What farmers want from mental health and wellbeing-focused websites and online interventions

•Authentic, positive (e.g. not drought), masculine, farming-related imagery in the colours of nature (particually green) favoured.•Videos, case studies, simple layouts and fonts preferred.•Lay language that is casual, positive, empowering and carefully humorous valued.•Ease of use, multiple device compatibility and the ability to operate with poor internet is important.•Exposure to multiple pressures, lack of time, practical and outcome-driven nature and stigma concerns require consideration.•There is a particular need for new online resources focusing on early intervention/prevention.