I sell a template website then focus the remaining budget on getting traffic in from various sources.
Traffic is mainly generated through Google, Facebook and social media channels. Even though I can custom code, small/medium clients don't want their budget spent on a custom design, instead they want results, and those results often mean more customers and more sales, and the only way to do this on-line is to increase their traffic.
I tend to advice clients on popular terms and give them an insight on what they can write about, helping them. This help is charged at a far cheaper rate than somebody actually doing it for them. Normally the sole deciding factor is the PRICE!
Even though you know what you're selling is pretty strong, it's very hard to convince people that they are making the right decision. I hate to say it, but much of their website success is down to the client, and not myself. I can guide them, but ultimately unless they are willing to pay for the complete services, then their website's success with be short lived.
We have to understand that conglomerate companies have their on-line traffic and if not they are likely to hire an on-line team to generate this. Those type of clients are more likely to demand for custom/bespoke work, from a business point of view I can't say that a custom design will help them get more sales, but it will give them the control they might be after. Smaller fish often expect much more from us, and they often expect the traffic to come part of their website, they don't want as much control and are willing to save themselves more money, as they have far less to play around with.
As the European recession grows I am finding big companies even to ask for template website strangely enough, and smaller companies to do without a website completely (*very sad indeed).
Each country in the euro zone has a completely different economy, but we share the same common currency. We print money when we are short of it, so as a country comes to financial disaster (considering they have their own currency), they print as devalue their own money so that people in their own country can survive with their own prices. Interest rates are controlled in the same way. Things are likely to get worse as the model which countries survived in are now been grouped with other countries who are more power and share a different economic climate.
I would also like to add, I continuously change the way I do this focussing on what works and what does not. Whether this is because I am doing bad business or simply learning is unbeknown to me. What I am doing now is completely different to what I did a year ago and it's likely that they way things are done will continue to change as I get new clients.