Why new agencies should break the vertical niching rule

Everyone tells new agencies to niche down. Pick one industry. Focus. Specialize. But what if that advice is holding you back?

In this episode of the Agency Growth Series, Jonny Nastor challenges the conventional wisdom around vertical niching. Instead of niching down to one industry, Jonny built a million-dollar agency by doing the opposite: solving the same problem across multiple industries. His horizontal approach helped the agency scale faster, work with better-fit clients, and avoid getting stuck doing work he didn't enjoy.

What you'll learn

• How to deliver high-quality results without deep domain expertise
• How to vet and land the right clients regardless of industry
• How to price your services confidently, even without a vertical focus

This episode is for any new agency owner tired of following "niching playbooks" that don't fit. By the end, you'll have a clear, actionable horizontal niching strategy to build momentum, stay flexible, and grow without compromising your vision.

Meet Jonny Nastor

Jonny Nastor is a DTC SEO strategist and the founder of Digital Commerce Partners, a content-focused SEO agency built for e-commerce businesses. He has more than 15 years of experience in SEO and has been featured in Shopify, Backlinko, and Semrush. Connect with Jonny on LinkedIn.