6 Secrets of a Successful Winery Website Design
You can picture it now...you have a stunning vineyard, stellar wine, and a quaint, inviting tasting room. People will love it! Everyone will flock to your winery for your wine. It’s a vision to aspire for but if your website is a flop, your brand health and revenue will suffer.
I know you don’t want to hear it, but in today’s world, most people’s first impression of your winery will be through your website. It’s your number one marketing tool. Tourists, and even locals, searching “wine” on the internet may not have the word-of-mouth recommendations allowing them to look past that “bad” first impression, so visual appeal and brand representation on your site couldn’t be more important.
Without a stunning winery website design, many potential customers won’t even know your brand exists unless they happen upon it at a trade show or it’s recommended by a friend. Wineries are in the luxury experience market, and if you don’t display your gorgeous vineyard and high-quality product on your website, potential customers will move on to one that seems more sophisticated.
There is a lot to consider when designing a winery website. You have to take into account promoting the wine and winery, telling there brand story, where and how to buy, information on upcoming events, and more.
Bottom line: There’s no greater tragedy than a winery being held back by a subpar website.
Here are 6 secrets to winery website design success!
Get strategic. Build your brand awareness and brand story. Create a content strategy that spans online and offline sales channels and focuses on the brand’s story. A poor website will kill any brand value you’ve built through word of mouth. When the website doesn’t match the quality found in the bottle, it causes confusion and mistrust in your brand.
Anyone visiting your site needs to be able to understand where they’re going, what your winery is like, and what they will experience at your winery. That means not only do you need a beautiful website, you need a smart, functional website, too. The website needs to represent your brand honestly.
Get friendly. Give your customers a reason to visit. Your website should display some form of an events calendar, including day-to-day tasting schedules, live music, and other events to entice people to come in and visit.
Consider offering a reservation bookings integration on your website to make it easy and convenient for customers to book an experience at your winery. Have a winery newsletter sign-up to share valuable news, events, and happenings at the vineyard with your customers. Make it simple for your visitors to purchase event tickets online.
Here’s a great tip: When wineries offer three tiers of wine tasting experiences, such as basic, reserved, and private or a library tasting with a tour, it’s proven that people tend to upsell themselves and choose the more expensive experiences. In particular, they’ll choose the middle experience most often. If you only offer two choices, on the other hand, they often will choose the less expensive option. And make sure they can purchase, select the date they want, and book the experience online! This kind of marketing can help turn your winery website into a traffic-driving, revenue-generating machine.
Get mobile. A responsive website that automatically adjusts to the visitor’s device screen size is a requirement these days. I’ve said it before and I’ll keep repeating it. More and more people are doing their shopping using their phones and tablets, so it’s an absolute must for an effective winery website to be mobile adaptive. This allows your customers to browse your site, book events, purchase wine, and more whenever they feel like it and from wherever they may be.
Get quick. Regardless of what device they are using to view your winery website, the question you should ask is what’s the path the visitor takes from website arrival to accessing the most sought-after details and conversion to bottle-buyer or club member? Limit your homepage and menu navigation items to minimize clicks. Make it simple for customers to get where they want quickly and easily. Keep it graphic and minimize the paragraphs of text. A visitor should be able to find what they want in less than 10 seconds or there is a high chance they’ll abandon your website.
Get frequent. Update the content of your website frequently. A well-designed winery website has to be partnered with great content. Establish your website as a prime source of information about wine, wine tasting, and other related topics so that your customers will start seeing it as a go-to website if they want to know something related to wine. More visitors to your website translates into improved visibility and increased sales and visits.
You can discuss how your wines are made. Post articles and online guides about recommended wine products, as well as informative videos that both educate customers about wine and showcase your own products. You can also have a blog where you can share your insights on the wine industry, or a behind the scenes look at life at a winery or vineyard, to connect to your customers.
Get a photographer. Marketing is a staple for any kind of product, including wine. Wine lovers not only like the taste of wine, but they also like knowing the story behind every bottle. Good product presentation can help direct the attention of your customers to bottles that fit their palette preferences.
There are three important points when showcasing your product. First, and I can’t stress this enough, you need high-quality photos that show off your product. Next, you need well-written product descriptions that tell the unique story and characteristics of the product. Finally, you need to have important info such as alcohol content, flavors, packaging, and price point clearly displayed.
Having a successful winery website means having two things: A beautiful website that tells your brand story AND a functional, easy-to-use website. When you have these two parts working together, you’re on your way to having a successful winery website design!
Do you have any questions about improving your winery website design? I’d love to hear your thoughts!