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Is creation a website worth it?

I know what you mean, but i'm telling him to go for it, it's not a HUGE investment. You can get beautiful websites built for little money. It's a shot, if it's something that interests you a lot that's wonderful.
 
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Unless you have a well-designed site, it won't do anything to encourage customers to use your service. Sometimes, a very poorly designed site can actually hurt you by making you look sketchy.

Gold swapping also has very little use for a website. A gold seller can receive payments through a website without actively engaging a customer. Gold swapping always requires someone to manually accept a transaction, so the website provides very little utility.

If I was a gold swapper, I'd find all sorts of forums to make threads on. Keep in mind that some sites which do not allow RWT (GP for $) may allow swapping.
 
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