Contact Highway 29 Creative!
49 Coldbrook St. NE, Grand Rapids, Michigan, United States of America, 49503
Feeds
Wine Bottle Photography Tips: How to Create Images That Sell
May 22, 2025
Wine Bottle Photography Tips: How to Create Images That Sell
A great wine photo doesn’t just show a bottle. It tells a story. It paints a picture of a moment your customers want to live. It’s not about the glass, the foil, or even the label; it’s about the experience you’re selling.
Because wine isn’t just a product; it’s a lifestyle. And your photos? They’re the invitation.
Let’s talk about how to create wine bottle images that stop the scroll, spark emotion, and make people think, That bottle belongs in my life.
Start With the Story
Before you pick up the camera, ask yourself: What do I want this photo to say?
Is your wine bold and elegant? Fun and approachable? Does it evoke the charm of a vineyard sunset or the intimacy of a cozy dinner at home? The story comes first because it’s what your customers connect to.
Your photo isn’t just a picture of a bottle but a promise. A glimpse into the world you’re inviting them to be part of.
The Bottle Is Just the Beginning
A bottle against a white background? That’s fine for a product page, but it won’t sell the experience.
Here’s how to elevate it:
Set the Scene: A rosé on a sunlit picnic blanket. A bold red surrounded by candles and laughter. Give your customers a setting they can see themselves in.
Add People: People bring energy. Show your winemaker pouring a glass, friends clinking glasses, or someone savoring a sip on your estate patio.
Use Your Estate: If your winery has a beautiful vineyard, tasting room, or view, don’t just show the wine—show the place it comes from. Let your terroir shine through.
Light, Angles, and the Technical Stuff
Photography is an art, but it’s also a craft. And while the emotional connection matters most, the technical details make it all come together.
Lighting Is Your Best Friend: Natural light is warm, inviting, and real. Morning light or golden hour works wonders. Avoid harsh midday sun unless you’re going for drama.
The Label Matters: Your label is your brand. Make sure it’s clear, crisp, and perfectly lit. It’s the one part of the bottle that should always take center stage.
Play with Angles: Straight-on shots are clean and classic, but experiment with perspectives. A slight tilt or an overhead view can add intrigue and draw the eye.
Show More Than the Bottle
The most compelling wine photos go beyond the product. They capture the experience, the mood, and the details that make your winery special.
Lifestyle Shots: Your wine being poured, shared, or toasted. It’s about the moment.
Estate Photos: Highlight the vineyard rows, the tasting room, or the cellar. Show them where the magic happens.
Details That Speak: A cork being pulled, wine swirling in a glass, the texture of a vineyard at dusk. These are the quiet moments that bring depth to your story.
Why This Works
Because people don’t just buy wine. They buy connection, celebration, and the chance to say, “This is who I am.”
Your photos are a way to say to them: This wine is made for you. For the life you’re building, the experiences you’re chasing, the moments you want to share.
That’s what sells.
Key Takeaways
Start with the story you want to tell—it’s about more than the bottle.
Use scenes, people, and your estate to create emotional, relatable images.
Nail the technical details: light, label clarity, and angles matter.
Think bigger than the product—your wine is part of a lifestyle.
Final Thoughts
Your wine deserves better than a generic photo. It deserves a story.
When your customers see your bottle, they should see more than wine. They should see a moment waiting to happen, an experience they can’t resist, and a brand they want to be part of.
And if that feels like a big leap, we’re here to help. At Highway 29 Creative, we specialize in photography that doesn’t just look great, it connects, inspires, and sells. Let’s tell your winery’s story, one picture at a time. Contact Highway 29 Creative if you want to explore transformative photography for your winery.
Contact Highway 29 Creative
Top Winery Website Mistakes That Are Costing You New Members
May 14, 2025
Your website is one of your most powerful tools for attracting and retaining wine club members, but here’s the hard truth: too many winery websites are falling short. In a world where mobile usage dominates and younger audiences demand seamless digital experiences, the days of treating your website as a static brochure are over.
If your website isn’t driving wine club sign-ups or engaging visitors, it’s time to confront the mistakes that might be holding you back. Let’s poke a few holes in outdated assumptions and help you build a site that works as hard as you do.
Mistake 1: Treating Your Website Like a Digital Brochure
One of the most common misconceptions we encounter is the idea that your website’s main job is to showcase your wines. Sure, it should do that—but a great winery website is a sales and marketing machine, not just a pretty page with some pictures and tasting notes.
If your website doesn’t have clear calls to action (CTAs), easy navigation, or features like online wine club sign-ups, you’re losing potential members. Every page of your site should guide visitors toward the next step: buying wine, booking a visit, or joining your club.
Fix It:
- Include CTAs like “Join Our Wine Club,” “Shop Our Wines,” or “Book a Tasting” prominently on every key page.
- Optimize your navigation to make it simple for visitors to explore and act.
Mistake 2: Ignoring Mobile Users
Here’s a wake-up call: over 60% of website traffic now comes from mobile devices. If your site isn’t mobile-friendly, you’re alienating a majority of your potential customers. Mobile users won’t tolerate clunky navigation, slow load times, or hard-to-read text.
If your site looks great on desktop but is a mess on a smartphone, you’re effectively closing your doors to a massive audience—especially Millennials and Gen Z, who live on their phones.
Fix It:
- Use a responsive design that adapts seamlessly to any screen size.
- Test your site on multiple devices to ensure it’s easy to navigate, fast to load, and visually appealing on mobile.
- Prioritize a smooth mobile checkout process, especially for wine sales and club sign-ups.
Mistake 3: Focusing on You, Not Your Audience
Your winery’s story is important—but your audience doesn’t visit your website to read a novel about you. They’re looking for how you can improve their life, whether through an unforgettable tasting experience, an exclusive wine club, or wines that elevate their dinner parties.
If your site is all about your winery’s history and none of it speaks to your audience’s needs, you’re missing the mark.
Fix It:
- Reframe your content to show what’s in it for your visitors. For example, instead of “Our Family’s Legacy,” focus on “What Makes Our Wines Perfect for Your Table.”
- Use language that speaks directly to your audience’s desires, like “Sip award-winning wines made sustainably” or “Join a wine club that’s personalized for you.”
Mistake 4: Slow Load Times
If your website takes more than a few seconds to load, visitors will leave—no matter how good your wine is. A slow website frustrates users and signals to search engines that your site isn’t worth ranking highly.
Fix It:
- Compress images to reduce file sizes without sacrificing quality.
- Minimize unnecessary scripts or plugins that bog down your site.
- Use tools like Google PageSpeed Insights to identify and resolve performance issues.
Mistake 5: Skimping on Visuals
A grainy photo of your tasting room or a blurry shot of your wine bottles isn’t cutting it anymore. High-quality visuals are essential for capturing attention and building trust. Your website should showcase the beauty of your vineyard, the craftsmanship of your wines, and the joy of the wine lifestyle.
Fix It:
- Invest in professional photography that highlights your vineyard, wines, and experiences.
- Use vibrant, high-resolution images that load quickly on all devices.
- Incorporate lifestyle shots that help visitors imagine themselves enjoying your wines.
Mistake 6: Making It Hard to Join Your Wine Club
If visitors have to dig through your site to find wine club information or the sign-up process is complicated, you’re losing potential members. Your wine club should be a centerpiece of your website, with clear benefits and an easy enrollment process.
Fix It:
- Feature wine club CTAs prominently on your homepage, product pages, and footer.
- Simplify the sign-up process to minimize steps and confusion.
- Highlight exclusive perks like free shipping, early access to releases, or special events to make joining irresistible.
Mistake 7: Letting Your Website Stagnate
Your website isn’t a “set it and forget it” project. A site that feels outdated or inactive signals to visitors that your business might not be thriving. Regular updates keep your content fresh and engaging while also boosting your SEO.
Fix It:
- Update your website seasonally with new offers, events, or releases.
- Add a blog or news section to showcase fresh content, like recipes, winemaker updates, or behind-the-scenes stories.
- Regularly review analytics to identify pages that need updates or optimization.
Mistake 8: Ignoring SEO
Even the most beautiful website won’t help you if no one can find it. Search engine optimization (SEO) ensures your site ranks highly on Google, bringing in new visitors and potential members.
Fix It:
- Research and include relevant keywords like “best winery in [your region]” or “wine club benefits.”
- Optimize meta descriptions and alt text for images.
- Create content that answers common questions, like “What makes a wine club worth joining?”
Key Takeaways
- Treat your website as a sales and marketing machine, not just a digital brochure.
- Prioritize mobile-friendly design to capture today’s smartphone-savvy audience.
- Reframe your messaging to focus on your audience’s needs and desires.
- Invest in fast load times, high-quality visuals, and easy navigation to keep visitors engaged.
- Highlight your wine club prominently, with a simple sign-up process and clear benefits.
Final Thoughts
Your website should be more than just a place to park your winery’s information—it should be your most effective tool for attracting and converting visitors into loyal wine club members. By addressing these common mistakes and creating a site that reflects today’s digital expectations, you’ll set your winery up for lasting success.
Need help transforming your website into a member-generating machine? Highway 29 Creative specializes in winery websites that attract, engage, and convert. Let’s build a website that works as hard as you do!
Contact Highway 29 Creative
Seasonal Wine Club Promotions: How to Plan Your Campaigns Using Your Website
May 07, 2025
Seasonality isn’t just about weather; it’s about mindset. Your customers’ buying habits shift with the seasons, and the wineries that understand how to tap into those rhythms are the ones that thrive. From cozy winter nights to sun-soaked summer afternoons, each season offers unique opportunities to connect with your audience, tell your story, and drive wine club sign-ups.
But here’s the truth: seasonal promotions don’t work if they’re slapped together at the last minute. A well-planned campaign, anchored by your website and supported by social media and paid media, can turn slow months into sales booms and casual visitors into loyal club members.
The Seasons Are Already Telling a Story
Each season comes with its own energy, its own needs, and its own story. Your job is to align your campaigns with those rhythms, tapping into the emotions and experiences your customers are already craving.
Winter: Comfort, warmth, and togetherness. Think bold reds, virtual tastings by the fire, and gift-worthy bundles.
Spring: Renewal and fresh starts. Highlight crisp whites, spring recipes, and vineyard tours.
Summer: Adventure and connection. Celebrate rosé, outdoor picnics, and sunshine-filled tastings.
Fall: Gratitude and harvest. Focus on seasonal favorites, food pairings, and behind-the-scenes harvest stories.
Your website should mirror these shifts, inviting visitors to feel the season before they even browse your wines.
Use Your Website as the Campaign Hub
Your website isn’t just a digital storefront; it’s the centerpiece of your seasonal campaign. Here’s how to make it work:
1. Seasonal Landing Pages
Create a dedicated landing page for each promotion. Whether it’s “Summer Rosé Bundles” or “Harvest Wine Club Perks,” these pages should highlight your seasonal offers, showcase stunning visuals, and include a clear call-to-action (CTA).
2. Update Your Homepage
Your homepage is prime real estate. During a campaign, make sure it reflects the season and guides visitors to your promotions. Feature banners, sliders, or hero images that align with your seasonal theme.
3. Make It Easy to Act
Every page tied to your campaign should have a clear next step: “Join the Wine Club,” “Shop the Summer Collection,” or “Book a Tasting.” Don’t make visitors guess what to do—they won’t.
Social Media: The Amplifier
Your website is the hub, but social media is where the buzz begins. This is where you bring your seasonal campaign to life with visuals, stories, and connections that make people want to learn more.
Tell Stories: Use Instagram Reels or Stories to show behind-the-scenes moments—harvest prep, winemaker tips, or your team enjoying a glass of wine.
Go Visual: Seasonal imagery is non-negotiable. Rosé-filled glasses in the sun, cozy reds by the fireplace—these are the moments that get shared.
Drive Traffic: Every post should point back to your website’s campaign page. “Shop now,” “Learn more,” or “Join today” links should be easy to find.
Paid Media: The Traffic Driver
If your campaign is well-planned, paid media can amplify its reach exponentially. It’s not about spending more—it’s about targeting smarter.
Segmented Ads: Use data to target specific audiences. Promote your rosé bundles to younger wine lovers or exclusive reds to loyal club members.
Seasonal Keywords: In Google Ads, focus on phrases like “summer wine deals” or “holiday wine gifts” to match what people are searching for.
Retargeting: Show ads to people who’ve visited your site but didn’t purchase. A gentle reminder can often seal the deal.
Timing Is Everything
Seasonal campaigns thrive on urgency. Limited-time offers, countdowns, or exclusive early-bird deals create the kind of excitement that gets people to act.
Build Anticipation: Start teasing your campaign a few weeks before it launches. Use email and social media to hint at what’s coming.
Create Deadlines: “Ends Sunday,” “Only 50 bundles left,” or “Sign up before July 1” gives people a reason to act now.
Follow Up: If someone doesn’t act, remind them. A well-timed email or social post can reignite interest.
Build Momentum for Your Wine Club
Every seasonal campaign is a chance to grow your wine club. The key is weaving club sign-ups into the narrative of your promotion.
Highlight Exclusivity: “Wine club members get early access to our Fall Favorites.”
Bundle Benefits: Offer a free bottle or discount on the first shipment for new members who join during the promotion.
Celebrate Your Club: Use your seasonal campaigns to show what club members are already enjoying, special releases, events, or perks.
You Can Do This
Seasonal campaigns aren’t about perfection. They’re about intention. It’s about using the seasons as a natural framework to connect with your audience, tell your story, and invite them into something more meaningful—your wine club, your experiences, your brand.
Start small. Build a landing page. Post a seasonal story. Run one ad. With each campaign, you’ll learn what works and grow more confident in how to sell your wine in a way that feels authentic.
Key Takeaways
Plan campaigns that align with the seasons’ energy and your customers’ desires.
Use your website as the hub of your campaign, with seasonal landing pages and clear CTAs.
Leverage social media for storytelling and paid media for targeted traffic.
Create urgency with limited-time offers and deadlines.
Always tie your campaigns back to growing your wine club.
Final Thoughts
Seasonal campaigns are your chance to connect with customers when they’re most ready to buy. Done right, they turn the ebb and flow of the year into a steady stream of engagement, sales, and sign-ups.
Need help crafting campaigns that make your winery unforgettable? Highway 29 Creative is here to help. Let’s turn the seasons into your secret weapon for growth.
Contact Highway 29 Creative.
From Vine to Vision: Planning a Winery Photo Shoot That Tells Your Story
April 30, 2025
A photoshoot isn’t just about pretty pictures—it’s about crafting a visual story that stops people in their tracks and says, This is who we are. For wineries, this is even more important. Your brand isn’t just about your wine; it’s about the experience, the values, the magic of your vineyard, and the people behind every bottle.
But how do you translate something as intangible as a feeling into photos that sell? It starts with understanding your brand—truly understanding it—and building visuals that capture its essence. Let’s walk through how to plan a winery photo shoot that doesn’t just look good but feels true to your story.
Start with Your Brand, Not Your Bottles
It’s tempting to jump straight into logistics—what shots you need, when the lighting is best—but resist that urge. Your shoot starts with your brand. Without clarity on what makes your winery special, your photos will look generic, and generic doesn’t sell wine or build loyalty.
Ask Yourself:
- What makes your winery unique? Is it your commitment to sustainability? Your focus on artisanal craftsmanship? The warm, welcoming vibe of your tasting room?
- Who is your audience? Are you speaking to Millennials looking for adventure, families seeking comfort, or seasoned wine lovers who value tradition?
- What feelings do you want your photos to evoke? Think about words like “authentic,” “vibrant,” “luxurious,” or “playful.” These emotions will guide everything from color choices to composition.
Write these answers down. They’re your North Star for the entire shoot.
Translate Your Brand Into Visuals
This is where the magic happens—where your brand transforms from abstract ideas into compelling images.
1. Your Vineyard Is a Canvas, Not Just a Backdrop
Every row of vines, every sun-drenched corner of your property, is a chance to tell a story. If sustainability is central to your brand, highlight your team in the vineyard during harvest. If your winery is all about romance, capture the glow of golden hour over your tasting room.
2. People Make It Real
Your wine doesn’t exist in a vacuum—it’s meant to be shared. Include your team, your winemaker, and even your customers in the shoot. Action shots—pouring wine, clinking glasses, tending the vines—make your brand feel alive and relatable.
3. Showcase the Details That Set You Apart
Is your wine club about exclusivity? Shoot the limited-edition labels. Is your tasting room cozy and inviting? Highlight its textures—the wood grain of a table, the swirl of wine in a glass. These are the cues that help customers picture themselves there.
4. Think Beyond Bottles
Yes, you need product shots, but they’re just the start. Lifestyle photography—like a family picnic with your wine or a romantic dinner setting—gives context and emotion to your brand.
Plan the Logistics with Your Brand in Mind
Now that you know what story you’re telling, it’s time to plan the details. A great photo shoot doesn’t happen by accident—it’s a mix of preparation and creativity.
1. Build a Shot List
Your shot list is your roadmap. Include a mix of:
- Hero shots of your vineyard, tasting room, and people.
- Product photos for your website, eCommerce store, and social media.
- Lifestyle images that capture the feeling of enjoying your wine.
Pro Tip: Refer back to your brand notes as you build this list. Does every shot align with the emotions and story you’re trying to convey?
2. Schedule for the Light
Light changes everything. Golden hour (the hour after sunrise or before sunset) is perfect for warm, glowing shots. Overcast days can give soft, even lighting that works well for details and people.
3. Prep the Space
Before the shoot, tidy up. Remove distractions—cluttered countertops, unsightly cords, or anything that doesn’t belong in the story you’re telling. Think of your vineyard, tasting room, or cellar as a stage.
4. Plan Wardrobe and Props
What your team wears matters. If your brand is rustic and approachable, don’t dress everyone in formal black. If it’s high-end and elegant, make sure the props—like glasses and tables—match that tone.
Bring It All Together
Your photo shoot isn’t just about the photos—it’s about the result: images that draw people in, build trust, and drive action.
- Post your lifestyle shots on Instagram to connect emotionally.
- Use your product photos on your website to make buying easy.
- Share behind-the-scenes images in email campaigns to show authenticity.
And don’t be afraid to repurpose. A single great shot of your vineyard can live on your homepage, in your newsletter, and as part of a tasting room invite.
If It Feels Overwhelming, We’re Here to Help
You don’t have to do this alone. At Highway 29 Creative, our photo and video team specializes in capturing wineries just like yours—transforming your brand’s story into visuals that resonate. Whether you need a full shoot or help refining your ideas, we’re here to make it happen.
Key Takeaways
- Start with your brand—know who you are and what makes you unique before planning your shoot.
- Translate your brand into visuals by focusing on the feelings, people, and details that set you apart.
- Plan logistics like light, shot lists, and props with your brand’s story in mind.
- Use your photos strategically across your website, social media, and email to engage and convert.
Final Thoughts
Planning a photo shoot is more than just a to-do list. It’s an opportunity to tell the world who you are, why your winery matters, and why your customers should care. Done right, your photos become more than images—they become connection points between your brand and the people who love it.
Ready to bring your story to life? Let’s work together to create visuals that stop the scroll and sell the story of your winery. Highway 29 Creative is here to help. Reach out today.
Contact Highway 29 Creative
The Power of a Winery Blog: Driving Traffic and Wine Club Sign-Ups
April 23, 2025
Before someone joins your wine club or buys a bottle of your wine, they need to feel something. Not about wine in general—about your winery. They need to understand who you are, why you do what you do, and what makes your wine, your story, and your experience different.
The challenge? That kind of trust doesn’t happen from a homepage, a product listing, or a one-off Instagram post. It takes time, space, and a story worth telling. That’s where a winery blog comes in.
Your blog isn’t just another marketing checkbox—it’s a tool that builds relationships, earns trust, and moves visitors toward the next step: joining your wine club, booking a tasting, or becoming a loyal fan.
A Blog Creates Trust Before the Sale
Wine clubs are about commitment, and commitment starts with trust. Younger consumers, especially Millennials and Gen Z, don’t just buy wine; they invest in brands that align with their values and identity. A winery blog is where you can show them who you are beyond the bottle.
You don’t have to write essays. What you need is consistency and a willingness to share.
Here’s the recipe for building trust through your blog:
Share the Process: Show them what happens from vine to bottle—harvest days, cellar secrets, or the people who make it all happen. It’s not about perfection; it’s about authenticity.
Educate Gently: Answer their questions before they ask. “How to pair wine with takeout” is more valuable than you think. “What’s the deal with sulfites?” or “Why does rosé taste so refreshing?” Content like this positions you as both a guide and a trusted voice.
Tell Real Stories: People love stories. Tell them about the history of your vineyard, the winemaker who learned the trade from a grandparent, or the harvest day that nearly went sideways but turned into something magical.
Your blog doesn’t just fill space—it fills gaps in the customer’s understanding of why they should choose you.
Blog Brings Traffic (If you write for the right people)
Search engines love blogs. Google wants to answer people’s questions, and your blog can be the answer. When someone types “best wine for spicy food” or “wine clubs near me,” wouldn’t it be nice if they found your website?
The secret is knowing what people are looking for and being the one who shows up.
Here’s how to attract traffic to your blog:
Write content that answers real questions. Use tools like Google’s autocomplete or answer questions customers ask during tastings. Titles like “How to Pick the Perfect Wine for Summer BBQs” or “3 Reasons to Join a Wine Club” are gold.
Use keywords naturally. “Napa Valley Cabernet” will work harder for you when it’s part of an article like “Why Our Napa Valley Cabernet is a Perfect Pairing for Steak.”
Link to other pages on your site. If someone’s reading about food pairings, link to your wine club or product page. They’ve shown interest—don’t leave them hanging.
Traffic is step one. Trust is step two. Action is the result.
Your Blog Nurtures Deeper Engagement
Social media is for moments. Blogs are for meaning. A well-written blog post gives visitors a reason to stay on your website, to lean in, to explore more. The more time they spend with you, the more connected they feel.
Why does this matter? Because wine club memberships aren’t impulse buys. They’re decisions rooted in familiarity, value, and trust.
Here’s the flow:
Someone Googles “how to store wine at home” and finds your blog post.
They learn a helpful tip and stick around to browse your wine selection.
They see a post titled “5 Perks of Joining Our Wine Club” and click through.
Before they leave, they think, Maybe this winery is worth joining.
This isn’t a trick. It’s connection, earned through value.
Turn Readers Into Wine Club Members
Your blog can (and should) lead readers toward a next step. This isn’t about aggressive sales tactics—it’s about giving them the opportunity to say “yes” to something they already care about.
Here’s how to turn blog readers into wine club members:
Include calls-to-action (CTAs): At the end of every post, offer the next step: “Explore our wine club,” “Join today for exclusive releases,” or “Sign up and get 10% off your first shipment.”
Talk about the benefits: Wine club memberships are more than bottles of wine. They’re about experiences, exclusivity, and belonging. Write content like “Why Our Wine Club is the Best Way to Explore New Releases.”
Offer value: Give readers a reason to act. Free shipping, a first-month discount, or early access to limited wines can turn readers into members.
Your blog is the bridge. It takes readers from “interested” to “I’m in.”
Your Blog Supports All Your Marketing
A great blog doesn’t live in isolation—it feeds everything else you do.
Share blog posts on social media to drive traffic back to your website.
Feature blog content in your email newsletter to re-engage subscribers.
Use blog content in ads to attract curious audiences searching for answers.
Your blog is the hub of your marketing wheel, providing fuel for every other channel.
Key Takeaways
Your blog builds trust by telling stories, answering questions, and showing your audience why you’re worth their loyalty.
Well-written blog content brings organic traffic to your website through search engines.
Blogs create deeper engagement, giving visitors a reason to stay and take action.
By offering value and clear next steps, your blog can turn curious readers into wine club members.
Final Thoughts
Buying wine is a transaction. Joining a wine club is a relationship.
Your blog is where that relationship begins—where visitors discover your story, learn about your craft, and decide they want to be part of what you’re building. It’s one of the most powerful tools you have to drive traffic, nurture trust, and grow your wine club.
Need help crafting blog content that works? Highway 29 Creative specializes in building content strategies that attract, engage, and convert. Let’s help your winery start telling the stories your audience is waiting to hear.
Case Study: DeLille Cellars' Website Design
March 26, 2025
WEBSITE CASE STUDY
DeLille has risen to be one of the most recognized, accessible, and loved wineries in Washington State; they wanted a website that reflects just that!
“We sought out Highway 29 upon recommendations from industry contacts in order to make a custom site that integrated with our third-party winery management platform. Our goal was to harness the flexibility of WordPress while leveraging our WineDirect shop functionality so as to not affect our logistical operations. We now have a custom site that elevates our winery’s offerings and is reflective of our mission and story. Our new site is beautiful, elegant and sophisticated. Our new wine shop highlights the uniqueness of each wine and makes sorting and searching for wines much more effective.
We’ve also elevated our vineyard partnerships and blog through the new design, as well as modernizing calls to action for visitation to both our tasting room and restaurant. This is only the beginning, and we look forward to further site enhancements and continuing to tell the story of our winery’s 30-year history in this dynamic digital age.”
The Problem We Were Hired to Solve
DeLille Cellars did not have website worthy of their brand. It was managed through WineDirect’s content management system and their team found it hard to edit and control. The site lacked a modern aesthetic and felt stale.
They hired our agency Highway 29 Creative to partner with them to design a new website on Wordpress that integrated WineDirect’s cart. Their goal was to have maximum flexibility to manage and edit the website themselves. We worked together to map out their top conversion goals and create a sitemap that was easy for users to navigate. DeLille has a restaurant on property and needed to balance wine e-commerce with on-site visitation.
Homepage
The most important question is “why?”
Their old homepage showed what DeLille Cellars was, but didn’t explain the “why” behind the brand. Too many winery websites make the same mistake of having a simple hero image and then three boxes with links to other pages. Consumers today expect more from a homepage. They are hungry for a storytelling component and what to know what a brand stands for.
We worked with their fantastic team to create a new, modern aesthetic for the website with brighter colors and contemporary fonts. The new homepage introduces the brand to users, provides a summary of their “why” and then calls the user to action. Right away we display the best selling wines and give options for visiting the property.
Shop
E-Commerce Driven Design
The old website did not have a clear user journey. The users had to scroll far down the page to discover which wines were for sale. The sub-navigation was difficult to read overlayed on the hero image. Bottle shots were small and hard to discern.
The new shop for DeLille Cellar’s website is clean and inviting. Right away users are greeted with bottles of wine above the fold. We move the sub-navigation to the left side of the page where customers expect to find it. We broke up the options into major categories so users can easily navigate to find the wine they are looking for. User experience research studies prove that when users can find the product they are looking for faster through categories or filtering, they are more likely to convert.
Product Detail Page
Ask for the Sale and Don't Bury the Ledge
The old product detail page hid the most important elements– the price and add to cart button! Users had to scroll far down the page to buy the wine. We redesigned the page to ensure the call to action was above the fold and stood out.
Our philosophy at Highway 29 Creative is to create product detail pages that provide a rich experience equal to the tasting room. Too many winery websites only have a bottle shot, tasting notes, and the price. They fail to create an immersive and educational experience to sell the wine. We worked with the team at DeLille to identify content they could produce for each wine. We built new sections on the product detail page including reviews, pairing suggestions, and a chance to learn more about the vineyard source and winemaking.
Let's Work Together
Are You Interested in Working with Our Team on your Website Project?
Request a FREE Consultation
Highway 29 Highway 29 Creative Marketing Strategy Website Design Sales brand strategy branding
SEO for Wineries: How to Optimize Your Website for New Traffic and Wine Club Growth
March 24, 2025
Search Engine Optimization (SEO) is the key to unlocking consistent, high-quality traffic to your winery’s website. Whether you want to grow your wine club, drive more eCommerce sales, or bring visitors to your tasting room, a well-optimized website ensures your business is discoverable to potential customers searching for what you offer.
SEO isn’t just about throwing in a few keywords—it’s about creating a site that search engines recognize as valuable and relevant while also offering an excellent user experience. Here’s how to optimize your winery website to attract new traffic and grow your wine club.
Focus on Keywords That Match Customer Intent
At the heart of any successful SEO strategy is understanding what your audience is searching for and why. Keywords are the bridge between what potential customers are looking for and the content you provide. For wineries, this could include searches like “best winery in Napa,” “organic wines near me,” or “how to join a wine club.”
How to Use Keywords Effectively:
Research keywords that match your offerings. Tools like Google Keyword Planner or SEMrush can help identify high-traffic terms like “award-winning Chardonnay” or “wine club with free shipping.”
Focus on long-tail keywords that are more specific, such as “family-owned sustainable winery in Sonoma” or “wineries offering virtual tastings.” These attract motivated searchers who are closer to making a decision.
Naturally incorporate keywords into your headlines, product descriptions, and page content. Avoid keyword stuffing—it hurts readability and SEO rankings.
Optimize for Local SEO
If your winery relies on visitors to your tasting room, optimizing for local search is crucial. Local SEO ensures that when people search for wineries near them, your business appears in the results.
Key Steps for Local SEO:
Create or claim your Google My Business listing. Add up-to-date details, including your address, phone number, website, and photos.
Optimize your website for local keywords, like “wineries in Paso Robles” or “vineyards near Portland.”
Include your location on your homepage, contact page, and metadata. For example, use “Award-Winning Winery in [Your Region]” in your page titles.
Collect reviews on Google and Yelp. Positive reviews improve your visibility and attract potential visitors.
Improve Your Website’s Load Speed
Google prioritizes websites that load quickly, and so do your customers. A slow-loading site frustrates users and causes them to leave, increasing your bounce rate and hurting your SEO rankings.
How to Optimize Load Speeds:
Compress images to reduce file sizes without sacrificing quality.
Use a reliable hosting provider with fast server response times.
Minimize unnecessary code or plugins that slow down your site.
Leverage browser caching and content delivery networks (CDNs) to improve performance.
Create Valuable, Shareable Content
Content is king in the SEO world. Regularly updating your website with fresh, valuable content improves your rankings and gives visitors a reason to stay longer and return frequently.
Content Ideas for Wineries:
Blog Posts: Write about wine pairings, vineyard updates, or behind-the-scenes winemaking stories. Use SEO-friendly titles like “How to Pair Wine with Summer BBQs” or “5 Reasons to Join Our Wine Club.”
Videos: Create short videos showcasing your vineyard, explaining your winemaking process, or offering virtual tasting tips.
FAQs: Answer common questions about your wine club, shipping policies, or how to store wine. These pages can rank highly for specific searches.
Optimize for Mobile
With most website traffic coming from mobile devices, a mobile-optimized site is non-negotiable. Google’s mobile-first indexing also means your site’s mobile version is prioritized in search rankings.
How to Optimize for Mobile:
Use a responsive design that adapts seamlessly to different screen sizes.
Ensure navigation is simple and intuitive on smaller devices.
Optimize your mobile checkout process to make it easy for customers to shop or join your wine club.
Enhance Metadata and Alt Text
Metadata helps search engines understand your site’s content. Titles, descriptions, and image alt text are all essential for improving your SEO and accessibility.
Best Practices for Metadata:
Write clear, keyword-rich meta titles and descriptions for every page. For example, “Join the Best Wine Club in Oregon – Exclusive Perks and Award-Winning Wines.”
Use descriptive alt text for images, like “A bottle of Merlot in front of a vineyard during sunset.”
Keep URLs clean and concise. A URL like “www.yourwinery.com/wine-club-benefits” is better than “www.yourwinery.com/page123.”
Build Backlinks to Increase Authority
Backlinks—links from other reputable sites to yours—signal to search engines that your site is trustworthy and valuable. The more high-quality backlinks you have, the better your SEO rankings.
How to Earn Backlinks:
Collaborate with local tourism websites, wine blogs, or travel influencers who can feature your winery and link back to your site.
Write guest blog posts for wine industry websites or foodie publications.
Encourage satisfied customers or wine club members to write about your winery and link to your site.
Track and Adjust Your SEO Strategy
SEO isn’t a one-and-done task—it requires ongoing effort and adjustments. Regularly monitor your website’s performance to see what’s working and what needs improvement.
Tools to Use:
Google Analytics: Track traffic, bounce rates, and conversions.
Google Search Console: Monitor your site’s search performance and identify issues like broken links or crawl errors.
SEMrush or Ahrefs: Analyze keyword rankings and backlink profiles.
Key Takeaways
Use keywords that align with customer intent, focusing on both general wine terms and long-tail phrases.
Optimize for local SEO to attract visitors to your tasting room.
Improve load speed and ensure your site is mobile-friendly to enhance the user experience and rankings.
Create engaging, shareable content like blog posts, videos, and FAQs to drive organic traffic.
Invest in metadata, alt text, and backlinks to boost your site’s visibility and authority.
Continuously track your SEO performance and make adjustments to stay competitive.
Final Thoughts
A strong SEO strategy can transform your winery’s online presence, driving new traffic and converting visitors into loyal wine club members. By optimizing your website for search engines and user experience, you ensure your winery stays top of mind for potential customers.
Ready to take your SEO to the next level? Highway 29 Creative specializes in helping wineries build search-optimized websites that grow traffic and drive results.
Let’s get started, contact Highway 29 Creative!
Crafting Winery Content That Captures New Audiences and Club Members
March 14, 2025
From blog posts and email campaigns to Instagram Reels and virtual tastings, the content you create sets the tone for how people discover, engage with, and connect to your winery. Great content isn’t just filler for your website or social media—it’s a powerhouse tool for growing your winery’s audience, converting casual visitors into loyal wine club members, and driving revenue.
Even better, content works double-duty: it supports inbound marketing, by attracting new customers who find you organically, and outbound marketing, by amplifying your message through ads, email, and other promotional efforts. Whether you’re sharing your winemaking journey, crafting a how-to wine pairing guide, or highlighting your latest release, well-planned content is key to building your brand and boosting your sales.
Here’s how to create winery content that attracts, engages, and converts your audience into loyal customers and club members.
What Is Inbound Marketing?
Inbound marketing is all about pulling customers in naturally through valuable, engaging content. It helps people discover your winery on their own, often through organic search, social media, or recommendations. Think blog posts optimized for SEO, eye-catching Instagram posts, or an educational video that answers common wine questions.
For example, a blog titled "How to Choose the Perfect Wine for a Celebration" might rank highly on Google and bring new visitors to your website—visitors who might explore your wine club or shop while they’re there. Inbound marketing nurtures relationships by providing solutions, sparking curiosity, or answering questions your audience didn’t even know they had.
Content examples for inbound marketing:
Blog posts about food pairings, winemaking, or seasonal wine trends.
Social media posts showcasing your vineyard or wine club perks.
Videos or virtual tastings answering FAQs like "What makes a wine organic?"
What Is Outbound Marketing?
Outbound marketing, on the other hand, is about actively delivering your message to your audience. This includes paid advertising, email marketing, or collaborations with influencers to get your winery in front of new customers or remind existing ones of what makes you special. It’s proactive and can be laser-targeted to reach specific demographics.
For example, an email campaign offering free shipping for wine club members, or an Instagram ad targeting users in your region who love wine, would fall under outbound marketing. Done well, outbound marketing reinforces the connections built through your inbound efforts and drives immediate action.
Content examples for outbound marketing:
Targeted social media ads promoting a seasonal sale or wine club sign-up.
Email campaigns highlighting exclusive wine releases.
Influencer partnerships showcasing your wine in curated posts.
Blending Inbound and Outbound for Maximum Impact
To truly capture new audiences and grow your wine club, your content should seamlessly blend inbound and outbound strategies. Inbound content attracts people who are discovering your winery for the first time, while outbound content amplifies that message and nurtures those leads into loyal customers.
For example, a blog post about "5 Reasons to Join a Wine Club" (inbound) could lead visitors to sign up for your newsletter, where they later receive an email about a "New Member Discount" (outbound). Together, these strategies create a full-funnel approach that engages your audience at every step of their journey.
Content That Attracts New Audiences
To bring in new audiences, focus on creating content that’s shareable, educational, and optimized for search. Millennials and Gen Z wine drinkers, in particular, are drawn to brands that offer value—whether through helpful advice, insider stories, or Instagram-worthy visuals.
Content ideas for attracting new audiences:
Behind-the-Scenes Stories: Share how your wine is made, from the vineyard to the bottle.
Educational Blog Posts: Topics like "How to Pair Wine with Vegan Dishes" or "Understanding Natural Wines" can bring traffic to your site.
Vibrant Visuals: Post stunning vineyard shots or reels showing the winemaking process to engage Instagram users.
Content That Converts Audiences into Club Members
Once you’ve captured attention, focus on creating content that highlights the benefits of joining your wine club. Younger consumers value exclusive experiences and personalization—your content should reflect this.
Content ideas for conversion:
Wine Club Member Perks: Showcase exclusive events, discounts, or early access to releases.
Testimonials and Stories: Share real stories from current wine club members about why they love being part of your community.
Limited-Time Offers: Use urgency to encourage sign-ups, like "Join by [Date] and Get a Free Bonus Bottle."
Content Best Practices
Whether you’re focusing on inbound or outbound marketing, follow these best practices to maximize your results:
Keep It Visual: Use professional, high-quality photos and videos to capture attention.
Be Consistent: Post regularly across your website, social media, and email to keep your brand top of mind.
Include Clear Calls to Action (CTAs): Always tell your audience what you want them to do next—whether it’s reading another blog post, following you on Instagram, or signing up for your wine club.
Measure and Adjust: Use analytics to track the performance of your content and refine your approach over time.
Key Takeaways
Inbound marketing attracts new audiences by creating valuable content they discover naturally, like blogs or organic social media posts.
Outbound marketing proactively delivers your message to your audience through targeted ads, emails, and influencer campaigns.
Combining inbound and outbound strategies creates a full-funnel approach to engage, nurture, and convert new audiences.
Tailor your content to resonate with Millennials and Gen Z, focusing on education, exclusivity, and visually engaging formats.
Regularly update and refine your content to stay relevant and effective.
Final Thoughts
Great content isn’t just about keeping your website and social media active—it’s about building relationships, showcasing your brand’s personality, and converting casual visitors into loyal wine club members. By blending inbound and outbound strategies, you can attract new audiences, nurture meaningful connections, and grow your winery’s success.
Need help crafting content that drives results? Start by contacting Highway 29 Creative; we specialize in creating compelling winery content that connects with audiences and grows wine clubs. Let’s get started!
Content Marketing Inbound Marketing Outbound Marketing Highway 29 Wine Club Tasting Room
The Importance of High-Quality Photography for Winery Websites
March 03, 2025
Your winery’s website is often the first point of contact for potential customers, and high-quality photography can make or break that first impression. In an industry where the story, experience, and product all play vital roles, exceptional visuals are non-negotiable. From the allure of your vineyard to the elegance of your wine bottles, great photography captures the essence of your brand and compels visitors to explore—and purchase—more.
Here’s why high-quality photography is essential for your winery website and how it can elevate your digital presence to attract and engage customers.
Visuals Set the Tone for Your Brand
In just a few seconds, visitors to your website will form an impression of your winery. High-quality images can immediately convey your brand’s personality, values, and style. Are you a modern, innovative winery? Or rooted in tradition with a rustic, authentic charm? Your photography should reflect this identity.
What to focus on includes vineyard scenery that showcases the natural beauty of your location, lifestyle shots of people enjoying your wines, and candid images of your team in action. These humanize your brand and build a personal connection. Work with a photographer who understands your brand and can capture its unique essence. Consistency in style and tone is key to building trust.
High-Quality Photography Builds Trust
Low-resolution or poorly composed photos can make your winery appear unprofessional, even if your wine is world-class. Customers often associate the quality of your visuals with the quality of your product. Investing in professional photography sends a message: you care about the details.
Avoid grainy, pixelated, or outdated photos, and steer clear of generic stock images. Instead, include sharp, vibrant images that showcase the textures, colors, and artistry of your bottles, labels, and packaging. Use detailed shots of wine being poured or savored to evoke sensory experiences that entice visitors to buy. Place your best photography on hero images, product pages, and your homepage to make an immediate impact.
Photography Drives Purchasing Decisions
For eCommerce wineries, product images are often the closest customers will get to seeing and touching your wine before they buy. High-quality photos help bridge that gap, making your wine more appealing and inspiring confidence in the purchase.
Key practices for product photography include maintaining consistency in lighting and angles, highlighting details like labels and bottle designs, and using in-context shots to show your wine being enjoyed. Consider investing in 360-degree product photography or short videos for key products to create an interactive shopping experience.
Enhance Your Storytelling with Images
Photography isn’t just about showcasing your wine; it’s about telling your brand’s story. Each image should be a chapter that communicates your winery’s journey, values, and commitment to quality.
Highlight seasonal changes, document the winemaking process, and include shots of events or unique traditions that make your brand memorable. Pair your images with short captions or blog posts to provide context and draw visitors deeper into your story.
Better Photography Boosts Engagement
Websites with high-quality visuals are more engaging, leading to longer visit durations, higher conversions, and more sharing on social media. Eye-catching images can also improve your SEO, as search engines value visual content that’s optimized and relevant.
To optimize your photos for engagement, add descriptive alt text to every image, compress file sizes for fast loading times, and pair striking visuals with call-to-action buttons like “Shop Now” or “Join Our Wine Club.” Use analytics to identify which images drive the most engagement and replicate their style for future content.
Photography Extends Beyond Your Website
The investment in high-quality photography doesn’t end with your website. These visuals can be repurposed across your marketing efforts, including social media, email campaigns, and print materials. Maintain a library of professional images so you always have quality visuals ready for campaigns, posts, or promotions.
Key Takeaways
Set the tone for your brand with photography that reflects your personality and values.
Build trust and professionalism with sharp, vibrant, and consistent visuals.
Drive purchases by showcasing your wine through detailed product images and lifestyle shots.
Tell your winery’s story with photos that highlight your journey, process, and team.
Boost engagement and SEO with optimized images that enhance the visitor experience.
Maximize your investment by repurposing professional photography across all marketing channels.
Final Thoughts
Your wine deserves to be showcased as beautifully online as it is in person. High-quality photography isn’t just a luxury—it’s a vital investment in your winery’s brand, helping you stand out, connect with customers, and drive sales.
Need help capturing the perfect visuals for your winery website? Highway 29 Creative can connect you with professional photographers and design a website that showcases your wine at its best. Let’s create a digital presence that’s as remarkable as your craft.
Why You Need to Own Your Meta Business Manager
February 11, 2025
Consider this a public service announcement: Too many businesses are handing over ownership of their Meta Business Manager to agencies, employees, or partners without realizing the risks. Meta Business Manager controls the reins to your winery’s social media, ad accounts, and data. If your business doesn’t own it, you’re putting a critical asset in someone else’s hands.
Here’s why it’s essential to have ownership of your Meta Business Manager—and how to make sure you’re not left in a vulnerable position.
What’s at Stake When You Don’t Own Your Meta Business Manager?
When you let an agency, employee, or partner create and own your Meta Business Manager, they have primary control over everything related to your Facebook and Instagram accounts. This includes your ad accounts, historical data from campaigns, social media access, and more. Here’s what could go wrong:
Loss of Data and Insights: If your Meta Business Manager isn’t under your ownership, you risk losing all data history when the agency or person managing it stops working with you. That includes valuable insights from past campaigns, which could have informed your future advertising strategy.
Lack of Account Access: Without ownership, your ability to control who accesses your accounts is limited. Former employees, ex-business partners, or previous agencies could retain access to your accounts and, in worst-case scenarios, prevent you from using them.
No Control Over Ad Accounts: Losing access to your ad accounts means you can’t manage ongoing campaigns, measure effectiveness, or make adjustments. Worse, if you have a current campaign running and suddenly lose control, your marketing dollars could continue to be spent without oversight or changes.
Business Disruption: For wineries with robust social media followings and active ad campaigns, losing access to Meta Business Manager can be as disruptive as losing a physical asset like your tasting room or vineyard.
Why Meta Business Manager is a Core Business Asset
Think of Meta Business Manager as you would any major business asset. Just as you wouldn’t let an employee or third party own your vineyard or tasting room, you shouldn’t let anyone else own your Meta Business Manager. This platform holds the keys to your online presence and customer engagement.
For many wineries, social media is a direct line to customers, helping them discover new releases, book tastings, and learn about events. Meta Business Manager is the command center for all of this—so it’s vital to keep it under your control.
Real-World Consequences We’ve Seen Firsthand
At Highway 29 Creative, we see this issue all too often. We’ll start working with a new client, only to find that their previous agency owns their Meta Business Manager account. This means:
Limited or No Historical Data: The previous agency may own all ad data, leaving the winery with no insights into past performance.
Account Access Issues: Without ownership, it can be a struggle to add new team members or vendors, creating operational headaches and potential disruptions.
Risk of Unauthorized Access: If a former employee or agency still has access, they could interfere with your campaigns or limit your control.
These situations highlight why ownership matters. Without control of your Meta Business Manager, you’re putting a key business asset in someone else’s hands.
How to Take (or Regain) Ownership of Your Meta Business Manager
If you’re in a situation where an agency or individual currently owns your Meta Business Manager, it’s essential to take steps to regain control. Here’s how:
Confirm Ownership: Start by checking who currently has ownership access to your Meta Business Manager. If you don’t have access, ask the current owner to transfer ownership to you or a designated representative of your business.
Establish a Dedicated Business Email: To prevent future ownership issues, create a dedicated business email account to serve as the primary owner. This account should be controlled by someone in upper management and not tied to an individual employee’s personal email.
Assign Business-Level Admins: Once ownership is in your hands, assign additional administrators within your business who can manage access. Keep these roles to trusted personnel only.
Set Up Security Protocols: Enable two-factor authentication and regularly review permissions to ensure that only active, approved team members have access to your accounts.
Work with Trusted Partners: When working with agencies, make sure they’re given access to your Meta Business Manager as partners—not as owners. This way, you can grant and remove permissions as needed without risking ownership.
Key Takeaways
Meta Business Manager is a core business asset—treat it as such. It holds your ad data, social media accounts, and audience insights.
Don’t let an agency, employee, or former partner own it. Ownership should stay with the business to prevent data loss, control issues, and unauthorized access.
Establish clear ownership protocols to ensure continuity. Use a dedicated business email and assign admin roles carefully.
Regain control if needed by requesting ownership transfers and setting up secure access for future partners.
Final Thoughts
Owning your Meta Business Manager is essential for your winery’s long-term digital strategy. It safeguards your access to past campaigns, ad spend data, and social media accounts, ensuring that your business remains in control even as agencies or employees come and go. At Highway 29 Creative, we’ve seen firsthand the struggles that come from a lack of ownership, and we’re here to help you take control of this vital business asset.
Need assistance regaining control of your Meta Business Manager or securing your social media assets? Highway 29 Creative can help. Let’s make sure your digital presence is owned by the only party that should control it—you.
Connect with Highway 29 Creative
Highway 29 Creative Meta Business Manager Digital Strategy Digital Marketing
About
The wine industry is over saturated and it becomes harder each day to stand out in this competitive market. Without a proven marketing strategy, your wine will be just another 90+ point bottle and you will waste money on ineffective marketing.
At Highway 29 Creative, we believe all wineries should be supported by a team of marketing experts so they can become an iconic and enduring brand.
If you're looking for “traditional” wine marketing, then we are not the agency for you.
If you're looking for best-in-class DTC wine marketing strategies paired with measurable results, then we’d love to work with you. Let's get in touch.
Contact
Contact List
| Title | Name | Phone | Extension | |
|---|---|---|---|---|
| No contacts found | ||||
Location List
| Locations | Address | State | Country | Zip Code |
|---|---|---|---|---|
| Highway 29 Creative | 49 Coldbrook St. NE, Grand Rapids | Michigan | United States of America | 49503 |
List of Locations
Facebook feeds
Profile Picture