The niche debate hits hard when you're just starting out.

You read all the advice: “Fortune is in the focus.”
“Specialize or die.”
“Niches get riches.” (Okay, that one’s kinda annoying.)

But here’s the deal:
Picking a niche too early can paralyze your momentum.
But never narrowing down can keep you buried in low-fee, high-friction work forever.

So, what’s the move?

Let’s walk through it.

First: You don’t need a niche to start. You need clients.

When you’re in founder mode and your priority is paying the bills, your job is to say yes to anyone who’s a good fit and pays you well.

You can’t optimize what doesn’t exist. So in your first 3–6 months, your “niche” might just be:

• People who need you
• People who value your help
• People who pay you on time

That’s a great place to begin. Don’t overthink positioning when your pipeline’s still filling. Clarity comes from action, and every client you serve teaches you more about who you want (and don’t want) to work with long-term.

But don’t confuse “open to all” with “no positioning”

You can stay flexible without sounding like a generalist-for-hire.

Instead of saying “I do taxes for anyone,” say:

“I help small business owners simplify taxes, plan smarter, and stay compliant without the overwhelm.”

It still resonates. And it gives you wiggle room while still sounding intentional. This kind of positioning signals confidence without boxing you in. It will also attract clients who are looking for financial clarity, not just compliance.

Read: Your Website Isn’t Just a Website Anymore — It’s Your Growth Engine

When to niche (and how to know it's time)

Here’s the moment to start narrowing your message:
When a pattern emerges.

You look at your client list and realize:

• 60% of your clients are freelancers
• You actually like working with real estate investors
• You’re getting word-of-mouth referrals from the same industry

That’s your cue. Patterns are a signal. Don’t ignore them.

Niches often reveal themselves.
You don’t always have to choose one up front.

But once you see momentum forming? Double down. Build content, testimonials, and offers that speak directly to that demographic.

You just have to be ready to lean in when the signals are strong.

What makes a good niche?

It’s not just about “picking a vertical.” It’s about picking a good one.

Look for:

• Clients with recurring needs (monthly books, quarterly planning)
• Clients with money (startups are fun… but broke)
• Clients with complexity (where your expertise shines)
• Clients who hang out together (so referrals snowball)

The sweet spot? A group that values long-term relationships, pays on time, and needs more than a once-a-year tax return.

Examples that hit all four:

• Dental practices
• Ecommerce solopreneurs
• VC-backed startups
• Professional service firms (law, design, therapy)

Start with one, build your expertise, and let your content, referrals, and systems stack from there.

Why AI makes niching easier now

In the old days, once you picked a niche, you had to:

• Rewrite your website
• Start over on content
• Rebuild your email funnel

Now? Tools like our AI-powered starter kit let you:

• Change your niche content in one click
• Customize blogs, CTAs, and emails instantly
• Split test niche messaging without burning time or cash

This means you can experiment, evolve, and refine your positioning as you grow, without burning everything down.

TL;DR: You don’t need a niche to start. But you’ll need one to scale.

Start broad if you must.
Serve who comes your way.
But keep your eyes open for patterns. Signals. Pull.

And, when the right niche shows up?
Own it. Go deep. Build your rep there. Then grow from it.

Want to test niche messaging without rebuilding everything?
Use our AI-powered starter kit to launch fast — and pivot smarter.