So often the the difference between a great website and an ordinary one is the imagery.
Yes, keywords are very important if you want to be found by Google. But, we all shop with our eyes and if you don't have the right imagery to hold the viewers attention, you will lose them to the back button.
With the recent launch of Mahers Millions we had to really show off the story and beautiful shoes.
This site is a great example of what we can do when we are given the keys to the imagery and creative direction.
I could go on and on about the style, male centric choices and tailored options for shoppers personal characteristics but honestly you should just check out the pictures and videos and save me from writing thousands of words when a picture does a much better job.