SUCCESS STORIES
Groot Phesantekraal
Groot Phesantekraal recognised the opportunity to better support how the business generates revenue online, from wine sales to tasting bookings and restaurant visits. The result is a rebuilt website that delivers a faster, more intuitive experience for customers to explore, engage and take action.
E-Commerce · Web Design, SEO, CRO · 2024
Objectives
Drive
online wine sales
Increase
key conversion events across the site
Boost
organic visibility and search performance
Improve
website performance and user experience
Results
+55.4%
Increase in new users following launch
+113.8%
Increase in key conversion events across the site
+308%
Growth in revenue driven through the website
CLIENT
Groot Phesantekraal
INDUSTRY
Wine Estate & Hospitality
LOCATION
Cape Town, South Africa
PACKAGE
Store 2 – Growth
DELIVERED
6 weeks
PLATFORM
Shopify
LIVE SITE
PROJECT OVERVIEW
A WEBSITE BUILT TO SUPPORT BOOKINGS and SALES
Groot Phesantekraal needed a website that better reflects how people interact with the business, allowing customers to buy wine online, book a tasting and reserve a table at the restaurant.
They partnered with Roundseed to redesign and rebuild their website, with a clearer structure and more intuitive flow, supported by a stronger SEO foundation to help more people find the business and take action online.
01
– THE APPROACH
ALIGNING THE WEBSITE WITH HOW PEOPLE SEARCH, BOOK AND BUY
Restructuring the experience to support both visibility and conversion.
The focus was not just on redesigning Groot Phesantekraal’s website, but on rebuilding it around how the business generates revenue, with a move to Shopify for a faster, more flexible platform and a structure that makes buying wine, booking tastings and reserving tables intuitive and connected.
Every key action needed to feel effortless.
Navigation, page structure and content were simplified, with clear calls to action guiding users towards conversion without friction.
“Our new Shopify website has completely changed how customers interact with our brand online. It’s easier to buy wine, book tastings and explore what we offer, and we’ve seen strong growth in both traffic and sales since launch.”
— Ronel (owner of Groot Phesantekraal)
Alongside this, we implemented a strong SEO foundation, supported by improved site structure, technical optimisation and a mobile-first approach to ensure the site performs well in search and delivers a seamless experience across devices.
02
– THE IMPACT
FROM TRAFFIC TO REAL BUSINESS GROWTH
What improved across visibility, conversions and revenue.
The improvements translated directly into stronger performance across the metrics that matter. With better visibility and a clearer path to conversion, the website began contributing meaningfully to revenue and customer engagement.
+55.4% increase in new users
New users increased by 55.4% year-on-year, reflecting improved search visibility and stronger alignment with high-intent queries.
+113.8% increase in key conversion events
Purchases, bookings, enquiries and Wine Herd sign-ups all increased, showing a clear shift from passive browsing to active engagement.
+308.6% increase in online revenue
Revenue growth followed as more users were able to move from discovery to purchase without friction.
The result is a website that no longer just represents the brand, but actively supports growth across sales, bookings and long-term customer relationships.
Groot Phesantekraal
Groot Phesantekraal is a historic wine estate in Durbanville, with roots dating back to 1698. Family-owned for generations, the estate combines rich farming heritage with a modern approach to winemaking, producing wines that reflect the unique character of the region. As a working farm, it spans vineyards, wheat fields and livestock, offering an authentic connection to the land just outside Cape Town.
Today, Groot Phesantekraal delivers a complete visitor experience with wine tastings, a seasonal restaurant and a relaxed countryside setting. Alongside its heritage, the estate continues to evolve through online wine sales and easy booking options, bringing its wines and experiences closer to customers.