It takes planning, knowledge and financial support and lots and lots of time in the form of research to keep a commercial web site functioning and successfully. There are two types of Commercial web sites. Don't believe that all you need is a 'program' i.e. FrontPage, Hot Metal, or some other website design software will make you and instant website designer. You can create a website with graphics and text but your website will still be lacking in the necessary elements that we believe are necessary to create a 'successful' website. Nonsense, no one would even consider it.
Advertising is too important to take that kind of chance.
Yes in one respect. The perception is that advertising on the Internet is FREE after you publish your web site. It is a dangerous and deceiving idea perpetuated by large companies like Microsoft, and Adobe and Netscape who market HTML editors with the implication that they make it simple to create a web page. If you don't know what to put into the web site to make it not only attractive but functional, then you have no business creating your own website. Your web site will be just another non-functioning website cluttering up the Internet and does nothing positive for you or for the Internet in general.