06 Sep Fundamentals of a Good Winery Website – Content

So this is part 2 of aiming the spotlight on the wine industry and finding out how we can improve the web sites of the many cellar doors and wineries out there. Last time around we focused our attention on the design of the website and some fundamentals that can help create a more user friendly and engaging experience; the principal of Less is More, the art of Typography, and flowing navigation. Now it’s the contents turn to get some attention.

I have lived in the Barossa Valley all my life and have worked in and around wineries for a large portion of that time, and the thing I love most about this beautiful region is the people, the stories, and the characters. It’s something that makes the Barossa so unique and special, and why so many people regard it as the most enjoyable wine region to visit.  When I head out on the weekends and visit some of the local cellar doors for a taste of their latest vintage, the thing I enjoy the most is talking to the person behind the bar, not the actual wines. The ‘experience’ is what I take away. Its what makes the visit personal and unique. Wine is social. We don’t want to only taste whats in the bottle, we also want to know how it got there, and most importantly by who.

So what on Earth has this got to do with anything I hear you ask… well the point is that the same is true with our websites. People want to engage with us, not just be told facts and figures. Yes facts and figures have a place, but its secondary to your personal story.

How to tell our Story

I still remember my first visit to Tearo Estate down in Williamstown, sitting on the deck drinking their Charging Bull Tempranillo and reading the tasting card that went with the wine. The reason I remember it is because its no normal tasting notes, it’s the story of how the wine got its name, the story of their Grandfathers run in with a charging bull. It was brilliant. It brought the wine to life and told me that these guys knew how to have a laugh. I proceeded to buy a bottle and now view them as one of the must visit cellar doors in the Barossa. The funny thing is though that I couldn’t for the life of me tell you what the wine tasted like (I’m sure it was amazing) which goes to show how powerful a story can be.

The lesson we learn from this is simply using terms like ‘Boutique Cellar Door’, ‘Small family Winery’, or stating the year you started isn’t enough to tell people who you really are and what you stand for. People want character, like they get when they walk through the doors of your cellar door. Go beyond those simple statements and elaborate; tell your story.

Many websites start telling their stories through an About page. But leave that page of the site and its finished. Why not extend the art of story telling to all sections of your site. On the page about your cellar door, instead of simply putting opening hours and contact details, why not go into the history of how it first opened its door. Tell about the vision you had right in the beginning, the struggles along the way, and then finally the sense of pride and excitement when it all finally come together. Let people connect.

What about the Wine

The focal point of any winery website is obviously its wine. Sadly this can also be one of the most uninspiring sections for the casual drinker that’s browsing through your site. It’s typically broken up into the following secions;

• Winetasting Notes
• Wine Makers Notes
• Vintage Notes

Now don’t get me wrong, I believe these are all vital aspects to include. But why stop there. Why not extend those to include other points such as:

• Inspiration for the Wine
• Inspiration for the Name
• The story of our first taste
• We like to drink this wine in the following setting

These are just some random examples that spring to mind straight away, but im sure if you think of the different stories you’ve had about each of your wines you will come up with countless points you could talk about.

The Social Age

I truly believe that the days are gone where people simply want the facts about wine. Wine has evolved, just as society has. Today people connect through Twitter, Facebook, Pinterest and the hordes of other social networks. All of these run on the basis that people can get insight into the minds behind the business. Its their way of becoming ‘friends’ with there favourite restaurants, shops, and of course wineries. And one of the golden rules with social media is to avoid ‘selling’ your business, but instead to use them to ‘connect’ with your audience. Why should our websites be any different? Allow your customer base to see the real you, not just the business you. And if you can achieve that then you suddenly jump from simply selling a product that they enjoy, to becoming a friend, a fan, and an ambassador.

Conclusion

So that concludes this two part blog focusing on Winery Websites. It’s an industry I’m passionate about, and believe can continue to grow in the way it communicates and connects with its audience, both through design and content.

Hopefully this has inspired you to look at your own website and continue to build on the elements that are working well, and to re-evaluate the areas that may need some adjusting.