One of my problems with a lot of sites is that the desktops they show are often very cluttered or customised, compared to a shipping RISC OS machine. Whilst it may be obvious to those familiar with the OS what everything is, to an outsider it is often another meaningless desktop. Often screenshots have random wallpapers and a mish-mash of (often irrelavent) files open, so it can be rather confusing. Another problem is resolution - if you're going to have lots of windows open, don't do so at 640x480, because it just looks clumsy (RISC OS with its multi-windowed filer/applications is at its best on higher resolution displays).
As an example, even the productsdb.riscos.com images don't use the standard icon set, or standard fonts, or standard applications!
I do appreciate "vanilla" RISC OS can look rather bland. But if you look at shots of other OS's, they tend to focus screenshots on specific things, rather than "general desktop" imagary.
So there's the challenge. Create something eyecatching, yet simple, presenting the best bits of RISC OS, whilst erm, glossing over the rougher edges!