In a world that is rapidly changing, it’s no longer enough to just be a good grower. In the past a farmer could simply load up her goods, drive into town and sell directly out of the back of her pickup with great success. While quality and freshness are still the foundation of a thriving farm, growers are now faced with new and complex challenges. Half of building a successful farming operation lies in marketing and sales. For so many growers this has been a difficult adjustment.  But with the introduction of new technologies, small growers are in a better position to face these challenges than ever before. For very little money and a small investment of time, it is possible to connect in an entirely new way with customers.

Of all the things I use to promote my business and sell our flowers, having a website is by far the most effective.  No longer needing to have a show farm to accommodate eager customers, I have been able to create a virtual farm for them to visit and learn more about what we offer anytime day or night. They can take a tour of our gardens, learn about our growing practices and philosophies, meet me and my family, see a wedding portfolio and a sampling of bouquets photos and find ways to have our flowers in their life — all without ever having to actually talk to me in person. It’s like having a second me available 24/7. By the time a potential customer actually contacts me, they have already connected with what we have to offer. They’re basically presold from the get go! It’s amazing how a simple tool like a website can create such a dramatic impact for a small grower like me.

 I am a huge fan of being self reliant and self taught, often taking on projects with little to no experience, but when it comes to website development I believe that getting professional support is definitely  the best way to go. When looking for a professional designer I would not only choose someone who is capable of the technical side but who also has a great eye for design.  Colors, fonts, background images, photos sizing, and general layout all contribute greatly to the overall experience of an inviting website. Before I chose the designer for my site I looked around the web at hundreds and hundreds of options. I compiled a list of my top ten favorite sites and then dissected each one to figure out what elements they possessed that I resonated with so much. Ultimately it boiled down to a simple attractive layout, great writing and stunning photography. After doing this I had a pretty clear idea of what I was looking for as I approached designers. I was lucky to find a local gal who was able to take my vision and turn it into a sweet little site for a very reasonable price ($800). Becky Devlin, a flower farmer and floral designer www.roostflowers.com  in Virginia Beach is an extremely gifted web designer and all around lovely person.  If you’re looking for a classy little site that will get your farm a lot of attention, she’s your gal!

An alternative to custom design is a package with well-designed templates such as those offered by Small Farm Central,  www.smallfarmcentral.com. They offer affordable packages, beautiful template choices and a talented staff to help bring your vision to life. No matter what route you choose, there are several ingredients that will ensure your site’s success.

I believe the most important element to a good website is having great photos! Nothing communicates faster and moreeffectively than fabulous images. A website is basically a virtual world, so stunning, engaging photography will instantly transport visitors to another place. I have had a digital SLR camera (Canon Rebel XTI) for the last few years and consciously spend a few hours every week documenting life on the farm. This simple exercise has enabled me to connect with customers in a bold new way. If you don’t have the ability or desire to learn photography there are other ways to compile a collection of beautiful images. My first choice would be hiring or trading with a professional photographer. Local photographers often offer an inexpensive package for family sessions or seniors portraits in the slow, non-wedding season (Sept.-May); you’d be amazed at how much a professional can do in just a few hours! You’ll want to have everything ready before they arrive. Buckets full of flowers, some sample bouquets made up, a few attractive areas of the garden or greenhouse tidy and weed free.

If neither of these options is doable you can also purchase stock photos (www.getty images.com or istockphoto.com) for a very reasonable price.

Second to great photos of your product and farm are a handful of quality portraits of YOU. Customers want connection; in a world full of mass marketing and corporate culture consumers crave connecting with a real person. This spring after being asked repeatedly by my grocery customers for signage photos I finally bit the bullet and hired a wedding photographer to come out and photograph me. While the process was a bit nerve-wracking, these images have carried my business and customer connection to a whole new level. People now recognize me in the stores, at the coffee shop for bridal meetings and at conferences.

When you’re having your photo taken, be sure to take extra care in looking nice.  Remember customers have an unrealistic idea of what being a farmer is like. Instead of bursting their bubble, play the part! I’ve donned bib overalls, a straw hat, antique tools, cute boots and many an apron for photo sessions.  Clean, fitted clothing, styled hair, and makeup and for guys a fresh shave will do wonders for your online image.

When writing about your business, self and products, nothing is more infectious and enrolling than passion and a personal story. A few years ago I had the pleasure of interviewing May Jane Butters (see GFM Sept. 2008) and she talked at great length about becoming the face of your farm and sharing your story. A revealing and personal “About” page can be an incredible sales tool.

People won’t remember what college you attended, what degree you hold or how long you’ve been farming. What ultimately speaks to them is what you’re passionate about! They want to know how ecstatic you get over the first sweet pea blooms in the spring, how lovingly you tend your vegetables and flowers or that you care deeply about the earth and approach growing responsibly. The more real and transparent you are willing to be, the deeper a connection you’ll forge with your customers.

Before you get started on the exciting process of creating or revamping your farm’s website, be sure to take a little time to define what you are offering, how people can get it and the message you want to share. Through this virtual world you can communicate anything;  by streamlining your goals and clarifying your intentions the process can be smooth and enjoyable. When I was initially creating my site, I spent quite a bit of time defining the message and feeling I wanted to convey. We specialize in growing old-fashioned flowers, growing our products organically, creating lush garden arrangements and providing flowers for weddings and events. In order to communicate this visually I selected each element that went into the site carefully. Filled with earthy colors, antique background textures, vintage fonts and photos with a timeless feel, I was able to successfully communicate my style and specialty in seconds.

Technology is a powerful tool. It has changed the way we communicate, the way we connect and the way we buy. I believe we as growers must broaden our thinking and begin to participate in this new culture. The tools we once relied on are no longer enough. It now takes more than good soil, a strong work ethic and a running pickup to grow a thriving farm. By investing a little time, money and effort into creating a great website, your farm will most certainly reap abundant rewards.

Sites worth visiting for inspiration: www.mckenziepowelldesigns.com, www.poppiesandposiesevents.com, www.sshomesteadfarm.org

Farm friendly web designers: Small Farm Central, www.smallfarmcentral.com, Becky Devlin with Roost Flowers  www.roostflowers.com

Erin Benzakein runs Floret, a small organic flower farm in Washington State; www.floretflowers.com