There are coders; there are graphic artists; there are educators; and then there are webmasters!
I think a good webmaster might not be proficient in all of the above, but will be able to balance them as needed to pull the surfer into their realm on the web.
I agree with Tiggy that there are sites out there with great content but they look like they were created by my kinkajou.
Look that up, it's an animal with no thought for looks..... Without some fortitude for the dismal, it's hard to glean the good content.
Then there's the beautiful, great looking sites that catch the surfer, and waste their time because they have no content. Even artwork sites need content.
The good or even great sites will be pleasing to the eye and have the proper content. There are great sites built everyday using templates or sitebuilders. Appealing to the surfer does not mean that the site has to be in the "spectacular" realm of artwork. Simplicity accounts for a lot of good sites with good content.
If you do make an "ugly" site, you are handicapping yourself even if you have the best content. And I admit that I usually move on if the site lacks some look of professionalism.
I looked at the templates from WebNow, and I'm sure that a good site can be made using their templates. Even though they are templates, the user still has control over the content layout and look. I would encourage you to learn html, but
I also encourage you to use whatever means at your disposal to create a good site.
I read a post at another forum that was degrading people that were not proficient in html. But this "webmaster" was terrible when it came to layout and making the site look decent. So where's the balance? Dave gets off his soapbox......
I hope that helps.
Dave