Do you really need a professional to get more website leads?

[Rod Smith]

Hi All,

i have a website that has been underperforming, but that is because I haven't put enough time and effort into learning more about SEO and done more to customize it. I have been in discussions with someone that specializes in SEO and lead generation for real estate investors, vetted him through references, and he seems to be as advertised. My question is, is there really a "magic formula" that only the Pros know, or can I optimize my website myself? If the answer is the latter, is it possible I would lose the money I think I would save by missing deals while trying to learn and upgrade my site myself? 

For context, I have a Carrot site and can follow instructions, but am a total novice when it comes to websites, and no nothing about code.

Thank you in advance to anyone that took time to read my post and provide advice/feedback.