Take a look at my retail website. This will give you an insight in to what I mean about keywords and phrases. If you look at the home page you will see I have many, many phrases embedded in the text and have tried not to make it too obvious.
It's tricky but try to think of your home page as your best chance of pushing your site up the rankings rather than simply an informative read for your customers. To be honest they just want to be checking out your products and probably only read the necessary jargon re postage, returns and so on.
www.thelatestthing.co.uk
You'll notice that each product is also keyphrase rich too!
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