Steps to Grow a Small Business by Knowing Your Niche
I remember sitting in my home office, staring at my laptop, trying to breathe through the silence. The silence was not the calm, meditative silence but rather the deafening, "Why isn't anyone finding me?" silence. I just launched my private counselling practice in 2022, and despite all the excitement and energy I had going in, my inbox remained stubbornly empty.
The thing is, I thought I had done everything right.
I knew my niche — I was clear about whom I wanted to help. Gay men. Men like me, who’ve carried shame, buried their truth, and struggled to belong in spaces that didn’t quite see them. I wasn’t short on passion or purpose.
But knowing your niche—as I soon learnt—isn’t enough.
It was humbling. And, if I’m honest, more than a little terrifying. I’d built my service from a place of deep personal truth, and still, no one came. That kind of silence? It gets under your skin.
This article is for anyone who’s sat with that silence and thought, “What am I doing wrong?” I want to share what I learnt about truly understanding your niche—and how to actually reach them—so your business (and your heart) doesn’t have to sit in that lonely space for too long.
The Illusion of "If You Build It, They Will Come"
There’s a romantic notion floating around small business land, thanks Kevin Costner: that passion is enough. If you care deeply, clients will find you.
I cared deeply, alright. But passion doesn’t replace marketing strategy. And caring isn’t a keyword that ranks on Google.
So, I rolled up my sleeves, swallowed a healthy dose of pride, and started again — not from scratch, but from a place of honesty.
Step 1: Get Intimate With Your Niche (Not Like That)
I thought I knew my niche: "Gay men need support."
But who, specifically? All gay men? That’s a community, not a niche. It wasn’t until I started listening closely that I realised most of the men I wanted to help were somewhere between 30 and 60, struggling with disconnection, identity fatigue, shame from their upbringing, and a hunger for real connections.
They weren’t just “gay men". They were me, ten years ago. And to reach them, I needed to do more than shout into the void — I had to whisper into their world.
So I:
Read threads on Reddit and queer forums.
Lingered in LGBTQ Facebook groups (not in a creepy way).
I asked questions, listened, and then listened some more.
Noted the exact words they used to describe their pain.
And that changed everything.
Step 2: Build a Persona Who Feels Real
Meet my business persona, James. He’s 39. Works long hours. Wakes up exhausted. Lives alone. He's achieved a lot on paper but feels like something’s missing. He hasn’t had a truly intimate conversation with another man in months. Maybe years.
James isn’t a made-up avatar. James is an amalgamation of stories I've heard — a thousand small truths rolled into one. Now, when I write blog posts, emails, or even Instagram captions, I write to him.
Every time I forget who I’m talking to, I come back to James. It grounds me.
Step 3: Let Your Website Speak Their Language
My first website was… fine. It was professional. Polite. Well-behaved.
But it didn’t speak to James.
So I rewrote it with vulnerability at the core. I swapped the clinical for the conversational. I wrote like I was talking to a friend — one who’s struggling and needs to know that I get it.
Instead of “I provide LGBTQIA+ affirmative therapy," I wrote:
“If you’re feeling disconnected, burnt out, or unsure how to move forward — you’re not alone. You don’t have to figure it out on your own either.”
And that small shift—from expert to human—made all the difference.
I also made sure I used SEO keywords that my clients were likely to Google:
gay men counselling Australia
mental health support for gay men
therapy for burnout LGBTQ
how to feel connected again
These weren’t just buzzwords — they were searches typed by men at 2am, full of quiet hope.
Step 4: Show Up — Even When It’s Awkward
I really didn’t want to do social media. The thought of dancing on TikTok or sharing “authentic” Instagram reels made me break out in a rash. But I knew I had to show up where my clients already were.
So I did it my way:
I shared blog posts.
I posted vulnerable thoughts on Instagram.
I showed glimpses of my real life — my mistakes and my vulnerability.
I am writing not for likes, but for connection.
It felt awkward at first, but over time, people began to respond. “I read your post, and it felt like you were in my head,” someone messaged. That was the moment I knew I was doing something right.
Step 5: Create Content That Resonates (Not Just Ranks)
I wrote blog posts with titles like:
Counselling for Gay Men in Melbourne: Empowering You! This article explores the transformative power of counselling for gay men by addressing self-acceptance, mental health management, and relationship building.
Embracing Your True Self: 10 Steps for Gay Men to Reset and Rejuvenate Life This piece offers practical strategies for self-reflection and personal growth, tailored specifically for gay men and the LGBTQIA+ community.
Why Safe Spaces Matter for Gay Men's Well-being & Connection This article delves into the importance of creating safe, inclusive environments for gay men to express themselves and build connections.
Those weren’t easy pieces to write. I had to go back into my own muck. But those articles brought people to my door — not because they were polished, but because they were real.
SEO matters, of course. I used phrases like:
safe space therapy for gay men
LGBTQ counsellor Melbourne
mental health support for gay dads
how to rebuild connection
But I never let the keywords outweigh the heart.
Step 6: Watch What Works — and Let Go of What Doesn’t
I paid attention to the data. I looked at what content was getting read, what posts people clicked on, and where my referrals came from. Some blogs flopped. Some CTAs fell flat. I learnt to let go of what wasn’t landing — without tying it to my worth.
I also gave myself permission to rest. I gave myself permission to pause my performance. To reconnect with why I started this in the first place: to help men like me feel less alone.
What I Wish I Knew Sooner
That marketing isn’t about being clever. It’s about being clear.
Your niche isn’t a label — it’s a lived experience.
And that people will find you when you stop trying to be impressive and start being honest.
There were nights I doubted myself. Days I thought about giving up. But in the end, understanding my niche saved my practice. Not just financially, but emotionally.
Because now? Now I hear from people who say:
“You made me feel seen.”
“This is the first time I’ve reached out for help.”
“You sound like someone who gets it.”
And that? That’s worth everything.
For Anyone Starting Out in Small Business: Here’s What I’d Say
You don’t have to get it perfect. You just have to get it honest.
Your niche isn’t who you think you should serve — it’s who you can serve deeply.
Your marketing won’t feel forced if it’s just you being brave.
You are not behind. You’re just beginning.
If you’re still figuring it out — take your time. Trust your gut. Stay vulnerable. Don't hesitate to thoroughly explore your niche with an insatiable curiosity.
Your people are out there. All you need to do is reach out to them.
To support others starting out in counselling, I facilitate a free monthly group called the Counsellors Online Couch Community. It’s a welcoming space to connect, share, and learn from fellow professionals in this wonderful field.
If you’d like to join these monthly discussions, simply click the link below to share your details. Just mention in the comments if you’re already in private practice or working towards this goal. You’ll receive updates on upcoming topics, Zoom links, and exclusive resources tailored for private practice owners.
Shaun
