If you've created a website or worked with a developer to create a website in the past 10 years you probably have some choice adjectives that you would use to describe the process. Do any of these sound familiar: frustrating, tedious, time-consuming, problematic, complicated?
It doesn't have to be that way. When it comes down to what your winery website really needs, it's actually quite simple.
Years ago, having multiple pages was important for search engine optimization purposes (SEO) but now that's just not true. In fact, what matters most for SEO is having a website that users actually engage with. I.e. actually spend time on.
But what matters more than just your SEO score is your sales funnel. What does your website need to do to help you have recurring revenue?
Here are the only elements your winery website really needs to help you drive visitors to the tasting room:
- Simplicity. Your website's core responsibility is to sell the experience of your winery and get people to the winery. You do NOT need to overload visitors! You're going to want basic information. A few simple pages should work. Long load times and complex navigation is going to turn visitors away instantly.
- Cell phone friendly. In addition to being simple, your website MUST be mobile friendly. Especially if you're in an area like Napa or Sonoma where many visitors are constantly looking up wineries on their cell phones of where to attend next.
- Authenticity. In everything you do really. Don't try to make your story a story that you think "sells." What sells is what makes you, you! What makes your winery special or different? It should be apparent and consistent online and in the tasting room.
- The wines. Talk about your wines! Highlight what makes them special and unique. These days, especially with the millennial market, more people are interested in what you're doing that's different verse what your last Cabernet scored in Wine Enthusiast. (We know because WE are millennials and that's what WE care about.)
- Photos. Most people are more intrigued by visual stimulation than by reading a bunch of words about your winery. Show photos of the property, people enjoying themselves at a tasting, event, etc.
- Tasting room incentives. You want to get people to your tasting room right? Why would they want to go? In addition to selling the experience in words and photos, offer them incentives by giving them a 2-for-1 tasting room visit if they sign up for your email list. (Double wammy!- See email marketing.)
- Directions/contact info. Make sure you have clear directions and a map on how to get to your winery. Have a tasting room number predominantly displayed as well so that if someone's in route they can call and ask for directions, our hours. Speaking of which- display your hours! If someone makes the effort to go to your winery and you're not open, they may decide to never try again.
- Highlight positive reviews. Do this where it seems appropriate. Don't go overboard and don't make it too cheesy. Find reviews that are genuine and describe the unique qualities of your website.
- Social icons. Have your social icons visible so that visitors can scroll through even MORE photos if they choose. Plus they can see who they may know that has visited your winery recently (Facebook feature).
- A blog. A blog is a simple place to display all the information and happenings at your tasting room or vineyard that you think you need on your website. If it's not one of the items above, you don't need to predominantly display the information on your site on a special page. Keep all additional information in one place. That way, 1, people can access the extra info. if they want to but the information doesn't clutter up the rest of your website, 2, you're producing more content consistently (good for SEO) and, 3, you have relevant information to share on social media.
Designing a website doesn't have to be complicated and it doesn't have to take a lot of time. There are a lot of great platforms out there that can help you design and website for a very low cost. My personal favorite is Squarespace.