ALL I WANTED WAS WINE…

Why Your Website Matters More Than You Think

RB Collaborative’s Rebecca Kennedy shares her recent exploration into the world of winery websites…

My husband and I have wanted to go to Napa for years. We’ve heard so much about the incredible wineries, the picturesque landscapes, and the unforgettable wine-tasting experiences. Plus, it’s generally considered a dog-friendly destination, and we always travel with Aspen in tow.

This year we celebrated our 15th anniversary, and we decided it was the perfect time to plan our getaway to the Napa Valley. We couldn’t wait to explore and relax while tasting some of the world’s finest wines. And the plan seemed simple enough: pick a few of our favorite wineries, check their availability, and book tastings.

But once I hunkered down and really started researching, I realized that booking wine tastings in Napa wasn’t going to be as smooth as I expected.

The first challenge I encountered was the frustrating number of winery websites that felt like they hadn’t been updated in years. Some were just a landing page, with minimal information and no easy way to make contact. Others had outdated hours, photos, fonts, staff bios…even addresses... and poorly organized menus that made it difficult to find the information I needed. I wanted to know their hours, availability, and how to book, but it felt a bit like a scavenger hunt sometimes to locate the basics.

There is also a surprising number of very well-established, well-reviewed wineries that have NO website. Instead, they get by on a Facebook page and they ask you to call to book a tasting. I don’t judge businesses at all for trying to save money. A good website isn’t free, and it takes work to maintain. I get it. But for me personally, I find it extremely off-putting to have to navigate a Facebook page to find the information I’m looking for.

One winery’s wine menu hadn’t been updated since 2020, which made me wonder whether the wines they were offering were still available. Additionally, I found that some sites didn’t offer any updated information about changes to policies or COVID-related restrictions. Other websites failed to mention that they require reservations, even though they require reservations. 

Now, call me a crazy dog mom, but one of the first things I looked for on these websites was whether the winery was dog-friendly or not. I take my dog pretty much everywhere, and I’ve learned that you can’t always find that information on a business’ website. So I’m pretty good at digging deeper into a company’s social media, Google listing, and Yelp reviews, and I have no problem calling to ask directly.

But what I will tell you is that the websites that clearly said “Well-behaved dogs on leash allowed” or “Supervised children welcome” or “Outside food permitted” [or even prohibited…just tell me one way or another!] were so much more helpful than the websites that didn’t address these questions at all. Of course, a website can’t possibly foresee every single question a patron might have, but there are some things that are very commonly asked in different industries, and it makes a world of difference when a website FAQ can add a few lines to address them.

This isn’t just a rant — Here’s what you can learn from my experience

I know this sounds like a rant, but I honestly spent the entire time planning this trip just wanting to help these winery operators. Here’s what I would tell them if I could:

1. Keep your website information up-to-date
   Outdated hours, old menus, and inaccurate booking information can leave customers frustrated and unsure about their plans. Keeping your website current is essential. If there’s a change to your hours or services, make sure it’s reflected on your site immediately so customers can trust the information they’re seeing.

2. Make navigation simple
   A cluttered website or confusing layout can quickly turn visitors off. The goal should be to make it easy for potential customers to find key information — like tasting hours, booking availability, and location details — without having to dig through pages of text. A clean, well-organized website will go a long way in creating a positive experience.

3. Regularly test your website
   All websites can encounter issues, whether it’s a broken link, a malfunctioning button, or a slow-loading page. Regularly testing your website to ensure everything is functioning properly will save you from losing potential customers. Testing also means checking on different devices to ensure your site works smoothly whether visitors are on a desktop, tablet, or smartphone.

4. Ensure mobile optimization
   Most people browse and book services from their phones. If your website isn’t optimized for mobile use, you’re making the experience more difficult than it needs to be and losing customers along the way. Ensure your site is responsive and offers an easy-to-navigate experience across all devices.

At the end of the day, a streamlined, user-friendly website doesn’t just make booking easier - it builds trust and confidence with customers. This makes them more likely to follow through with their plans which, in turn, makes you more money! The good news is that just a few small tweaks can make all the difference in converting website visitors into loyal customers.

—RK