Niching Down as a Copywriter – Is It Worth It?
When I started out as a copywriter, I was determined to make it work. And by “make it work,” I mean I was writing for anyone and everyone. Need website copy for your local bakery? I’m your gal. Social media captions for your cousin’s new pet accessories business? Done. A 50-page technical whitepaper for a software startup? Uh, sure, why not?
The idea of niching down terrified me. What if I limited myself and lost potential clients? What if I got bored writing about the same industry day in, day out? Surely, the broader my client base, the safer my business would be… right?
Well, spoiler alert: I was wrong.
In 2024, after years of trying to juggle every industry under the sun, I took the plunge and decided to niche down into finance and tech. And guess what? My business didn’t just survive—it thrived. Here’s why niching down turned out to be one of the best decisions I’ve ever made and why, if you’re on the fence about it, it might be worth considering too.
Why I Was Scared to Niche Down
Let’s start with the obvious: niching down feels risky. It’s the classic “putting all your eggs in one basket” dilemma. By sticking to a single industry or type of client, you’re saying no to a lot of other potential work, and that can feel counterintuitive when you’re trying to grow your business.
For me, the fear of boredom was just as strong. Writing for a variety of industries kept things interesting. One day, I’d be working on a fun product description for a beauty brand; the next, I’d be writing a case study for a SaaS company. The idea of focusing on just one or two areas felt like giving up that variety and locking myself into a creative box.
But here’s the thing: while I thought I was keeping my options open, what I was really doing was spreading myself too thin.
The Turning Point
By the end of 2023, I was exhausted. I was constantly having to research new industries, learn new jargon, and adapt to wildly different client expectations. It felt like I was starting from scratch with every new project, and while the variety was nice, the mental workload wasn’t.
That’s when I started to notice a pattern: the projects I enjoyed the most—and the ones where I consistently delivered the best results—were in finance and tech. These were industries I was genuinely interested in, had some background knowledge of, and could write for without spending hours Googling terms I didn’t understand.
It clicked. I didn’t need to be everything to everyone. I needed to double down on what I was already good at and enjoyed doing.
Why Niching Worked for Me
In 2024, I officially niched into finance and tech, and here’s what happened:
1. Clearer Target Audience
When you try to market yourself as a jack-of-all-trades, it’s hard to stand out. But when you have a niche, you can craft a message that speaks directly to your ideal clients.
Instead of saying, “I’m a copywriter who can do anything you need,” I now say, “I help finance and tech businesses create content that simplifies complex ideas and drives results.” That specificity makes it easier for the right clients to find me—and for me to market myself effectively.
2. Less Research, More Writing
One of the biggest benefits of niching down is that you build expertise in your chosen area. Instead of starting every project from scratch, I’ve developed a deep understanding of the finance and tech industries, their audiences, and the kind of messaging that works.
That means I can spend less time researching and more time writing (and getting paid for it). It’s a win-win.
3. Better Results for Clients
Because I understand my niche so well, I’m able to deliver better results for my clients. I know their pain points, their competitors, and the language their audience responds to. That expertise translates into higher-quality work—and happier clients.
4. Easier to Say No
Before I niched down, I said yes to everything because I didn’t want to turn away potential income. But now, I have a clear focus, which makes it easier to say no to projects that aren’t a good fit. That frees up my time for the kind of work I actually enjoy (and that pays better).
5. It’s Still Interesting
Remember my fear of getting bored? Turns out, it was unfounded. Niching down doesn’t mean doing the same thing over and over—it means diving deeper into a field you’re passionate about. Within finance and tech, there’s plenty of variety: fintech blogs, whitepapers for SaaS companies, website copy for accounting firms, and more.
Should You Niche Down?
If you’re a freelance copywriter wondering whether to niche down, here are a few things to consider:
What do you enjoy writing about?
Think about the projects you’ve enjoyed the most. Are there specific industries or types of content that stand out?Where do you deliver the best results?
Look at your portfolio. Which projects got the best feedback or delivered the best results for your clients?Is there demand?
It’s important to choose a niche that has enough demand to sustain your business. Do some research to make sure there’s a market for the kind of copywriting you want to do.Can you commit?
Niching down doesn’t mean you can never take on work outside your niche, but it does mean committing to positioning yourself as an expert in a specific area.
The Bottom Line
Niching down isn’t for everyone, and it’s not something you have to do right away. But if you’re feeling overwhelmed, stretched too thin, or like you’re not reaching the right clients, it might be worth exploring.
For me, deciding to niche into finance and tech was a game-changer. It’s made my business stronger, my marketing more focused, and my work more fulfilling. And if you’re thinking about taking the leap, it might just do the same for you.
If you want to talk anything copywriting, my inbox is always open! Hit me up on sarah@sarahcheesman.co.uk