I used to have a welcome page but I personally don't like them and they keep me from interacting and seeing what the person generally posts about. I always click on "wall" off the welcome page before I decide to follow. Plus my welcome page stopped showing up once I started browsing in https so I deleted mine.
Once you have 20-25 fans you can go to
http://www.facebook.com/username to set your shortened url for your fan page. Be sure to choose the proper page.
I have an app for my shop on my fanpage, but it's for my main shop and not etsy.
My photos are generally my soaps and other products so I always include descriptions and a link back to my shop in my photo descriptions. Though I also have an album with me making soap to show the process and some personal wall photos.
My blog articles auto-post to facebook, so I share blog posts. Quick B&B recipes, inspiring quotes, ask questions, etc. A mish mash of everything.