I was checking out another site today – MagnaLight.com.
It’s a place that sells lights – lots of lights – and only lights.
For instance, I knew about flashlights and floodlights already. But the site informed me about explosion proof lights, hazard lighting, boat lights, rechargeable spotlights, and much more. The site was like looking at an old fashioned catalog, with all the pictures in it for all the kinds of products.
But notice – they are ALL related to lights!
This is the key for a business online – focus. Try to be all things, and then you’re playing hit and miss with your traffic.
Maybe they came for this – maybe they came for that. So what exactly do you sell them?
But for MagnaLight, it’s easy – just lights.
Another benefit is for search engines. Those little computer catalogers love repetition, but repetition that is not too artificial. What better way than an online catalog on one main topic? Here, the word “light” appeared on their home page over 1,400 times (including “lights”, “lighting”, etc.) – and combined with the text, they get an impressive 15.5% for that one word. Best of all, the search engines don’t penalize them since it’s quite natural for a website (and catalog) to repeat itself for the word “light”.
So take a glance at the site – even if you aren’t into gadgets, you’ll find the site interesting for the layout and the ease of use for customers.
However, I’m guessing that even if you aren’t into gadgets, you’ll still click on the “explosion proof lights” if only to know what they do!