You’ve probably heard it before. You NEED a niche. But picking a niche can feel freaking terrifying.

For a long time, I assumed a niche was an industry to specialise in. This felt overwhelming for me personally. I mean, it absolutely can be a way to niche your business. But also, it can be your location or perhaps a design/style.

I shied away from niching down and ended up feeling equally overwhelmed by the millions of people I could speak to. When I created an ideal customer and focussed in on my style and the clients journey, my business changed.

That’s why I’m writing this post for you today. Because I’ve been there and felt the stress of picking a niche. Now, I’m able to teach clients how a niche can bring focus to marketing, helping reach an audience that converts into paying clients/customers.

Picking a niche doesn’t box you into a corner. Once you’ve picked a niche, you can totally shift and expand from it.

“When you speak to everyone, you speak to no one.”

– Meredith Hill



You see, when we pick a niche and target a specific group of people, we allow our business to create real connections with our audience. We can build and develop this relationship on a much deeper and more authentic level whilst more easily establish yourself as the go-to business doing your thing.

Don’t be afraid to repel people from your business. For every person you push away, there is someone who feels a true connection to you and your business.

So, here’s my top tips for picking a niche to transform your business.

examples of different niches

First of all, here are some examples of different types of niches to get you thinking.

To pick your niche, you need to think about what is the most important to you and your business.

1. Location

You could work with clients in one geographical area.

For example, a coach might want to focus on working with local people to be able to meet up face to face.

2. Industry

Or perhaps you want to work with clients who are from one industry or maybe even a set of complimentary industries.

For example, you might take photos for businesses in the wellbeing industries.

3. Price point

You could work with clients where their income matches your prices.

For example, you might offer exclusive pricing to customers looking for incredibly high quality jewellery.

4. Journey

Or perhaps you want to work with clients who are at a certain point in their journey.

For example, you might want to coach business owners who are just starting out.

5. Style

Or you could work with clients who enjoy a particular style or type of design.

For example, I like to work with clients who want fresh yet fun design.

What do you enjoy?

Think back on the projects and products that you enjoy working on and talking about the most. You know, those ones that light a fire in your belly and the words just keep flowing out.

If you pick a niche that isn’t rooted in what you enjoy, the shine is going to wear off of your business very quickly. You want to have excitement to work with your clients so on those days when the tough gets going, you have the drive to push through to your next project.

Picking a niche in something you are truly passionate about is also important for your clients. You’re going to produce your best quality work when it’s something you enjoy. You might run out ideas more quickly or worse - your customers might sense that your heart isn’t in it.

Choose an area that inspires you and gets your creative juices flowing. It might be a good idea to scribble down your thoughts and ideas of what you enjoy doing in and out of work. This will really help with fine-tuning your focus.

What are you good at?

Quite often I find that what you’re good at and what you enjoy go hand in hand. When we are doing something we excel at, this can be extremely beneficial to business.

Do people regularly tell you you’re good at something in particular? Perhaps you have some training or experience in a special field? Or maybe you’ve worked in a geographical area for a long time?

You’ll want to look for that sweet spot between passion and talent.

Who do you want to work with?

Off the top of your head, who is your dream client? Who would you love to spend every day working on projects with? What do they look for in a project or product? Your why can really help you define your niche and make it personal to you.

Sometimes, this can override your passion. You might not be passionate about selling soap, but instead your passion might lie in helping your customers who are looking for an ethical alternative.

Pick a Focus to narrow your niche

By now, you’ve jotted down some ideas of what you enjoy, are skilled at and who you want to work with. Next up, you’ll want to comb through your notes and find some common themes or particular aspects that jump out to you more than others. Remember, the smaller you go now, the better connection you can form with your audience. From here you will be able to easily grow and develop your business.

Once you’ve teased out your special niche, write it down and tack it above your desk. This is going to determine everything you do, from the blog posts your write to your portfolio on your website.

I hope this has helped you find focus and clarity when it comes to niching your business. A niche is completely unique and personal to you. By creating a hybrid of what you’ve jotted down, from your dream customer to your strengths, you can create a sustainable niche that will take your business to the next level.