[everythingswan]

It's also important to identify the thing that people request first, such as a good website. Plenty of work is done after that problem is solved or in addition to that problem.

The person who solves the "we need a website" problem gets to solve those additional problems if they want to.

[ehnto]

That is a great point. Advertising as a generalist is hard because at the point a generalist is needed they already have a website and a developer.

You need to meet them at where they are, when they are in the market for a developer.