Since your shop homepage is essentially your Etsy storefront, you want to ensure that this makes a strong and positive first impression on your potential customers.
In order to have the best impact on potential customers you need to consider how you can create cohesive visuals which are coordinated to your brand.
Your shop icon and banner are your main visual tools to help you sell your brand’s story. Your colours, fonts and photos should also coordinate (though not necessarily match) with these central graphics.
Etsy Ads are a great way to advertise your listings, getting featured spots at the top of Etsy search results and other pages on Etsy.