What's your marketing plan? I'm assuming you will be advertising or some other sort of promotion that highlights the limited edition aspect of the images. It follows therefore that people landing on the site already know what you do. They will only be on the site because they want a print to hang on the wall. The homepage should be the the shop. Not the hero image and not the 'popular this week' just the images. Each product should have as big an image as you can get on the page. Don't bother with the thumbnails/slider, show me images of the frames and mounts separately as they are standard for all prints. Add a description of the car next to the image. Put the photographer on an separate page (especially as there is only one). Don't have the image on the left and everything else on the right - it's a waste of page space. If the image was full size you can fill the page below with all the blurb. It says from £69 on the homepage but the default on the product page is £117 (A1). This makes it look like you are trying to rip me off. If I add to cart and want to change the border/frame I can't. I have to remove and start again. Not a good UX. Remove the studio, location, about from the main menu. They add no value. The FAQ isn't. It's just information about the prints and frames. A lot of this is already on the product page. Good internal linking will make this a lot more user friendly. Don't use computer generate imagery. Get some real frames made and good high quality photos. Consider offering corporate/business sales. Posh XYZ company won't want to use paypal, they will want an invoice. Put your full contact details on in the footer and telephone number in the header. Put a picture of your with your car/pictures on the site. You have two different returns policies: 14 days and 30 days. If I'm not on the homepage there isn't a menu link to the collection. But if you make the homepage the collection this problem goes away. The filters need fixing. The browse by has things like '4cm' and 'badge'. You need an option to search by marque. All the products have 'Limited100 by Paul Ward' in the label. You would be better off using line two to describe the picture. And the limited to 100 has annoyed many of those I've shown the site to. Limited to 100 means there are only 100 copies. Irrespective of size mount or frames. Don;t care how others do it. Your whole USP is limited to 100 not limited to 100 per size and anything else you might want to offer. You nearly got a sale until my mate (who owns a Bugatti) realised it's not quite as exclusive as he thought. He was also annoyed he couldn't see the close up of the image and also thought the image had been doctored.