Knowing that this might be the only paragraph you read, let me at least give you this: You need to identify, on every page of your site, what is the goal for that page that would count as a conversion. Remember: a conversion doesn’t always mean a sale; depending on the page, a conversion might be as simple as clicking to another page on your site, or it might be subscribing to your newsletter, viewing your hours, or visiting one of your social channels — but every page needs to have a goal, and your content needs to move your visitors towards that goal.

Ok, thank you very much for your time. I hope this has been helpful.

Defining what counts as a conversion for each page is the starting point for writing content for your website.

The need for fresh and engaging content for your winery’s website

You’re still here, and I want you to know that I am very grateful that you’re giving me your time. The need to write fresh and engaging content for your winery’s website goes far beyond telling visitors about your soils or your family’s history. As mentioned above, it should move your audience towards taking the next step. And without knowing what that next step is, you will struggle to write content that achieves it.


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

Firstly, how do you discover what your online visitors are looking for? Google Analytics provides a trove of data about the visits to your website, but many people (mostly, people who lead interesting and fulfilled lives) can get lost trying to sort through all these numbers. But by drilling down through the many levels, we can determine how people found your site, what they were looking for, and where on your site they may have given up on that search and left.


This sort of information about your users helps us understand what we should be providing at each point throughout your visitors’ journeys through your site, which then informs us what they may or may not be willing to do at each of these points.


To explain that previous point, let me use an example that is routinely used to explain why calls-to-action can be more effective or less effective depending on where they are placed on the page:

Let’s say you’re on vacation in Lake Tahoe, and your brakes feel squishier than usual, so you do a search for brake repair in Lake Tahoe, which brings you to a website. When you arrive at the website for brake repair, you see something that says, “Visit our employee spotlight page.” Are you likely to click on that? Probably not. But after you’d made an appointment to get your brakes fixed, and if you were having an especially dull vacation, you might now be ready to click on it.


The goal for the first page was to make it easy for you to find what you were looking for. The goal for the page confirming your reservation might be just to get you to stick around a little longer, read an employee’s review of a product, and possibly buy something.

It’s natural to think there is only one goal a visitor to a winery’s website might have: to purchase wine (duh!) but you’re expecting a lot from people who found you in a web search if you think they’re going to buy a $40 bottle of wine from your web site when all you’ve given them is a story about how you’ve always wanted to be a winemaker, along with descriptions of your volcanic soils.


It is helpful to be thinking in terms of a series of smaller goals that lead up to the sale, with associated content that brings them there. This can be described as a Content Strategy, and it includes your web content, email newsletters, social posts, printed materials, and even carefully hand-written notes. The objective of a content strategy is to understand where your users are at each of their interactions with your winery, and converse with them appropriately. When you meet someone for the very first time (for example, your homepage) do you tell them your life’s story? Or do you try and find out a little about the other person along the way? On the web, that’s effective content.


To learn about our pricing packages for providing effective content for your website and email newsletters, visit our content pricing page.