California Association of Winegrape Growers

Challenge:

The California Association of Winegrape Growers tapped into Nuffer, Smith, Tucker’s web development experience to completely refresh its consumer website and help the organization create a stronger connection to consumers, particularly young adults who are looking for information on California wine.

Instead of developing a wish list of items the association wanted to communicate, NST suggested conducting a survey of consumers to determine what they wanted to hear from the organization, not what the organization wanted to tell them.

The results showed consumers weren’t that interested in web cams and information on sustainability practices, which were key "wish list" items, but NST was able to work with the association to find a balance between what consumers wanted and what the association needed to communicate. With the site’s objectives re-prioritized by the information consumers were most interested in learning about, NST began developing unique content and features for the site, including streaming videos, newsletters, an "ask the experts" section and home page features that highlight what’s happening in the fields or expert tips from the association’s group of experienced growers.

NST also developed comprehensive user manuals to guide the client on how to effectively use the content management system and access Google Analytics.

Results:

2:33 average time on site

60 percent increase in site traffic due to SEO implementation

Client successfully maintained the website using the content management system built by NST