Lawyers often resist niching because they fear limiting their opportunities.
But the truth is 1) finding your niche doesn’t mean you can’t do other work, and 2) it also doesn’t mean there won’t be enough work out there for you. It does mean that you’re focusing your marketing efforts on the areas where you want to become a recognised expert or thought leader, and it’s likely to have a bigger impact.
Still not convinced? Keep reading:
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Why should you niche?
- Your message becomes clearer and resonates more with your target audience (see our image – if you’re speaking to everyone you’re speaking to no one).
- You can command a premium by being seen as a specialist.
- Marketing becomes more efficient and focused.
- Clients with specific needs can identify and trust you more easily.
- It’s easier for you to become a real specialist because you’re dealing with the same types of work and issues routinely.
How to do it
- Look at your existing work – what types of matters do you enjoy most? Where do you already have strong experience?
- Identify patterns in your client base – are you frequently advising a particular industry, type of client, or issue?
- Consider profitability and demand – some practice areas are easier to grow than others. Focus on where you can add the most value.
- Test and refine your positioning – start by tailoring your LinkedIn, website, and BD conversations towards your chosen niche.
- Double down on thought leadership – speak, write, and post about your niche consistently to build authority and recognition.
Final thought: The best niches aren’t just about what you do, but who you help and how you differentiate. Get specific, and you’ll stand out.
