There are plenty of web design companies that give small business what they want—but not enough that will serve as a consultant and advise them on what they need.

If you have designed a website for a certain type of small business, and gotten them results, then start marketing to companies like them, talking results (i.e. sales), not just design issues. At the same time, don't turn down other types of small businesses that come to you. You want to build up your experience with many types of businesses, but the key is to specialize in your marketing.