Keenan Winery

How Luminessee Helped a Napa Winery Grow their ROI by 3x

Keenan Winery is family-owned and produces ultra-premium, Bordeaux-style wines on multigenerational Napa Valley, Spring Mountain estate. Keenan wines express distinctive mountain terroir, pure varietal flavor, and superb aging-potential.
Keenan Winery is honored to have been awarded in the World’s Top 100 Wineries by Wine & Spirits Magazine, and to have also had 92 wines rated 90-97 points by Robert Parker Jr.’s Wine Advocate over the last 13 vintages.

LUMINESSEE JOURNEY

Michael Keenan, the president of Keenan Winery, was introduced to Luminessee’s founder, Pamela Snyder, through an industry colleague. Although Keenan considered other major online marketing agencies, ultimately, he decided to do business with Luminessee because:
  • Drives up windy mountain roads in rainstorms to meet deadlines, reach goals and make clients happy
  • Has a team of especially gifted copywriters, engineers and designers who understand the industry and deliver beautiful results
  • Specializes in promoting wineries, distilleries, craft breweries and related businesses
  • Creates solutions tailored to revenue-growing and list-building
  • Focuses on each client’s unique value proposition and target audience

CHALLENGES

Keenan Winery needed to increase online sales for their already successful business–without a pricey ad-buy (advertising investment). Specifically, they wanted to reach new prospective customers and convert them into fans, customers, and wine club members. But how would they find these high-end wine lovers who had not yet heard about Keenan Winery?

SOLUTIONS

Luminessee showed Keenan how search engine optimization, also known as SEO, presents a tremendous opportunity for online sales and:

  Created and implemented a comprehensive, annual, SEO strategic plan

 Incorporated best practices to mitigate against search engine block listing

 Developed captivating photos, videos, and copywriting to increase search engine page rank

  Produced and analyzed monthly reports, to better hone-in on the most effective strategies

 Build an extensive network of keyword-targeted links back to the website

 Identified, attracted and converted target audience members currently looking to buy product just like the winery produces

 Expanded the winery’s profiles and presence on search engines, business directories and related resources

 Wrote and distributed press releases to build brand awareness across the World Wide Web

Luminessee optimized the winery’s website and integrated focus keywords to attract targeted audience members coming from search engines. In addition, Luminessee made the client’s website more appealing to search engines by implementing superior URL structure and SEO content for website pages, page titles, page headings, sub headings, meta descriptions, on-page copywriting, images, links, and even the software code. All the while, Luminessee remained informed about frequent changes in search engine algorithms and adapted the SEO strategy for the winery in order to rank pages higher in search engine results.

Luminessee’s strategic approach for technical “on-page” SEO helped guide the website’s design evolution and ultimately led to the development of two new websites that maximized search and user experience while minimizing the negative impact that a major site redesign could have on search engine traffic for their brand.

Luminessee’s ongoing SEO strategy for Keenan Winery included a consistent roll-out of well-optimized content, aligned with the primary audience to increase site engagement and content sharing via inbound marketing.

SUCCESS

Michael Keenan was eager to see results but understood that SEO is a long-term strategy, that takes a few months to put in place. Once the infrastructure was put in place, and the Luminessee team began to render positive results, he readily adapted Luminessee’s search engine services as part of the winery’s annual marketing investment. The results have been impressive:

  Decreased overall website bounce rate 29.54% (immediately leaving upon arrival)

  Pages per Session increased 69.09% (average number of pages viewed per visit)

  Session Duration increased 118.13% (average length of time per visit)

  Ecommerce Conversion Rate increased 28.34% (sessions that result in a purchase)

  Pageviews 37.79% (total number of web pages viewed repeatedly)

Steady, organic growth of search engine traffic to the website since 2013, has led to 278,989 pre-qualified prospective customers finding Keenan wines online—and 3x ROI for the winery on their SEO investment.

3x ROI on SEO

“It’s a no brainer. Of course, we continue using Luminessee’s services.”

– Michael Keenan, KW Owner and President 

Ready for success for your company, too?
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(615) 852-8848
info@luminessee.com

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