Anyone who knows what a Steadicam is will recognize what your product is... Also, your company name and the big picture on your homepage communicate what your product does. (I like the SmoothArm logo.) I think your website's color scheme and general "look" are fine for a small company with a technical product, and generally I believe you don't need something slicker or more glamorous.
That said, I think your copy is poorly written. It's redundant. You've repeated the name "SmoothArm" WAY too many times. If you think that's good search engine optimization, you're wrong! Dude, there's no competition for "SmoothArm" as a keyword. With SmoothArm in your URL and page title you're going to be listed at that top no matter how many times the keyword appears in your copy.
I think you should assume that your visitors already know they're in the market for a video camera stabilizer... in which case you shouldn't waste their time telling them what a video camera stabilizer does.
Your copy needs to be more customer/benefit focused. Try to think of a specific customer and what unique benefits they're going to realize by buying your product versus buying something else. Maybe your product costs a lot less than Steadicam... Or maybe your product works better with smaller, less expensive cameras... Whatever are your unique advantages, that's what you need to address.
If you're expecting your main market to be U.S.A. (as suggested by the price being listed in U.S. dollars), then I suggest you should give weights in pounds, or both pounds and kilograms, since most Americans simply don't use metric units.
Your "About Us" page doesn't say anything about you except your mailing address... which really should be on your "Contact Us" page.
I think you should get rid of the "What's Related" menu. Within it, I clicked on Model LW518. The 3/19/2006 photo links are bad... I don't understand why you have this page anyway, since the Photo section (from the main menu) seems to have made it obsolete. For every photo you should add a caption.
You need to put a lot of effort into making the whole "Customer Support" section more professional. Your "How to Pay" instructions are particularly poorly written (with lots of grammar and typo errors) and they make the purchase seem like a lot of hassle. You might want to set up a Yahoo or eBay store so people can click on a couple buttons and be done with the whole transaction.
Even if you don't set up a better store or shopping cart, you should create a proper order form... where a customer can fill in their exact shipping address, billing address, etc. and enter the specific part or assembly numbers they're ordering, etc. Put your pricing on it. Make it something that's easy to print out (like a pdf) and that will look professional when your customer shows it to their boss for approval.
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