How to educate SMBs on the value of branding/web design?|Off-topic Stuff|Forum|SNES HUB

I started my own digital branding company a couple of months ago and so far I’m really enjoying it. It’s been a struggle to attract clients, but I’ve already made a small profit on some projects.
What I’ve noticed is that many local businesses have never worked with a branding or web design company before. Their reaction is often “Why would I want to do this? I have enough on my plate” and other standard responses. Some also find the cost too high or simply don’t see the value in investing in an online presence.
I try to explain the benefits (attracting the right audience, being able to charge higher prices, making the company look fresh and professional), but they don’t seem to get it yet.
How do you convince prospects who don’t see the value yet? And what’s worked best for you in converting cold leads into leads?