Homepage That Answers the Three Questions
Every first-time visitor to your brewery's website is trying to answer three questions in about 8 seconds: What is this place? Where is it? Is it open right now? Your homepage needs to answer all three immediately — above the fold, before any scrolling. That means your name, your type (taproom, production brewery, brewpub), your city, and your hours need to be visible the moment the page loads. Everything else — your story, your beers, your vibe — comes after. Most brewery homepages bury the hours in the footer and wonder why Google Maps gets more traffic than the website.
Live Tap List Page
This is the most visited page on most brewery websites, and it's the most often neglected. A tap list page that hasn't been updated since last season actively hurts you — customers who show up expecting a beer that's been off for three months won't come back. Your tap list page should be easy for your staff to update, show beer name, style, ABV, and a short description at minimum, and optionally integrate with Untappd if you're already using it. The SEO value here is underrated too: a regularly updated tap list gives Google fresh content to crawl on a weekly basis.
Events Calendar
Trivia nights, live music, beer releases, tap takeovers, holiday parties — these drive foot traffic, and they need a dedicated page. Not a Facebook events link buried in your footer. An actual events page on your domain, with upcoming events listed with dates, times, and descriptions. Why? Because "brewery trivia night [city]" and "live music brewery [city]" are real searches people make. If those searches land on your site, that's free organic traffic. If they land on Facebook, you're building someone else's audience instead of your own.
Private Event / Venue Rental Page
Private events are one of the highest-margin revenue streams a taproom has, and most breweries either don't have a page for it or have a single sentence buried on the About page. A dedicated private event page — with photos of the space, capacity, available dates, and a direct inquiry form — can generate bookings on autopilot. We've seen well-built brewery event pages bring in $5,000–$15,000 in private bookings per month without any paid advertising.
Local SEO Landing Pages
If you're in Indianapolis, you want to rank for "brewery Indianapolis," "craft beer Indianapolis," "taproom near Broad Ripple," and a dozen other local variations. One homepage can't rank for all of them. Local SEO landing pages — one for each neighborhood, district, or nearby city you want to target — give Google specific, relevant content to match against those searches. Each page should be unique, describe why your brewery is a great fit for visitors from that area, and have proper schema markup. These pages alone can double your organic search traffic from local intent searches.
About / Our Story Page
Craft beer is a personal industry. People don't just want a beer — they want to drink a beer with a story behind it. Your About page is where that story lives. Who started the brewery, why, what drives the recipes, what the brewery means to the community. This page won't win you Google rankings for high-volume keywords, but it's the page that converts a curious visitor into a loyal regular. It's also where you build the E-E-A-T signals (Experience, Expertise, Authoritativeness, Trust) that Google's algorithm rewards.
Blog / News Section
A blog is the long game of brewery SEO. Individual posts targeting questions your potential customers are already Googling — "what beers pair well with pizza," "how to do a brewery crawl in [city]," "the difference between an IPA and a DIPA" — compound over time. Each post is another entry point into your site from organic search. A brewery that publishes two useful posts per month will have 24 new indexed pages in a year, each potentially ranking for its own set of keywords. It's the closest thing to free advertising that exists.
Quick audit: Open your brewery's website right now and count how many of these 7 pages you have. If you're missing 3 or more, you're leaving real foot traffic and bookings on the table every single month.
The Pages Most Breweries Have (But Shouldn't)
Just as important as what to include is what to cut. Most brewery websites have a few pages that actively dilute their SEO by signaling low-quality content to Google:
- An empty "Merchandise" page with placeholder text that hasn't been updated
- A "Gallery" page of 12 unoptimized, untagged photos that takes 8 seconds to load
- A "Links" or "Friends" page with outbound links to breweries you like but zero reciprocation
- Tag and category archive pages from WordPress that are automatically generated and have no unique content
Every page on your site is either helping or hurting your overall domain authority. Pages that exist with thin, duplicate, or no content drag down the pages you actually care about.
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