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I usually give a potential client an estimate break-down (in hours) of what's involved in creating their site - overall design, graphics, scripting, photography (if needed), domain reg, ftp setup, etc. and charge a flat rate of $60/hr. (8hr. min.)
If they want razzle dazzle elaborate graphics, roll-overs, custom work - I work in additional costs.
We don't do a lot of site design these days, though...as the OP said - too many clueless people out there who have no concept of the work involved in creating a non-cookie cutter website.
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