What to Put on a Farm Website: A Page-by-Page Guide

A farm website does not need twenty pages. It needs six or seven, each one answering the questions a customer actually has, in the order they have them. This guide goes page by page: what it is for, what it must say, what to leave off, and a set of prompts you can answer in a sentence or two to produce the copy without staring at a blank screen.

The seven pages, and the question each answers

A Roadside-style six-page site merges Order into Contact ("call or email to order"). Anything that takes money online needs its own page.

Home

The homepage has one job: confirm in five seconds that this is the farm the customer was looking for and tell them what to do next. People do not read homepages; they scan them on a phone in a parking lot.

What to put on it, top to bottom:

1. Status banner. Open today, what is available, anything unusual. See seasonal hours.
2. One sentence that says what you are and where. "U-pick apples, pumpkins and a corn maze, 15 minutes south of Northfield." Not a slogan. The town name matters for search.
3. One photo that shows the farm with people in it, from the current season.
4. One button. Buy tickets. Join the CSA. Order beef. Plan your visit. Pick the one that matters most this season and change it when the season changes.
5. Three short blocks for what you sell, with a photo each and a link to the relevant page.
6. Hours and address again, in the footer, on every page.
7. An email signup, one line: "Get the opening-day email."

What to leave off: the farm's history and your values (that is About), a slideshow of eight photos, a slow Instagram feed, and a welcome message.

Copy prompts:

• We are a ______ farm in ______ (town/county). We sell ______, ______ and ______.
• Right now you can ______ (pick apples / sign up for a share / order a quarter).
• The one thing I want a first-time visitor to do on this page is ______.

About

Usually the second most visited page on a farm site, because people buy from people. Also the page most farms get wrong by making it a history essay.

What it must have:

• Photos of the people, named, with what each one does. "Dan runs the cattle and the drop-point route. Maria handles the stand and every email you send us."
• How you farm, in two or three sentences, specific: rotational grazing, no spray on the u-pick trees, 40 varieties of tomatoes, certified organic since 2019. Say what you do, not what you believe.
• How long and how big, briefly. "Third generation on this ground; we've sold direct since 2012; 60 acres, of which 12 are orchard."
• Why direct. One honest sentence about why you sell to people instead of the elevator or the packing house.

What to leave off: the full lineage back to the land grant, awards nobody has heard of, the word "passion".

Copy prompts:

• The people on the farm are ______ (names, roles).
• We've been here since ______ and selling direct since ______.
• The thing we do differently from the grocery store version is ______.
• If a customer asked "why should I trust you," I'd say ______.

What we grow / What we raise

For search, this is often the most important page, because "grass fed beef Stearns County" or "Honeycrisp u-pick near me" lands here. For the customer, it is the catalogue.

Organise by season or by product, whichever matches how people buy from you:

• Orchard / u-pick: a table of varieties with approximate ripening dates and a one-line taste note. "Zestar – late August – crisp, sweet-tart, first apple of the season." Mark what is picking now.
• CSA / stand: the season's crop list by month, and what a typical share looks like in June versus September. Photos of actual boxes.
• Meat: every way you sell: quarter, half, whole, bundles, individual cuts. Breed, how raised, how finished, who processes it and under what inspection. A worked example of what a quarter costs and how much freezer space it needs. See explaining hanging weight to customers.
• Winery / creamery / nursery: the current list with prices, what is new, what is club-only, what ships and where.

Say the price, or a range. "Quarter beef runs $900–1,100 all-in depending on the animal" is more useful than "contact us for pricing" and stops a phone call. If prices change, put the date on them.

Copy prompts:

• The things we sell, in the order people ask about them: ______.
• The first thing ready each year is ______ (month); the last is ______ (month).
• A customer's most common misunderstanding about our product is ______.
• The practices I'd want someone to know before they compare our price to the store: ______.

Visit / Hours

The page that stops the phone ringing. It needs:

• Season dates with actual dates, and a weekly hours table for each period.
• Address with a "Get directions" button that opens the map app on a phone, plus a sentence of human directions: "Second driveway after the white church; look for the red gate."
• Parking: where, whether it is grass, whether a bus or a trailer fits.
• What to bring and what to expect: boots, cash or cards, dogs or no dogs, restrooms, strollers, wagons provided.
• Rules, short and friendly. "Please pick only from rows marked open. Eat as many as you like in the orchard; weigh the rest at the stand."
• Weather policy and where to check.
• Group and school visits, with a link to the booking form if you take them.

For a meat or CSA farm, this page is "Pickup & delivery": each pickup location, day and window, what to do when you arrive, how to find the cooler.

Copy prompts:

• Our season runs from ______ to ______. Weekly hours are ______.
• The directions I give on the phone are ______.
• Visitors most often get confused about ______.
• You should bring ______. You can't bring ______.

Order / Book / Join

Whatever takes money needs its own page, with the terms stated before the checkout button, not after.

• U-pick and events: timed entry or general admission, price per person, what it includes, rain policy, refund policy, group discounts. See selling timed-entry tickets.
• CSA: share sizes with photos, the number of weeks, the price, payment plans, pickup locations and days, what happens if you miss a week, when signups close. See CSA signup page examples.
• Meat: deposit amount, how the balance is calculated, processing and pickup timing, cut instructions, freezer space. See how to sell beef shares online.
• Wine or cheese club: what ships, how often, the cost, how to pause or cancel, which states you can ship to.

The checkout itself is usually a platform (Barn2Door, Local Line, Square, a ticketing app) embedded in or linked from this page. Compare options in best ordering platforms for farms compared.

Copy prompts:

• To buy from us, a customer has to ______ (steps, in order).
• The deposit / price is ______. The balance is due ______.
• If they can't make a pickup, ______.
• Our refund or rain policy, in one sentence: ______.

FAQ

The FAQ is where the phone calls go to die. Write the eight to twelve questions you answer most often, in the words customers use, with answers of one to three sentences that link to the page with the detail. Real examples from farms we work with:

• Are you open today?
• Do you take credit cards?
• Can I bring my dog?
• How much does a quarter beef cost and how big a freezer do I need?
• What if I'm away for a week of my CSA?
• Do I need to book the corn maze ahead?
• Is the tasting room kid-friendly?
• Do you ship?
• Can I visit without buying anything?
• Do you do school tours / birthday parties / weddings?

Add a FAQPage structured-data block if your platform supports it. Google sometimes shows the questions directly in search results.

Copy prompts:

• The last five questions I answered by phone or Facebook message were ______.
• The question that annoys me most because the answer is obvious to me: ______.

Contact

Short page, no cleverness.

• Phone, tappable on mobile, with the hours you answer it and whether texts work.
• Email, with how fast you reply ("within a day in season, longer in March when we're planting").
• Address, with the directions button.
• A form with three fields: name, email, message. Anything longer gets abandoned.
• Links to Facebook and Instagram.
• Who answers. "Maria reads every email."

Route wholesale or wedding enquiries with one line: "Restaurants and shops: email wholesale@ for the line sheet."

Copy prompts:

• The best way to reach us is ______. The worst is ______.
• We reply within ______.
• Enquiries we get that should go somewhere else: ______.

Pages you might add, and pages you should not

Worth adding when they earn it:

• A weekly update for CSAs ("what's in the box") and orchards ("what's picking"), but only if someone will write it weekly in season. A last post from two years ago hurts more than no page.
• Events if you host more than three a year.
• Wholesale for restaurants and shops, password-protected if the prices differ.
• Recipes for meat and CSA farms. Customers who know what to do with a chuck roast or a kohlrabi reorder.
• Location pages ("Pumpkin patch near Rochester") when you draw from several towns. See farm website SEO for "near me" searches.

Usually not worth it: a blog with no plan; a "Gallery" page (put the photos where they mean something); a "Testimonials" page of first-name quotes (linked Google reviews are more believable); "Our Story" separate from About; a "Links" page.

A one-evening draft

Sit down with the prompts above and a phone voice-memo app. Answer each one out loud the way you would to a customer at the stand, transcribe, trim. Most farms we talk to get a first draft of all seven pages in about two hours this way, which is also about how long our intake form takes, because it asks the same questions. The words do not need to be polished; they need to be specific and true.

What this means for your website

Seven pages, each answering one question, each with the hours and address in the footer and one button that matters this season. Write the copy from the questions customers already ask you, say the prices, show the people, and keep "what's picking" or "what's in the box" current if you have it at all. A site built this way gets found for the searches that matter and still makes sense in year three.

Our Roadside plan is exactly these pages: Home, About, What we grow, Visit, FAQ and Contact, for $1,495 + $49/mo, with the hours banner and Google setup included. Harvest adds the Order, Join or Book page with the ordering platform set up, plus the weekly update template, for $2,995 + $79/mo. See how the pages come together for agritourism farms, CSAs and farm stands, ranches selling meat direct and wineries, nurseries and creameries, and compare everything on the pricing page.