Build value, build value, build value in your service and sales presentation. Sell the benefits of your service. Charge a fair price for your level of service and if they won't let you make a profit be glad they went somewhere else.
Your webpage and shop look good. I can tell you are doing a lot of things right. If you are having trouble closing sales, my advise would be customer service / sales training. Customers focus on price because that's all they know to ask. You have to point out the advantages for them doing business with you. If it was easy everybody would do it. We have to work hard at it every day. Also Marketing to the right demographic helps. I understand the frustration. I wish some shops would close and eventually they will.