Have You Niched Too Much?

Unconscious bias in the image and wording choices on your website can limit your appeal in all the wrong ways…

When was the last time you looked at your website with fresh eyes? Not just a quick skim, but a genuine, honest review of the images, words, and tone you’re putting out there. If you’re anything like most business owners or marketers, you’ve probably been told to “niche down” a hundred times. And while targeting a specific audience can help sharpen your message and boost conversions, there’s a line – one that, when crossed, starts to work against you.

Here’s the thing: going too narrow with your niche, especially in how your site looks and sounds, can introduce subtle (and not-so-subtle) forms of unconscious bias. And that’s a real problem – not just ethically, but commercially.

Who’s Not Seeing Themselves on Your Website?

Let’s start with imagery. Scroll through your homepage – who’s represented in the visuals? Is it always the same type of person? Same age, ethnicity, gender, lifestyle? If everyone looks like a carbon copy of your ideal customer persona, ask yourself: are you unintentionally alienating people who don’t fit that mould but still need what you offer?

You might not be doing it on purpose, but the impact is the same. Visitors who can’t see themselves reflected in your content may subconsciously assume, “This isn’t for me.” That’s the quiet killer. People leave your site, not because your product or service isn’t good enough, but because it doesn’t feel like it was meant for them.

Words Matter More Than You Think

Now let’s talk language. What words are you using? Are they industry jargon-heavy? Gendered? Culturally skewed? Even small choices – like referring to your clients as “he” by default or constantly talking about “busy mums” – can shrink your reach without you realising.

This goes beyond being politically correct. It’s about being commercially smart. Today’s consumers are savvy. They gravitate towards brands that reflect their values and speak their language. If your wording makes assumptions or feels exclusionary, people will switch off.

Sidebar: for help with focussing your website message for right-fit clients, without actively excluding anyone, check out Chapter 10 Design Your Website for Everyone and Miss the One You Want in my best-selling book Website Mastery for Business Owners who Don’t Speak Tech. Buy your copy on Amazon here.

A Broader Appeal Doesn’t Mean Diluting Your Message

Here’s the good news: you don’t need to water down your brand to be more inclusive. In fact, diversity in your content can strengthen your message. It tells people, “We see you. We value you. We serve people like you.”

Think of it like widening the doors to your shop. You’re still offering the same high-quality service, but now more people feel welcome enough to step inside. That’s the sweet spot – being specific enough to attract the right people, but broad enough not to shut others out unnecessarily.

Time for a Website Health Check?

If you’re serious about growth, it might be time to step back and reassess your visuals and wording. Are they genuinely inclusive? Or have you niched so tightly that you’re cutting off opportunities without realising it?

Take a moment to get feedback from a diverse group of users. Run user tests. Analyse your bounce rates and demographics. You might be surprised at what you uncover.

Bottom line? Inclusion isn’t just good ethics – it’s good business. The more people who see themselves in your brand, the more people you’ll reach. And isn’t that the point?

Have you read our best-selling book: Website Mastery for Business Owners who Don’t Speak Tech?

Download a free chapter or buy your copy from http://www.websitemasterybook.com