3 Common Farm Website Mistakes & How to Avoid Them
5 minute read.
This article takes excerpts from our eBook: How to Avoid a Terrible Website with No Sales.
Poor Look and Feel
Many websites lack well thought out design, and fail to follow best practices. Too often, websites have:
Too much text
Too much scrolling
Too many pages or tabs
Low quality, blurry or ‘busy’ photos
Conflicting colors or no unified color theme
Difficult to read fonts
Too many types of fonts
It is 2019 - people spend up 4 hours a day online and have strong opinions and high expectations when it comes to general look and feel. Blurry or annoying images? Too many colors or fonts? Too many tabs? If your website doesn’t look good or feel nice - they will simply bounce (leave your website).
To deliver a solid ‘look and feel’ - the best design choice is to keep it simple.
Most modern smartphones take beautiful quality pictures without any editing. If your pictures look blurry, too dark, or low quality for any reason, then take new photos! You no longer need a professional photographer to get good photos of your farm.
For your color palette, select no more than 2 - 3 colors that fit your farm’s brand. Use those colors for accents, like buttons. Stick to black text and a white background for everything else. Make sure the colors you choose go well with your photos.
Pick no more than 1-2 web-safe fonts and stick with it for your entire site. Make sure the font you choose looks good both in paragraphs and single words. Don’t choose any fonts that look handwritten or are hard to read.
Remember, the most important aspect of designing your farm’s website is to keep a cohesive look and feel. If you keep your design simple, it will go along way in making your site beautiful (and better showcase your products).
2. Too Much Text Content
Another common pitfall of farm websites is too many words. Your customers, and potential customers, love to learn about your farm. Information about your farm helps you build credibility and a ‘brand connection’ as they they learn about your farm’s history, practices, philosophy and products.
However, people on the internet today are used to consuming information quickly, and simply do not have the patience to read essays of text (called long-form text). No matter how interesting your story is, or how good of a writer you are, people just won’t spend that much time reading.
A few tricks to fix this:
Break up long sections of text with high quality images
Put ‘long form’ text in a PDF and provide a download ‘link’
Use ‘bullets’ or numbers to break up information to make it consumable
Give your text a haircut - be concise. You’ll likely find content is not necessary
Keep your audience top-of-mind: what do you customers care about?
3. Overcomplicated Navigation
Most importantly, your farm website must be intuitive and easy to navigate. Once customers ‘land’ on your website, they need to (immediately) know where to go next. The #1 reason customers go to their farmer’s website is to buy available products (not to fill out a form, not to send an email first, and not to call you). Customers expect to shop, add available items to a cart and pay (simple).
Here are some guidelines to facilitate easy navigation:
Keep your navigation options limited - ideally 3-4 tabs (a maximum of 6 tabs)
Your top-level navigation bar should always remain accessible
Keep scrolling to a minimum - and break up ‘scrolling’ with photos
Include links and buttons throughout the site - connecting between pages
Customer should able to ‘get to where they want to go next’ without always going to the top navigation bar
Include shop buttons strategically placed throughout your site
Include your logo on top left with link back to home page
Consolidate long-form content to one tab or sub-page
Publish no more than 8 pages total - including your home page and all subpages
Less is more. Keep your website simple! Choose just a few colors, high quality photos without busy backgrounds, and choose a simple font that is easy to read. Text should be useful and straightforward - not verbose!
Contact us to learn more about custom designed farm websites to streamline your customers experience, increase orders and save you time.
If you have a current website we can add a web store for your products, do a full content, navigation and design practice audit, and make suggestions make your website even more effective in driving conversion (increase orders).
We love helping farmers promote their brands - and easy ordering - online!
Get the eBook to learn more about avoiding a terrible farm website!