I'd say always aim for the best you can do. Keep aiming higher. If your work is unique, people will always seek you out.

I'd agree about websites. I decided long ago that I'd never be happy with anything I'd done myself, so I had my site designed and the photography done for me. It may be expensive but if you want to project a professional image, it's well worth it.

Once you get to a standard you're happy with, book a few higher end craft events and hand out those beautifully designed cards and before you know it people will be collecting your work.