Should You Niche Your Private Practice

Resource - Free Download Guide to Walk you Through the Steps to niching your private practice below .

‘Should I niche my private practice?’ is a common question. When I left the NHS, I hadn’t even heard of niching down, but it’s become something I’m very passionate about.

The dictionary definition of ‘niche’ is ‘denoting or relating to products, services, or interests that appeal to a small, specialised section of the population’. For business marketing purposes, niching down means focusing on a small but well-defined market segment.

Should You Niche? Yes!

Niching my private practice has worked well for me. Like most therapists starting out, I initially wanted to bring in referrals from anywhere. I didn’t know if I could maintain a steady work flow, so I targeted everyone. My branding was neutral, my messaging unclear and my first website was designed to be as far-reaching as possible.

This worked reasonably well for a while. I was keeping myself busy working with referral agencies, so I didn’t need to rely on my website for work. A few years later, when I needed to find new ways to reach new clients, I started learning more about the importance of niching down and defining your brand.

At first, I was sceptical. It feels like you’re reducing your options, but I trusted the mentors and coaches I worked with. I built a new website with my ideal client in mind and I really enjoyed putting it together. Creating content is so much easier when you know who you’re communicating with.

When you try to appeal to everyone, you appeal to no one!

I’ve not called myself the generalised anxiety therapist but when I was building my website and writing the content, the client I had in mind was female, has generalised anxiety and is looking to build her resilience.

Has niching worked? Absolutely. I know I consistently attract my ideal clients because they tell me arriving at my website feels like coming home. This response has made me even more determined to continue building my business with them, and only them, in mind.

Another common saying is that there is no ‘money in the middle’, which is where you are trying to appeal to everyone; the aim is for some people to think you are great and for others not to want to work with you because you are not for them. When you get this distinction, you are clear in your message and will resonate with your ideal clients.

I don’t want to see just one type of client.

While niching in your private practice can attract a specific target audience, it doesn't necessarily mean you will only get one type of client. The aim of niching is to focus your efforts on a particular market segment or specialised area of expertise to differentiate yourself from competitors and become a go-to professional in that field. You can attract clients who seek your unique services or expertise by doing so.

While your niche may appeal strongly to a particular group, it doesn't mean you won't receive clients outside that scope. My website is designed to appeal to women but I also see many men in my practice too. I used to be worried that I would narrow my client base but this is not the reality at all.

There will be individuals who recognise the value of your specialisation or who have overlapping needs. So, while niching can bring in clients who align closely with your niche, it doesn't completely exclude others who may benefit from your services or find value in working with you.

Natalie the Perfectionism Therapists talks about her experience of niching here

Hangout with Natalie Englander 5th September

What are the Benefits?

When you’re trying to attract everyone, your message is often complicated and confusing. Niching demonstrates a confident approach and this builds trust with your audience. It will help your business become more effective and can set the stage for further growth down the road. It doesn’t necessarily mean you’ll only work within this one niche forever, but it allows you to focus your brand and develop your voice. For more advice in this area, I recommend downloading the free Branding Identity Guide from Pocketsite.

Knowing and understanding your niche is also useful when working with others in your business, such as designers, copywriters and virtual assistants.

Paid subscribers - Learn how to define your niche and download your free guide Below.