure you have your contact information on it.
Google Analytics is an excellent tool to use to monitor your website. You can learn how many people are coming to your site, where they’re coming from, what they’re doing when they get there, and more. This tool will expose your website’s strengths and weaknesses. You can use it to guide your design to drive people to the pages you want as well as help you define further goals for your website. The best part? Google Analytics is free! It’s also easy to set up and easy to use.
You may not use every feature in this list but at the most basic, have your contact information on your website and make sure it’s mobile responsive. If you implement some of these winery website must-haves, I guarantee your website will be on the right track to success.
What do you consider a website must-have? I’d love to know!