I work locally but I can translate. I got a website that often makes designs for Mambo, osCommerce and other open source software solutions. I tried to aim for 'making website' etc that kind of keywords. Lots of traffic, but most people just have a hobby website and don't buy. The conversion at this website is terrible low. So I decided to change my website. At first I changed the frontpage, it was heavily made for search engines but for visitors wasnt saying much. Still now thats fixed, I want to be found again, but more into the commercial keywords. What do people look for when they search a webdesign company that can make websites with CMS systems, or SEO friendly pages?
I believe "making website" is too generic term and optimizng for it will loose valuable bandwidth. If the company is too targetted to Opensource customization, I will use Mambo Customizations, Mambo Designs, Mambo Skins and the variety with whatever cms are in use. Just my 2c