First, every startup can be imitated, so don't let that worry you.
Here's what I like to do: Define your "perfect customer." The person who has every single pain you solve, in the most extreme way. Call this person "Carol."
Now ask: What would you put on your home page that would make Carol understand immediately that you are her savior? What would you put in an ad? How would you say in one sentence?
Then do it. Yes, it's true that few of your customers are exactly Carol, but it turns out that by being specific and extreme, even those people who only match 20% of the criteria will understand what you do and be impressed that you can solve their problem.
Here's a more complete description of the strategy.