I couldn't comment on anything specific to lights, but I can comment as a web user. Sometimes it's the little things... I was a bit jarred by your website being so dark. The menu buttons were hard to find (hard being a relative term here, of course) because there was a lack of contrast. And then the news page shocks the system again by being bright white. On the blog page, the menu buttons go away (but they do not on any other page).

Usability things aside, am I guessing correctly that you are intentionally making the site very dark in order to say something about the light industry? I don't quite get it... on a gut level I would have expected something crisp and beautiful maybe, in order to match the product (something maybe like http://www.betterplace.com )

How are you going to go head to head with Phillips and win? They can push stuff out to stores, grocery markets, and all kinds of channels. What's your strategy?

Your web page is kind of empty looking to me... there's no 'there', there. The news bit is kind of weird; it doesn't feel well integrated. I also agree that the hosting affiliation link is kind of distracting. I would go for something apple-ish... showcase your product, show people how beautiful it is.

Maybe they have a patent they can license to Phillips and other large manufacturers.