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The Chia Chronicles

The AgTech Website (Part 3 of 5)

Updated: Apr 30

Whether your Agtech solution is centered around increasing crop yields, predicting climate, sustainable packaging, alternative food sources, or other exciting development – your business is of high interest to investors. Agtech is having a heyday at the moment and for good reason – Agtech solutions are resolving some of the world’s most pressing problems. To capitalize on the moment, you need a website that won’t let you down or deter your future investors, partner,s or customers from getting excited about you.

Your website is your shop window. If you’re strolling down the high-street and spot a shop that looks disordered, cluttered, and ugly, you would not enter. Similarly, if your website is dull it looks dull, messy, or confusing, customers will not linger long enough to grasp what it is you are trying to say.  In a world where 56% of people stated that they won’t trust a business without a website, a large slice of your credibility depends on your having a professional-looking website that communicates your message swiftly and effectively. 

Today’s Amazon-ified culture has created a market where customers are accustomed to researching businesses and products online prior to buying. 81% of people research businesses and services on the internet before even reaching out to the company, and even more so, before making a purchase decision. You never know who is lurking, watching, reading, and waiting for the right moment to contact you.  So before you protest that a website is surplus to requirements in the age of social media, we urge you to think again. Many businesses, especially smaller ones – or those who plan on reaching the market through social channels-  feel that a Facebook or Linkedin page will suffice. This is a fallacy. 

Even if someone finds out about you on a social media channel, you can be sure that if their interest has been sufficiently piqued, they will look you up on the internet to find out more. If what greets them is a shoddily done website with poor language, low-level information, and amateur graphics, or if your website is off-putting or unclear, they are unlikely to think highly of your company. Your prospects will use your website to stack you against your competitors. If your website fails to showcase you in the best light or cannot make you stand out from the crowd, you’re missing another valuable opportunity.

The beauty of a website is that it works for you 24/7 365 days of the year – you never know when someone might check you out. Marketing activities – from sending out emails, to making calls, to communicating with potential customers – are time-consuming. Intelligently laid out, your website can be a massive time-saver, providing answers to common customer questions and letting your customers do their background due diligence before you have that all-important call with them. 

Most of the startups we work with have technological expertise on board and can easily find someone who can put a website together in a few hours. The problem with these sites is that they tend not to give the impression you’re after. To get the messaging right, you need to delve deeply into the needs and pain points of your target audience and deliver the type of content that will hook them. Many early-stage companies have one or two vague customer personas that they target all their content towards and then wonder why their efforts at content is falling flat.

Creating a good website is a journey that takes time and effort but it is an investment that will pay dividends in the future – and it may not even be as expensive as you think. Unless your offering is something that requires a strong visual component – you may not need a visually sophisticated site that involves a lot of expensive programming. A clear compelling message with some excellent web copy and a clean, memorable design may be as much as you need to generate some great leads.

So before you write off a web content project as too lengthy or expensive, think again. Most of our clients understand that upgrading their website was one of the best investments they ever made in their business. 

Common website mistakes Purple Chia come across on Agtech Sites:

  1. Poorly expressed, boring or confusing content

  2. You have not made it clear what you are offering or to whom you are offering it

  3. The English is terrible and there are spelling/ grammatical mistakes

  4. There is no call to action leaving the customer confused as to what to do next and making you miss the opportunity to hook them

  5. You speak too much about your company (the customer doesn’t care -yet) and not enough about the benefits you offer the customer.

  6. The website is stuffed with irrelevant information – company history, scientific papers, your life story. Your customer needs to know who you are and how you can help – that’s enough for starters!

  7. There is no visual “magic” – a great website needs a special synergy between words and visuals. To get this right, experienced designers and writers must collaborate at every step of the website journey to ensure that both words and pictures convey your message.


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