One of the first things I remember thinking when I started into 
the world of online marketing is "Hmmm, I wonder if I can really 
do this?  I don't know any HTML or java".  I was a bit worried 
to say the least!  How could I compete with the "big" internet 
companies when I didn't even know how to make a word appear in 
bold?  "I'm dead meat" I thought. 
 
I had it in my mind that I was "finished" before I even really 
got started! 
 
So how important is knowing how to program when trying to make 
money online?  Well, nowadays it's becoming increasingly common 
to meet webmasters that have little or no knowledge of HTML or 
java.  Honestly, although I now know much more than I did when 
I first started I still wouldn't consider myself a "programmer". 
I wouldn't even say I really know what I'm doing all that much. 
Sure, now I can make a word bolded...... yep, I can make things 
scroll on a page..... I even know how to do those nifty mouseover
effects...... but I'm hardly an expert!
 
So why keep reading?  Because I was exactly like 95% percent of 
people trying to make money online!  Probably just like you are 
right now.
 
One thing I learned quickly with online business is that all 
these "gurus" weren't really trying to help..... they were most 
likely just trying to teach you just enough to do average. (Why 
would they want competition?)
 

So here's some tips...... (to all the little guys...... from a 
little guy)
 
1.  Learn HTML -- I know..... I promised no programming right?  
You don't have to be an expert, but at least learn the basics.
Here are a few sites that might help......
 
http://www.htmlgoodies.com/primers/basics.html
 
http://www.usd.edu/trio/tut/html/index.shtml
 
Would you vacation in Romania without learning Romanian (at 
least a little)?  No!  So why do the online equivalent?  Learn 
the basics!
 

2.  Invest in a web design program --  It doesn't really matter 
which one you buy but get something.  Microsoft FrontPage is 
decent for beginners.  Dreamweaver is better but is a little 
tough for newbies.  The main two reasons for getting web design 
software are.....
 
a. so you don't have to type 
 for every picture! Talk about a quick way 
to lose interest in your business!  and....
 
b. so you can use templates!  which brings me to my next 
point......
 
3.  Use Templates! --  Yes, great, ok, uh huh........ Some web 
designers will tell you that templates are cheating.  I say that 
anything I can use to focus on my business instead of my HTML I 
fully support!  The great thing about templates is that you can 
focus on adding content to your site and not worry about how to 
get picture 'A' in space 'T' using HTML.  Choose one that you 
feel will fit the theme of your site. (i.e. if you have a flower 
site don't choose the "medieval" template)   Templates range 
from free to hundreds of dollars......  I have seen these 
quality sites with great templates....... but look around and 
see what YOU like.

http://freesitetemplates.com
http://www.bearcreative.com/templates.html
http://www.aplustemplates.com
http://powersitesystem.com 
  (this one is a full content management system)

 
4. Use free scripts -- There are many sites out there that have 
free HTML and java scripts that you are welcome to use.  Most 
authors just ask that you give them credit.  Here are a few of 
them......

http://www.htmlbasix.com/bookmark.shtml
http://www.dynamicdrive.com
http://www.boogiejack.com/html_tutorials.html
 

5. Know your colors! -- Pick a color scheme and stick with it.  
There's nothing that screams "I'm new at this!" more than every 
page being different colors randomly.  If you don't know how to 
change colors go back to: 

http://www.htmlgoodies.com/tutors/cc.html    

Here is another handy tool for reference:

http://www.theodora.com/html_colors.html

 
6.  Link Every Page Home -- Every page  in your site should have 
a link to your main page.  Remember, search engines index pages 
inside your site too.....  if a visitor finds your site from one 
of these pages don't leave them stranded!  Link Home.
 

7.  Help Others -- "The web helps those who help others" is so 
very true.  Help other people do well and you too will do well.  
Know when to offer advice and when to receive it. (I know it has 
nothing to do with HTML but I'd thought I'd mention it.)
 
 
That's it for now.  Of course these are only some of the basic 
tips for starting out.  You will naturally learn more as you get 
into running your business.... use your newly acquired knowledge 
as you learn it and soon you will be beating all the "big dogs".
 
Have Fun!