If you're a regular reader of this blog, you know that your home page may not be the place most visitors start their visit to your site, AKA the most frequent entry page for your winery Web site.
Let's say that the most frequent entry page on your site is the product page for a particular wine. What happens when you add a promotion for that wine to your home page? It could be as simple as adding a picture and a link.
The idea is that your visitors tell you (by means of the most frequent entry page) what they are looking for. Putting a pointer to that information on your home page can help people get where they want to go faster, and may also attract others (something that's interesting to one group of your site visitors may also be interesting to other groups of visitors).
You'll notice that many sites (Amazon , the New York Times, etc.) offer lists of what's "most popular." They don't do it for their health -- they do it because it drives traffic to the rest of their site. Ditto for bloggers who have a sidebar with links to their most popular posts.
Of course, to know what's popular, you need a tool (like Google Analytics) which will tell you what's going on with your winery Web site.
And then, you need to do something with the information, like change a page. If you want to improve things, you need to experiment (which means, yes, an occasional misstep is possible).
And this is where most winery Web sites fail: it is still way too hard (complex, costly, ...) to change content on most winery Web sites. If I have one recommendation for wineries thinking about spending money on their site it's thing: spend some of that money making it easy to change things.
How do you make changes to your site? Leave a comment.