Upload & Sell: On
Just by looking at the main page, the first thing your friend should do - figure out what kind of photographer he wants to be. If he wants to be a wedding, event, sports, motorcycle photographer, then great. He should have a different domain/website for each one. Be perceived as a master of wedding (or event or sports or motorcylce... pick ONE) photography.
Another word of advice would be to only show the best images. I'd rather only see 5 awesome images and not 30 mediocre images.