TerraVox
Vineyard & Winery
TerraVox is an internationally-recognized boutique vineyard & winery that focuses on expanding the biodiversity in wine by growing rare American Heritage grapes.
The Challenge
TerraVox’s previous site wasn’t adequately highlighting their unique story or products. The presentation was off-brand and the homepage provided no guidance for visitors to follow.
Our goal for this project was to create a website that would elegantly thread together the compelling and rich history TerraVox was born from, as well as providing a clear way for visitors to learn, engage, and enjoy.
Developing a Site Architecture
In order for visitors to gain a comprehensive understanding of the cultural importance of TerraVox, the history behind the project, and the wines made from their rare grapes, a narrative-based architecture was developed for the website that leads visitors through the site—from the project’s conception to the end product.
The visitor starts with Our Story, moves onto Our Vineyard, Our Wine, and then is shown four points of engagement—Visit Us, Events, Wine Club, and Purchase.
Capturing Audiences
Some visitors explore websites with the main navigation while others are inclined to scroll the homepage and see what peaks their interest. Organizing the brand story visually on the homepage helps audiences engage in meaningful ways.
Following the gallery of “hero images” at the top of the homepage, a brief introduction quickly communicates:
What TerraVox is
What TerraVox does—and why it’s important
Who TerraVox wines are for
Next, three options offer visitors the opportunity to learn more about the project:
Our Story—TerraVox’s origins
Our Vineyard—what grapes are grown and vineyard management
Our Wine—winemaking style and process
A larger image is used to guide people toward Our Story as a starting point.
This is followed by a social proof element in the form of a testimonial from a prominent figure in the wine industry.
Visitors are then provided with four avenues of engagement and a promotion for an upcoming event.
The order of information on the homepage matches the site navigation—creating consistency in how information is presented.
In both cases, the information leads the visitor through the customer journey, from awareness to consideration and then to purchase.
For visitors who have gone through everything and are still not quite sure what to do next, the page ends with a call to action which leads them to the next page in the site architecture—Our Story.
Guiding & Converting Visitors
Calls-to-action (CTAs) are utilized at the bottom of all pages. In some instances, such as this one, this CTA is used to guide the visitor to continue learning about the company.
In other instances, the CTA has been designed to compel the visitor to engage with the business in some way—either visiting or purchasing.
Here again is a CTA calling for engagement with the business—this time by encouraging visitors to attend an event.
Impact
The new TerraVox website became the foundation for a growing focus on digital marketing. The new site provided the TerraVox team with:
A website that tells—and sells—the story of TerraVox
Better organized, easy to understand information about TerraVox locations and events
An improved ecommerce experience
An easy to use Wine Club signup experience
Services Provided
Squarespace website design & build
Vinoshipper ecommerce store customization
Information architecture development
Web brand standards development
Brand storytelling
Copywriting
Image selection