A poorly designed website isn’t just an eyesore. It’s a missed opportunity to connect, convert and educate.
By Malin Dubets, Katelyn Peterson and Leia Reedijk
Here’s a hard truth: winery websites tend to suck. For an industry so deeply rooted in craft, care and storytelling, the online experience is often an afterthought. Sites are notoriously outdated, hard to navigate and aesthetically — let’s say, disconnected from the products they’re trying to sell.
It’s not hard to see why. Wine has been around a lot longer than the internet. Websites go up and then they get forgotten. In a boom economy, it’s easy to put off updates and prioritize other projects. But when the market tightens, digital presence suddenly matters more than ever.
A poorly designed website isn’t just an eyesore. It’s a missed opportunity to connect, convert and educate — and that ultimately means missed sales. As consumer behavior continues to shift online, especially among younger buyers, a strong (or at least functional) digital presence isn’t a “nice-to-have.” It’s a baseline expectation.
While many wine websites are still stuck in the digital dark ages, the rest of the online world has evolved dramatically. Expectations are high. Attention spans are short. And today’s consumer doesn’t just compare your website to other wineries. They compare it to every digital experience they’ve had that week. Instagram. Nike. Sweetgreen. Sephora. You have about three seconds to make an impression.
How We Got Here
This isn’t about a lack of care or taste. The problem is structural. Many winery websites were built years ago on wine-specific platforms that came with rigid templates and clunky backends. Making even small changes often meant hiring a developer with specific knowledge of the system. Unsurprisingly, those changes rarely happened. So the sites stayed static and began slowly collecting dust.
When newer brands entered the market, they looked around and mimicked what was already out there. Even if the bar was low, it was what felt familiar — or at least what was available. Over time, outdated systems and industry norms became the standard.
Why We Can’t Afford to Stay Here
Yes, the wine industry is facing headwinds, but people are still buying wine. They’re just being more selective about where and how they spend. That means every moment of attention you earn has to work harder.
To reach today’s buyer — especially those entering the market who are digital natives — your website needs to pull its weight. Not just visually, but functionally.
Sure, on-shelf and in-restaurant placements are still key discovery points. But once someone hears your name, tries your wine or sees a bottle on social media, their next step is almost always the same: they visit your site. That’s your moment to turn curiosity into connection, and connection into conversion.
The goal isn’t just to look good. Your site should communicate your vision, help consumers connect with your story, and offer a seamless path to explore, visit, join your list or make a purchase — assuming they like what they see.
And they decide fast. If your checkout process is clunky, if your site is slow to load, if they can’t figure out where to buy your wine — they’re gone.
What to Prioritize
This might all sound overwhelming, but you don’t need a total overhaul to make a meaningful impact.
Start by clarifying your goals. Yes, the end goal is to sell wine, but what specifically do you want people to do on your site? Buy a bottle? Book a tasting? Join your list? Focus your homepage layout, navigation and calls-to-action around those key priorities.
Next, tighten the nuts and bolts. Are your photos current and high-resolution? Is your copy legible and concise? Does your site work well on mobile?
Then ask the bigger question: How does your site feel? Does it reflect your values, aesthetic and attention to detail? Visual cues matter a lot. Your website should mirror the care that goes into your wine. At any price point, a thoughtful digital presence builds trust, encourages curiosity and draws people in.
Even modest upgrades — investing in new photography, refreshing your copy, streamlining the user flow — can significantly elevate the experience.
Inspiration Worth Noting
There’s a quiet shift happening. More wineries are starting to embrace considered design and better digital tools. Château Palmer, Alpha Domus and Haynes Vineyard are just a few examples of how it can be done well. Their websites are all different, but each is easy to navigate, visually compelling and deeply aligned with their brand personality.
They don’t try to do everything, but they do the right things thoughtfully and with intention.
How to Improve (Affordably)
The number one reason wineries put off a redesign? Cost. And understandably so. The good news is that newer platforms and smarter tools are making that less of a barrier.
Services like Corksy (not sponsored) offer bundled solutions for DTC sales, email marketing, wine club management and event booking. They’re easier to use than older systems and often more affordable. In some cases, switching platforms has actually reduced overhead while improving the user experience. And with newer entrants like Corksy, there’s often room to negotiate — they’ll even help migrate your site as part of the onboarding process.
It’s also worth taking stock of what you’re already paying for. Are you using every tool in your stack? Could you simplify with something more integrated? Platforms such as Shopify, Squarespace, Mailchimp and Tock (again, not sponsored) can cover a lot of ground when used strategically — and often at a lower cost.
If all of this feels like too much, find someone who knows the wine tech ecosystem to help you audit your tools, identify quick wins and build a plan.
One option is to work with a studio to redesign your website with storytelling and conversion in mind, even if you don’t handle e-commerce in-house. Your site should still act as a strong digital front door, pointing visitors to wherever they can buy.
The Bottom Line
Your wine is made with care. Your digital presence should be, too.
A great website doesn’t just sell, it speaks for you when you’re not in the room. It builds trust. It tells your story. It creates connections. In a challenging market, that’s not a luxury, it’s a survival strategy.
Buyers are still out there. They’re just moving fast. And if your website can’t keep up, they won’t wait around.
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Edition
Mailn Dubets and Katelyn Peterson are cofounders and art directors of Edition is a multidisciplinary design studio with offices in San Francisco and Portland. Leia Reedijk is the company’s senior designer. Edition specializes in brand identity, web, packaging, and print — helping brands, including wineries, translate who they are into compelling, intuitive experiences online and off. From websites to tasting collateral, Edition creates thoughtful, design-led work that resonates. With a global client base and a personal, collaborative approach, the firm builds brands that are as strategic as they are striking.
