The nucleus is there for a really great site, but it needs a lot of fine tuning.

If you are determined to do this on your own, there are templates available that you can purchase which may help make your task easier.

On thing that I did not like was the rainbow color spec/price tables. These clashed visually with the images of your products. They need to be a little bit more low key - let your products speak for themselves as much as possible.

The text on your first page do not read well. Are you trying to write for the Search Engines or people? I know that it is a "work in progress", but it's a hard slog trying to get through all of that.