Case Study: WinePassionate.com and Web Content

WinePassionate.com is a in-the-works web site that focuses on - or will focus on - selling wine online. I stumbled upon the project on a freelance writing web site, and as a part of the application process, I evaluated the site for web content possibilities. Might as well share the work I did...

Right off the bat, we could do a lot with SEO in regard to urls, page titles and h1 tags.

1. URLs: Making some changes when naming URLs would absolutely affect the site's search rankings. For example, by changing "the whites" URL from http://www.winepassionate.com/c/2/the-whites to http://www.winepassionate.com/c/2/white-wine allows the keyword "white wine" to be included in one of the most important parts of the web site - it's address! Who is going to search for "the whites?" Maybe if it were a band...
2. Content Placement: I am interested to know where the site designer would like place page content, since many of the pages are category product pages contain very large product widgets. On these pages, I'd recommend adding a keyword rich H1 tag before the widget with two sentences (at a minimum) of keyword-dense text. Adding too much content at the top of what is essentially a category page would push the products "below the fold, so to speak," but would still be able to have actual content on the page. On individual product pages, I would take more space to expand on the content to provide more valuable information to readers and search engines, alike.
3. Dedicate a Place: I'd also recommend having a blog for content purposes, since the web site is product/picture/widget driven (which is certainly NOT a bad thing) and using an RSS feed to distribute important content to more trafficked pages on the site. Having a dedicated place for content - like a blog - would take the edge of trying to force it onto product pages.

What do you all thing? Do you have any other web content ideas for this site?