The business of web design is probably like many other businesses. When starting out, it’s easy to accept just about any work you’re offered. Having grown up around computers, and put them to a wide variety of creative tasks over the years, I could probably pull off most anything a client could ask for.
But as time passes, you realize that’s the wrong idea. Partly because there’s thousands of people who could do that too. And partly because you really don’t have much of a chance to improve. You’re not taking advantage of the leverage that specialization can offer.
Once you realize that it’s better to focus your efforts, and thus your learning, in a few discrete areas, you become far more competent in those areas. It’s just human nature. Once we’d decided the kinds of websites we’d prefer to work on, we got much better at those kinds of sites. In fact, the more narrow our focus, the more I feel our work stands out from the crowd.