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The hardest part of a site is design and aesthetic. Second is information architechture. After that it is mostly how good is the content and how do you get traffic. The coding these days is largely canned and frankly not much of a concern unless you have very specific needs/goals that you want to deal with.
CMSs are great and suck. Those that use them know why I say that. But you can't beat them for quickly getting running.
If you aren't a graphic/visual designer, my advice is to befriend one and work on that. But you have to know what/who/why you're selling first. Design follows content.
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