Choosing a marketing agency for an agri-input or agritech company
What to ask a marketing agency before hiring them for an agri-input company, and why understanding dealer networks and seasonal timing matters more than creative flair.
4 min read
Usability testing for most websites assumes reasonable connectivity and a digitally comfortable visitor. Agritech websites often serve visitors on weaker rural connections, sometimes with lower digital literacy, which changes what actually counts as usable.
Designing for connectivity constraints
- Compressed, appropriately sized images rather than high-resolution photography that loads slowly.
- Minimal reliance on heavy scripts or animations that can fail or slow loading on weak connections.
- A simple, low-bandwidth text-only fallback for critical information (dealer locator, dosage charts).
Designing for a less digitally native audience
Large, clear buttons, minimal navigation depth, and content in the regional language wherever possible reduce the friction a less digitally experienced visitor faces, compared to a navigation structure designed for a more typical urban, English-first audience.
A website that assumes strong connectivity and digital fluency is invisible to a large share of its actual audience in this category.
WhatsApp as an alternative access point
Given connectivity constraints, offering key information (dealer locator, dosage guidance) through a WhatsApp number alongside the website gives farmers and dealers an alternative path that works better on their typical connection and habits.
The takeaway
Test the site on a throttled, simulated slow connection — many farmer and dealer visitors are on 2G or weak 4G, and a heavy site simply will not load for them.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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