Many therapists hold back from choosing a niche because of one big worry: “I’m not an expert, so how can I specialise?” It’s a question I hear often in the Good Enough Counsellors community, especially from those just starting out in private practice.
The truth is, you don’t need to be an expert to begin shaping your niche. You grow into it by following your interests, noticing who seeks you out, and gradually building knowledge along the way.
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Why Therapists Fear Choosing a Niche
It’s natural to feel nervous about narrowing down your work. Many therapists worry that choosing a niche will expose them as not good enough, or cut them off from opportunities. Here are three of the most common fears:
1 “I’m not an expert yet.”
When you’re just starting out, it’s easy to believe you need years of experience before you can specialise. The thought of choosing a niche too soon can feel like claiming expertise you don’t yet have.
2 “Other therapists know more than me.”
Scrolling through directories or social media, it’s easy to fall into compare-and-despair mode. Other therapists seem more confident, more qualified, or more knowledgeable – and that can make you feel like you don’t measure up.
3. “If I choose wrong, I’ll get found out.”
Many therapists hold back because they’re afraid of picking the ‘wrong’ niche. What if you change your mind? What if you realise it’s not the right fit? The fear of being exposed as inauthentic can keep you from taking any step at all.
The good news is that all three of these fears are myths. Niches aren’t fixed forever – they evolve as you grow. You don’t need to be an expert before you choose one. And your lived experience, training, and curiosity already give you more than enough to start
You Don’t Find Your Niche – Your Niche Finds You
When I began in private practice, my knowledge was around working with parents who had experienced the death of a child. Over time, however, I noticed that more and more people were coming to me around involuntary childlessness.
At first, I wouldn’t have dreamed of calling this my niche. But through listening to clients, reading, CPD, and supervision, my knowledge grew. My niche found me – not the other way around.
This is often how it works: you start with an interest, a life experience, or a placement you enjoyed, and then gradually your reputation and confidence build.
What a Niche Really Does for Therapists
Choosing a niche doesn’t mean you’ll never work with anyone else. Instead, it helps you:
- Stand out in a crowded market. Clients searching directories often see page after page of similar profiles. A clear niche makes you memorable.
- Attract the right clients. People want reassurance that you understand their specific issue. By clearly demonstrating that you work with them, you’ll attract people where you feel skilled and comfortable in the work.
- Guide your growth. A niche naturally shapes your CPD choices, supervision, and experience, helping you become more skilled over time.
Small Steps Towards Choosing a Niche
If you’re unsure where to begin, ask yourself:
- What issues do I enjoy talking or reading about?
- What personal insights or experiences could connect me to clients?
- Which placement clients energised me the most?
Remember, you don’t need a PhD to start. Interest, curiosity, and commitment are enough to move forward.
Expertise is something you grow into, not something that you have from day one.
🎧 For more on this topic, listen to the full episode of Good Enough Counsellors
Further Support for Choosing a Niche
If you’d like support with finding your own niche, I run regular workshops in Therapy Growth Group where there is also more training and systematic exercises to help you choose what will make you stand out from the crowd.
Alongside that, I’ve created a free Niche Selection Scoring Sheet. It’s a simple tool that helps you test whether your idea is viable – so you can stop second-guessing yourself and feel confident you’re on the right track. Download it HERE