msi builder can help customize installer messages and images, but it is not necessary.
Not in LV app builder.
One of the several ways is
1) Build installer (setup.exe folder)
2) For example 7Zip has SFX module for installers: it creates self extractable archive that unpacks into temp folder, executes specified program after unpacking (setup.exe) and deletes temp files after installation. Archive includes 7Z unpacker, so customer does not need to install 7z.
3) Upload one file to web-site
4) Give customer a link for the sfx archive. Say him: download, run it, click next (4 times) and Finish.
Another option for more techy customers: pack setup folder, upload file, say customer: download archive, unpack it, run setup.exe, click next (4 times) and finish.
