I haven't read all the posts on this thread - but back to Joe's orginal question. My site is very different than the ws sites.
I know that some of you will find my site a little unprofessional - and thinking that it doesn't work to mazimine capacity.
Guess what - it kicks a.s.
Not only do I get several orders a day directly from it, but call after call after call. I got a $125.00 funeral order yesterday from a lady who had dobermans - loved that they were on my site. My site is like walking into my shop - literally. As more and more people get burned by the ws sites, they express comfort knowing that they are dealing with a real business.
I've tried to reflect my personality into the site. The pages go on and on, as I sometimes go on and on. All of the designs are my own - I think I still have a couple of TF fruit baskets on it. I use photoshop elements - just a little. I have an optimal area to take pictures. Takes about a minute and a half to take a picture. Requires very little editing after the picture is taken.
I am constantly working on the site. Getting ready to redo the sympathy page - as soon as I slow down. This week is almost as intense as last week. I have made a habit to take pictures of everything - than post them to an online Picasa web album. I now have instore clients pick their arrangements from a computer on the counter - I direct them to my site - then to the Picasa albums.
My wonderful web lady has my about us page looking like a my space page. Links to the business facebook and twitter sites, which she set up for me. I still don't know how to use twitter - have been too busiy to figure it out.
My website is my shop to the world, and I am working it.