I think this is where it helps to be part of a co-founder in a small consultancy rather than a "freelancer". If a customer asks me to build something in framewo

I think this is where it helps to be part of a co-founder in a small consultancy rather than a "freelancer". If a customer asks me to build something in framework A with features X , Y and Z I can probably do that, but as you say unless you have a strong reputation in a specific niche that makes you rare, you are competing against everyone else who can do the same thing. OTOH a customer with a bigger budget who is looking for a more holistic solution may also want infrastructure provisioning and management, SEO and color scheme designed specifically to appeal to their target demographic. It's unlikely that any single person can do all of these things, at least to a level of quality that would justify a significant fee. So either you need a reliable bunch of subcontractors who you can retain for X days/month or you need to partner with somebody with complimentary skillsets.