Finding Your Agency Niche

Generalist agencies compete on price. Specialist agencies compete on expertise. Specialization is scary but usually more profitable.

Types of Specialization

Industry: Agencies serving only healthcare, only SaaS, only ecommerce. Service: Agencies doing only SEO, only video, only Webflow. Problem: Agencies solving specific problems like user onboarding or conversion optimization.

How to Choose

Where do you have experience or credibility? Which clients have been most profitable and pleasant? What do people already come to you for? Where is demand underserved?

The Transition

Don't fire existing clients. Just start saying no to off-niche work and yes to on-niche. Let the portfolio naturally shift over 12-24 months.

When to Stay General

Very small markets where specialization limits addressable clients too much. Early stage when you're still learning what you're good at. Personal preference for variety over depth.