If you’ve been in private practice circles for more than a minute, you’ve probably heard it: “You need a niche!”
It’s advice that’s everywhere and while it’s often well-intentioned, it can also leave therapists feeling pressured, boxed in, or even confused about where they belong.

Let’s slow that conversation down. Because the truth is, niching is less about labels and more about alignment.

What “niching” really means (and what it doesn’t)

Niching doesn’t mean you have to treat only one type of client forever. It doesn’t mean you’re abandoning your generalist skills or that your practice will dry up if you don’t choose something hyper-specific.

What niching does mean is developing clarity about where your passion, skill, and sense of purpose intersect. It’s about finding the work that energizes you rather than drains you.

When you can articulate your sweet spot, you make it easier for clients (and referral sources) to recognize when you’re the right fit.

When niching helps

You feel drawn to a specific population or issue. Maybe you light up when helping people heal from trauma, or you feel particularly skilled working with young adults navigating transitions.
You’re tired of casting a wide net. A niche can make marketing simpler in a few ways. Your message becomes clearer, your content easier to create, and your referrals more aligned.
You want to be known for something. Building a reputation in a focused area can open doors to speaking, writing, or consultation opportunities.

When niching might not be right (yet)

You’re still exploring. Early in private practice, it’s okay to take time to discover what feels like the best fit. Experience is often the best teacher.
You thrive on variety. Some therapists genuinely love the breadth of generalist work and that’s valid.
Your local area or referral network requires flexibility. In smaller communities, staying more generalist can make your services more accessible.

What matters more than a niche: clarity and alignment

Whether you have a defined niche or not, what truly matters is being clear about who you help and how you help them. It’s important to make sure that who you work with feels aligned with your values, strengths, and lifestyle.

You can have a thriving practice without a “perfect” niche. What your business needs most is your authenticity and confidence in the work you do best.

If you’re feeling stuck on this decision…

It might help to explore these questions:

Which client stories stay with me long after session?
When do I feel most energized in my work?
What kinds of cases drain me, even if I’m skilled at them?
How do I want my practice to feel day-to-day?

These reflections often reveal more than any marketing exercise could.

Final thoughts

Niching can be a beautiful tool, but it’s not the only path to success. Whether you specialize deeply or keep your practice open to many kinds of clients, your business can thrive when it’s rooted in self-awareness and integrity.

Take your time. Your niche (or your choice not to have one) will reveal itself as your work grows.

If you’d like support sorting through your next steps in business growth or refining your focus, coaching can help. Together, we can clarify your direction, create a plan that fits your values, and help your practice feel more like you. Connect with me today.