The site does not have to be a professional looking one at all, my current best converting site is a scruffy looking one which has the same design layout for the last 3 years.
Some people philosophy is that a bad looking passes more traffic to the merchant to get off the website quick! – so if you go for the in between, a so-so looking site and you have the right products you are on a winner.
Btw, I USE Dreamweaver for all my sites and occasional Hot Metal Pro when I want to be nostalgic!
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