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That actually is a good question and if you don't have the resources to shoot your own content one thing is you don't want to get caught up in the affiliate nightmare - read the terms very closely.
Content is always more important than design. I've seen sites that look like they were built in 2001 - black - ugly - yet the content was amazing and people look at that first than the design.
Now - when it comes to purchasing - if you have a site design that looks like it was put together by a high school class they wont trust you with a credit card - so balance.
Also - when you talk about your website please make sure that everything is seo friendly so google will index you.
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