Stop Showing Everything: How Niching Actually Gets You More Work.
You’re probably doing this to yourself. Here's how to fix it.
You know that feeling when you land on a creative’s portfolio and it’s like... everything? Logo design, illustration, web design, motion graphics, photography, “and also I do copywriting!”
Your brain just glazzes over, right?
Here’s the thing: you’re probably doing this to yourself.
And I get it. When you’re freelancing or running a small agency, the instinct is to cast the widest net possible. Show every skill. Take every project. Be everything to everyone. Because more options = more opportunities, right?
Wrong. So wrong.
The Uncomfortable Truth
When you try to appeal to everyone, you appeal to no one.
Think about the last time you needed to hire someone. Did you Google “designer” and pick randomly? No. You looked for “the Framer person who does SaaS sites” or “that illustrator who does the weird 3D characters” or “the brand designer who works with DTC beauty brands.”
You wanted a specialist. Someone who’s done exactly what you need, over and over. Someone who gets it.
Your potential clients are doing the same thing. And when they land on your “I do everything!” portfolio, their brain does this calculation: “Hmm, they’re okay at a bunch of things... but are they actually GREAT at the thing I need?”
Then they bounce.
Why Niching Makes You More Money (Not Less)
Here’s what actually happens when you niche down:
