Anyone want to brainstorm/do a mastermind session on an ecommerce business?

Hi all,

I've been running a website for my parents for around 13 years now, which has mostly just been passively receiving orders and making a bit of money on the side.

The product is a spray that prevents corrosion on products for approximately 6 months. Our customers mostly fit these categories so far:

• Marine customers (spraying down boat engines, electronics, connectors, fishing gear)
• Automotive customers and similar (ATV's, motorcycles, etc)
• Lately, an uptick from drone users
• HVAC systems
• Random industrial tool and part type companies

Last year, we were on a 13 year old website, which looked like it, but was ranking between #1 and #3 for our product name, with a 1% conversion rate or so.

I relaunched last year in Shopify for security and additional features, but we dipped down to slot #6 and now have a 0.75% conversion rate. I suspect that Google now sees us as a product site rather than an information type site because of the tempalte and we took a hit for it. I have the old site URL if anyone wants to compare. Average orders size is around $100, but it's very bimodal (like $20-$40 order or a $500 order).

New website here - NoCorrosion

Main questions:

1. Anyone interested in helping me come up with a "dream customer" type? I think we should put all of our focus on trying to find a handful of really good customers. It's not worth the hassle or effort to try to sell a bunch of $14 cans for a few dollars profit.

2. Thoughts on the website? Any tips to get the site ranking better again? I used 301's for all major URL's, and tried to keep a good # of words on the landing pages, but we're not ranking well. The dip in position has absolutely crushed our traffic. I was hoping it would rebound after a few months of re-indexing, but no such luck.

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