Why Make Your Winery Website Mobile Friendly
by Meghan McGuire and Coline LeConte
As the wine you make ages, it usually gets better. Sadly, age seems to work the opposite way in the digital world. Web technology changes and improves so fast, taking a “one and done” approach to your digital marketing is never going to earn you optimum results. But like the careful process of making wine, what you put into your winery website is what you get out of it. Your website must be consistently monitored and finessed.
So how can your winery use the ever-increasing demand for instant information and purchasing to it’s advantage? In the wine biz, your direct-to-consumer sales are essential, so bringing people in to do tastings is a great way to make connections with customers who might join your wine club and stay loyal to your brand for years to come.
In Napa, percentage of traffic attributed to tourism is 15-17% on most days -State of the Wine Industry 2017 Report, SVB (page 57)
Some visitors to your winery will have already heard of your brand and will come seeking it, others will discover it while out adventuring. It’s important to have all the essential information they need to find and visit you on your website, and have it easily accessible from mobile devices.
Tech savvy travelers will work out winery tasting room destinations as they go, looking up location and open hours on their phones and tablets. They will judge whether you’re worth a visit and a taste very quickly after navigating to your page. How do you think your website is performing for them?
Your Mobile Site
The first thing someone is going to notice is your site’s design and functionality on their mobile device. People will stay and browse longer on a well functioning site, and good web design will encourage trust in you and your company. Remember, food and drink products require an essential level of trust. Just by viewing your winery website, will potential visitors decide to pay you a visit? It is possible that the mobile experience is their first interaction with your wine brand.
Where are you?
Is it easy to find where your winery or your tasting room is located? For instance, the Willamette Valley Pinot Noir is a legendary grape, so knowing you are located there is definitely noteworthy. A map, Google or otherwise, helps people get an idea of your proximity to them. If they have never been, Oregon might sound like an unreasonable trip to people from the Bay Area, when Ashland is actually only about a 5 hour drive; a fun and manageable 1 or 2 day trip. Wine trails, like the Bear Creek Wine Trail in Southern Oregon, help play the part of ambassador to wine tourism. Let them know about other wineries in your area, or other parts of your trail they can also visit. This is the era of community not competition. Also, are there any events, live music or cultural activities you host that might entice them to visit? Everyone likes to multitask when fun is involved!
If you don’t have a tasting room, where and how can people try your wine? Your website is your communication hub, letting customers know when and where to not only try your products, but to purchase them.
If your Willamette Valley wine is featured at say, a restaurant in Los Gatos and an interested person has a taste or sees a label that catches their eye, the first place they’ll go for more information is their phone. Search engine optimization (SEO) best practices help your website rank high when your wine or winery is searched. Once landed on your site, make it easy for them to find more information on your wine. From the first time they lay eyes on your label, to the moment you captivate them with your website, this wine lover is experiencing your brand.
Consumers are making more online purchases than ever before, a trend that will continue to grow. In online sales, the time it takes for someone in Los Gatos to go from tasting your wine to purchasing a few bottles should be streamlined.
Millennials have grown up surrounded by the digital world. They are the next generation of consumers to consider. They are quick with their fingers and thinking-- decisions to stay on a site, make a purchase, and compare options are made faster than previous generations. It is highly likely that they will peruse your site while on their phones at a store or restaurant.
57% of millennials compare prices in store -Goldman Sachs
In today’s on-the-go economy, what we used to call “cell phones” are now all encompassing mobile life tools that enable us to do just about everything. A mobile optimized site to provide quick and helpful information will encourage sales and participation. Bang Pound Dot can get this done for you so you can continue focusing on your wine. Delegate this task to us so you can conduct your virtuous vinter lifestyle.