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Not that I am as deeply entrenched in the business as some of the bigger players....but I just tell people that I build websites for small businesses and then maintain them for them (for a monthly fee) so they don't have to do it themselves. If they press for more (like what sort of monthly maintenance) I say I make changes to their pricing indexes, keep job opportunities and sales announcements up-to-date, re-design pages to keep them fresh, etc etc.
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