I agree charging for it is a good way to go. If your potential customers are shopping around, it might be because that they fail to see how you will deliver the same value at the rate you are charging. I personally try to advise customers to spend their hard earned cash wisely, especially when it has to do with websites because they rarely see the other costs involved such as technical maintenance, self maintenance, recurring costs and management. Afterall, they come seeking an experts advice.