I don't know how many other makers build/maintain their own sites, but I can give you my opinon and experiences.....
When I first decided I needed a website, I knew NOTHING about building or maintaing one...so I started looking for someone to build it for me. What I found was.....the norm for those who build websites is "SELL!, SELL!, SELL!" And although that is one of the obvious purposes of a website, I simply did not want to put forth that impression. I also found that it was going to be more expensive then I want to pay.....and finally, I did not want the "wait"...meaning that if I wanted to change something, add a photo, change verbage, etc., it entailed sending photos, corrections, or whatever was needed, then waiting 1-2 weeks to get the changes on the site.
So, I started teaching myself about websites, domains, and how to build/maintain them. It took me about 6 months worth of evenings until I got to the point that I felt comfortable building my own site. In the beginning I used "free" software that I was able to build BASIC websites with. Over the years, as I've learned more and practiced. I've gone through several pieces of software for building sites. Right now I am currently using
WYSIWYG Website Builder I believe its about $50, but its fairly easy to learn, and for the money it offers A LOT.
As far as instructions.... I just started by using Google..... searching things like... "How to build a website", "easy website construction", or "Easy to use Website building software". Generally when it comes to building a website, you will need several pieces of software.....not just the website building software. You'll also want a photo editing software, and possibly some others, depending on what you want to do.
At first the whole process seems overwhelming, but its just like eating a elephant.....one bite at a time.

I get a great deal of satisfaction in building and maintaining my own website, and I like the fact that I can do what I want, without having to try to convice an outside source what I want, and how I want it. Its gotten to the pont where I've actually built site for some of my closest knifemaking friends. I generally set aside one morning or evening a week to work on my site....if you stay on top of it, it will only require a small amount to time to keep it up to date and fresh.