How to Find (+ Refine) the Perfect Niche for your Business


For those who are struggling to find the perfect niche, here’s some advice. Most entrepreneurs are encouraged to support the idea that riches are in the niches. The advice in this article is about how to find the perfect niche. Yet delivers that punchline from an unexpected angle. 

Your niche will find you.

Those reading this article seeking to refine your interior design niche for fear that you haven’t quite found it. You likely already have and just need some support uncovering it. Those reading this article just beginning to refine their perfect interior design niche, there’s plenty of advice here for you, too. 

The art of finding the perfect niche when you’re just getting started

The art of finding your niche differs depending on which stage you’re at in your business. If you’re just getting started with your business or have had just a few paying clients for less than a year, this part is for you.

Do your best not to get too caught up in the details this fresh into the process. Getting too niche-specific too early will only serve to pigeonhole your brand presence in the future. This can seem confusing because the consistent message is to niche-down, niche down!

The problem with that advice is that your niche evolves as your business does. And should your interior design business pivot from that first, detailed niche, then what? Then any pivot you do make will be obvious to your audience and they may see your brand as inconsistent. So don’t be afraid to leave yourself some wiggle room. 

You also don’t want to be too broad. Because to be niche-specific is to be on message for your marketing strategy created for your ideal client profile. The trick to this balance for beginners is to start a bit broad and adjust after experiencing paying clients. 

Refining your perfect niche after the first year

In this step, your greatest asset to find the perfect niche is your recent experiences. After working with clients, you begin to have a better understanding of your industry values. You have worked with a decent range of clients, and are now ready to clarify your interior design niche.

Trust that your business will naturally want to evolve to reflect these values and this is when your niche begins to reveal itself. 

To get you started, take a notepad and paper and jot down the projects or collaborations that resonated with you. Think of the projects that have filled you with immense levels of joy over the past year. Notice any patterns?

If you need to dig deeper, glance through your client list or previous internships and take note of favorites and the services you provided them. Note in detail which obstacles you helped them overcome. See any patterns now?

The pattern might be who you serviced vs how. Look closely and clarify it for yourself because this pattern is golden to nailing down your interior design niche. It could be a style… a unique service… a group… a demographic… anything that specifies a distinct segment in the market. 

Refining your perfect niche as a seasoned pro

Refining your perfect niche as a seasoned pro

Even the most seasoned interior design professionals refine and polish their niches at different stages and milestones of their business. It’s a best practice, in fact. For those in business for three to five years, this section is for you. 

Follow the same exercises I shared above: looking at past clients, recognizing patterns, etc. Because this process can be adapted as a practice, reminding you to regularly check in on your niche. Distinguish where in your marketing strategy you can pivot to meet your niche and how. Make it a purposeful decision.

Regardless of what stage you’re at in your business, here are a few great questions to ask before deciding on or refining your niche:

  • Can they afford you?
  • Do they value your time?
  • Do they value your expertise?
  • Will you enjoy working with them?
  • Do their values align with your values?
  • Are they looking for your service?
  • Do you feel qualified enough?
  • Are you qualified enough?

These questions will help you find the perfect niche vs focusing on the ideal client profile. And believe it or not, there is a difference between the two. While your ideal client profile is a necessary element to truly understanding your niche. The best benefits of your perfect interior design niche are found by going deeper. 

The benefits of the perfect interior design niche

There are many added benefits to your interior design business from having a well-thought-out niche.

Here are three of the most important benefits of the perfect niche:

  • Having a clearly defined niche makes it simple to describe what you do and who you do it for. It also makes it easier for others to describe what you do and who you do it for. I’m talking about referrals, also known as, the lifeblood of a successful business. 
  • The ability to fine-tune your expertise based on your perfect interior design niche. Instead of knowing a little about a lot, you’ll come to know a lot about a little. And that’s extremely valuable knowledge when correctly applied to a marketing strategy. 
  • A well-polished marketing message becomes much easier to achieve when you find the perfect niche. When you can talk directly to your ideal client, that deepens the connection between them and your brand. And that spells more potential clients, which spells success.

Now that you’ve mastered the art of finding (or refining) your perfect interior design niche, what now?

Moving forward with your interior design niche

What do you do after you find the perfect niche? You create for them. Create content on your website that speaks directly to them. Perhaps add a blog that uplifts, educates, and/or engages them on a regular basis. Speak directly to them on social media.

This is a great place to highlight the importance of creating with SEO in mind. Doing so helps your ideal client find your website, locate your blog, and discover your business.

About Katie O'Brien

About Katie O'Brien

As a seasoned brand and website designer, Katie O'Brien brings simplicity to business growth and peace of mind to daily life. She specializes in clean and simple websites, working closely with interior designers to elevate their digital presence with poise and personality.

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