The Stump Port Fairy
Website Design, Strategy
About The Client
The Stump in Port Fairy is an iconic, historic pub and motel, recognised as Victoria’s oldest continuously licensed venue since 1844.
Combining the charm of its rich past with modern upgrades, The Stump offers a welcoming spot for locals and visitors alike to enjoy great food, drinks, and memorable events.
Propeld worked on website design and strategy, bringing The Stump’s character to life online.
The website highlights the pub’s cosy atmosphere, bistro dining, comfortable accommodation, and upcoming events.
It’s the perfect online destination to book a stay, plan a function, or simply check what’s on at this beloved establishment.
The Client’s Problem
The client engaged Propeld to modernize their website, enhancing usability for customers and ease of updates for staff.
Their existing website operated on an outdated content management system, with a confusing information architecture that hindered user navigation. Online sales were minimal, necessitating a strategy to move excess product directly to customers.
The Estate, which offers multiple spaces for private functions and weddings, needed to effectively promote these offerings. Additionally, the site required capabilities to showcase upcoming events and facilitate online bookings.
Key deliverables included an easy-to-use shopping cart system, online booking functionality, and the integration of high-quality photography and videography to showcase the Estate’s appeal.
The Propeld Solution
Propeld partnered with the client to revamp their website, ensuring it showcased the winery’s unique setting and location, boutique food and wines, events, weddings and private functions.
The core of our website strategy was to engage customers at every stage of their buying journey and guide them towards conversion. To encourage repeat visits and increase online orders, we introduced a range of VIP perks supported by targeted email marketing campaigns.
We also developed exclusive annual wine subscriptions for members, which are managed through the website’s content management system.
A major focus of the website overhaul was to enhance and streamline the online shopping experience. We prominently highlighted all products and implemented automated sales and delivery processes.
Furthermore, all bookings, online wine sales, subscriptions, and gift vouchers were seamlessly integrated with the winery’s POS system, ensuring a smooth and cohesive user experience.
Hover Image To Scroll