Winery Website Design
When your customers come to visit your winery’s website, there are a few things they expect to see & experience, such as simple navigation, a visual representation of your winery in some form, hierarchy in design & a call to action. Without fulfilling the basic expectations, your visitors may be hesitant to visit or may pass on your winery altogether. You can boost the positive results for your web traffic by taking a closer look at what your site is actually trying to do for you. Here are some things to keep in mind.
The key in navigation is simplicity when it comes to translating those website hits you get into winery visitors & buyers. Your potential customers will want to visit to find out what you’re about, how your winery gets that great taste & what your view on the process is. Don’t challenge them to find it, get on their side & help make it obvious.
A great way to start off on the right foot is to place the navigation system in a manner that keeps the visitor in the right seat, the one that goes for a ride & digs deeper into the site because they like how it works. If a visitor is annoyed by your websites navigation, they may move on to the next winery’s site. Navigation includes everything from a consistent placement of your home button as well as getting to your “About Us” page, “Events”, etc. Keep in mind how your visitors would like to simply explore what they want & what you have to offer, make this easy for them & sales will follow.
Your main objectives from your homepage should be getting people to buy your wine & into your winery to visit. When people visit a winery they not only come to sample the goods, but they take with them an experience that will spread the good word that grows your brand, so be sure directions are there for them. Make this a focus on your site, after all, how can they have a pleasant time if they have difficulty getting there from the start? Take care of their concerns by providing them with easy directions, a link that leads them to the right place.
We didn’t just place a few photos on our Mile Wine Company example in certain spots because they just sort of fit there, no there was a method behind the placement. That method is to arrange graphics in a way that best suits the customer to glance around the page, find what they want & coax them to buy. Sometimes it’s best to visually mix it up a little & place the type inside of a photo because some people scan the page with their eyes differently than others. Keep this in mind so you can capture the attention of a broader spectrum of visitors.
For Mile Wine Company, we focused on this by taking two parts out of what could have been left in the navigation links ("Venue" & “Wine Club”) & placing them out in front of visitors for them to explore quickly. This way of using hierarchy allows the customer to find a point of interest they will check out first, then once they like what they see & things sound good, they’ll then go take a look at other links that may be tucked a little further away, but preferably never more than a few clicks.
Use the personality of your winery to your advantage; give the people a pleasant experience that will keep them coming back.
Have you ever visited a website that just pleased you visually, made you feel as though you were on vacation, or amazed you with the scenery? This is an element you want to capitalize on with good photographs; something that visually conveys the message your winery wants them to feel. A nice shot of your brands wine bottle may do the trick, or perhaps an overall collage that shows how good it feels to be at the winery.
The message was that of a homey, relaxed atmosphere that focuses on the visitor wanting to come sip what they see, to stand there & take in the experience. This is the kind of message you want to send, a warm welcome that simply states: come, relax, buy, enjoy.
Call to Action
Somewhere on your page you will want to have a call to action, a message that tells the viewer what to do next. This can be a link to buy your wine, visit your winery, or any given information that drives your visitor to do more than just surf around your site. Wine tasting is a great way to get people to your winery; make them want to do so with a fluid, intuitive site that shows just how tasty your wine really is.