— WINERY CASE STUDY

How Grgich Grew Its Digital Reach Across Four Connected Channels

WSI rebuilt the Grgich website and layered search, social, and paid advertising on top of that foundation, growing the brand’s total digital audience and introducing entirely new acquisition channels that didn’t exist before the engagement.

The Challenge

As an established Napa Valley wine brand, Grgich needed a website that could support a broader, more diversified digital growth strategy, not just organic search traffic. The site needed a modern technical foundation, a stronger SEO base to build on, an active social presence, and the infrastructure to support paid advertising as a new acquisition channel. This matches WSI’s broader approach of building digital systems that connect website, search, social, and advertising into one growth engine rather than treating each as a standalone tactic.

Our Approach

Paid Advertising

WSI introduced paid search and display advertising as new acquisition channels for Grgich. Paid Search and Display now account for a meaningful share of total site traffic, representing real incremental reach that did not exist on this site before.

Services Delivered

• Website development
• Search engine optimization (SEO)
• Social media marketing
• Paid search and display advertising

Business Impact

This project gave Grgich more than a new website; it gave the brand a digital growth system spanning four connected channels. Total site users grew by nearly two-thirds between 2018 and 2022, and the brand now reaches that larger audience through organic search, social media, and paid advertising working together rather than organic search carrying the load alone. Paid Search and Display in particular represent acquisition channels that simply did not exist for this site before the engagement.

Results

Comparing full calendar year 2018 to full calendar year 2022, total site users grew by nearly two-thirds and new-visitor growth outpaced that, meaning the site is reaching a substantially larger and substantially newer audience than it was before the engagement. Organic search, the brand’s largest channel throughout, grew in absolute volume even as paid advertising and social media added entirely new layers of reach on top of it rather than simply redistributing existing traffic. Social-driven visits more than doubled over the same period, evidence of a meaningfully more active and effective presence across platforms. The most structurally significant shift, though, is on the paid side: Paid Search and Display did not exist as acquisition channels for this site in 2018. By 2022, the two combined accounted for roughly one in six visitors, which is incremental reach the brand could not have captured through organic and direct traffic alone, regardless of how well those channels performed. Each channel below tells a different part of that story, but together they show a site pulling more total volume from more directions than it did at the start of the engagement.

Website users increased by 63.9%

A substantially larger total audience visited the Grgich website in 2022 compared with 2018, across all channels combined.

New website visitors increased by 74.8%

The growth in new, first-time visitors outpaced overall user growth, meaning the site is expanding its reach with people who had not previously found the brand.

Sessions increased by 61.2%

Overall site visits grew in step with the audience, reflecting sustained engagement rather than a one-time traffic spike.

Organic search users increased by 25.4%

Organic search remained Grgich’s largest single acquisition channel throughout the engagement, and absolute organic traffic grew even as paid and social added new audiences alongside it.

Social media users increased by 120.5%

Social-driven visits to the site more than doubled, reflecting a meaningfully more active and effective social presence.