Web development could be solving someone's essential business problem or totally non-essential for someone else.
The key is to find the customer for whom whatever you're doing will solve essential business problem.
Quite often web development is exactly what customer needs but he won't call it this way. He won't use this wording. He won't look for web developer. He won't pay for web developer.
But if you approach customer by speaking customer's language and showing customer how you can solve his problem - the result could be way more win-win and productive.
You won't hire an expert in "connecting wooden boards with nails" but you'll more likely to hire an expert in "building houses" to build your own house.
That's an idea.