What makes a great winery website? If only we had a dime for everytime we were asked that question! The truth is, it’s a moving target—we are constantly learning, revising, and improving our own knowledge of websites as platforms change, capabilities, change, heck, even the internet changes!
A great winery website isn’t a static thing; it’s a living, evolving platform that should meet the needs of its users, align with business goals, and adapt to changes in technology and user behavior. Let’s break down the essentials.
User-centric design: your customer should come first
The best websites are built around the user. That means the experience should be intuitive, with a simple navigation system that allows visitors to find what they’re looking for in seconds—skip the megamenus, don’t bombard with choices. Think of it like a well-organized store: if someone walks in and can’t find what they want, they’re going to leave. A clear header menu, strategically placed CTAs (calls to action), and an overall logical page structure are essential. Remember, the aim is to minimize friction and maximize the ease of navigating through the site.
Now, when I say intuitive, I also mean using whitespace effectively and avoiding the cluttered chaos I see far too often. A well-organized website doesn’t overwhelm; it guides. The best in the business—think Apple!—use simple design elements that make key information easy to find and act on.
Visual engagement: impact without overloading
Every time I see some wine marketing agency talk about “maximalism” in design, I cringe. This is where many wine websites stumble—too much text, too many animations, too many videos, and visuals that don’t connect with the audience. Remember, the internet is no longer a toy, it’s the yellow pages and the encyclopedia and the news and your atlas. It’s a functioning tool for finding, learning, and doing.
The key is to balance visuals and functionality (form follows function!). Every image, video, or graphic should serve a purpose—either enhancing the story or guiding users to the next step. If you can’t explain to me why something is on your website, then make it disappear.
Mobile-first design: a must for the modern user
It’s 2024, and more than half of global website traffic is mobile. If you’re not designing with mobile users in mind, you’re missing out big time. Your site needs to look and function just as well on a smartphone or tablet as it does on a desktop. Why? Because Google’s algorithms prioritize mobile-friendly sites.
But what does this actually mean? A good mobile site goes beyond simply “shrinking” the page. You need to consider font choices (especially if you have an aging audience), color choices (be sure to check it on dark mode!), spacing between elements (yes, there is actually a recommended “thumb size”). You should consider how the device itself may intrude on design (don’t get a designer going on the notch) and since mobile often means running on data, consider if those images and videos hurt or help the site visitor in the long run.
Short answer: if your winery site isn’t optimized for mobile, you are losing visibility and you are losing customers. That’s a double hit no wine business should take lightly.
Accessibility: inclusivity = success
If your winery website isn’t accessible, you’re excluding a significant portion of users, you’re breaking the law, and you’re being a dick. Users who feel considered and accommodated are far more likely to become repeat visitors or customers. It’s about building an inclusive brand experience that tells every visitor, “You’re welcome here.”
Whether it’s supporting keyboard navigation, using alt text for images, or ensuring your color contrast is readable, every element matters. And when less than 5% of websites meet accessibility standards, this is an area where you can truly stand out.
Speed and performance: get to the point, fast
People are impatient online—if your website takes too long to load, they’re gone. A great website needs to be fast, plain and simple. That means optimizing images, compressing files, using CDNs (Content Delivery Networks), and enabling browser caching. It’s about minimizing wait times and maximizing user satisfaction.
But this isn’t just about keeping users happy; it’s also about search engine ranking. Slow sites don’t rank well in search engines, and that’s a fact. Google rewards fast-loading, mobile-optimized sites, and if your site isn’t ticking these boxes, you’re going to struggle to get the traffic you need.
SEO: make it easy for Google
Is SEO dead? No, but it sure is evolving. A great website in 2024 uses SEO best practices intelligently, focusing on how users search and consume content. Structured data, relevant keywords, and optimizing for voice search are key components. This also ties into how you structure your URLs, use heading tags (like H1, H2, and so on), and build meta descriptions. Search engines need to understand what each page is about, and your job is to make it easy for them while keeping the user’s needs front and center.
Constantly evolving: websites are never ‘set and forget’
And last but not least, a great winery site needs the same love, attention, and care that you give every other part of your business. Security and maintenance are a no brainer, but so are content updates, seasonal refreshes, and data-driven design changes. If you want customers to return time and again, you need to give them a reason to come back.
The big takeaway
An awesome winery website is a balancing act: it’s about making your users feel at home while ensuring that your business goals are met—whether that’s selling more wine, increasing club sign ups, or driving tasting room visits. When done right, your site can become your most valuable marketing tool—always ready to share your story, showcase your uniqueness, and meet your customers along their journey.
