Remember the site is being developed to appeal to customers, not to satisfy your ego. Therefore, the site must be designed with your audience in mind. Surf the net to determine what it is that you like and don't like. Surf sites that are similar in products that you are going to advertise. Only look at style and layout and your first impression.
First impressions are what determine the value of a site.
Determine what about the site caused your first impression. You need to be able to communicate to me what you like and don't like. Make a list of sites that you like and what you liked about the site. This will be essential in our discussions. I need to know what you like to develop a site that we both like.