When you’re new to freelancing, the advice to “niche down” can feel like a double-edged sword.

On one hand, having a clear focus can help you stand out and attract clients. On the other, how can you know your niche if you haven’t even worked with your first clients yet?

Here’s what we’ve learned from talking to thousands of creative entrepreneurs, coaches, and service providers: You don’t need to have it all figured out on day one.

Starting broad is often the best way to gain experience and clarity — and your niche will reveal itself over time.

What does “niching down” actually mean?

Before we jump into whether or not you should niche down, it helps to clarify that a niche isn’t just one thing, but there are actually several types of niches.

Here are a few different ways you might choose to niche:

Types of niches to consider

1. Niche by audience (aka your ideal client)

You focus on serving a specific type of person or business.

Examples: wedding photographers for LGBTQ+ couples or brand designers for ADHD coaches.

2. Niche by industry

You tailor your services to one field or market.

Examples: virtual assistants for real estate agents, marketers for health and wellness brands, web designers for therapists.

3. Niche by service

You specialize in doing one thing really well.

Examples: email marketing, Dubsado setups, SEO audits, Pinterest strategy.

4. Niche by values or worldview

You lead with shared values, beliefs, or experiences — and attract clients who align.

Examples: serving purpose-driven or sustainable brands, working with faith-based businesses, supporting BIPOC or LGBTQIA+ founders.

Why niching down is powerful (but not essential to start)

There’s no denying that having a niche can:

✅ Help you stand out in a crowded market

✅ Make your marketing clearer and more focused

✅ Build trust faster with your ideal clients

But here’s the catch: You can’t always know your perfect niche until you start doing the work.

When you’re just getting started, experimenting with different types of projects and clients can teach you:

What you love doing most
Who you enjoy (and don’t enjoy!) working with
Where you bring the most value

And those lessons are often more powerful than trying to guess your perfect niche from the start.

Start broad, then refine as you go

Here’s a little permission slip: It’s okay to start broad. In fact, it’s how most successful freelancers found their focus.

Offer a few services you’re excited about.
Say yes to different types of clients and industries.
Pay attention to which projects feel most fulfilling and energizing.

Over time, you’ll start to see patterns: the types of clients you “click” with, the services you love delivering, and the problems you’re best at solving.

That’s when niching down becomes a natural next step and not a forced decision.

How to find your ideal clients (as you learn and grow)

Reflect on what feels aligned

What types of clients get you excited to do your best work?
Who appreciates and values your expertise?
Where do you feel the most “in flow” during projects?

Look at your results

Which clients or projects have left you feeling proud and accomplished?
Where have you delivered your best outcomes?

Refine your messaging

As you find your sweet spot, update your website and proposals to reflect the clients and industries you want to attract more of.
Use tools like Dubsado to create tailored proposals and client journeys that show off your expertise in those areas.

Niching down doesn’t have to be scary or permanent

One of the biggest mindset shifts to remember? You’re not locked in forever.

Your niche can (and should) evolve as you do. It’s perfectly normal to:

Start with one audience and pivot later
Test different offers and see what resonates
Rebrand or reposition as you learn more about yourself and your clients

Where Dubsado fits in

Wherever you are in your journey, having solid systems can help you look professional and build trust with any client you work with.

Use Dubsado’s lead captures and public proposals to start booking projects (even before you have a fancy website!).
Organize your projects, contracts, and invoice payments so you can focus on delivering exceptional service… not admin headaches.

You don’t have to figure it out alone

You don’t have to have your niche perfected to start. You just have to start.

And as you do, you’ll gain the clarity and confidence you need to refine your focus over time.

Want a head start? Download our Ultimate Day 1 Checklist for Creative Entrepreneurs to cover the must-have systems and processes from day one.

You’re not behind. You’re just at the beginning of your own journey and that’s the best place to start.

How to Find Your Niche as a Creative Business