When people visit your Web site they want to be engaged. They're at your home page because they are in need. ...To succeed, your Web site needs to immediately engage your visitors and get them to take an action. ...Since most people are going to land on your home page first, make sure it grabs them right away.
The Winery Web Site Report begins with the premise that making your visitors effective at accomplishing whatever it is they came to do (buy wine for themselves, give a gift, get more information, ...) is the secret to success. You engage people by making it clear what to do, and easy for them to do it. Engagement == a clear (and attractive) next step.
As I said at the Wine Industry Technology Symposium, Amazon.com is successful because it makes it easy for people to make a decision about buying something (or not), which is what they came to do (in general).
My only complaint about the Flyte article is its title, because the word "sell" makes people think "e-commerce". A winery web site is not only about e-commerce, and sometimes that fact gets forgotten. Even so, our tag line is "It's all about selling more of your wine." But that's at the end of the day.
First and foremost, successful web sites meet the needs of their visitors.