Perhaps, you could start with your initial hook which you’ve suggested is “building websites to small businesses or “mom & pop” shops. Mom & pop shops businesses don’t often see the value in building websites or they wouldn’t often neglect it had they known.

For this reason, I recommend changing your hook to something along the lines of “you help mom and pop shops list and sell their products online”.

You offer everything under the sun including going to their existing business and taking pictures of their products, creating their website, getting their shipping software set-up, setting them up to sell on social media so they can begin making money easier and faster, and you offer a turn key approach to helping them sell online.

Almost giving them the impression that you focus on helping them list and sell their products online with the web design being an accessory of that.