Agriculture has seen immense innovation that has changed the landscape for hands-on operation across the entire industry. It is a key sector with huge potential for reach and growth, and it continues to push forward.

With this comes some resistance of course, and a fear of losing what once was. Tradition is deeply woven for those who have dedicated their lives to agriculture, who learned what they know from others who did the same. You really can’t point to another industry that prioritizes relationships, trust, and community in the same way.These values should always be the foundation of how you do business. But things are changing, and they are changing fast. Like you, your customers' time is valuable. They want what they need quickly, they want it to come easily, and expectations are high.

The buying process begins online now.

People look you up when they hear about you, and it only takes a few seconds for them to form their own opinion on what they find when they do. There is a lot to be said about personal relationships, referrals, and building a name over time in your community, but those who don’t have that knowledge or history with you can not take any of that into consideration. If your online presence, or lack thereof, encourages even the slightest hint of uncertainty when they get there, that will impact how they feel about doing business with you.

It’s not about blowing them away with the latest designs and trends, but about ensuring that your site is clean, organized, and easy to navigate. The nice thing is that you have complete control over that experience.

Think of your websites as your chance to make the best possible first impression, from anywhere, in your sleep.

There are several things you can consider when building trust online - accessibility, testimonials, imagery, a clear method to contact - but usability is the foundation.

Think of the amount of times you’ve come across a site where you just want to get what you need and get on with your day, but you can’t find what you’re looking for or you’re making ten different clicks to view one thing. You’re annoyed.

People like doing business with people they like, who they feel understand them.

Success in agriculture has always been and hopefully always will be hands on first, but it’s time to embrace technology as a true benefit and necessary tool to break down barriers for growth.