Related to what some of the people are saying here, focus on what problem the customer is having. No small business needs a "PHP developer to create an e-commer

Related to what some of the people are saying here, focus on what problem the customer is having. No small business needs a "PHP developer to create an e-commerce system" - they need a solution. If you can show them that you can solve their problem and help them MAKE MONEY, it's a much easier sell. It sounds very infomercial-ly but I think it's true. Also if you sell yourself as a PHP/MySQL developer, clients might not know what that means or what you can do, so you'd be limiting your clientele who are knowledgeable enough to know that PHP developers can do X. What you should be doing is to say you can solve X, Y and Z problems, and that you've done that for A, B, C clients.