If you feel like your winery website is on its last leg, and you’re looking to re-launch or bring it back to life, but you’re not really sure where to start, then you’re in the right place. I’m here to help by pointing out the absolute, crucial element when it comes to a website redesign: make sure that you’re using high-quality photos. Your website and its content are going to be your client’s first impression of you. Don’t rely on the saying “never judge a book by its cover”, because when it comes to touring vineyards and wine tasting, you’re going to be judged by the impression you put out there on your website. Showcase what your guests will get the pleasure of experiencing while visiting your winery. Offer them visually stimulating photography that highlights the beauty of your vineyard; inspire and capture your client’s interest. Don’t get down to the nitty-gritty and use cheap stock photos, make a statement and set the right tone by following these simple guidelines when choosing the photography for your winery website redesign.
Make Sure you Highlight “Above the Fold”
Just like with a newspaper, the content that should go above the fold on a website is what you want to stand out. Whether the content at the bottom of your page is engaging or not doesn’t matter, most guests (only about 20% do) are not going to scroll past the fold, they are going to make a snap decision and go with what captures their attention first. So grab it! Make that top half so awe inspiring that the viewer has no choice but to marvel in your vineyards beauty, until they finally come to and say “I HAVE TO GO THERE!”.
Start with a Slider
Aside from the name of your winery and its label, the slider should be one of the first things that really pop out on your website. A slider is really simple; it’s basically a slideshow, or gallery that showcases your winery. So what should you put on your slider?
Surely people don’t just come to a winery to taste the wine. They want the whole experience. Place panoramic pictures of your vineyard that shows off the beauty and elegance of your entire land. Your winery has a history and it tells a story, capture that story in your photography and let it tell your customers what they will expect to find.
The tasting room is where your patrons spend a lot of their time during their visit, so you already know how important it is to set the right ambiance. Your website is no different. When redesigning your site, set the ambiance for them ahead of time and make sure you include an enticing picture of the tasting room where your customers will be enjoying your wine. Paint a big picture for them of what they are going to experience.
Make sure in the slider you include pictures and a little something about the staff of your winery. Consider a friendly shot of the wine-maker, tasting room staff, or the owners.
There are many important reasons for including a bottle shot in the slider, but a big one is so the customers can recognize your label. Your wine is what makes your winery a winery, including your label gives you the chance to make the right impression and gain customer interest so they will recognize your wine outside of your winery i.e. in a restaurant or store.
Pointer: The cost of redesigning a website is always going to be a big concern. If you’re up against a tight budget, work something out with your photographer where one photo can include multiple elements. Have the winery owner standing in the vineyard shot, you can have your bottle shot included with the tasting room in the background. Have fun with it, but remember to include these important elements.
Quality of Photographs
When choosing which winery to visit, people are going to want to go to a place where they know they’re going to have an exceptional time. If I go onto a website and it’s unorganized, not easily navigable, and has crummy outdated photos, I’m going to move on. I’m not going to waste my time and money with a company that doesn’t look reputable. When you’re trying to make an impression with your website to get people to come to your winery, you’re going to want to make it look as alluring as possible.
Use Brilliant Color, Magazine Quality Photos
People, especially agritourists are attracted to quality. They’re going to go with beauty, reputation and what stands out the most. If I have a winery website and I’m using an old film roll, or Polaroid pictures to advertise to my clients, nobody is going to want to come to my winery. Build confidence with customers, by using high quality photos of your land.
Super imposed shots will make the bottle seem like its separate from its surroundings. You’ll want the bottle to look realistic, make sure that you’re using your best bottles, that there are no blemishes, perfection! Try and make it look as if the customer has it right there in there hand, or like its right there in front of them on the shelf.
There are so many winery websites out there that are including beautiful shots of their vineyard, many using professional photographers to capture their images. Talk Is Sheep Marketing has worked with and recommends Rudy Meyers. He has taken amazing photographs in so many different industries, most importantly in the wine industry. He’ll know exactly what you’re looking for and will help ensure that your winery website redesign is successful and delivers the right photographs that will tell your vineyards beautiful story.