Positioning for a niche (and why broad is a trap)
Trying to appeal to everyone is how you appeal to no one. A short guide to picking a niche narrow enough to win — with a checklist you can run today.
The instinct to keep your positioning broad — “we help any team” — feels safe. It isn’t. Broad positioning means you compete with everyone and resonate with no one. A sharp niche is how a small team wins attention it could never buy.
The narrower, the stronger
Compare two headlines:
- “Project management for teams”
- “Project management for architecture firms”
The second is narrower — and far stronger for the firms it names. They see themselves in it. They assume you understand their workflow. They trust you more, and you haven’t said anything else yet. That’s the entire game.
A quick niche checklist
Run your positioning through these four questions:
- Nameable — can you name the exact type of customer in one phrase?
- Reachable — do they gather somewhere you can find them?
- Painful — is the problem urgent enough that they’ll pay to remove it?
- Ownable — can you plausibly be the best option for this slice?
If you can answer all four, you have a niche worth committing to. If not, narrow further until you can.
Commit in your copy
Once you’ve chosen, say it everywhere — hero, features, blog. This entire starter
reads its positioning from a single niche config, so committing is a one-file
change that flows through the whole site.
Niche down. It’s the highest-leverage marketing decision you’ll make.