I am a small businessman, and like you, I like to talk shop.
One thing I hear over and over again from my friends and aquaintences is how hard the internet is. Overdue, over budget. Many people throw in the towel or write off the opportunity. All victims of the slick side-project guy or the cool fake-it-till-you-make-it gal or the bloated agency who's interests are the success of it's largest customers. They do smaller projects just to cover payroll, not to partner with you in moving the needle in your business.
Over the past 15 years, I have worked with companies from the startup level, all the way up to Fortune 500 such as Toyota, Bosch, and CarQuest to fix their broken websites, launch ambitious new features and products, as well as find new lines of revenue and profit. Not just at a consultant level, but as a hands-on full-stack developer.
Is software "blackmagic" to you? Consider a quick project roadmap review before building your next website so that you're not tricked by the next slick marketing campaign - and that your investment will go into making your dreams come true for your business.