Do you mean the general style of the site? When the site has an order form, I generally assume the work is being farmed out. To where, it's hard to know -- but I have some guesses. An individual writer would not generally want orders to come in via form. The writer would want to talk over the details by mail or phone before accepting the money. The paper might be outside the writer's favorite subject areas, or the writer might be overbooked. SEO and a lot of back-end functionality are, to me, the marks of a site that is farming the work out.
Independent writers live on word of mouth. They fear getting more orders than they can handle and, thus, disappointing people. I would not dream of starting a website of that nature unless I had a reliable team of writers. I don't, and so I don't. In the busy season, I am walking around like a zombie because I'm getting no sleep. In the off season, I'm glad for the break. If I started a site like that, it would have no effect on the customers I already have. All it might do, if promoted properly, is drum up more business than I would want. A small business-card type website is fine, but is quite optional in my case, because by the time they're in contact with me, they're ready to order the paper.