mcfeelys.com
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The Square Drive Screw Pioneers
How a niche hardware company built a 50k monthly visit business on specialized tools
In a world dominated by Amazon and Home Depot, McFeely's proves that deep specialization beats broad selection. They don't just sell screws—they invented the square drive system and built a $700K business around it.
"They own a category. When you need square drive screws, you go to McFeely's—not Amazon."
The Niche That Won
McFeely's didn't chase the hardware jackpot. They targeted woodworkers who hate stripped screws. Their top keyword—'wood screw'—drives 2,170 monthly searches. They rank #1 for 'countertop drawer bolts' (550 searches) and 'wood screw size chart' (970 searches). This isn't SEO luck; it's a 40-year head start in a vertical where trust matters more than price.
Traffic Without Ads
64% of traffic comes from organic search. That's rare. Most e-commerce sites bleed money on PPC. McFeely's built content around specific problems: pilot holes, metal studs, drawer bolts. Their blog isn't fluff—it's a reference library. Result: 50K monthly visitors who actually want to buy, not just browse.
The tech stack reveals their priorities. They use jQuery and Bootstrap—old school, but stable. No fancy React or Vue. Why? Because their customers care about finding the right screw size, not loading animations. They use New Relic for performance monitoring, which suggests they understand that a slow site loses sales, even in niche markets.
- 923 Trustpilot reviews at 3.8/5—solid for a hardware site
- Facebook & Twitter presence (rare for industrial companies)
- Top 1M global rank with just 9 employees
- Specialized products: Kreg jigs, Milk Paints, T-Nuts
The Anti-Amazon Playbook
In an era of 'move fast and break things,' McFeely's moves deliberately and owns things. Their 50K monthly visitors prove that depth beats breadth every time. For founders: you don't need to be everything to everyone—just be the absolute best for a specific someone.
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https://www.mcfeelys.com/media/og_image/default/McFeely_s_Leprechaun_63x171_1_.jpg
Meta Tags
McFeely's - Home of the Original Square Drive Screw
McFeely's - fine woodworking tools and materials. Drill Bits for Pilot Holes, Kreg jigs, Milk Paints, Top Coats, T-Nuts, Washers, driver bits and screws with sharp points
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Reviews (20)
A wide range of products are available…
A wide range of products are available at a reasonable price.
always had great luck with the product…
always had great luck with the product and orders have alwasy come promptly. Will order from them again fir my next project
Unique Stuff Great catalog
8. 9. 15. and 16 FEB top top top top quality stuff !!!!! USAF Maj Ret
Excellent service.
Excellent service.
For technical questions about…
For technical questions about fasteners, this is my go-to company.
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About mcfeelys.com
McFeely's - fine woodworking tools and materials. Drill Bits for Pilot Holes, Kreg jigs, Milk Paints, Top Coats, T-Nuts, Washers, driver bits and screws with sharp points
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mcfeelys.com uses 22 technologies across their website including Font Awesome, Google Fonts, hCaptcha, Cloudflare, and more.
Fonts
Font Awesome, Google Fonts
Security
hCaptcha
Cloud & Hosting
Cloudflare
Email Marketing
Klaviyo
Advertising
DoubleClick Floodlight, Microsoft Ads, Google Ads, Facebook Pixel
Customer Support
Tawk.to
Traffic & Audience
mcfeelys.com receives approximately 50.9K monthly visitors and ranks #613,082 globally. The website has a bounce rate of 50% with visitors viewing an average of 2.2 pages per visit. Users spend an average of 1:45 on the site.
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