1. Using the phrase “Good Quality” on the front page:

I’m also indicting the phrase “High Quality” and every other derivation of quality that can be made.  High quality is a must for any technology business, not a differentiator.  If you provide poor quality equipment or goods, no matter how cheap, people will not purchase your product.

2. 128 Bit Signal Processor:

Your customers do not care about your technology.  They only care about what it can do for them.  Camera companies are notorious for committing this mistake.  They insist on centering their marketing material on the amount of Mega-Pixels the camera has.  The average person has no idea why 8 Mega-Pixels is better than 4 Mega-Pixels other than the fact that 8 is a bigger number than 4.

3. Provide a solution for all your needs:

Most small technology companies do not have a solution that will accomplish all their customer’s needs.  The best focus on one need, and become great at filling it.  If you insist on filling all a customer’s needs, you run the risk of over-promising and under-delivering.

4.  Be Everything to Everyone:

Your customer’s are either large businesses or small; but not both.  You either cater to the private sector, or the public.  Most small tech companies have the resources to pick one, and only one niche.  Marketing to a large business is vastly different than marketing to a small one.  The lead time is greatly increased; the amount of service the large business demands is more expensive.

5. Not clearly articulating what you do in the first sentence:

Company 1:  “… is uniquely positioned and qualified to help your organization with your goals because of its extensive experience and knowledge of the local technical requirements.”

Company 2:  “…has become known and respected throughout the tri-state region for providing civil engineering services on the cutting edge.”

Is it clear what either of these companies does?  Yet this is the first sentence on each of these websites.