I have looked at local photographers too and I really don't see how one of my studio shots perfectly exposed (metered) using a Lastolite Hilite box and four Elinchrom guns can be compared to someone who is using, basically, a sheet and a light.
Don't let gear define what's 'better' or 'worse'. Just because a portrait is shot in a studio with lighting and metered 'properly' doesn't mean it's better than a portrait shot outdoors with natural light done properly. Sometimes a single translucent reflector can do way more for a photograph than all the lights in the world. I've seen plenty of frame-worthy iPhone photos.
Since you invited people to look over your website and flickr images, I assume you're looking for comments, so here we go.
I'll list my thoughts out in the order of my 'path' through your website. These are not the only things I've noticed, but some of the more glaring issues (TO ME).
**** I'm not going to hold back punches. I hope you'll keep your mind open and take these comments from someone who might have a different point of view.
* You complain about amateurs in your area. The first word I think of when I see your website is... you guessed it: amateur. That being said...
* Create a logo or get someone with graphics experience to create one for you. Also, inconsistent watermarking... very distracting.
* We don't care that you have a portable high-key backdrop. Less is more. *Make* the customer want to contact you because of how great your photos are, not because you have a 1DX Mark 7 with a 4-105mm L lens and eleventy-billion studio lights.
* Services Page: Please read-up on what high-key is before telling your customers you can do high-key. The picture of the cute baby in the red dress isn't high-key, unfortunately. Or just do an image search on google on 'high key photography'.
* Most of your kid portraits look the same. Same studio lit lighting, except for a few. To customers, they're just random pictures that look the same... next-next-next-next. Pick one or two favorites and leave the rest out. This is hard to do as each of your photos are like 'kids' and it's hard to decide your favorite. Force yourself to do this. There also might be some white-balance issues here.
* You've got a few lines of words on top of every page. Not really necessary. Maybe clump them into an 'about' page. Let your images do most of the talking.
* Families Page: Outdoor images are all a bit underexposed on my calibrated monitor.
* Families Page: Some lighting imbalance between background and subject on the studio shots.
* Pets Page: Oooof. Beautiful dog, but the shots here are amateur hour. I can go to the local dog park and get similar shots within 10 minutes. Unless you've got better shots, I'd just leave this out for now until you build up a portfolio of more pets.
* Commercials Page: I'm a fan of the first batch of photos. Love the aircraft and still-life landscape photos you've selected and definitely a cut above the portraits. However, things get shaky after the first Vauxhall shot. A lot of snap-shot quality photos here. The wedding shots are in underexposure city and you are the mayor.
*Makeovers Page: Heavy-handed editing/skin softening. The women look very airbrushed. The lightly textured background scream "school photo day" here in the states... and what's up with the vignetting? Very 80s/90s. Look into hiring local models for some shoots after coming up with a few conceptual ideas in your head first.
* Top Tip: Go to weddingwire.com and search for highly rated photographers near major cities (NYC, LA, etc). Most of the top photographers will have great websites that you can check out and get ideas from.
* Love a lot of the aircraft photos you've got there. However, you've managed to ruin a lot of them with unnecessary vignetting and HDR. What was the reasoning?
* A lot of the still life/landscape isn't bad at all, either. However, you've managed to kill most of them with HDR. Whether we like it or not, HDR is here to stay and I agree with you on that. However, there's well-done HDR, and there's bad HDR. Unfortunately, with all the *massive* blooming going on in your HDRs, the attempts you've made fall into the 'bad' category. HDR is generally meant to make a picture look better without looking fake.https://www.flickr.com/photos/scott_mcphee/9309043801/
For instance... what's going on here? Strange vignetting + blooming HDR. If I was a customer looking through your portfolio for any kind of work, one look at this photo would be enough to cause me to move on, unfortunately.
I really didn't mean to ramble on for so long but I hope you'll be able to get something out of this. I don't know you, you don't know me, it's not personal. Just trying to be critical and give you feedback as a fellow photographer.