I think the problem that most of the users here face is not knowing how to program. So, they have to outsource their programming to someone else, which can be expensive if you hire someone in the States, or it can be risky if you hire someone in India or China for instance, where they often delay finishing a project in order to receive additional money, or even add a back door so that they can hack your site after you've paid them and demand even more money.
There is no easy solution to this problem. If you don't want to take the risk of outsourcing, then you must hunker down and learn how to program, which can take months if not years to get good at. Or, you can find someone who is good at programming and give them some equity, which usually isn't very attractive since the programmer would have to believe that your company is going to become successful, otherwise he's basically working for free.