Not only do they search through that text, but show it in the list of web pages that folks will look at and decide which to click on. Put some good sales pitch at the very beginning. Frames and graphic buttons make navigation more difficult. If you use tables for page layout, check the navigation order through the table. There's always someone selling a similar product for less.
Many people value the nostalgia of the small family farm.
Show photos of your farm, family, animals, crops, etc. There are ways to design your website to build those relationships. Describe your farm, family, activities, etc. Post updates of farm, family, and business activities on your website. Some fonts may connote responsibility to one audience and stodginess to another.