Ask HN: How to start a solo web design business?

I want to give running my own shop a try. But I'm struggling with how to position myself. Quite possibly analysis paralysis.

Ideas:

SEO - I have ranked local websites before and have experience with larger sites. Wordpress sites - Very quick to build and I have the skills to build custom made templates. Full stack SaaS solutions - Built a few personal projects that vary in complexity. Probably the biggest $$$ but also the hardest.

I don't know which angle to pick. I think if I present myself with all options, there's a chance it will alienate potential customers not to mention spread myself too thin. How do I choose which path to go down?

Does anyone have any advice and especially customer acquisition? I'm not looking to get rich and very willing to put the hard work in.