One of the mistakes I see many service professionals make when marketing their business is offering too many choices. It turns out that our customers are actually less likely to buy if we don't limit their options. This is partially due to basic psychology. When someone approaches you for your service and expertise, they don't want you to offer them five choices; they want you to tell them exactly what they should do (without being a jerk about it, of course!).
A study recently published in Psychology & Marketing reviews the trouble with choices.