Most people don’t realize they have a positioning problem, because nothing is technically broken.
They have a website.
They can explain what they do.
They get some leads.
A positioning problem shows up when everything sounds reasonable, but nothing stands out. That often leads to longer sales cycles, vague inquiries, or prospects comparing you on price.
You see this all the time on otherwise well-designed websites: clean layouts, clear menus, solid visuals, but messaging that blends in instead of pulling the right people forward.
For example, imagine landing on a site that says:
“I help small businesses grow with better marketing.”
You understand the words. But you still don’t know:
- Is this for me?
- What problem do they actually solve?
- Why should I keep reading instead of clicking away?
That gap is the positioning problem. It’s not about being unclear, it’s about being interchangeable and unremarkable.
It’s also why SEO traffic sometimes doesn’t convert. People arrive, but don’t immediately see why the page is relevant to them or what makes this option different.
When this happens, it’s easy to assume you need a new niche, a new offer, or a full rebrand. In reality, the niche is often fine. What’s missing is the framing that makes the value obvious.
This isn’t about starting over. It’s about reframing. It’s about separating who you help from why your work matters so your message does more of the work for you.
By the end of this post, you’ll be able to:
- Tell the difference between a niche problem and a positioning problem
- Reframe what you already do in a clearer, more compelling way
- Pressure-test your positioning without blowing it up
Niche vs. Angle (They’re Not the Same Thing)
Positioning gets simpler when you treat this as two separate decisions.
Your niche = who you sell to
This is the category you operate in.
- Coaches
- Freelancers
- Consultants
- Small business owners
- Chicken farmers
A niche creates relevance. It helps people quickly understand whether you’re for them.
But this is where most positioning stalls. The category is clear, but the reason to choose you isn’t.
You see this constantly on service pages for websites that list offerings clearly, but never anchor them to a specific problem the visitor recognizes.
Your angle = why they should care
Your angle is the lens you use to frame the problem.
It answers:
- What’s broken that they already feel?
- What’s the cost of not fixing it?
- Why does this matter now?
Two people can share the same niche and get very different results based entirely on their angle.
A quick angle check
Think about how you describe what you do, and ask yourselves the below questions.
Treat them like a quick and dirty gut check:
- Does it name a specific problem (not just a service)?
- Could someone repeat it accurately after hearing it once?
- Does it imply a clear before → after?
If not, the issue usually isn’t your niche.
It’s the framing.
A Simple Worked Example
Let’s look at two people selling to the same audience.
Consultant A:
“I help coaches grow their business with better marketing.”
There’s nothing wrong with this. It’s just broad.
It explains what they do, but not why someone should choose them.
Consultant B:
“I help experienced coaches fix unclear messaging so leads stop ghosting after the first call.”
Same niche: coaches.
Different angle.
One sounds like a category.
The other sounds like a solution.
This is the same shift I make when helping clients clarify site messaging before redesigning or optimizing for search, because traffic and design only work when the message is clear.
The second version works because it:
- Names a specific, familiar problem
- Implies a real cost is the solution isnt implemented
- Speaks the customer’s language
It doesn’t explain everything.
It explains the right thing.
Common Patterns That Dilute Positioning (and How to Fix Them)
Pattern 1: Treating your niche as your positioning
Fix: Use the niche as context. Lead with the problem you solve.
Pattern 2: Listing services instead of surfacing pain
Fix: Start with what’s not working before explaining how you help.
Pattern 3: Trying to sound broadly applicable
Fix: Narrow the problem so the right people feel clearly seen.
Pattern 4: Cramming multiple angles into one sentence
Fix: Pick one problem and show you understand it deeply.
Pattern 5: Using language prospects wouldn’t use themselves
Fix: Borrow words from real conversations, emails, and objections.
FAQ
Do I need to change my niche to stand out?
Usually no. Most people need a clearer angle, not a new audience.
Can I have more than one angle?
Yes — but start with one primary angle that carries the message.
What if my angle feels too narrow?
That’s often a sign it’s working. Narrow angles are easier to remember.
Isn’t this just copywriting?
Not exactly. Your angle shapes your site, content, and sales conversations.
How do I know if my angle is working?
People repeat it back to you — accurately — without prompting.
The Takeaway (and What to Do Next)
Your niche tells people who you help.
Your angle tells them why it matters.
If your positioning feels fine but forgettable, don’t scrap it. Separate the category from the message, then sharpen the problem you lead with.
This reframing is often the first step before redesigning a site or investing in SEO, because traffic and visuals only work when the message is clear.
Next step:
Write your current positioning sentence. Then rewrite it so:
- The niche stays the same
- The problem gets more specific
- The reason to care becomes obvious
If you want feedback, post your sentence in the Side Quest Solutions community and we’ll pressure-test the angle together.
