A wright is an old word for a maker. A wheelwright made wheels. A shipwright made ships. A webwright makes websites, by hand, one business at a time.
No call centre, no production line, no template with your name swapped in. One person who learns your business and builds something that actually fits it, then stands behind it. That is the whole idea, and it is why the site is built before you ever pay: the work has to earn it.