I hope this is useful...
General - site is overcrowded with too many photos and too much "stuff".
Suggestions:
1) Put a large bright "Order Today" button in the top right corner. Everything is secondary to this button.
2) Tone down everything.
3) Too many photos and screaming words without substance makes the product seem more about marketing than quality.
4) Don't underestimate the "quaintness" factor. The best site I've seen selling a similar product had a "terrible" website but sweet text.
Home:
- "Hero" slides have too many photos and text on top is hard to read. Simplify drastically. The photos are also zoomed too far in. It's like talking to someone that stands too close.
- Don't say "join our family" for ordering.
- Don't reuse photos like the raspberry one.
- Add some whitespace between hero slideshow and the logo.
- Logo bigger?
- Row of boxes: Our story, our balsamic, how to use... The text is repeated twice (and is the same links at the top and footer). Perhaps the text could be better.
- Do you really need a "cart" and "my account" link in the top right?
- Useful links in the footer are just the same links again.
- The Purchase links in the footer are nice. I would also consider moving the shopping cart block up a little.
- Join our family seems nice, but it confuses me. The text below the box makes more sense "signup to get the latest recipes, exclusive offers, special gifts and more..." Could this be trimmed down and more specific?
Our Story
- The photo at the top is pretty but turns me off. I don't get warm feelings until "A Family Collaboration"... Perhaps take everything out above it.
- How about a photo of people...not a stock photo, but one that looks like a real family photo.
About Our Balsamic
- Too many fonts, colors and photos...and reuse of the same photos again.
- The text seems pretty good... but perhaps tell us more about what makes a balsamic good.
Recipe Blog
- How about just "recipes"
- I like this page but it confuses me. Could it include more text on each recipe or perhaps a little less before I click?
- The recipes look great!
- The photos seem a little overpowering
Order
- I don't like this page at all. I don't know where to click and I assume I can somehow order here.
- Could the menu bar link at the top just link to the actual order page?
Actual Order Page
- Love the top part... put too much text further down. Perhaps use some of this text on other pages? I got this far. I want to order something... Don't make me read more text... Let's complete the sale and move on.
- I don't like the photo of 16 bottles. Can we just have a second "add to cart" button or a quantity discount at the top?
Other Ideas
- FAQ page? What is Balsamic? Why does aging make it better? Can I tour the farm? I'm not a chef, will it be OK to use on regular food?