Choosing the right niche is the dream. Clients find you without a problem, your work is fulfilling, your business thrives and everything feels effortless.
But if you’ve picked the wrong niche, it’s very different.
It can feel like pushing a boulder endlessly uphill.
And that got me thinking…
How many freelancers and founders have a niche?
Recently, I ran a poll on LinkedIn to find out how many freelancers and founders have niched down, and here’s what I found:
71% of freelancers and founders said they have a niche
However, those figures don’t tell the whole story.
Many admitted that, although they had a niche, they might not have chosen the right one.
If you’ve ever questioned your niche, you’re not alone. Your niche can make or break your business, and if it’s not aligned with the market or your personal goals, you need to reassess.
How can you tell if you’ve picked the wrong niche?
If you aren’t getting the results you expect or seeing the growth you want, here are five warning signs you might be in the wrong niche—and what you can do to fix it:
The level of competition is high
If your niche is saturated with competitors, it’s like trying to have a civilised conversation in a nightclub—no one’s going to hear you. When everyone (and their dog) offers the same thing, standing out becomes almost impossible.
How to spot this:
You’re constantly undercut by competitors
Clients compare your services to everyone else’s
You find it hard to explain why potential customers should choose you over a competitor
How to fix it:
Your niche might be too broad. Narrow your focus to a specific audience or a unique problem that only you can solve. For example, instead of promoting your offer of “marketing for small businesses,” try “email marketing for eco-conscious brands.”
By drilling down an extra layer, you reduce the competition, making it easier for the right clients to choose you.
Your niche doesn’t need your services
Sometimes, the problem is you—not your niche.
If your potential customers don’t understand what you offer or why they need it, you might be trying to solve a problem they don’t have.

How to spot this:
You’re met with a wall of silence when you describe your services
You get low engagement with your marketing
Clients just “don’t get it”
How to fix it:
You need to investigate the real needs and pain points affecting your niche. Talk to potential clients, conduct surveys and analyse their behaviour. Once you understand their challenges, refine your offer to meet them where they are.
Nobody will pay your prices
Hearing “Your rates are too high” repeatedly is dispiriting, but it most likely means people in your niche don’t have the budget for your services or don't value them enough to pay your rates.
How to spot this:
Clients frequently ask for discounts
You struggle to close deals
You lower your prices just to win business
How to fix it:
This one’s tough.
You might need to explore niches with more purchasing power or adapt your offer to fit their budget. For instance, if you love working with start-ups but they can’t afford you, consider offering pricing packages or an option to pay in affordable instalments.
Whatever you do, you need to ensure you generate enough income to afford the lifestyle you want to lead.
Your chosen niche is in decline
Industries evolve. What’s in demand today might not be tomorrow. So, if your niche is shrinking, or your services are becoming less relevant it might be time to pivot.

How to spot this:
You’re getting fewer inquiries or opportunities (and your peers are saying the same)
The industry is adopting new technologies or trends that bypass your services
Competitors are leaving the space
How to fix it:
Look for similar niches that need your expertise. If you've been working in print media, consider pivoting to digital content or branding, for example. Go where your skills are still relevant.
You don’t enjoy your work
This is the most personal warning sign of all. If tackling another project in your niche makes you want to do anything else, it’s time for a change.
How to spot this:
You dread starting new projects
The work feels draining, not energising
You catch yourself daydreaming about doing something else
How to fix it:
Just be honest with yourself.
Ask yourself: “What kind of work excites me?”
What industries do you find inspiring?
By aligning your niche with your passions, you’ll enjoy your work more, feel enthusiastic and burst with creativity.
You don’t have to stick to your niche
Niches evolve, and so should you.
If you feel stuck, don’t keep doing the same thing just because it’s what you’ve always done.
It’s okay to pivot.
It’s okay to change.
And it’s more than okay to choose a niche that aligns with your new goals, values and dreams.
Need help finding your niche?
Then why not see if my business coaching is right for you?
If you want to:
Pivot to a new niche
Sign more clients
Work fewer days while making more money
Perfect your pricing strategy
Find a work-life balance that suits you
Then let’s talk.
If you need help switching niches, drop me an email for a no-obligation conversation.
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