Sorry man, but there's no substitute for education.
The jeep you linked above has at the very least an aftermarket lift, wheels/tires, flat flares, rock rails, bumpers, and lights. For Wranglers, the aftermarket is huge and you could select from many, many versions of those mods--lifts alone are offered by probably at least a dozen major manufacturers (some more reputable than others) as well as who knows how many smaller specialty companies. There are similarly dozens upon dozens of companies that offer wheels to fit your jeep.
There are threads around here on Lift Reviews, bumpers, etc. etc. You should check those out. You should also go to Quadratec.com and sign up for their free catalog. Also poke around NorthRidge4x4.com, KrawlOffRoad.com, 4wd.com, and any number of the other offroading stores geared almost exclusively to jeeps.
There are thousands of aftermarket products to choose from. And that doesn't include the very large number of "DIY" mods that are popular among Wrangler owners--from bedlining or plasti-dipping parts of the vehicle, to interior lighting solutions, to grille modifications, etc. There are at least one or two long running threads on this forum dedicated to cheap DIY mods that you should review.
You've got to educate yourself--on what's available, what your needs are, and what your budget is--to legitimately start the process of narrowing stuff down. Absent that, you'll blow a ton of cash on stuff that's ultimately imperfect for your needs.