Every Agribusiness Needs a Digital Audit — Here's What I Find 90% of the Time
Over the past three years, I've run 50+ full framework audits across six sectors: ag-tech, commodity trade, bulk agribusiness, capital equipment, supply chain SaaS, and farm inputs.
The companies ranged from seed-stage startups to multi-national agribusinesses with $500M+ in revenue.
And 90% of them shared the same core issues.
The Universal Findings
1. The website treats all visitors the same (78% of audits)
Whether you're a procurement engineer, a trade partner, a distributor, or a farmer — you get the same landing page, the same navigation, and the same CTA. No segmentation, no personalization, no journey mapping.
2. Lead capture is an afterthought (85%)
The contact form is in the footer. There's no newsletter. No gated content. No self-assessment tool. The site assumes visitors who want to engage will find a way — and the data shows they don't.
3. Social proof is missing or generic (82%)
Testimonials say "Great partner!" without specific metrics. Case studies don't exist. Client logos are from 2018. For B2B buyers who need committee justification, this is a deal-killer.
4. Mobile experience is broken for the primary buyer action (72%)
The site looks fine on mobile for browsing. But try submitting a procurement inquiry, downloading a spec sheet, or comparing product tiers on a phone. The critical action doesn't work.
5. The site communicates what you do, not what the buyer needs to decide (90%)
This is the most fundamental issue. Most agribusiness websites are organized around the company's org structure ("Our Products," "Our Services," "About Us"). Buyers don't care about your org structure. They care about whether you solve their specific problem.
The Framework Approach
This is why I use frameworks instead of generic audits. Each framework organizes the audit around a specific buyer archetype's decision process — not around generic "best practices."
The result: findings that are specific, actionable, and directly tied to revenue impact.
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