To me this is where targeting the niche really comes in. Instead of going for people searching for "how to build a website" I would go for "church websites" or

To me this is where targeting the niche really comes in. Instead of going for people searching for "how to build a website" I would go for "church websites" or the equivalent for the niche. The templates would be pretty boiler plate, and really have room only for changing copy or maybe some very limited color scheme choices. The target customer wouldn't be someone that would want to customize their HTML or CSS. If a customer came with those requirements, I would quickly point them to Squarespace or another up market competitor since I couldn't meet their needs (at least initially).