Copywriting niches: the complete guide (literally EVERYTHING you need to know)

The trick is not charging so little you struggle to cover rent each month…

Or downing 10 cups of espresso to keep up with the latest Reels trends…

It’s about picking the right copywriting niche.

What’s a copywriting niche?

Imagine picking your favourite topic or type of writing, becoming super good at it and then having lots of people paying you good money to do it.

That’s all a niche is. 

It’s like having a special power in writing that makes you stand out. 

By choosing a niche, you become the expert in that area, and everyone can see how you help them specifically and, therefore, want your help (yes, even if you cost more than other copywriters). 

Ready to pick a copywriting niche that helps build your profile and make you rich?

Let’s go!

Why pick a copywriting niche?

A lot of people are resistant to niching—is that you?

You might think being a jack of all trades—knowing a little about a lot—is the best way to get more customers. 

That’s cool. A lot of people think this way.

But, think of those restaurants that have really long menus with cuisines from all over the world. 

Not only are they super overwhelming but they also make you doubt how good any of the dishes might be.

Here’s the twist: people often prefer a restaurant that’s famous for one amazing cuisine or even a dish.

When you specialise in a copywriting niche, you become highly sought after for that particular expertise. 

Narrowing your scope doesn’t limit your opportunities; it enhances your appeal and makes you the go-to expert in your field. 

Just like that one restaurant in town everyone recommends, your niche can make you famous!

Types of Copywriting Niches

Feeling lost at sea when thinking about choosing a niche?

Don’t worry, you’re not alone. 

You’ve been told — heck, we’ve all been told —there’s just one type of niche when in actuality, there’s THREE.

The key to finding your way is understanding these different types of copywriting niches:

1. Industry
2. Project
3. Skill set. 

Knowing these categories is like having a map to guide you to your most profitable niche.

Let’s unpick each kind in detail.

Copywriting Niche by Industry

If you’re passionate about a specific market and want to dive deep into its world, the best copywriting niche will be an industry you write about. 

This path is for those who dream of becoming the go-to writer for specific sectors—be it pets, healthcare, insurance, design or any other field. 

The advantage? 

You’ll write faster and spend less time researching because you know the industry inside out. 

However, the trade-off is less variety in topics, so ensure it’s an industry you love and can commit to exploring every day.

Some industries that often require specialised copywriters include:

• Healthcare
• Technology
• Finance
• Insurance
• Coaching
• Online business
• Government
• Pets
• Fashion
• Food & Beverage
• Travel
• Real Estate
• Education
• Environmental & Sustainability
• Fitness & Wellness
• Legal
• Non-Profit & Charity

Each industry has its unique language, audience, and challenges, making industry-specific copywriters highly valuable and sought after. 

You can choose one that resonates with your passion and expertise, and start building your reputation as an expert in that field.

But before you do, make sure to understand that there are 2 other ways to niche that often get overlooked.

(Make sure to read to the end!)

Copywriting Niches by Project

Choosing the best copywriting niches by project means specialising in certain types of writing tasks. 

Each project type, from email campaigns to social media, demands a unique approach and skill set. 

Here’s a look at some common projects and what they involve.

Email Campaigns:

Writing compelling emails that persuade readers to take action. It requires an understanding of persuasive language and how to create a narrative that leads to conversions.

Website Copy:

Crafting the text for websites, including landing pages and about sections. This involves understanding SEO, how to engage an audience quickly, and clearly communicating a brand’s message.

Sales Letters & Pages:

Developing long-form content aimed at selling a product or service. This requires a deep understanding of the product, the market, and persuasive techniques that drive sales.

Landing Pages:

Creating focused, conversion-oriented pages for specific marketing campaigns. It involves writing concise and persuasive content that drives visitors to take a specific action.

Advertising Copy:

Writing for print, online, or broadcast ads. This niche requires a knack for catchy, memorable phrases and an understanding of the advertising space and audience.

Social Media:

Crafting posts and content for platforms like Facebook, Twitter, and Instagram. This involves engaging with a community, understanding the brand’s voice, and creating bite-sized content that resonates with followers.

Copywriting Niche Success Stories (Part 1)

Many Beyond Web Copy students niche both by industry and project, and so I asked them to share their experience with you.

Here’s what Interior Design Copywriter Masha Koyen shared:

“Someone once said that I’ve got the “nichiest niche” because not only do I niche by industry (interior design) but also by project (website copy). 

I love that I’ve got such a laser-focused specialty because it makes my job easier, knowing the audience I’m speaking to.

Being the website copywriter for interior designers for a few years now, I know my audience inside-out: their pain points, goals, wants, needs, and what makes them tick. 

The cherry on top of having a narrow niche is that you have clarity in marketing.

You are never sitting in front of a blank screen wondering what to promote today or what target audience to go after. 

It’s the same audience as before, only with every project, you get an ever deeper understanding of their needs so you can continuously enhance your service offer, and provide increasingly great value – evolving into the GO-TO service provider.”

Jessica Brooks writes sales pages for online entrepreneurs. She says:

“My niche is sales pages for online entrepreneurs. 

I love it because I get to use my journalism skills to collect data through interviews and research, then hit the creativity switch and turn that data into simple and clear messaging that’ll resonate with ideal readers and help my clients reach their goals. 

The rules of UX and conversion copywriting anchor and guide the entire process, kinda like cruise control for creativity. Lock it in and go!”

Copywriting Niches by Skillset

I’ve saved the best to last.

(Congrats for reading this far BTW, I knew I like you!)

Skillset-based copywriting niches allow writers to excel by leveraging their particular skills. 

These niches for copywriting are often overlooked but are immensely valuable in the marketplace—

This is where I personally have focused.

I believe it’s what enabled me to hit consistent 6 figures in revenue from my first full year as a freelance copywriter. Many of my clients are looking specifically for a UX copywriter.

Here’s a breakdown of some key skillset niches:

UX Copywriting:

Writing for user experience means creating content that enhances the user’s interaction with a product or service. It requires an understanding of design principles, user psychology, and how to use words to influence user actions.

SEO Copywriting:

Specialising in writing content that ranks well on search engines. It involves understanding keyword research, SEO strategies, and how to naturally integrate keywords into compelling content.

Digital Marketing Copywriting:

Focusing on creating content for digital platforms. This includes understanding various digital channels, customer online behavior, and how to write content that engages and converts in a digital space.

Direct Response Copywriting:

Crafting copy that elicits an immediate response from the reader, such as making a purchase or signing up for a newsletter. This skill requires a strong understanding of persuasive techniques and consumer psychology.

Funnel Copywriting:

Specialising in creating content for sales funnels. This includes understanding different stages of the customer journey and how to write copy that moves prospects from awareness to decision.

Launch Copywriting:

Writing for product or service launches. This involves creating a narrative that builds anticipation, conveys the value of the product, and compels people to take action during the launch period.

Email Copywriting:

Crafting emails for various strategies like newsletters, prelaunch, launch, and welcome sequences. It involves understanding how to engage and motivate readers, using tactics like tagging and segmenting to deliver targeted messages.

Brand Voice Copywriting:

Crafts a brand’s unique voice and personality with words. Involves understanding target audience psychology, creating consistent messaging across all platforms, and writing compelling copy that enhances brand identity and customer engagement.

By mastering one or more of these skill-based niches for copywriting, you can command higher rates and enjoy a steadier stream of projects, often for the same client.

You become a consultant that not only helps with the words but offers a strategic piece that you can charge more for.

Copywriting Niche Success Stories (Part 2)

UX Copywriting pro, Debs Cormode says it best…

“I realised early on in my copywriting career that if the user can’t get around a website quickly and easily, they won’t hang around long.

It makes sense that UX goes hand in hand with great copy.

But I struggled to find other copywriters who felt the same. Until I came across Susan and took her Beyond Web Copy course.

Niching into UX copy has opened up so many opportunities.

I now collaborate with several fantastic designers and have become a valued member of the God Save the Serp agency.

I’ve also recently branched out into UX audits and exploratory software testing.

Having an understanding of user needs before writing copy increases the chances of conversion which leads to more sales. And more sales mean happy clients.

UX for the win!”

How to Choose Your Copywriting Niche

Choosing your copywriting niche is like picking your favourite game – you want one you enjoy and are good at! 

Here’s a simple guide to help you find the perfect fit.

Grab your pen and paper…

I’ll wait…

Now, use each prompt to a few notes to help figure out the best copywriting niches for you.

Strengths:

What kind of writing do you love? Maybe you’re awesome at putting logical arguments together (launch), or your brain has a knack for simplifying things and seeing the big picture (UX), or you love research (SEO). Whatever, your special skill is, it can help lead you to your primary skillset copywriting niche.

Interests:

Do you love tech, travel, or maybe realestate? When you write about what you love, it’s more fun, and you’ll write better too! This can help you define a potential industry you’d like to write for.

Demand:

Some writing areas need more writers than others. These are often the “profitable copywriting niches.”

You need to balance your interests (above) with demand.

For example, if you love writing about fashion, you’re probably more likely to make money writing for online shops (e-commerce) than designers simply because there’s more demand. If you love architecture, maybe you’ll also be able to write for real estate or travel clients.

Money:

Remember, some types of copywriting can help you earn more.

As a general rule of thumb, the closer you are to helping a business make a sale, the more you can charge.

That’s why writing emails that sell things or website pages that excite people to buy can be really good choices.

The Power of Niching by Skillset

Choosing to niche by skillset means you focus on becoming the best at one specific area. 

By niching down to a specific copywriting skillset, you’re not limiting your opportunities; you’re sharpening your tools. 

You become known as the best in the field, the first name clients think of when they need what you offer.

That’s the power of being the best at one specific skill set!

Copywriting Niche Success Stories (Part 3)

Take Beyond Web Copy trailblazer Kate Holland, for example.

She joined BWC to improve her skills in writing websites and understanding user experience, but what she’s known for is her storytelling prowess. 

With 20 years in radio, she has a reputation for being the go-to copywriter for profiles, brand stories, audio interviews and feature articles.

In her words,

“I’ve received referrals because I’m building a reputation for this skillset. And it makes work more enjoyable because I really enjoy meeting people and sharing their stories. It feels like a privilege!”

For Laura Robinson, it’s SEO copywriting for the win. In her words:

“As someone who likes to mix creativity with data, SEO copywriting is ideal for me. I get to deep dive into keyword research and then use that to write SEO-informed copy that resonates with my client’s ideal customer.

Best of all, although it’s a niche in itself, all sorts of businesses benefit from SEO copywriting, so my work is always varied.”

Here are more benefits of this approach:

Easier Research:

When you specialise in a skillset, you don’t have to start from zero every time you begin a new project. Instead of learning about a new industry constantly, you deepen your expertise in one area. This makes research and preparation much faster and simpler.

More Value:

Clients don’t just want someone to write; they want someone to guide them. When you’re super good at something, like knowing the best way to get people to open emails or how to make a website really sell, you become more than a writer. You become a strategist, a valuable guide. And guess what? Clients are willing to pay more for your brains and your words!

Greater Success:

Specialising in one skillset allows you to understand all its nuances. This deep knowledge helps you produce consistently high-quality work, understand your client’s needs better, and navigate the industry’s landscape with confidence. As a result, you have a higher chance of success and can become the go-to person in your particular niche.

The Best Copywriting Niches are Specific

Once you’ve mastered a specific skillset, you have the option to niche down even further by industry or project type if you choose to. 

This means not just being an expert email copywriter, for example, but the go-to person for email campaigns in the health and wellness industry. 

Copywriting Niche Success Stories (Part 4)

Take Natalie Gates for example, who niches in Brand Messaging (skill set) for websites (projects).

“I’ve niched in website copy with brand messaging. I love this work because it’s so foundational to every business. It sets the stage for a brand, putting them in the right position to build out all the other marketing assets they might need (I can either help with those too or refer them to other copywriters if needed).

I’ve been able to showcase my website copy specialty and highlight that I do more than “wordsmith” by honing skills in UX, SEO, voice of customer research, and brand voice.

I’ve gotten referrals and jobs from other copywriters who don’t focus on websites (or brand messaging) and I often collaborate with designers in various capacities who’ve said they really appreciate my ability to think through the website strategy too.

Pretty much every lead I get now is for website copy which I love!”

Hey, what about freelance writing niches?

Freelance writing niches are a world of their own, distinct from the realm of copywriting.

While copywriting focuses on crafting compelling marketing materials aimed at conversion, freelance writing typically revolves around creating informative and entertaining content. 

When people discuss freelance writing niches, the skill set is different (freelance writing) but the industry or project types can be similar to those in copywriting.

Freelance Writing Niches by Industry 

Here, writers dive deep into specific areas, using their expertise to educate, inform, and engage readers. 

Some popular freelance writing industries include:

• Travel
• Health and Wellness
• Finance
• Technology
• Education
• Fashion and Beauty
• Food and Nutrition
• Environmental and Sustainability

Freelance Writing Niches by Project 

In these freelance writing niches, the focus is on the type of content created. Each project requires a unique style and approach to writing. 

Common projects include:

• White Papers
• Travel Stories
• Blog Articles
• News stories
• Press Releases
• Ghostwriting
• Technical writing
• Medical writing
• Grant writing

Freelance writing niches allow writers to specialise in areas they’re passionate about, producing content that informs and entertains rather than directly sells.

Finding your niche in freelance writing can lead to a rewarding and successful career.

If you’re interested in thriving in freelance writing (as opposed to copywriting), make sure to check out The Freelancer’s Year run by Lindy Alexander.

Challenges and Tips for Thriving in Your Copywriting Niche

OK, you’re sold on finding your copywriting niche.

And may even be well on your way to becoming known as the go-to in your niche. As we’ve seen, it can be incredibly rewarding, but it comes with its set of challenges.

Here are 7 common challenges, along with tips on how to overcome them:

1. Deciding to Niche:

Overcoming the fear of missing out on other opportunities is tough.

Tip: Remember, niching down actually makes you more attractive to a specific set of clients, making marketing easier and your work more specialised.

2. Finding the Right Copywriting Niche:

Sometimes, it’s hard to know where to start.

Tip: Look at your interests, market demand, and where you excel. It’s ok to try different areas until you find a good fit.

3. Becoming an Expert:

Gaining deep knowledge quickly is daunting.

Tip: Immerse yourself in your niche. Read, take courses, and talk to experts. Continuous learning is key. Stay up to date with all things UX copy-related with The UX Factor newsletter.

4. Standing Out:

Even within a niche, competition exists.

Tip: Develop a unique selling proposition (USP). What makes your approach or service unique? Highlight that.

5. Maintaining Interest:

You might worry about getting bored.

Tip: Niche on a skill-set rather than industry or project. Take on diverse projects or explore sub-niches to keep things fresh.

6. Finding Clients:

It can be daunting to find the right clients who need your specific skills.

Tip: Focus your marketing efforts on where your ideal clients hang out. Create content talking about what problem you solve for what audience.

7. Avoiding Burnout:

Focusing intensely on one area can lead to burnout.

Tip: Pursue personal projects to keep your passion alive.

Don’t spend too long choosing a copywriting niche

Woah that was A LOT!

We’ve explored the different facets of copywriting niches, understanding that whether you specialise by industry, project type, or skillset, each niche offers unique opportunities and challenges.

We’ve dived into how niching down can make you a sought-after expert, leading to greater success and satisfaction.

Now it’s your turn to consider the options and make a name for yourself in your chosen copywriting niche.

You’ll notice all the copywriters in this article have different niches and yet they all took (and loved) Beyond Web Copy, as they recognised that outstanding User Experience is the backbone of website copy (and all copy really).

I’m only offering 20 spots this year (as I offer personalised support to help you thrive in your chosen copywriting niche), so get your name down on the waitlist now if you’re interested in hearing more.

Looking for more advice directly from the trenches? Check out our comprehensive freelance copywriting article. 

And for continued insights and resources to help you navigate the exciting world of copywriting, don’t forget to subscribe to The UX Factor. 

Once you’re signed up, make sure to reply to an email and tell me what your niche is! I wanna hear from you.