send2paul is dead on with his advise. Know who your target market is before you begin. "Small to medium sized businesses" is not a target market, nor is "anyone who needs my services." The best method is to target by one or more demograhics, such as:
• Company size
• Number of employees
• Annual revenue
• Type of decision maker
Assuming you're selling B2B and not sub-contracting yourself out to other design/development firms, you'll need to be sure that you speak the right "language." Decision-makers such as CEOs, business owners and marketing directors are not interested in things like ASP.NET, PHP, CSS or web standards. They are primarily going to want to know one thing: How can your services help them to make more money, spend less money, or both?
You have to do more than translate "features" into "benefits." You must translate features and benefits into results. Unless you can communicate how your services will produce the results your prospective clients want, you'll be hard-pressed getting anyone to hire you.
This requires a paradigm shift in thinking, especially if you've primarily been a technically-oriented person. Difficult perhaps, but not impossible.
Hope that helps.