The number one job is to make your site stand out. It doesn’t have to be about Flash animations or high-res photography, you can grab somebody’s attention in other ways.
Navigating animated sidebars through tons of categories can be daunting and off-putting to a potential customer. Use images for links as much as possible without over-picturing the page.
If your most recent blog post is on the front page from Christmas 1999, people will likely leave your site immediately. It doesn’t matter if your shop is re-stocked every day, people want to be affirmed of your input all of the time.