If you have read my recent blog, you know that the digital landscape is shifting. We’ve talked about how to show up in AI search, but today we need to look at the foundation of that strategy: Your Website.
Your website is one of your most important marketing tools and is often the very first impression a potential customer has of your winery. In fact, consumers love research—81% of retail shoppers conduct online research before they ever buy or visit.
I recently led a virtual Digital Marketing Course for Wineries for the Iowa Wine Grower’s Association. In that class I led wineries through a customer journey and how customers arrive in your tasting room. (And if you or your wine association are interested in taking this course -> sign up for the waitlist now!)
When a customer is in the “Consideration” phase of their journey, they are actively comparing your website to your competitors. They are looking at the five closest wineries to your location and weighing the pros and cons.
So, does your website have what it takes to win them over? Here is the breakdown of exactly what belongs on a 2026 modern winery website.
1. The Non-Negotiables: Location, Hours, and “The Vibe”
When customers land on your site, they are usually hunting for specific logistics. If they can’t find them, they move on. Your winery website must clearly display:
- Hours: Are you open right now? Your winery hours need to be in multiple locations throughout your website. If your hours change based on seasons, make sure you update your website every time.
- Location: Where exactly are you? You should have your address in the footer and a map on your website.
- Wine: What are you pouring? What do your labels look like? This will help the potential customer know if they have ever had your wine before.
- Experiences: Do you offer tours, tastings, or food? List and show it.
- Your Brand Story: Have your strategic brand headline and mini brand story on your home page and a longer one on your About page. This should NOT just be “we are a family owned winery.” It should be how you are different from the winery down the road. Hint: We do this for brands!
2. The Visual Experience: Creating FOMO
To truly capture that “differentiation” mentioned above, you need to show, not just tell. High-quality photography is essential to creating a sense of FOMO (Fear Of Missing Out).
Your website needs to visually display:
- The Vibe: Is your winery a laid-back farm setting or an elegant estate? Do you have a vineyard or just a tasting room? Show your location inside and out so guests know exactly what to expect.
- The Wines: Don’t just list varietals; show beautiful shots of your wine labels and wine in the glassware.
- The Experience: Capture photos of happy guests enjoying tastings, tours, and food. Make sure you show guests looking at the camera and smiling! Backs of heads do not create FOMO.
Your goal is to make the visitor feel like they are already there, having a great time.
3. Don’t Let Them Leave Empty-Handed: The Email Strategy
Most visitors will leave your site without buying anything immediately. If you don’t capture their information, you may lose them forever. This is why an email sign-up form is critical. Email marketing is significantly more effective for driving sales and ROI than social media, with stats showing it’s up to 40x better for customer acquisition (McKinsey).
Your website needs an Email Sign-Up Form with an Offer. “Join our newsletter” is rarely compelling enough anymore. You need to give them a reason to hand over their email address and make it front and center.
Examples of effective offers we’ve seen:
- The Discount: “Subscribe to save 20% on your first online wine order.”
- The Experience: “Join Email List Now for a free wine tasting” or a “free glass of sangria.”
- The Insider Access: Sign up for updates on “wine specials, tasting room opening dates, events and more”.
The Follow-Through: Your Welcome Automation
Once they sign up, don’t leave them hanging. Trigger an immediate Welcome Email Automation that delivers the offer and introduces your brand.
- Deliver the Goods: Immediately provide the coupon code or voucher you promised.
- Tell Your Story: Use this email to explain how you are different from other wineries.
- Show Your Story: Include those beautiful photos of your location and experiences to reinforce the decision to visit. Make sure you continue to give them FOMO.
4. Optimize for AI Search (SEO + AIO)
In 2025, your website needs to demonstrate Experience, Expertise, Authority, and Trust (E-E-A-T) to get picked up by tools like Google’s AI Overviews and ChatGPT.
For a deep dive on exactly how to structure your site for this new era of search, read our full guide here:
Rank Higher: The AI-Powered Blueprint for Wineries
5. Fresh Content is King
Content marketing is the engine for organic growth. It tells the story of how you are different to customers in the “consideration” phase of a customer journey.
To keep your site fresh and authoritative, focus on these two types of content:
- Blog Posts: Regular posts (1-4 times per month) that answer customer questions help your SEO immensely. Aim for 1,500–2,500 words to maximize your visibility.
- News & Media: Create a dedicated “News” or “Press” section. Feature articles where your winery has appeared in the media, awards you have won, or regional recognition. Showcasing these external validations gives you instant credibility and authority with potential guests.
- Events: Post your events on your website. Many wineries only post events on Facebook. Events should be on both. All of your current information should always be on your website, because you OWN your website. Facebook can change their platform anytime. I like to tell clients to think of their website as the center of a spiderweb. All content should lead to your website for ease of customers and for better SEO/AIO.
6. Feature Testimonials
Social proof is powerful. 99% of customers look for reviews when they shop online, and 49% of shoppers trust customer reviews as much as personal recommendations from friends.
Don’t hide this information on Yelp or Trip Advisor. Feature testimonials directly on your website.
- Highlight 5-star reviews that mention specific staff members or wines or your location.
- Showcase feedback about the atmosphere to validate “The Vibe”.
- Include a mix of Google Reviews and direct customer quotes.
7. Technical Essentials
Finally, the functionality of your site is just as important as the content.
- Mobile Friendly: Your site must be responsive. If it doesn’t load fast or look good on a phone, you will lose the visitor.
- Call to Action (CTA): Do you direct people with buttons? Make sure you have a clear plan of where you want to direct people whether that is “Reserve Now” or “Visit our Tasting Room” buttons.
- Analytics: Ensure you have Google Analytics installed so you can see what is working. Create a schedule to review Analytics especially after you send email marketing.
The Winery Website Checklist
Ready to audit your site? Open your website on your phone right now and check for the following:
- [ ] Photos + About: Does it clearly say (and show) how you are different?
- [ ] Hours + Location: Is this info easy to find?
- [ ] Call to Action Buttons: Are you telling them what to do next?
- [ ] Mobile Friendly: Does it look good on a small screen?
- [ ] Email Sign Up: Do you have a form with a compelling offer?
- [ ] Blog/News Page: Are you creating fresh content?
- [ ] Reviews: Do you display reviews?
Free Website Review Analysis
Does your website look professional and check all of the above boxes? Or are you not sure? I provide website reviews that include: design, SEO and AI. Set up a Discovery Call with me, Rebecca Ritz, Owner and Creative Director, to learn more.
New in 2026: Stop Guessing. Start Selling.
You’ve put in the work to build your website foundation, but does your day-to-day marketing strategy match the quality of your wine?
Do you currently DIY all of your email marketing and social media, but you aren’t sure what actually brings people into your tasting room? Stop guessing with your wine marketing.
The 8-Week Digital Marketing for Wineries Class Building on the overwhelming positive feedback from my first cohort with 10 Iowa wineries, I am thrilled to announce I will be offering this class in two formats this year:
- For Wine Associations: Empower your entire region with exclusive 50% partner savings.
- For Individual Wineries: Take control of your direct-to-consumer sales.
Join me—Becca Ritz, Founder of Bauerhaus Design—for a hands-on, winery-specific roadmap to selling more wine and mastering digital tools.
Spaces will be limited to ensure a hands-on experience. If you are ready to stop DIY-ing in the dark and start marketing with confidence, get your name on the list now.
Get first access when doors open: