Is it easier to attract buyers with a niche WordPress agency? Well for starters, you can differentiate yourself from general-purpose agencies. Plus, you can appeal to those who want to target defined markets. But how do you convey your niche expertise in a sale?
Whether you specialize in ecommerce, SEO, or custom WordPress development, you can highlight the expertise of your company using several methods. You can demonstrate quality work, showcase client testimonials, and present a highly experienced team of employees.
In this post, we’ll take a closer at classifying a niche WordPress agency. We’ll then discuss why niche agencies are attractive to buyers. After that, we’ll show you how to highlight your specialist services. Let’s get to it!
What counts as a niche WordPress agency?
Some people think WordPress agencies already operate as niche businesses. After all, they focus specifically on the WordPress content management system (CMS) over other platforms like Shopify or Magento.
But the popularity of WordPress means that there are many agencies providing similar services. Therefore, you’ll want to narrow the scope even further to make your offer stand out.
General-purpose agencies sell services that fulfill a broad range of client needs. A niche agency will target a narrow group of clients and have a strong focus on just one or two key disciplines.
Here are some examples of specialist services that a WordPress agency might offer:
- Ecommerce design and development. This might involve creating custom navigation menus, configuring seamless checkout experiences, or integrating payment gateways.
- Custom development. A custom WordPress agency provides tailored solutions which makes them ideal for clients with complex needs. They carry out similar tasks to general agencies, but most modifications are made directly to the source code.
- Search engine optimization (SEO). The best SEO agencies deal exclusively with SEO tasks to make websites more appealing to search engines. This can involve keyword research, speed optimization, or mobile optimization.
- Theme builders. Some agencies leverage the power of specific WordPress themes. For example, Divi development experts utilize the Divi theme to build more unique WordPress websites.
- WordPress security. The popularity of WordPress makes it a prime target for hackers. That’s why some clients opt for agencies that provide security-focused services like malware scans, security monitoring, and backups.
You can also find WordPress experts who differentiate themselves by targeting clients in certain locations. Other agencies serve clients in specific industries like education, non-profit, SaaS, etc.
Why does niche expertise appeal to buyers?
In a world full of WordPress agencies, having niche expertise enables you to differentiate your offer from competitors.
Therefore, buyers might be able to foresee lower marketing costs to acquire new clients. Plus, it can be easier to retain existing clients, which means lower churn rates and more recurring revenue, which is extremely appealing to buyers.
Having a specialism can also help you attract buyers who are looking to target a highly-defined market. It’s not uncommon for existing WordPress agencies to acquire other agencies. Therefore, it might be the case that a general agency might be interested in your niche company to help them move into new markets.
Making this move via an acquisition significantly lowers the risk since you have an established client base. Plus, it saves the original agency from having to overhaul existing processes and methods to appeal to clients whom they don’t yet know.
It also tends to be easier for specialist WordPress agencies to develop authority within niches. And since brand reputation is one of the things buyers look for in a WordPress business, it can give you an advantage over agencies that lack the same level of credibility.
Serving a narrow audience also helps you develop a deep understanding of consumer preferences and behavior. Plus, niche WordPress agencies typically charge higher fees (due to their high level of expertise and tailored approach), so this can lead to a higher ROI for the buyer.
Five ways to highlight your specialist services to buyers
Now that you know why niche expertise can be attractive to buyers, let’s take a look at how to leverage it in a sale.
1. Use client testimonials
One of the easiest ways to demonstrate your niche value is to share client success stories and other forms of social proof.
Buyers are often interested in your company’s online presence and reputation, so real client reviews go a long way in establishing credibility within your niche.
If you’ve provided a quality service, you’ll find that most people are happy to contribute positive feedback. You could reach out to past clients to obtain testimonials to display on your social media pages or website.
Meanwhile, business profile pages make it easy for clients to leave comments and ratings.
2. Highlight unique strengths
You might have a niche WordPress agency that only offers specific services that relate directly to your ideal client base. However, you might also provide more general services alongside your expertise, so that you don’t restrict your pool of potential customers.
If this is the case, and you’re trying to leverage your specialism to attract buyers, it makes sense to position your unique strengths front and center. Do you offer in-depth UX/UI reviews? Do you optimize product pages and catalogs?
Wherever your strengths lie, you need to start branding your WordPress agency with that in mind. While you may list all your services on your website, you’ll want to prioritize your niche products so that they’re highly accessible to visitors.
You can also create your own marketing campaigns, blog content, or social media posts that drive people towards these pages. Meanwhile, if you have relevant qualifications, certificates, or awards, we also recommend making this information highly visible.
3. Demonstrate quality work
It’s a good idea to set up a dedicated landing page to showcase featured projects and case studies. This way, you can cement your agency’s niche presence by actually demonstrating your skills and expertise.
Most companies publish success stories and examples of work across social media. But if you have many cases to display, it makes more sense to compile a portfolio of work that speaks to the standards and quality of your team.
Here, you could include project summaries, timelines, and key website features that make it instantly clear what you’ve achieved. We recommend accompanying the information with high-resolution photographs or screenshots where relevant.
4. Present an experienced team
Many agency owners forget that companies are only as strong as the people who operate them.
Presenting a strong team enables you to leverage your niche expertise. But it also enables buyers to determine the success of the agency post-sale. For instance, a highly-capable team (including trained management staff) shows that your business can continue to thrive once you step down.
It also provides an opportunity to showcase a diverse range of WordPress specialists with different backgrounds, skills, and experiences. To give you an idea, it can be seen as a huge asset to employ the likes of senior WordPress developers, online payment integration specialists, plugin developers, support technicians, etc.
That’s also why it’s important to use the complete (and correct) job role labels that convey a level of prestige and professionalism. You could even set up a dedicated page to display your team members’ profiles and include their years of WordPress experience.
5. Build a strong community
One of the things that sets niche agencies apart from general-purpose agencies is that they tend to nurture stronger client relationships and build a sense of community.
It’s easier to foster brand trust and loyalty when you operate in a niche since there’s less competition. So one way to signal this to potential buyers is to demonstrate high levels of engagement.
This might mean interacting with your audience across social media, blog posts, or emails/newsletters. You could also join or create private groups and forums. Another idea is to host webinars or live events to connect with your audience, share advice, or answer questions.
Where to sell your niche WordPress agency
One of the challenges of selling a niche WordPress agency is that your business won’t appeal to every kind of buyer.
Sure, if people are interested in specialist skills or highly-defined markets, you’ll likely be a shoo-in. It can help your company stand out in crowded marketplaces. But it can take longer to find a buyer who is interested in your specific niche.
That’s why it can be a better idea to sell your business to an established WordPress agency like Freshy:
Freshy is a full-service agency that covers ecommerce development, Divi theme design, WordPress SEO, security, ongoing maintenance, and much more.
You can put your agency in the highly capable hands of the Freshy team, who have over 15 years of dedicated WordPress experience. Our in-house support team will provide tailored care and support to each of your clients.
Freshy is open to all kinds of WordPress businesses, including companies with niche specialisms. The agency values a range of factors, so you don’t need to have a huge client list or demonstrate a high ROI.
If that sounds good to you, simply fill in this quick form and a member of the leadership team will be in touch.
Conclusion
A niche WordPress agency typically has a strong focus on key WordPress disciplines like ecommerce or custom development. This makes it more attractive to buyers who want to expand into new markets. Since specialist agencies often charge more, buyers might also be enticed by the prospect of higher profits.
To recap, here are five ways to leverage your agency’s niche expertise in a sale:
- Use client testimonials.
- Highlight unique strengths.
- Demonstrate quality work.
- Present an experienced team.
- Build a strong community.
At Freshy, we’re interested in agencies of all niches, specialisms, sizes, and client volumes. If you’re looking to sell your WordPress business, fill out this form to begin discussions today!
Featured image credit: Pexels.
