As someone who has owned (and technically still does, but it's a side gig for sure) a web design company:

Let me say this: Your sentiment of "95% are terrible at it" is simultaneously probably true and completely pointless.

Here's what I've discovered. Let's assume that you really ARE making the Rolex of websites, deep down you KNOW you're the best of the best.

Too bad. It doesn't matter, because the general public can't tell the difference. They're not savvy enough to get it, so you're still at the whims of being a better "marketer" -- not of having quality.

Thus, I would say ONLY do this if you have customers in mind that you can name right now.