Here are 7 tips on building for meaning from Seth Godin, with some notes from me.
- Use numbers and bullets. (is your site "built to scan"?)
- Give people a place to go. (I really endorse this one - remember, users have a Back button)
- Use pictures. (of your wine bottles, not your vineyards)
- Have an opinion. (I'd prefer to say, "Have a personality")
- Don't be afraid to compare. (and it's not necessarily to your "competition")
- It's a brick wall, not a balloon. (unfortunately, most wineries lay a few bricks and stop)
- It's okay to be long, if you're chunky. (this can be a big "if")
Seth's post has more detail, and I encourage you to read it for yourself. A great winery Web site will stand out, because most winery Web sites are pretty much the same. But you've got to think like a visitor, not like a marketer.