The One Rule That Governs All of This
Every word on your brewery homepage should answer one of two questions: "Why should I come in?" or "What do I need to know before I come in?" If a sentence doesn't answer either of those, cut it.
That's it. Everything below is just applying that rule to specific sections.
Section by Section: What to Write
The Hero — Your First 3 Seconds
You have one shot to answer: "Is this place for me?" Your hero headline is not the place for poetry or wordplay. It's the place to be specific.
Include what you are, where you are, and the one thing that makes you worth visiting over the brewery down the street. Then put your clearest call-to-action — not "Learn More," but "See What's on Tap" or "Get Directions."
The Tap List — Lead with What's Pouring Now
This is the most important piece of content on your website and most breweries bury it or let it go stale. Your tap list should be the second thing someone sees after your hero — not a menu page three clicks deep.
Show beer name, style, ABV, and one line of tasting notes. If you can sync it with Untappd for Business so it updates automatically, do that. An outdated tap list is worse than no tap list — it signals you don't pay attention.
The Vibe — Show Don't Tell
Every brewery says they have "a great atmosphere." None of them prove it with words. The only thing that actually convinces someone your place is worth visiting is showing it — photos and video of real people enjoying themselves.
The copy here should be minimal. One or two sentences that set context: "We're a neighborhood taproom, not a tourist destination. Come as you are." Then let the photos do the work. A 15-second auto-play video of a busy Friday night converts better than any paragraph you can write.
The Logistics — Answer Every Practical Question
This section is the one most breweries skip, and it's the one that kills visits. A group of four won't come if they can't figure out whether they can bring kids, whether there's parking, or whether they can get food.
Don't make people dig for this. Write it plainly, in plain language, in a visible section. Think of it as removing every reason someone might talk themselves out of coming.
Events — Give People a Reason to Come Back
A first-time visitor becomes a regular when they have a standing reason to return. Your events section creates that reason. Show the next 2–3 upcoming events with dates, times, and what's happening — not a generic "check back for events" placeholder.
If you have recurring events (trivia every Wednesday, live music every Saturday), say so explicitly. "Trivia every Wednesday at 7pm" is a reason to put you on the weekly rotation. "Events TBD" is not.
The Story — Lead with Differentiation, Not History
Here's the hard truth: nobody reads brewery origin stories. "John homebrewed in his garage for five years before opening our doors in 2019" tells a visitor nothing about why they should pick you over the 8 other options in your city.
Reframe your story section around what makes your beer different. Your philosophy. Your obsessions. The style you've built your reputation around. If someone reads this section and still can't describe what makes your brewery distinct, rewrite it.
The test: Send your homepage URL to someone who's never been to your brewery. Ask them: after 30 seconds on the site, do they want to come in? If they say yes, ask what sold them. If they say no, ask what stopped them. Their answers will rewrite your homepage better than any advice here.
What to Cut
Just as important as what to write is what to remove. These things actively hurt brewery conversions:
- Generic taglines — "Crafted with passion" / "Brewed for the community" / "Something for everyone" say nothing
- Autoplay music — It makes people leave immediately
- Splash pages — The age verification popup you've had since 2018 is losing you customers
- Stock photos — If the people in your photos don't actually work at or visit your brewery, replace them
- Long-form history sections — Nobody reads them; use that real estate for tap list or events
- Outdated menus or tap lists — A tap list last updated two months ago is worse than no tap list
A Note on Mobile
70% of people find breweries on their phones, often while already out and deciding where to go. Read your homepage copy on your phone right now. Is the headline readable without scrolling? Is the tap list easy to browse with one thumb? Is there a tap-to-call button in the first screen? If any of those are no, your copy doesn't matter — they're gone before they read it.
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