ReflectivelyYours
I like the striking pictures on the home page - they make it very clear what you are selling and why! If any doubts remain, the ticker makes it even clearer!
It seems all your products are one click from the home page to buy, so that is great too!
(If that is not the case for any of the products, try to ensure that it is!)
Your site also makes it very clear that you offer free shipping, fast secure ordering etc. I think it might be worth putting FREE GIFT in capitals!! ;-)
I always like to make it VERY CLEAR to my customers if they are getting something for free! ;-)
ReflectivelyYours is a great name for the site as it is so unique and easily remembered - many of your repeat customers will simply type in the name of the site into a search engine and will find it again without any problems - I see that as expected, you are at number 1 for "ReflectivelyYours" at google.com
However..
You are not anywhere near the top of the search engines for phrases such as "Personal safety" or "Reflective Tape" or "Reflective Decals" (I note that you DO however pay for Google adwords, which means you are PAYING for clickthroughs you COULD get for free if you added keywords such as these (including plurals and singular and any alternative terms) into your meta tags, image alt tags and the content of your site repeated these keywords).
Also I would use some of the web rings to get more traffic to your site - go to webring.com - also use google groups and yahoo groups - search for groups for motorcycle owners, horse owners etc. These are all "legitimate" ways to get extra targetted hits to your site.
In summary, I would add those keywords to your meta tags, image alt tags and work the keywords into your content as much as possible. Then I would join webrings and groups and publicize ReflectivelyYours in them..
This would get you lots of free traffic through search engines.
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