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I used bookdesigners.com and was totally thrilled with them. I used to be a graphic designer, and discovered what you mentioned: good web design is not the same as good book cover design. They were pricey: $1500, but I figured an excellent cover was the best place to put marketing $$. I haven't made that money back in sales yet, but I still think I got good value for what I paid.

This was a problem for me also. I decided to use unrelated pictures (i.e., unrelated to the topic of my books) that I have taken near where I live (Sedona Arizona - a beautiful place).

I have a friend who is a visual designer, and he has commented favorably on my approach.

If you're willing to spend $300, I've done all my covers through 99designs.com and been very happy.

Elance has some good designers.