Where is your source of Innovation ? Often customers I have worked with have great business ideas and a good idea of how the site should be built. To turn those good ideas into a matching great ideas I rework them and add my own creativity. The end result is great ideas with a great solution.
To do this requires a fair amount of feed back from you my customer, developers with different skill sets, potential users and people that will use your site. Most importantly this feed back needs to be very carefully listened to.
This process takes time and people who understand your business. To save time many development companies will skip or reduce this creative process. This allows for a much lower quote and your trade off is innovation.
With out innovation the market will eventually change and your business will fade from great to good to poor.