Growing online sales for a Lincolnshire family vineyard

The problem

Wressle Vineyard sells well in person. Marie and Chris Morley's vineyard near Brigg has a returning customer rate of almost 31 per cent, and the cellar door, events and markets account for 88 per cent of revenue. The website was the part not pulling its weight. It was already on Shopify and it functioned, but it was doing little more than taking the occasional order from someone who already knew the name. Branded searches for 'Wressle Vineyard' itself made up 61 per cent of organic clicks, and non-branded discovery was thin. Search Console showed the demand was there: terms like 'wine tasting in Lincolnshire' and 'vineyards in Lincolnshire' were picking up impressions without the clicks to match. Marie and Chris wanted the online side to grow into a proper second channel.

What we did

We took collaborator access to the existing Shopify store and built a new theme on top of it, rather than reopening the platform question. That meant bespoke sections, proper product filtering, and metafields doing real work: vintage, grape variety and tasting notes structured so customers can find what they want and so the pages have something for search engines to read. The new site launched on 7 April 2026.

Phase two runs alongside it, a six-month programme covering SEO, email marketing, monthly reporting and, just as importantly, continued development. Technical groundwork came first. We cleared duplicate staging URLs that were splitting authority, fixed sitemap and indexation problems, and sorted DKIM so campaign email actually landed. Then titles, meta descriptions and page copy across the site, plus dedicated attention to the wine tasting page, which has become the main booking route. New functionality goes in every month, so the site keeps moving rather than sitting still between reports.

Outcome

Comparing the 31 days to 31 July with the previous 31, online revenue is up 99.5 per cent and orders up 109.3 per cent. Wine tasting bookings through the site grew fastest, up 195 per cent, and events now sell out within days of going live. Search visibility is broadening too: the share of tracked keywords reaching Google's UK top 10 has grown by close to half since launch. The most competitive terms will take longer to reach, which is what you'd expect this early on, but the online channel is doing what Marie and Chris wanted it to do, and the work continues past the original six months.