Most winery websites fail to convert browsers into long-time buyers. Why? Because they treat their websites as places to showcase information instead of as strategic sales assets. From slow load times to overly-designed pages that aren’t functional and a storefront that doesn’t make buying wines easy—these mistakes are common.
However, small changes can make a big difference. By optimizing your winery website and delivering a stellar digital experience, you can build a loyal base of raving wine fans for years to come.
Let’s explore the most common winery website mistakes and how to fix them before they cost you another sale.
Mistake #1: Hiding Online Sales
People visit your website because they’re interested in your wine. If they can’t figure out how to order a bottle (or case), that’s a lost sale.
Some winery websites bury their shop pages so deep that customers give up and move on. Others don’t even offer online purchasing at all. Many are somewhere in the middle, with lackluster digital experiences that frustrate visitors.
Winery Website Fixes
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Make your online store easy to find with a clear “Shop Wines” button on your homepage.
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Ensure the checkout process is simple. No one wants to create an account just to buy a bottle of rosé.
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List shipping options, restrictions and pricing upfront to avoid surprises at checkout.
If someone loves your wine but can’t easily buy it, you’re leaving money on the table. Optimize your site and make the shopping experience friction-free.
Mistake #2: Making It Hard to Book a Tasting
For wineries with tasting rooms, website visitors should be able to book a visit in seconds. If customers have to call, send emails or hunt through multiple pages just to reserve a spot, they may give up entirely.
Winery Website Fixes
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Use an easy online booking system that allows visitors to reserve a tasting with just a few clicks.
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Keep the booking page simple: no unnecessary fields or confusing steps.
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List tasting options, pricing and availability upfront so there are no surprises.
If booking a tasting isn’t effortless, you’re missing out on real-world foot traffic.
Mistake #3: Slow Load Times That Drive Visitors Away
Your website might look beautiful, but if it takes too long to load, customers won’t stick around to admire it.
Many design agencies will “sell” you an incredible design that looks great on paper but delivers a sub-par digital experience.
Studies show that if a site takes more than three seconds to load, most visitors leave. In many cases, they might not come back.
Winery Website Fixes
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Optimize images so they don’t slow down the site.
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Use a reliable hosting service that ensures fast loading.
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Test your website on desktop and mobile to make sure everything runs smoothly.
A slow site doesn’t just frustrate visitors. It also hurts your Google rankings, making it harder for new customers to find you. Optimize functionality over design.
Mistake #4: A Confusing, Cluttered Layout
Winery websites should feel inviting, just like your tasting room. But too many are overwhelming, with too much text, too many links and no clear direction. If visitors can’t find what they’re looking for quickly, they’ll leave.
Winery Website Fixes
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Keep the homepage clean. Feature your best wines, tasting options and online store.
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Use simple, intuitive navigation so customers don’t have to guess where to click.
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Make key details—like your address, hours and contact info—impossible to miss.
A well-designed site guides visitors naturally, helping them book a tasting, explore your wines or place an order without frustration.
Mistake #5: No Mobile-Friendly Experience
More than half of all website traffic now comes from mobile devices. If your winery’s website isn’t mobile-friendly, you’re making it harder for potential customers to explore your wines, book a tasting or buy online.
Winery Website Fixes
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Use a responsive design that automatically adjusts to any screen.
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Keep text and buttons large enough to tap easily.
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Test your website on different phones and tablets to make sure it works smoothly.
If your website is a pain to use on mobile, you’re losing customers before they even get to your winery. Ideally, you want a winery website that prioritizes mobile use.
Mistake #6: Outdated or Incomplete Wine Details
People browsing your website want to know what makes your wines special. If your site lists only the names of your wines without descriptions, tasting notes or pairings, you’re missing an opportunity to tell a story (and sell.)
Winery Website Fixes
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Include tasting notes, food pairing suggestions and winemaker insights for every wine.
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Use high-quality photos of each bottle and, if possible, the vineyard or tasting room.
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Keep the information up to date. If a wine sells out, mark it as such instead of removing it completely.
The more engaging your wine descriptions, the more likely people are to purchase or visit your winery to taste for themselves.
Mistake #7: No Clear Story Behind Your Winery
Customers don’t just buy wine—they buy the experience, the story, and the passion behind it. If your website doesn’t tell the story of your winery, you’re missing a key emotional connection that helps turn one-time buyers into loyal customers.
Winery Website Fixes
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Share the history of your winery, your winemaking philosophy and what makes your vineyard unique.
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Include photos of your vineyard, cellar or team to bring your story to life.
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Use storytelling to connect with customers—make them feel like they’re part of your journey.
People love supporting wineries with a story. Make sure yours is front and center and is relevant to the person reading it.
A Great Winery Website Means More Visitors, Sales and Loyalty
A winery’s website should be as inviting as the tasting room itself: clean, welcoming and designed to turn visitors into customers. Whether you sell online, host tastings or offer wine club memberships, your site should make it effortless for people to engage with your brand.
Slamdot works with wineries to create beautifully designed, highly functional websites that drive more bookings, sales and engagement.
If your site is slow, confusing, or just not doing enough to showcase your wines, we can help you create a stellar digital experience that sets you apart.
Want to learn how? Contact us today for a free proposal!
