Copywriting Niches: Yes or No? A Smart Way to Decide

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The most common question new copywriters ask me is how to get copywriting clients. This question is usually followed by whether they should consider focusing on copywriting niches.

I’ve always been wishy-washy about copywriting niches, and here’s why.

I’ve been working successfully as a generalist since 2002. I consider myself a b2b and b2c copywriter who can write about a variety of topics. Over the years, I’ve never gotten the sense that potential clients cared if I worked in a copywriting niche or not.

But the other day, while doing keyword research on copywriting topics, I came across some data that surprised me and forced me to reconsider my stance. I discovered tons of phrases that suggest people are searching for copywriters based on niches and specialties.

Check out this screenshot from Semrush, which is the keyword tool that I use.

Pay attention to the columns labeled keyword, volume (monthly search volume), and the one that starts with “K” (it got cut off: the full acronym is KD, which stands for keyword difficulty)

screenshot of from keyword research tool Semrush that shows results of a search on copywriting niches sorted by easy keyword difficulty. Examples include linkedin profile copywriter, bilingual copywriter, and cbd copywriter. Columns are broken down into keyword, intent, search volume, and keyword difficulty

The screenshot suggests to me that people are essentially searching for copywriting niches (like food copywriting and science copywriting) in search engines like Google.

This is a very small sampling, too.

  • Food copywriter
  • Science copywriter
  • Holistic health copywriter
  • Environmental copywriter

The little “I” and “C” next to the search terms stand for “informational” and “commercial.” Semrush is a great tool because it tries to understand the searcher’s intent. Informational means the person doing the search wants information. For example, someone searching on “alternative health copywriter” might want to know what one is or how to become one.

The commercial intent category means people doing the search are investigating brands and services. So, someone searching on “LinkedIn profile copywriter” might be looking for a writer to help them develop their LI profile.

My takeaway: There’s a TON of opportunity here, which suggests focusing on a copywriting niche might make sense.

Newer copywriters could find copywriting niches they’re excited about (and have experience in) that people are searching for. For example, a copywriter could build a page on their site about being a LinkedIn profile copywriter and what their process is like. Sure, it’s a low-volume search term, but with a well-written page (and an overall good site), the page could land on the first page of Google (over time).

Again, the above is a small sampling. There are TONS of niches, like . . .

  • financial copywriter (110 MSV, 0 KD)
  • wedding industry copywriter (50 MSV, 2 KD)
  • insurance copywriter (50 MSV, 6 KD)

(Honestly, if you have any financial chops at all, you could make a go of it being a financial copywriter. I can’t tell you how many prospects I’ve turned away over the years simply because writing for the financial space isn’t something I’m interested in doing.)

How this could play out if you focus on a few copywriting niches:

  • You could have service pages on your website about the copywriting niches you specialize in. These pages would demonstrate your knowledge and passion for these niches. You could also have blog posts on various spin-off topics that would highlight your knowledge and writing ability.
  • You could focus your LinkedIn content around these copywriting niches and become a real thought leader in the space. You could also zero in on and engage with brands and businesses that use (or might use) a freelance copywriter in your niche.
  • If you do a great job optimizing your site around your copywriting niches, you will likely capture some of the related search traffic (over time). And if you do a good job with your site, people who land on it as a result of their search could end up becoming clients. BOOM! That’s more than half the battle right there. When a client comes to you about a project, you don’t need to sell them on who you are. They’re already interested, thanks to what they’ve read on your website.

I can’t emphasize that last point enough: When you cold call or cold email a company, you’re trying to sell them on why they need a copywriter and why they should use you specifically. But when someone comes to you through organic search, you don’t need to sell them. They’ve already bought into the idea of using a copywriter. If they check out your site and get in touch as a result, it’s simply a matter of discussing the project, seeing if you’re a good fit, and providing a quote.

How to discover copywriting niches that people are searching on in Google – a visual tutorial

Below is my video, in which I take a deeper dive and show you exactly what I discovered about copywriting niches.

In it, I discuss the following:

  • The keyword research tool I use (Semrush)
  • The search I ran and that you should run to find the perfect copywriting niches to focus on
  • How to develop spin-off topics for blog posts
  • A couple of excellent sites that are doing exactly what I’m suggesting here

NOTE: I recommend watching this video on a desktop or laptop, not your phone.

A couple of assumptions:

1. I’m assuming you’ve done your homework and you know what search engine optimization (SEO) is. If you’re serious about making a living as a copywriter, you need to understand SEO. If you haven’t done that work yet, start with this: HubSpot Academy’s SEO Certification Course (it’s free).

2. I’m assuming you use/have access to a keyword research tool. I have a paid subscription to Semrush. (You can sign up for a free trial, which might allow you to see some of the data.) Here’s how to use Semrush for keyword research. If you’re tight on money, you could use Google’s Keyword Planner, which is free. Here’s a great article on how to use the tool, including how to find the exact monthly volume for a keyword phrase.

Are you new to copywriting? Here are my go-to resources for learning the ins and outs.

I use Amazon Affiliate links. If you use one of the links to buy something, it won’t cost you more, but I’ll earn a small commission. I only recommend stuff that I believe in. I own both of these books.

Have other questions about copywriting niches? Ask the Copy Bitch!

That’s me. I’m the Copy Bitch! I have a YouTube channel for copywriters. You can browse the videos and leave comments. Or you can contact me directly with questions, and I will (hopefully) either update this post and/or record a video that answers your question.