Two Wineries, Two Very Different Experiences

Picture this: A customer is scrolling through her social media feed on a Friday afternoon, thinking about planning a weekend winery visit. She spots a suggested post from a local winery featuring vibrant photos of their vineyard, cozy seating, and a weekend event with live music. Immediately intrigued, she clicks through to their website.

A Seamless Experience

The website is easy to navigate, with hours clearly listed and an option to book a tasting right on the homepage. There’s even a video showcasing the vineyard’s atmosphere—lush greenery, friendly staff, and the relaxing vibe she’s craving. Within minutes, she has her group’s reservation booked for the weekend, a confirmation email in her inbox, and a really fun outing to look forward to.

The Missed Opportunity

Now, let’s say our customer finds another winery in the area during her search. She’s heard of this one before but hasn’t visited yet. This winery has an outdated website with a couple of grainy pictures and no clear way to book a reservation. She sees a contact form and briefly considers sending a message to get what she needs, then decides it’s not worth the effort and moves on.

Why A Winery’s Online Presence Matters

Both wineries have the chance to deliver an amazing in-person experience, but only one of them ever gets the opportunity to do so. The second winery missed out because their online presence didn’t match the quality of their in-person service, which ultimately meant they lost out on a new customer—and potentially a loyal wine club member.

Understanding the Modern Customer Journey

Wise winery owners understand that the customer experience starts long before they set foot in your tasting room. The wine industry is competitive, and a poor online presence means missed opportunities—no matter how great the wine or atmosphere may be.

Takeaway Tips:

• Keep your winery’s listings accurate and up to date. Add pictures, products, and other details to give users the information they’re looking for.
• Showcase the experience. Utilize high-quality images and videos on your website, social profiles, and online listings.
• Make it easy. Online reservations and purchasing should be seamless and easy to navigate.
• Keep it current. Don’t let your online presence stagnate—update it regularly to reflect holiday hours, specials, events, and other details to engage people.

When is the last time you took a hard look at your winery’s online presence?

Need some help understanding and optimizing the customer journey? We can help.