I guess, being new( I just opened shop late October 2015), I don't really feel qualified to critique...but...I really do think all of you would benefit from reading the book I'm reading...it takes you through step by step in how to get your shop set up and be successful...how to get found in searches, how to effectively represent your items with photos, etc.
It's called Etsy Empire.. By Eric Michael. I'm learning so much from the book, it's not expensive...4.99 I think on amazon