Mistake #1: Neglecting Your Google Business Profile
Mistake #2: A Subpar Website
First, what makes a website Subpar?
- Small, unattractive pictures (See Mistake #3)
- Not easy to use on mobile devices
- A complicated online store (or none at all)
- Difficult to locate your tasting room hours / location
- Difficult to tell what sets you apart from competitors
The excuses I hear most often for having a subpar website:
- “I don’t have the money for a nice new site”: This is based on the fact that websites used to cost a lot more than they do now. Times have changed and beautiful sites can be built quickly at affordable prices (Vinbound sites start at $2500 for Squarespace and $4500 for WordPress).
- “Nobody is influenced by websites”: Not everyone thinks this, but some of my clients definitely did. My winemaker clients often are subconsciously channeling the reality that they themselves don’t often go wine tasting or buy wine online, and thus they completely underestimate how powerful a website is in shaping consumers’ first impressions of your winery. Websites remain a major first touchpoint for consumers when it comes to interacting with your brand, and you want to ensure you are putting your best foot forward to encourage their patronage.
- “I don’t have the time or technological know-how to maintain a site”: Some website elements should be updated fairly regularly, such as your upcoming events and current wine releases. Older website systems were often very difficult to update by anyone but the developer, and thus it became an expensive burden to have to hire a developer anytime a small change was needed. Fortunately, times have changed. We develop on Squarespace and WordPress, both of which make ongoing editing a breeze. Both platforms integrate with a lot of great commerce solutions as well. About half of our clients happily edit and manage their new sites themselves with no issue, and the other half just keeps Vinbound on a low-cost retainer to make content changes for them.
Mistake #3: Not Leveraging Beautiful Photos of your Winery / Vineyard
A) Instagram. If you don’t have an instagram account, set one up now. This completely visual platform is low maintenance and the perfect place to share your photos on a regular basis.
B) Your Website (See point #2). For examples of some of the highly visual websites we have built, see our portfolio.
C) Your Google Business Profile (see point #1)
E) Google Image Search Results. Here’s a Pro Tip: Have your developer tag your images with titles and descriptions like “beautiful Oregon vineyard” or “Vineyards with a view Washington”. People who search Google Images for terms like these in their hunt for wine tasting ideas will now stumble across your images and be led to your website.