Avoid Loosing Traffic On Your Winery Website During Off-Season In The Pacific Northwest
Welcome, winery owners, vineyard managers, and wine industry professionals!
Wine, web design, and the wild seasons of the Pacific Northwest—what do they have in common?
For wineries and vineyards in this lush, rain-soaked region, the rhythm of business is dictated by the cycle of the vine. From the bustling excitement of harvest and tasting events in late summer and fall, to the quieter, introspective winter months, the flow of visitors—both on-site and online—ebbs and flows with the seasons.
But here’s the challenge: How can your Pacific Northwest winery website keep attracting visitors even when the vines are bare and tasting rooms are quiet?
Off-season traffic drop is a real concern for local wineries, and if you’re reading this, you’re probably already familiar with the problem. Maybe you’ve seen your Google Analytics numbers dip in January, or you’re struggling to keep your mailing list engaged during rainy February.
Don’t worry. This blog post is tailored specifically for wineries, vineyards, and wine industry businesses in the Pacific Northwest. I’ll share actionable strategies, inspiring examples, and web design tips to help you avoid losing traffic on your winery website during the off-season—so you can keep your brand thriving year-round.
Why Does Website Traffic Drop in the Off-Season?
Before we get into solutions, it’s important to understand the “why” behind the problem.
Seasonality is natural. The Pacific Northwest wine industry is built around the grape-growing and winemaking calendar. Tourists flock to tasting rooms during harvest and warm weather, but when winter arrives, travel slows. Events dwindle, and many wineries reduce hours or close for the season.
Online behavior mirrors offline activity.
When people aren’t planning trips or attending events, they’re less likely to visit winery websites. This isn’t just anecdotal; Google Trends consistently shows dips in searches for “wine tasting Oregon” or “Washington wineries” during the winter.
But here’s the catch: This doesn’t mean your website has to go quiet. The off-season is a golden opportunity to capture attention, build loyalty, and even drive online sales—if you approach it with creativity and strategy.
Setting Your Off-Season Goals
Every winery is unique. Your size, location, and business model shape your needs. However, most wineries share a few common off-season website goals:
Maintain or grow website traffic.
Keep your brand top-of-mind with visitors and wine club members.
Drive online wine sales and bookings for future events.
Grow your email list and social media followers.
Educate and engage your audience, building excitement for the upcoming season.
With those goals in mind, let’s dive intopractical tips and web design strategiesthat will help you avoid losing traffic and keep your digital presence robust year-round.
1. Rethink Your Content Strategy for Off-Season Engagement
A. Create Evergreen Content
Not every piece of content needs to be tied to the season. Evergreen content—informative, entertaining, or educational articles and pages that remain relevant year-round—can become a steady source of website traffic.
Ideas for Evergreen Content:
Wine education articles (e.g., “Wine Tasting 101: How to Taste Like a Pro”)
Food and wine pairing guides
Winemaker interviews or profiles
Behind-the-scenes looks at your vineyard throughout the year
Wine storage and serving tips
History of your winery or region
Web Design Tip:
Create a “Learn” or “Wine Resources” section on your website to house evergreen content. Use internal links to guide visitors from these articles to your shop or wine club pages.
B. Embrace Storytelling
Winter is a time for storytelling. Use your blog and website to share the human side of your winery:
What happens in the vineyard during dormancy?
How do your winemakers prepare for the next vintage?
What are your team’s favorite winter recipes and wine pairings?
Engage your audience with narratives that build connection and curiosity, keeping them invested in your story until the next busy season.
C. Optimize for Search Engines (SEO)
SEO doesn’t take a holiday! Many travelers start planning spring and summer wine trips during the winter. Make sure your website is optimized for keywords like “best Oregon wineries to visit in spring” or “Willamette Valley wine club.”
Action Steps:
Update meta titles and descriptions for key pages.
Add internal links between relevant blog posts and product pages.
Research and add seasonal keywords to your content.
2. Keep the Conversation Going: Email Marketing & Social Media
A. Launch a Seasonal Email Series
Your mailing list is one of your most powerful assets during the off-season. Don’t disappear from inboxes just because it’s quiet on the vineyard.
Ideas for Off-Season Email Campaigns:
Winter wine specials and promotions
Recipes and pairing suggestions for holiday meals
Sneak peeks of spring releases
Exclusive winemaker Q&As or virtual events
Invitations to share wine memories or photos
Web Design Tip:
Feature an engaging email sign-up form, possibly with an off-season incentive (e.g., “Sign up for winter recipes & exclusive discounts!”).
B. Get Creative on Social Media
Social platforms are a great place to keep your audience engaged. Share:
Behind-the-scenes photos: Vineyard snow, barrel-aging, staff preparing for next season.
Short videos: Winemaker tasting notes, virtual tours, or “day in the life” stories.
Interactive content: Polls, quizzes (“Which of our wines should you try next?”), or contests (“Share your winter wine moment”).
Embed your Instagram or Facebook feed on your homepage so your website always feels fresh.
3. Offer Virtual Experiences & Online Events
The off-season is the perfect time to bring the tasting room to your customers’ living rooms.
A. Host Virtual Tastings or Wine Classes
Many wineries saw success with virtual events during the pandemic, and the demand for online experiences persists. Host:
Interactive tastings (ship wines to attendees beforehand)
Winemaking workshops
Cooking classes with wine pairings
Q&A sessions with your winemaker
Web Design Tip:
Create a dedicated “Events” or “Virtual Experiences” page. Use clear calls-to-action so visitors can easily sign up or purchase tasting kits.
B. On-Demand Content Library
Record your best virtual events and host them on your site as an on-demand library. Offer free previews and encourage visitors to join your mailing list for full access.
4. Launch Seasonal Promotions and Online Sales
A. Off-Season Wine Bundles
Give your online store a winter makeover! Curate seasonal wine bundles (e.g., “Winter Reds Collection” or “Holiday Hosting Pack”) and offer limited-time discounts or free shipping.
Web Design Tip:
Feature your bundles prominently on your homepage with bold, inviting graphics. Use urgency (“Ends January 31st!”) to drive conversions.
B. Gift Cards and Merchandise
Promote gift cards for future tasting experiences—perfect for the holidays or as “something to look forward to.” Branded merchandise (blankets, beanies, mugs) also makes great off-season gifts.
C. Wine Club Push
Winter is a great time to push wine club sign-ups. Highlight perks like exclusive releases or members-only virtual events.
5. Update Your Website for Off-Season Relevance
A. Homepage Refresh
Don’t let your homepage languish with outdated event banners or “Come Visit Us!” messages when your tasting room is closed.
Update messaging to reflect the season:
Feature online experiences, winter promotions, or educational resources.
Highlight virtual tastings or shop offerings.
Showcase beautiful winter imagery of your vineyard.
B. Keep Hours, Events, and Contact Info Current
Nothing frustrates users more than outdated information. If your hours change seasonally, make sure your website reflects that. If you’re closed for the season, let visitors know how they can still connect (online shop, virtual events, etc.).
C. Optimize for Mobile
Off-season or not, many users browse wine websites on their phones. Make sure your site is mobile-friendly, with fast loading times and easy navigation.
6. Collaborate and Cross-Promote
A. Partner with Local Businesses
Team up with nearby restaurants, hotels, or attractions to create joint content (“Winter Getaway Packages”) or run social media cross-promotions.
B. Guest Blogging and PR
Write guest posts for regional travel blogs or wine publications about winter wine tourism, virtual tastings, or the beauty of the vineyard in winter.
Web Design Tip:
Feature a “Press” or “In the News” page, and link to guest articles or media mentions.
7. Encourage User-Generated Content
Invite your customers to share their own wine experiences, even while cozy at home.
Create a hashtag for winter wine moments and feature user photos on your site.
Host a contest for the best winter wine recipe or photo.
Share customer testimonials about your wines or virtual events.
This not only provides fresh content but also builds community and encourages repeat visits.
8. Analyze and Adapt: Use Analytics to Drive Decisions
Don’t just guess what’s working—track your results!
Monitor which blog posts or products are most popular in the off-season.
See where your traffic is coming from (search, social, email) and double down on top sources.
A/B test homepage banners or email subject lines to see what drives engagement.
9. Planning for the Next Busy Season
Use the off-season to prepare for the rush:
Collect feedback from past visitors and customers via surveys.
Refresh your photography, update your About page, or revamp your online shop.
Plan and schedule blog posts, email campaigns, and social media content for spring and summer.
The more you can do now, the more you’ll stand out when interest surges in the new season.
10. Real-World Examples: Pacific Northwest Wineries Doing It Right
Let’s look at a few (hypothetical) examples of how Pacific Northwest wineries are succeeding in the off-season:
Aldercrest Vineyards (Oregon):
They created a “Winter in the Vineyard” blog series, sharing stories and photos of the vineyard under snow, and paired it with a special “Snow Day Red” bundle in their online store. Traffic held steady, and they saw a 20% increase in email signups.
Rainshadow Cellars (Washington):
Rainshadow launched a virtual tasting series, with kits shipped nationwide. Their website saw a spike in traffic every month an event was announced, and their mailing list grew by 30% over the winter.
Willamette Wineworks (Oregon):
They partnered with a local chef for monthly “Cook with Wine” livestreams, featuring exclusive recipes and wine pairings. They shared highlights on their blog and social media, keeping engagement high even during the slowest months.
Common Mistakes to Avoid
1. Letting the Website Get Stale:
Seasonal visitors will bounce if your homepage still features last summer’s event.
2. Ignoring Analytics:
If you don’t track what’s working, you’ll miss opportunities for growth.
3. Too Much Sales, Not Enough Value:
Balance promotion with education and storytelling. Build relationships, not just transactions.
4. Not Mobile-Friendly:
A clunky mobile experience will cost you traffic—especially from tourists planning trips.
Final Thought: The Off-Season Advantage
The quiet months in the Pacific Northwest wine industry aren’t something to fear—they’re your chance to innovate, connect, and grow.
By embracing creative content, engaging your audience online, and refreshing your website, you can avoid losing traffic and keep your winery top-of-mind all year long.
Remember:
Don’t let your website go dormant when the vines do.
Offer value through education, storytelling, and virtual experiences.
Keep your site fresh, your communication active, and your online shop enticing.
Use analytics to adapt and improve.
With these strategies, your winery won’t just “survive” the off-season—you’ll thrive, building loyalty and visibility that will pay off when the next busy season arrives.
Here’s to your success—cheers! 🍇🍷
Let’s raise a glass to your success—both in wine and beyond! 🍷
As a web designer who specializes in the wine industry, I help wineries and vineyards create beautiful, effective websites and digital marketing strategies tailored to their unique stories and audiences. If you’re ready to boost your online presence and connect with new customers, let’s chat about how influencer collaborations and smart web design can take your winery to the next level!
Cheers to your success in the wine industry!
Maike
The Golden Square Design Studio
Where Vision Meets Innovation
Creating Stunning & Strategic Websites for Online Success