What percentage of the work is repeatable on a per client basis?
Not an exact science, but humor me with an anecdote: “building websites” is no different than “digging holes”.
A productized web design product might sound something like this: “We help esports athletes build the centerpiece of their digital media brand in 8 weeks.”
A web design service sounds like this: “We build websites.”
The other will drive you insane.