I would assume the money is in the customization. Every business is unique and the cookie cutter website builders get them 80% of the way but there is usually something they really want that needs to be customized. All of the players have plugin systems and raw editors to tweak as needed.

The website presence itself is commoditized. The processes that accelerate business usually require customization, even if it’s using an off-the-shelf product and then integrating, configuring, and training. You could even become a sales channel and get a cut of the product revenue for making the sale.