Your winery's marketing content isn't just marketing fluff — it helps your business in two important ways.

Your content first attracts visitors to your website, where it then directs them to where they need to go, hopefully keeping them engaged all the way to the checkout.

For nearly two decades professionals in online behavior, usability, and SEO have held the mantra that Content is King. That still holds true today, as search engines index your content and use it to deliver visitors to your website, and your content leads your visitors through your site, compelling them to take particular actions (click, subscribe, join, buy, visit ...)

How well your content is crafted will determine how many visitors Google will deliver to your site. And how well your content is crafted will determine whether it moves your visitors towards or away from clicking, subscribing, joining, buying, or visiting.

What do winemakers think about? Not their content strategy, but it's one of the biggest things that will help your business.
What do winemakers think about? Not their content strategy, but it's one of the biggest things that will help your business.

Visitors to your website come from way outside your funnel

You've heard about SEO, Search Engine Optimization, but maybe haven't given it much thought. For me, whenever I see businesses advertising it as one of their services, my mind screams "SCAM!" But your winerery's website will get tons more visitors if you invest some time into creating a content strategy.

A content strategy is not just peppering your site with the words Pinot Noir (if that's what you sell), because every other Pinot house will have that same idea, making competition for that keyword prohibitive. We've learned over the decades, that there are much more sophisticated ways of helping your future customers discover you online.

Who writes your web content? Is it your winemaker? Is it your all-in-one marketing associate? Is it a talented admin who has a writing background?

Give them what they want, or lose them forever

Who writes your web content? Is it your winemaker? Is it your all-in-one marketing associate? Is it a talented admin who has a writing background? In the wine industry, all of these are common answers, as we are all accustomed to switching hats quickly and getting the job done. But in the 20 seconds or less that your website's visitors are willing to grant you, are they getting content that moves them closer to their (and your) goals? If not, you're likely to lose them — and if that is the case, there's a 70-96% chance they will never return.

Matching your winery's content with your visitors' goals

Using a combination of crafty tools, we are able to look at your website's analytics data and figure out what your site's visitors are looking for, whether they found it, and which content usually makes them leave. We use this info, together with what you already know about your customers, to create content that matches what your visitors are looking for.

By doing this, we are helping your visitors acomplish what they came to your site to do, which, generally aligns with one or more of the actions you wanted them to take also.

In this way, your website's visitors have a positive experience — instead of leaving in frustration.