Positioning strategies for agencies

What Even Is Positioning?

Let’s start with a super simple example. Imagine you walk into a mall, and you see two coffee shops right next to each other.

The first one has a sign that says “We sell drinks and snacks.” The second one says “We make oat milk lattes for people who hate dairy, and we throw in a free vegan cookie with every order.”

Which one would you go to if you can’t drink regular milk? The second one, right? Even if the first one actually sells oat milk lattes too.

That’s positioning. It’s not what you *can* do, it’s how people *see* you when they first hear your name.

For agencies, this matters more than you think. If you tell a potential client “we do web design, SEO, social media, and branding,” they’ll forget you five minutes later. Your name blends in with the 100 other generalist agencies they talked to that week.

But if you say “we build websites for yoga studios that get them 30% more class bookings,” they’ll remember you forever. Even if they don’t need a website right now, they’ll tell their yoga studio owner friend about you.

Positioning strategies for agencies are just the steps you take to make sure people see you the way you want them to. Not as a “jack of all trades” agency that does a little bit of everything, but as the *only* agency that fixes their specific, annoying problem.

Think of it like a jar of peanut butter. If the jar has a clear label that says “Creamy Peanut Butter,” you know exactly what’s inside. You’ll pick it up if you want peanut butter. But if the jar says “Food” with no other label, you’ll put it back. You don’t know what’s in it, and you don’t want to risk it.

Agencies with no positioning are unlabeled jars. People don’t pick them. Agencies with good positioning are clearly labeled, and people grab them off the shelf without thinking twice.

Why Should You Care About Positioning Strategies For Agencies?

I talk to a lot of agency owners who say “but I don’t want to turn away work! If I pick a niche, I’ll lose all the other clients.”

That sounds logical, right? More options = more money. But in real life, it’s the exact opposite.

Think of it like this: if you have chest pain, do you go to a general doctor, or a heart surgeon? If you have a heart problem, you pick the surgeon. The general doctor is great, but you don’t trust them as much for that one specific thing. You’re willing to pay the surgeon 10x more, because you know they’re an expert.

Agencies that don’t position themselves are the general doctors. They get the small, messy, low-paying jobs that everyone else turned down. The client doesn’t trust them fully, so they haggle on price, they micromanage every task, and they leave as soon as a cheaper option comes along.

Agencies with good positioning get the big, high-paying jobs where the client *only* wants to work with them. The client trusts them, so they don’t ask for discounts, they don’t micromanage, and they stay for years.

Let’s look at some real numbers. A study of 500 small agencies found that agencies with a clear niche charge 3x more per project than generalist agencies. 3x! That’s not a typo. They also have a 40% higher client retention rate.

And they work less, too. Because they don’t have to learn a whole new industry every time a client signs on. They already know the yoga studio industry, so when a new yoga studio client comes, they know exactly what to do. They don’t have to spend 20 hours researching yoga studio booking systems.

My friend Sarah runs a branding agency. For 3 years, she was a generalist. She worked 80 hours a week, made $50k a year, and her clients were always complaining. Last year, she niched down to branding for craft breweries. Now she works 25 hours a week, makes $300k a year, and has a waitlist of 4 months. She hasn’t had a single client complaint since she switched.

So positioning isn’t about limiting yourself. It’s about making more money, working less, and getting clients who actually value what you do. It’s the closest thing to a magic bullet that exists in agency growth.

Step 1: Figure Out What You’re Actually Good At

You can’t position yourself as something you’re not. Well, you can, but you’ll fail miserably. Clients can tell when you’re faking it. If you say you’re an expert in yoga studio marketing, but you don’t know what Mindbody is, they’ll know in 2 minutes.

So first, we need to look at what you’ve already done well. No guessing, no “I think we’re good at SEO.” We need proof. Hard proof.

Audit Your Past Work

Grab a spreadsheet, or a pen and paper. List every client you’ve ever had, even the tiny ones. For each one, write down three things:

1. What service did you provide?
2. What was the measurable result? (e.g., 50 more orders, 100 more website visitors, 20% more sales)
3. Did the client renew or refer someone else?

Let’s say you’re a marketing agency. You had a client that was a local bakery. You ran Facebook ads for them, and they got 50 more orders a week. The client renewed for 6 months. That’s a big win.

You had another client that was a software company. You did their branding, but they didn’t see any more sales. They didn’t renew. That’s not a win.

Circle all the wins. The stuff where the client was happy, you got a measurable result, and they renewed or referred someone. Those are your core strengths.

Don’t list stuff you *want* to be good at. Only stuff you’ve already proven you can do. If you’ve never done SEO for a law firm, don’t put that down. Even if you think you’d be good at it. You don’t have proof, so it’s not a strength yet.

What if you’re a new agency with no past clients? No problem. List the services you *like* doing. If you hate doing social media, don’t include it, even if you’re good at it. You won’t want to do it every day for 5 years. Pick the stuff you’re good at and actually enjoy.

Ask Your Old Clients What They Loved

This part is scary, I know. You have to email old clients and ask “hey, what did we do that you liked most? What made us different from other agencies you worked with?”

But it’s the most useful part. Because you might think you’re great at branding, but your clients might say “oh, we loved how fast you replied to emails, and how you explained everything in simple terms so we never felt stupid.”

That’s a strength too! Maybe your positioning isn’t about what you do, but how you do it. “We’re the agency that explains marketing to non-marketers, so you never feel confused.” That’s a great position. No other agency is saying that.

I did this with my first agency. I thought we were good at web design. We made pretty sites, so I figured that was our strength. But when I asked 10 old clients, 8 of them said “we loved that you didn’t use any jargon, and you finished the site 2 weeks early.” Only 2 mentioned the design.

So we positioned ourselves as “the on-time, no-jargon web design agency for small businesses.” It worked way better than “we make pretty websites.” Clients told us “we hired you because we’ve been burned by agencies that use big words and miss deadlines.” That was our edge.

Make a list of all the nice things old clients said. Those are your unique strengths. No other agency has your exact mix of skills, personality, and work style. That’s what makes you special.

Step 2: Pick A Tiny Group Of People To Serve

This is the part where most agency owners panic. “If I only work with yoga studios, I’ll run out of clients!” Spoiler: you won’t. There are 40,000 yoga studios in the US alone. That’s 40,000 potential clients. Even if you get 100, that’s 0.25% of the market. You’ll never run out.

Positioning strategies for agencies almost always start with niching down. That’s just a fancy way of saying “pick one type of person or business to help.”

Don’t Try To Serve Everyone

Let’s go back to the coffee shop example. If a coffee shop tries to serve everyone, they have to have regular milk, oat milk, almond milk, soy milk, every type of coffee, every type of pastry, sandwiches, soup, ice cream, etc. They’ll run out of space, run out of money, and the quality of everything will be bad. A customer who wants a great oat milk latte will go somewhere else, because this shop’s oat milk latte is mediocre.

But if they only serve oat milk lattes and vegan cookies, they can buy the best oat milk, the best vegan cookies, and train their baristas to make the perfect latte every time. People will travel across town to get that perfect oat milk latte. They’ll pay $7 for it, even though the general coffee shop charges $5. Because it’s better.

Agencies are the same. If you try to serve everyone, you’re spread too thin. You can’t learn everything about every industry. You’ll make mistakes, you’ll be stressed, and your clients will be unhappy. A client who wants great yoga studio marketing will go to a niche agency, because you’re mediocre at everything.

If you only serve yoga studios, you learn everything about yoga studios. You know that they use Mindbody for bookings. You know that they hate complicated systems. You know that they care about community over hard sales. You know that they get most of their clients from Instagram and local referrals.

When a new yoga studio talks to you, you can say “I know you’re using Mindbody, right? We can integrate that with your Instagram so clients can book a class without leaving the app.” They’ll think you’re a wizard. Because you know their exact problem, and you already have the solution.

Here’s a quick comparison of generalist vs niche agencies:

How To Pick Your Niche Without Panicking

Start small. You don’t have to pick “yoga studios” right away. Pick a niche you already have experience with. If you’ve done 3 bakery clients, pick “local bakeries.” That’s easy, because you already know the industry, you have case studies, and you have contacts.

Another tip: pick a niche that has money. Don’t pick “struggling college students” as your niche. They don’t have money to pay you. Pick “dental practices” (dentists make good money) or “real estate agents” (top agents make $200k+ a year) or “ecommerce stores doing over $1M a year.” Those people have budget, and they’re used to paying for services.

You can also pick a niche based on a problem, not an industry. Like “agencies that help contractors get more leads” or “agencies that help restaurants set up online ordering.” The problem is the niche, not the industry. This works well if you don’t want to be tied to one industry.

Write down 3 possible niches. For each one, answer: do I have experience here? Is there money here? Would I be okay working with these people for 2 years? Pick the one that gets the most yeses.

A client of mine picked “web design for wedding photographers” as his niche. Wedding photographers make good money, they all need great websites to show their portfolios, and there are thousands of them. He now charges $10k per website, has a waitlist of 6 months, and hasn’t done a non-photographer project in 2 years. He’s never been happier.

Step 3: Find A Problem Only You Can Fix

Okay, so you know what you’re good at. You picked a niche. Now what? Now you need to find a problem that your niche has, that you can fix better than anyone else.

Every business has annoying, expensive problems. Yoga studios hate when people book a class and don’t show up (that’s lost money). Bakeries hate when they throw away 20 loaves of bread every night (lost money). Contractors hate when they send quotes and never hear back (lost money).

Your job is to be the agency that fixes that one specific problem. Not all their problems. Just that one. Because if you try to fix all their problems, you’re back to being a generalist.

Steal (Nicely) From Your Competitors

Go to Google and search for “[your niche] agency.” So if your niche is yoga studios, search “yoga studio marketing agency.” Look at the first 10 results. What are they saying? Write down every pitch you see.

Most of them will say “we help [niche] grow their business” or “we drive more clients to [niche].” That’s vague. That’s what everyone says. None of it sticks.

Find a gap. If all of them are talking about social media, maybe none of them are talking about no-show rates. That’s your gap. “We fix yoga studio no-show rates by setting up automated reminder texts and easy cancellation policies.” That’s specific, and no one else is saying it.

Don’t copy them exactly. If another agency says “we get yoga studios 50% more clients,” you can’t say that too. It’s confusing. Pick something they’re not talking about. If they’re all talking about getting new clients, talk about keeping existing clients. That’s a different problem.

You can also find problems by hanging out where your niche hangs out. Join Facebook groups for yoga studio owners. Read Reddit threads about yoga studio problems. Go to local yoga studio owner meetups. Write down every complaint you see. If 10 owners complain that “I spend 2 hours a day answering DMs about class times,” that’s a problem you can fix with an automated chatbot.

Make Your Solution Super Specific

Don’t say “we improve your marketing.” Say “we set up an automated email sequence for yoga studios that gets 40% of people who tried a free class to buy a membership.”

The more specific you are, the more people trust you. Because vague promises sound like lies. Specific numbers sound like facts. Specific details show you know what you’re talking about.

Let’s take an example. Suppose you’re a web design agency for restaurants. Don’t say “we build great restaurant websites.” Say “we build restaurant websites that let people order delivery without leaving the site, and we integrate with Toast so your kitchen gets orders instantly.”

That’s so specific. A restaurant owner who uses Toast will read that and say “oh my god, that’s exactly what I need. The last agency I hired didn’t even know what Toast was. They wanted to build a site that uses a different ordering system, and it was a nightmare.”

Your solution should be so specific that people in your niche think “wow, did they make this just for me?” That’s how you know you got it right. You’re not for everyone. You’re for the people who have that exact problem.

Step 4: Make Your Messaging Stupid Simple

You could have the best positioning in the world, but if you can’t explain it in 2 seconds, it’s useless. People have short attention spans. If they have to read 3 paragraphs to figure out what you do, they’ll close your website and never come back. They’ll go to your competitor who says exactly what they do in one sentence.

Ditch The Jargon

Agency people love big, fancy words. “Synergistic omni-channel solutions.” “Scalable growth hacking frameworks.” “Disruptive brand ecosystems.” “Facilitate digital transformation.”

Normal people have no idea what that means. I don’t even know what that means, and I’ve worked in agencies for 10 years. Neither do your clients.

Use words a 10-year-old would understand. Instead of “omni-channel marketing,” say “we post on all your social media accounts so you don’t have to.” Instead of “growth hacking,” say “we get you more clients.” Instead of “conversion rate optimization,” say “we make your website so people buy more stuff.”

Your elevator pitch should be one sentence. One! Let’s test some examples:

Test Your Pitch On A Non-Agency Friend

Find a friend who has no idea what you do. Tell them your one-sentence pitch. If they say “oh, cool!” and change the subject, your pitch is bad. It didn’t make them curious. If they say “wait, how do you do that? That sounds great! Can you help my friend who owns a yoga studio?” your pitch is good.

I tested my agency pitch on my mom. She’s a retired teacher, not a marketer. My first pitch was “we help small businesses optimize their digital presence to increase conversion rates.” She said “that’s nice, dear. Are you coming for dinner on Sunday?”

I changed it to “we make small business websites that get them more customers.” She said “oh, like the bakery down the street? Their website is terrible, you should help them! I’ll tell the owner about you.” That’s when I knew the pitch worked. She got it, and she wanted to tell someone else about it.

Put your pitch on your website homepage (the first thing people see), your LinkedIn bio, your Instagram bio, your email signature, your business cards. Everywhere. Make it impossible for people to miss. If someone sees your LinkedIn profile for 2 seconds, they should know exactly what you do.

Step 5: Prove You’re Not Lying

People are skeptical. If you say “we get yoga studios 30% more bookings,” they’ll think “sure you do, everyone says that. I bet they’re making it up.” You need to prove it with hard proof.

Don’t Just List Logos

Most agencies have a “clients we’ve worked with” section on their website with a bunch of big logos. That’s useless. I don’t care that you worked with Nike if you can’t tell me what you did for them, and what the result was.

Instead, write case studies. Short ones. 3 paragraphs max. No one wants to read a 10-page case study. For each one, write three things:

1. The problem the client had (e.g., “Yoga studio was only getting 10 class bookings a week, and 50% of people didn’t show up”)
2. What you did (e.g., “We set up automated Instagram ads targeting people who live within 2 miles of the studio, and added reminder texts for booked classes”)
3. The result (e.g., “They got 45 bookings a week in 2 months, a 350% increase, and no-show rates dropped to 10%”)

Add numbers. Numbers stick in people’s heads. “350% increase” is way better than “we helped them get more bookings.” “Dropped to 10%” is better than “fewer no-shows.”

If you don’t have case studies yet, ask a past client if you can use their results. Most will say yes, especially if you frame it as “I’m trying to help more people like you, can I share how we helped you?” You can even offer a discount on their next project if they say yes.

What if you’re a new agency with no clients? Do a pro bono project for a charity or a small business in your niche. Fix their problem, get a result, write a case study. A new agency I know did a free website for a local animal shelter, optimized it for adoptions, and got them 30% more adoptions in a month. They used that case study to get 3 paid clients in 2 weeks.

Get Video Testimonials If You Can

Written testimonials are okay. Video testimonials are 10x better. Because people can see the person’s face, hear their voice, and they know it’s not fake. You can’t fake a video testimonial easily.

You don’t need a fancy camera. Use your phone. Ask the client to answer 3 questions:

• What problem did you have before working with us?
• What did we do to fix it?
• What’s your result now?

Keep it under 2 minutes. Put it on your website homepage, right next to your pitch. People will watch it while they’re drinking their morning coffee, and it will build more trust than a 10-page case study.

I had a client who was a contractor. He got 3 video testimonials from past clients. His conversion rate on his website went from 2% to 15% overnight. People trusted him way more because they saw real people talking about him. One testimonial said “I was hesitant to hire an agency, but these guys got me 5 leads in the first week. I’m so glad I hired them.” That’s worth more than any logo wall.

Common Mistakes Agencies Make With Positioning

I’ve seen hundreds of agencies try to position themselves, and most of them make the same mistakes. Let’s go over them so you don’t do the same. These mistakes can kill your agency growth if you’re not careful.

Mistake 1: Trying To Be Everything To Everyone

This is the biggest, most common mistake. Agency owners think “if I say I do everything, I’ll get more work.” But the opposite happens. You get no work, or low-quality work, because no one remembers you.

I had a friend who ran an agency that did web design, SEO, social media, branding, PPC, content writing, email marketing, and consulting. He told every potential client “we do it all!” He made $30k a year, working 80 hours a week, and was constantly stressed.

He niched down to “web design for dog groomers.” He now makes $200k a year, works 30 hours a week, and has a waitlist of 10 clients. That’s the power of not trying to do everything. He’s the go-to guy for dog groomer websites. No one else is doing that.

Mistake 2: Copying Another Agency’s Niche Exactly

If you see another agency that’s killing it with “yoga studio marketing,” don’t copy them exactly. There’s room for more than one yoga studio agency, but you need to be different.

If they say “we get yoga studios more clients,” you say “we fix yoga studio no-show rates.” That way, you’re not competing directly with them. You’re serving a different need. Clients who need more clients go to them. Clients who have no-show problems come to you.

Copying exactly leads to a price war. You’ll both lower your prices to get clients, and you’ll both make no money. Being different lets you charge what you’re worth. You’re not competing on price, you’re competing on solving a specific problem.

Mistake 3: Changing Your Positioning Every Month

Positioning takes time to work. You can’t change it every time you don’t get a client. If you’re “yoga studio agency” in January, “bakery agency” in February, and “real estate agency” in March, no one will know what you do.

Give it at least 6 months. Track your leads. Are you getting more leads from your niche? Are people remembering you? Are sales calls easier? If not, tweak it a little. Don’t throw it out entirely.

I made this mistake with my first agency. I changed my niche 4 times in a year. My website was confusing, my LinkedIn bio was confusing, and clients were confused. I sounded like I didn’t know what I was doing. Once I stuck with one niche for a full year, everything got better. Leads went up, sales calls were easier, and I made more money.

Mistake 4: Forgetting To Update Your Website

You could have the best positioning in the world, but if your website still says “full-service digital marketing agency” on the homepage, it’s all for nothing. Your website is the first place people go to learn about you. If it’s not updated, you’re losing leads.

Update every page of your website. Your homepage, your about page, your services page, your contact page, your case study pages. All of them should talk about your niche, your specific problem, and your specific solution.

Check your LinkedIn, your Instagram, your TikTok, your email signature, your invoices, your proposals. Everything. If there’s a place where someone can see your agency name, it should have your positioning on it. Consistency is key.

Mistake 5: Thinking Positioning Is Only For Your Website

Positioning is how you talk to clients on sales calls. If you’re a yoga studio agency, don’t spend 20 minutes talking about your SEO services for law firms. Talk about yoga studios. Talk about their problems. Talk about how you’ve helped other yoga studios.

Every conversation you have, every email you send, every proposal you write should be focused on your niche. If a potential client asks “do you do PPC for law firms?” you say “we don’t, we only work with yoga studios. But I know a great agency that does law firm PPC, want me to introduce you?”

That’s how you build trust. You’re not desperate for work. You know exactly who you serve, and you stick to it. Desperate agencies that take any work get bad clients. Confident agencies that say no get great clients.

Mistake 6: Using Too Much Jargon

We talked about this in the messaging section, but it’s worth repeating. If your website is full of words like “synergy” and “omni-channel,” normal people will leave. They don’t know what you’re saying, and they don’t want to learn.

Read your website out loud. If you stumble over a word, or you don’t know what it means, delete it. Use simple words. Always.

Simple Best Practices For Agency Positioning

These are small, easy things you can do every day to make your positioning stronger. They don’t take much time, but they make a big difference over months and years.

Practice 1: Review Your Positioning Every 6 Months

Industries change. Yoga studios might start using TikTok instead of Instagram. Bakeries might start using Uber Eats instead of their own ordering system. You need to change with them.

Every 6 months, sit down and look at your leads. Are you getting the right leads? Are people understanding your positioning? Do you need to tweak your niche or your solution? Maybe you need to add TikTok marketing to your yoga studio services, because that’s where the clients are now.

Don’t change it completely unless you have to. But small tweaks are okay. Positioning isn’t set in stone. It’s a living thing that grows with your agency.

Practice 2: Train Your Whole Team On Your Pitch

If you have employees, make sure they know your positioning. If a potential client calls and asks “what do you do?” and your receptionist says “we do all kinds of marketing,” that’s a problem. You’re losing leads because your team doesn’t know the pitch.

Have a 1-hour training session. Teach everyone the one-sentence pitch. Teach them who your niche is, what problem you fix, and how to say no to clients that don’t fit. Give them a script to use on calls.

One agency I know has a script for every employee: “We’re the agency that gets yoga studios 30% more class bookings. How can I help you today?” It’s simple, and everyone says it the same way. Clients feel like they’re talking to a team that knows exactly what they’re doing.

Practice 3: Say No To Projects That Don’t Fit Your Niche

This is hard. When someone offers you $10k to do a website for a law firm, and you’re a yoga studio agency, you want to say yes. Money is money, right? But don’t.

Every time you take a project outside your niche, you’re wasting time. You have to learn the law firm industry, you have to learn their tools, and you’re not getting better at your niche. You’re moving backwards.

Say no politely. Refer them to another agency. You’ll build goodwill with that agency, and they might refer niche clients to you later. In the long run, that $10k is not worth it. Sticking to your niche is worth way more.

Practice 4: Keep Your Messaging Consistent Everywhere

Your website says “we get yoga studios more bookings.” Your LinkedIn says “we do SEO.” Your Instagram says “we love marketing!” That’s confusing. People don’t know what you do.

Make sure every single place your agency exists says the same thing. Same pitch, same niche, same solution. Consistency builds trust. Inconsistency makes people think you’re flaky or you don’t know what you’re doing.

Use the same profile picture on all platforms. Use the same bio. Use the same colors. Make your agency look the same everywhere. It’s part of your brand.

Practice 5: Celebrate Small Wins In Your Niche

When you get a new client in your niche, post about it on LinkedIn. “So excited to start working with Sunny Yoga Studio! We’re going to get them 30% more bookings in 3 months.” Tag the client if you can.

When you get a good result for a client, post about that too. “Sunny Yoga Studio just hit 50 bookings a week! Up from 10 when we started. So proud of this team.”

This shows people that you’re actually good at what you do. It’s free marketing, and it builds your authority in your niche. People will see your posts and think “I need an agency like that for my yoga studio.”

Practice 6: Follow Niche Leaders And Share Their Content

Follow leaders in your niche on LinkedIn. Yoga studio consultants, bakery owners, contractor associations. Comment on their posts, share their content, add your own thoughts. This builds your authority as someone who knows the niche.

Don’t spam them. Just be helpful. If a yoga studio consultant posts about no-show rates, comment “We’ve found that automated reminder texts cut no-shows by 40% for our clients. Great post!” That gets you in front of their audience, which is your exact niche.

Practice 7: Create Niche-Specific Content

Write blog posts, make TikToks, record podcasts about problems your niche has. “How yoga studios can reduce no-shows in 3 easy steps.” “How bakeries can cut food waste by 20%.” This content will rank on Google, and your niche will find it when they search for solutions to their problems.

You don’t have to be a great writer. Just be helpful. Keep it simple. Your niche doesn’t want a 10-page essay. They want a 500-word blog post that tells them exactly how to fix their problem.

Conclusion

Positioning strategies for agencies aren’t some fancy, complicated marketing trick. They’re just a way to make sure people know exactly what you do, who you do it for, and why you’re the best choice for them.

It’s not about limiting yourself. It’s about focusing on what you’re good at, so you can make more money, work less, and get clients who actually value you and pay you what you’re worth.

Start small. You don’t have to do everything at once. Pick one thing you’re good at. Pick one tiny niche. Pick one specific problem to fix. Make your pitch simple enough for a 10-year-old to understand. Prove you can do it with case studies and testimonials.

Don’t overcomplicate it. Don’t use big words. Don’t try to be everything to everyone. Just be the best agency for that one tiny group of people. You’ll be surprised how fast your business grows, and how much happier you are when you’re not stressed out working 80 hours a week.

The biggest takeaway? Niche down. It’s scary at first, but it’s the best thing you can do for your agency. I promise.

FAQs

What if I pick a niche and run out of clients?

This is the most common worry, but it almost never happens. There are way more businesses in every niche than you think. There are 30,000 dental practices in the US. Even if you get 100 clients, that’s 0.3% of the market. There are 40,000 yoga studios, 50,000 bakeries, 100,000 contractors. You will never run out of clients if you pick a niche with enough businesses.

Do I have to niche by industry? Can I niche by problem?

Absolutely! You can niche by problem instead of industry. For example, “we help small businesses set up automated email marketing” is a problem-based niche. You work with any small business that needs email marketing. That’s totally fine, and it works just as well as industry niching. You can also niche by service, like “we only do SEO for ecommerce stores.”

How long does it take for positioning to work?

It depends on how consistent you are. Usually, you’ll start seeing more leads in 3-6 months. But it can take up to a year to really see the full effect. Don’t give up after a month if you’re not getting leads. It takes time for people to remember you, and for Google to rank your niche content. Stick with it.

Can I have two niches?

Only if they’re very related. Like “yoga studios and pilates studios” is fine, because they’re similar industries with similar problems. “Yoga studios and law firms” is not fine, because they’re totally different. Stick to one niche at first, then add a related one later if you want. Don’t start with two unrelated niches.

What if I’m a new agency with no past clients?

Pick a niche you’re interested in, even if you don’t have experience. Do one free or low-cost project for a client in that niche, get a case study, then use that to get paid clients. Everyone starts somewhere. You can also use your own experience if you worked in that industry before. If you used to be a yoga studio manager, you already know the industry, so you can niche in yoga studios.

Do I need to change my positioning if I add a new service?

Only if the new service is for your niche. If you’re a yoga studio agency and you add TikTok marketing, just add that to your solution. If you add law firm SEO, that’s outside your niche, so don’t. Keep your positioning focused on your niche. Every service you add should be for your niche, not for random other industries.

How do I know if my positioning is working?

Track your leads. Are you getting more leads from your niche? Are people on sales calls already knowing what you do? Are you able to charge more? Are you saying no to fewer projects? If yes, it’s working. If not, tweak your pitch, your niche, or your solution a little. Don’t change everything at once.

Can I change my niche later if I hate it?

Yes! Positioning isn’t forever. If you pick yoga studios and you hate working with yoga studio owners, you can change your niche. Just give it at least 6 months first. Make sure you hate it, not just that you’re not getting leads yet. Changing niches resets your progress, so don’t do it lightly.