Agency Niche Repositioning Playbook

Who this is for

Marketing, design or development agencies choosing to specialise in one industry.

Before you start

• A chosen industry, with reasons the agency is suited to it.
• Past work in that industry you are allowed to describe.
• People on the team who know the industry well enough to review content.
• Agreement on what happens to existing clients outside the niche.

Step 1

Plan the industry content

Decide what you need to show to be taken seriously.

1. 01List the problems businesses in the industry bring to agencies like yours.
2. 02List the industry’s own vocabulary, regulations and seasons that content must respect.
3. 03Plan a small set of industry guides and outlines for the case studies you can tell.
4. 04Decide which existing pages to rewrite and which to retire.

Step 2

Create industry guides and case outlines

Write about the industry’s problems, not about the agency.

1. 01Write guides that explain how a business in the industry can approach each problem.
2. 02Outline case studies with the client’s permission, describing the problem, approach and work delivered.
3. 03Rewrite the services page so each service is described in the industry’s terms.
4. 04Have the industry experts on the team review every page.

Step 3

Publish the new position

Make the change visible across the site.

1. 01Publish the rewritten homepage and services page together.
2. 02Publish the first guides and case studies alongside them.
3. 03Update your bios, listings and proposals to match the new position.
4. 04Keep publishing industry guides on a steady schedule.

Step 4

Measure the shift

See whether enquiries change.

1. 01Track how many enquiries come from the target industry.
2. 02Check which industry questions your guides appear for in your search console.
3. 03Ask new prospects which pages they read before contacting you.
4. 04Revise the guides as you learn more from new clients.

Common pitfalls

• Claiming specialist knowledge the team does not yet have.
• Case studies published without the client’s permission.
• A homepage that says “specialist” while every other page still says “we do everything”.

Where Opus Rank helps

Tutorials for the parts of this plan you can do in Opus Rank.

• Build a topical map

  Map the industry problems into guide clusters.

• Create an article outline

  Agree the structure of each case study before writing.

• Create and use brand voices

  Set a voice that fits the industry you are moving into.

Related playbooks

• SEO Agency Service Launch Playbook
• Consultancy Launch Playbook
• Freelancer-to-Agency Playbook