I'm going thru the same process myself. I've looked at a lot of photographers websites and I sure know what I don't like. But then again it's not so much what I like but what the "buying" public likes. Or at least motivates them to purchase. I would check out how some of the bigger and successful ad agencies promote themselves on the net as well as some of the more commercial photographers out there. Not just the "fine art" types. There is a reason the artistic types are always starving, they don't know how to market themselves.