Following my former post about online marketing and the neccesity of keeping up with the digital development, i will now adress the importance of having the right appearance on your website. It doesn't matter if you excel in online marketing - SEO, PPC & SoMe - if you haven't got a website to match that effort. If you win tons of traffic but have a crappy website, your efforts counts to nothing.
Bounce rate will be skyrocketing and eventually Google and Facebook will punish you despite your work, my point hereby is - you have to start with your product/website. And when this is as optimal as possible - kick ass with online marketing. The other way around will only kill you slowly. For many this might sound logical, but i have experienced company owners with this exact problem - you can't beat your competitors with a worse product than theirs.
In Denmark there is a lot of agencies out there doing web development, and most of them can tailor the websites like you want them - down to every single detail. E.g. this agency ( https://memoo.dk/webbureau-kobenhavn/ ) is excelling in web development, especially in wordpress, magento, shopify and scannet. And this is only one, there are plenty of other agencies in Denmark alone.
So there's really no excuse, start by making a killer website for you and your product - and then kick ass in online marketing.