Marketing & Sales Series: Pt 7 ~ Tips for Creating an Inviting & Usable Website

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Smolak Farms website, North Andover, MA

Written by guest blogger, Myrna Greenfield, founder of Good Egg Marketing

Creating your first website or considering a relaunch? Whether you hire a professional or build it yourself for free, having a website is still one of the most effective ways to market your farm. Often farms will set up a Facebook page instead of build their own site. Remember, social media sites are great way to get the word out about your brand, but can’t house all of the information potential customers might need.  So, don’t use them instead of having your own site; consider using them as a supplement to your site.

If you can, it can be helpful to hire a professional to set up your website, but if it’s not in your budget, there are several free or inexpensive web platforms that are surprisingly easy to use. In addition to WordPress, the favorite of most small businesses, sites like Weebly, Wix, and Squarespace, have lots of attractive features.

No matter which platform you choose to use, here are some dos and don’ts to keep in mind as you’re planning your site!


1. Keep it simple. Visitors to your home page should be able to “get” you in one glance.

  • Keep your topline navigation menu short, with easy-to-understand tabs.
  • Choose images that make your offerings as clear and compelling as possible.
  • Don’t use too many colors, fonts, flashing images, or boxes.
  • Be careful about using photographs as background images for your site. They can be distracting and compete with the main images on your page. Unless you’ve got good contrast between the background and the rest of your site, use a matching color instead.
  • Make sure the text is easy to read – no shadow typefaces, limit your use of italics and white type reversed out of dark background.
  • If your name of your farm isn’t self-explanatory, a tagline or brief descriptor can help explain what you do.

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Get the Most Out of Online Tools for Marketing Your Farm

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The following article appeared on the Good Egg Marketing website in 2013. Good Egg Marketing is a Massachusetts-based business that specializes in promoting good food and good causes. Good Egg clients are based nationally and include farms, food enterprises, small businesses, nonprofits, and consultants. Founder and “Top Egg” Myrna Greenfield works with associates in graphic design, web development, video production, and social media to create effective, affordable marketing campaigns.

Feeling overwhelmed by all the different social media networks? Wondering how to choose the best ones? You’re not alone.

Unfortunately, no single network or application will enable you to reach all of your customers. You need to employ at least a few different approaches to be effective. Although it may seem repetitive to post similar messages on your website, Facebook, Twitter, and LinkedIn, very few of your customers—if any—will see them all. In addition, you can use one channel—for example, an email newsletter—to drive traffic to your other channels, such as an article on your website or a Facebook special. While the content you post in each place can be targeted to take advantage of that channel (for example, an infographic works great on a visual medium like Facebook or your website, but might not work as well in an email message), you should try to have a consistent look, feel and language in everything you produce.

Ask your customers how they search for information online, which social networks they use regularly, and how they’d like you to communicate with them. Choose the top two or three and build your relationship with your customers on those channels. To make sure that new customers, journalists, and suppliers can find you, don’t neglect the “old” standbys, like your website or online directories.

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