All the sites I build are simple but professional. They are functional with only a few products maximum and will usually incorporate tools from superior dynamic tool providers like Google Calendar or PayPal's shopping cart. This site's sole purpose was to get a calendar up quickly that is powerful and easy to use. Google Calendar more than served this purpose. Don't reinvent the wheel and don't go overboard when it comes look and feel. A few well placed animated gifs can work quite well.