Farmers Guide Case Study - Unity Online

Farmers Guide

Starting life more than 40 years ago as a small regional farming magazine, Farmers Guide has developed into the UK’s only agricultural magazine with a growing readership. Sent direct to the farmer, it focuses on the news and issues that matter to the farming community – from the environment and economy to legislation and business advice. Now, thanks to a smart new website, this popular publication can be easily read online too.

Our role in growing the Farmers Guide brand

When Farmers Guide first approached us, their existing website was not very user-friendly. It had a dated design and was difficult to navigate, plus it wasn’t obvious how to read the magazine online. They wanted something that looked professional and generated more traffic through SEO, while offering an improved user experience.

Another priority was a responsive design, as the current website wasn’t mobile compatible and couldn’t be used on the go. With all this in mind, we took inspiration from successful news sites to create a clean, easy to use platform that helps the modern farmer stay up to date.

Making the magazine more accessible

Farmers Guide is mailed free to farmers across the UK, yet their readership increasingly wanted the option to access the magazine online. We made sure that the online edition was easy to find in the new website layout, with a link to the archive for readers wanting to catch up on previous issues. A prominent sign up button also ensures that the publication’s readership will continue to grow.

Designing for all devices

A responsive design ensured that the new website could be easily used on any device, appealing to the ever-growing number of people who primarily browse on mobile. This was a key part of improving the digital side of the business and allows readers to connect with the magazine from farmhouse to field.

Creating a coherent brand

Classified ads have always been a big part of Farmers Guide – helping readers source and buy high quality machinery. We designed a partner website, FarmAds, to help buyers quickly access relevant adverts. By creating a coherent look across the two sites, we helped strengthen the link between the editorial and sales arms of the brand, with the aim of generating increased revenue for Farmers Guide.

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