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anyone can setup and even design their own website. You have to be careful here as there are usually multiple tiers of service (storefront, affiliate manager, etc.) so that goal planning comes in handy here. You can always upgrade later so start with the basic service and save yourself a little money until you are ready for advanced services. Personally, I use websitewizard which offers me everything I need but you can find other sites similar to that one. In your research, I would check out some of the little things that make a website look more unique such as a logo for the site. The basic point as I feel you will find in your research is that your website has to be pleasing to the eye. In other words, keep it simple so the content will flow. It seems counterintuitive as you might feel more graphics and unique format will make it seem more professional. Do not make this process a work of art, just add some minor but unique finishes to it.