Excellent photographs, sized appropriately, contribute to a high-class look and feel. We don't just scan in snapshots. Spend enough on either stock photography or custom shots that photos tell your story with panache. Poor graphics, commonly found animations or stock clip-art are immediate signs that the site owner has cut corners. Do not for a moment believe the Web page building software hype that all you need is their product to produce a professional-looking Web site on your own.
Tools are great and getting better every day.
But without a trained artistic eye and years of Web production experience with numerous clients you will be unable to equal that level of professionalism. This is nothing personal or a dig at your skill levels. Simply a statement of fact that is evident in any trade. Those with years of experience who are committed to excellence, full-time, are those most likely to produce superior product. And in the competitive arena of the Web, only excellence will do.