How they found their niche

Several of the agencies here found narrowing their focus — sometimes by accident, sometimes by choice — created more growth opportunities than staying broad. Specialization made sales easier, positioning clearer, and referrals more likely. Finding a niche allowed them to say no to work outside their lane without worrying they’d turned away their last shot at revenue.

The shift didn’t happen overnight and it didn’t always feel safe, but it changed how they competed.

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The accidental niche

Not every agency starts with a vertical strategy. Fixel worked with a cybersecurity startup for several years. When that client got acquired, its marketing team scattered to other cybersecurity companies, bringing Fixel along and opening new doors in the same sector.

Failure to launch

One founder realized he wasn’t competing with other e-commerce agencies most of the time. Instead, projects often die before they even start because clients simply can’t decide to proceed. Fortunately, there are plenty of potential customers eager to act.

Documenting success

One agency was losing deals to competitors with “more-experienced” vibes. When they finally built strong case studies — documenting real work with real outcomes from similar projects — the sales conversations changed. Prospects could see themselves in those stories.

Looking for alignment

This agency’s decision-making “triangle” is built on a specific service offering, a specific client type, and internal company culture. When all three align, the project works. When they don’t, the team can walk away without feeling like they left money on the table.

Coming back for more

One founder started his agency thinking clients wanted one-and-done. Instead, he found that many wanted a long-term partner who could handle site updates, maintain quality, and keep the site aligned with their evolving businesses. And that created a foundation of recurring revenue.

Friends in higher places

To jump-start his business, this founder had an offer for larger agencies: “Send me the clients who can only afford $20K. I’ll take good care of them.” It worked. The larger agencies maintained relationships and reputations without taking work below their thresholds.