Jason's answer is a great approach, because you get to showcase your expertise, rather than simply say: "I build websites".

You're really solving an expensive problem for them, so by asking them about that problem, rather than speaking about your service, you're in a much better place.

And, although you may be offering to build websites from scratch, you might also find that they have an old or broken website, which means that they have at least thought "I need a website." You could still create the new one from scratch.

Re: talking about the expensive problem. My local suburban butcher was getting less foot traffic due to the demographic changes. Someone said: "instead of a placeholder website, how about you start offering online orders." They now deliver to the whole of Sydney, and a simple email to their list with a video on "how to sharpen knives" or "here's how we make Irish sausages to celebrate St. Patrick's day" is enough to trigger hundreds of orders for people who think: "Oh! That's right. I meant to order meat for my party."

So, seeing the website as a solution to an expensive problem (not enough people coming in the door) made it super lucrative.

As with most problems, it comes back to talking to the client to find out what expensive problem it is they need some help with.

Of course, I'd be happy to help on a call, but it sounds like Jason would be a great fit for your situation.