There is a difference between searching for content and going shopping. When people want content on the web, they go to Web sites that specialize in precisely the content they seek. When they want to buy something online, they want Web sites that offer a simple, trustworthy, and streamlined buying experience (as well as outstanding service and great value). The only content they want is stuff that will directly help them make a better informed buying decision. Anything else only confuses them, or distracts them from buying, or slows the sales process or bloats your Web site.

On YuppieChef we used to publish food recipes, but we realised that people looking for something to delicious to cook for dinner weren't necessarily looking to buy an 18cm Japanese Vegetable Chopper in the same session. It's two different thought processes.

We decided that we wanted to start associating the YuppieChef brand with "cool kitchen tools", and so everything on the site needs to point in that direction. That single-mindedness helps us focus our energies, and slowly we are beginning to see an increase in sales.

P.S. if you're wondering where all the great recipes went, check out SophiaLindop.com. That's the brand you should associate with great home cooking!