Hey there, long-time lurker here that just made an account. I've got experience building a few websites (not pottery related) and I've tried a few different things (different wordpress themes & platforms) and if you're getting into it for the first time, here are a couple things I would share with you.
Wordpress is great in that it is very flexible and there are thousands of themes you can choose from (check out www.themeforest.net). Wordpress itself is free & open source if you have it hosted using GoDaddy or Bluehost or some other hosting provider, though you likely will have to purchase a theme to get a look you want. That's all well and fine, but the most challenging thing about wordpress is learning some of the coding basics to get around, and it can be difficult to change things around unless you really know what you're doing.
I've actually been porting my existing website and redesigning using SquareSpace. In relativity to Wordpress, there is a somewhat "limited" selection of layouts, but they are far easier to customize. The builder itself is drag-and-drop, "What you see is what you get," style builder. The site comes out looking clean and automatically adjusts to whatever device it's being viewed on (PC, tablet, phone). They have a business package that doesn't seem too expensive for what they offer: inventory & invoicing, professional email, so on and so forth, which can be really awesome depending on your needs & desires. The whole thing is VERY easy to use, and if you have any trouble their website is packed full of how-to videos -- they even run a free weekly webinar on Wednesdays to help people get the ground running.
I would say if you've never designed a site before, look into SquareSpace. Their software is great, the system is really tight and the platform is very worry-free. Price-wise, I would say it's pretty comparable to any other web-hosting service. Wordpress can get insanely expensive pretty quickly, depending on your aesthetic. Many attractive site features & options come in the form of plug-ins, which are like tiny bits of code that you upload to your website -- things like image carousels, fancy contact forms, and so on -- many of these require a purchase or even a subscription to maintain! SquareSpace gives you pretty much all of that in the package. The basic is like $8, and I think the business is like $12 or $16 when you pay up front for the year.
Best of luck!