As far as I can tell, my storefront is basically the banner/sign at the top, any sections I create, and the photographs of my items. Perhaps also my icon would be included since it appears in conjunction with the other things. Do you feel like people expect a lot more? Or are there other considerations that would make a storefront more successful? I know that I personally skip over a lot of the announcement sections unless I have a certain question in mind or I've been specifically directed to read it (for details on a current promotion, for example). I guess it's probably a horrible thing to say, but sometimes there's a long paragraph of text up there that doesn't necessarily help me decide if I'm going to purchase something. I kind of went the other extreme with just a one-line welcome. Right now, I still just have a mish-mash of vintage items up for sale, and I don't necessarily know that I want my whole 'identity' as a shop to be focused on vintage or supplies. That is, I kind of want to leave room to also put up things I've created and not 'brand' myself into just one thing or another.
I would love to get some better ideas for using the storefront space more effectively, or if it's cool with the community, I would definitely appreciate some feedback on what I'm doing right/wrong with my own storefront (purealtojen.etsy.com). In return, I would gladly take a look and review other storefronts to repay the favor. Maybe we could have one big reviewing session if there is interest around here? :)