(In the Knives 101 section, first place I went for and first place I expect other folks may go to:) Wow, this is really offputting:

They feed you bullshit in culinary school, bullshit on tv. Here are some knives to not buy:

...<snip>...

There are many reasons to avoid these knives. I will not go into all of them here as I believe it would only be fair to address them individually, which seems really boring.

At least some portion of this advice is misguided--I have a Global bread knife that has done me no wrong, is comfortable and has stayed sharp a long time, and I've bought plenty of good knives at "not a knife store" (ironically, a few in Japan including a nice Misono de-boning knife).

But the bigger issue I have with it is that it is dismissive and reads like a hipster sneering at us common folks..."Oh, you have a Shun...? Well, I use a Japanese Gyuto...you probably haven't heard of it." At least show me the respect of not insulting my intelligence and justify why you think we should avoid the things you list. Otherwise you should just omit this section.

Because I can tell you, as someone who likes to cook as an amateur and would like to learn more about Japanese knives, I am exactly in your target market (assuming you aren't actually a douchebag hipster who doesn't want to sell to anyone who has transgressed by violating your verboten list before in their lives), and I can tell you that you would do a lot better to change your tone here and simply start with the positives, explaining why I should care about Japanese knives at all and why I should buy them from you. Frankly, no one likes to be insulted implicitly or otherwise as their first exposure to a subject, and it is especially damaging if you are trying to sell something.

(More specifically, I would start with the "Styles and Shapes" section, as that has the most actionable advice--tells me right away what a suggested "starter set" would be, and then goes into the functions of the different types in perfect detail--not too much, not too little. I care less about the details of the materials used, although I still think that is useful information. And if you are insistent on keeping a "what not to buy section," you'd do far better by leading with themes and then giving examples, something like "Mass-produced, stamped knives are bad for reason X...some examples of these are A, B and C, although the D line from B is not too bad..."

Another tip--I clicked on the "learn more" link on the top page hero expecting to get information about knives, not to be dropped into the page of knives with no information--I would suggest linking that to the "Knives 101," and further more I think you would do well to link to some good product examples directly from your "Knives 101" page, so I can immediately read through your suggestions and pick some good knives to go with. You may even want to offer some "starter sets," like a Gyuto with a Funayuki as a package together...but I know you think sets are bullshit, so... ;-)

EDIT: And in general I would say to highlight the "Knives 101" page--it strikes me from reading some of the other responses in this thread that dropping people into the knife selection with little guidance to go on is causing confusion. You could probably kill it if you help guide us ignorant foreigners through buying a Japanese knife--seriously, I really think this could really take off with the right approach.