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. Know your audience.
Websites are more readable with light backgrounds and dark text.
Be sure there is enough contrast between the background and the text, particularly in shaded or colored background areas such as navigation bars or buttons. Color is important also. Blue is used in many business presentations because, at least in our western culture, it gives the impression of being calm, credible, conservative, and trustworthy. By contrast, red and orange make people think of pain, danger, or action. Red can be motivating.