When a customer walks into the tasting room their experience is incredibly important. Everything has to be just right. The right atmosphere leads to higher sales.
The same thing happens online. Your brand and image is conveyed in your site design, how fast your pages load, how easy it is to navigate, how easy the user can accomplish their goals.
Just like your tasting room, your website user experience should be monitored and improved over time. People's expectations continually raise, your industry continually raises the bar, and your website is something that should be continually looked at. If you haven't changed much in your site in the last year or two, it's probably time to review and look at the overall experience.