Speed & Technical Performance
- Page loads in under 3 seconds (test on PageSpeed Insights)
- Mobile site is responsive — no horizontal scrolling, readable text without zooming
- Images are compressed (under 500KB each)
- All links work — no 404 errors
- Contact form works on mobile
- Phone number is a clickable tel: link on mobile
- Map embed is responsive and loads correctly
Why it matters: Fast, mobile-friendly sites convert 2–3x better than slow ones. This is non-negotiable for breweries, where 70% of searches happen on phones.
Homepage Must-Haves
- Hero section immediately answers: "What is this brewery and why should I come?"
- One clear call-to-action above the fold (Get Directions, View Tap List, or Book a Tour)
- High-quality video or photo showing taproom vibe — people actually enjoying themselves
- Real-time or recently updated tap list
- Location and hours prominently displayed
- Phone number clickable in the header
Why it matters: A visitor has 3 seconds to decide if you're worth their time. Answer their question immediately or they're gone.
Tap List Section
- Real-time tap list synced with your POS or Untappd for Business
- Beer descriptions: style, ABV, brief tasting notes
- Seasonal or limited releases highlighted
- Coming Soon section showing what's next
- Link to full beer history on Untappd (for enthusiasts)
Why it matters: "What's on tap right now?" is the #1 question brewery visitors ask online. An outdated tap list signals an inattentive operation.
Taproom Experience Section
- 5–10 photos showing the actual atmosphere — not just empty tables
- 15–30 second video of taproom vibe (auto-play, sound off, captions on)
- Clear description of the space: family-friendly? Date-night? Neighborhood hangout?
- Outdoor space photos and info if applicable
- Live music or event space info if applicable
Why it matters: People buy the experience, not just the beer. Show them what it's actually like to be there before they make the drive.
Logistics Section (Most Often Missing)
- Address with embedded map and one-tap navigation link
- Hours for every day of the week (including updated holiday hours)
- Parking: free lot? Street only? How many spots?
- Kids: allowed? Age limit? Until what time?
- Dogs: indoor or patio only?
- Food: kitchen, food trucks, outside food allowed?
- Group accommodations: how many can you seat? Call ahead required?
- Wheelchair accessible (bathroom, patio, parking)?
These aren't details — they're deal-breakers. A group of four won't visit if they can't figure out whether they can bring kids. Answer every logistics question so nobody has to call.
Events & Calendar
- Weekly events calendar: live music, trivia, food trucks, special releases
- Each event shows date, time, description, and performer if applicable
- "Add to Calendar" button or link for each event
- Email signup for event notifications
- Special one-off events listed prominently
Why it matters: Events create reasons to come back. People plan their weekends around good beer and community — give them a concrete reason to choose you.
About / Story Section
- Clear statement of what makes you different — not just "we started homebrewing"
- Your brewing philosophy or beer style focus
- Who the owner and head brewer are (real names, real faces)
- Team photos — real people, not stock images
- Ingredient sourcing or brewing technique if it's a differentiator
- Community involvement or local focus if relevant
Mobile Optimization (Critical)
- Tap list readable without zooming
- Directions link prominent and one tap away
- Phone number in header and clickable
- Events calendar scrollable and easy to read
- Images load fast — test on a slow connection
- Form fields large enough to tap without errors
- Video plays on mobile with auto-play and captions
Why it matters: 70% of brewery searches happen on mobile, often from someone deciding where to go right now. Mobile performance is your front door.
SEO Basics
- H1 tag includes your location and brewery type ("Craft Brewery in [City]")
- Meta descriptions written for key pages (homepage, tap list, events)
- Images have descriptive alt text
- Blog or insights section with local and beer-specific content
- SSL certificate active (https)
- Google Business Profile linked and consistent with website info
How to Score Your Site
Count your checked items:
Quick Wins to Do This Week
- Add your phone number to the header if it's not there and make it clickable
- Upload 5 new photos of your taproom showing real people enjoying themselves
- Update your tap list to reflect what's actually pouring today
- Add a logistics FAQ answering parking, food, kids, and dogs
- Add a "Get Directions" button above the fold
Your brewery website doesn't need to be fancy. It needs to be persuasive — and persuasion starts with answering the right questions before anyone has to ask.
Related Reading
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