I invision a lightly-coloured slightly graphical site, with an easy to use structure, and clear-cut information...
Some sites, like for example, yaXay (im not knocking it), can be confusing for a large amount of people who have never used a vBulletin before...
By slightly graphical, I mean something like filburt's site...It is not overly graphics-based IMHO, but it looks nice, and the graphics it does have compliment it greatly...It is light, user friendly, and offer clear-cut information, something I would expect of a Professional site...But then again - Everyone's opinion will differ
Satan