first impressions are cold and unwelcoming. the website target group is parents? you need to appeal to them. the website should be very welcoming. i would suggest checking out some big players in the child product market for some ideas.
mothercare, for example, have a very good website. they use very light colours for the overall look and feel but strong colour for grabbing attention, friendly typefaces, medium-large sized product images which again grab attention and for all the full details of a product, they link you to another page.
in my opinion, a website aimed at parents should be warm, welcoming and friendly.