Most people are lazy. They won't do anything other than daydream about becoming your competition.
Next point: if the barrier to entry to your marketplace is low, then it's all about selling. Rather than focusing on features or what you do ("We make websites"; who cares?), start talking about serious problems your solution fixes for your customers. Things like:
> reduced waste/rework
> minimized project times
> lowered interpersonal struggles
> shrunk sales cycle
> sped-up time to profitability on new products.
When you concentrate on these ideas, you differentiate yourself and move out of being a commodity provider.