In this Building Better Foundations episode, Rob Broadhead and Michael Meloche talk with Wes Towers of Uplift360, a Melbourne-based digital agency serving the construction and trades industry. The discussion centers on niching for developers—how focusing on a specific audience helps software teams and agencies communicate better, deliver faster, and build lasting client trust.
Key Idea: Niching for developers isn’t about limiting opportunities — it’s about amplifying your expertise and clarity in the markets that need you most.
About the Guest — Wes Towers
Wes Towers is the founder of Uplift 360, a Melbourne-based digital agency that helps builders and trades turn websites into trusted, lead-generating tools. With over 20 years of hands-on experience, Wes focuses on authenticity, clear strategy, and measurable growth — no fluff, just results. Through his work and podcast appearances, he shares practical insights on niching for developers, SEO, and building trust in an AI-driven world.
🔗 Learn more: uplift360.com.au
💼 Connect: LinkedIn | Instagram | Facebook| X
From Process Talk to Outcomes That Win
Wes highlights that clients, especially those in the trades, don’t care about the tech stack or your process — they care about outcomes. Developers who focus on solving the real business problem instead of selling the “how” stand out immediately.
Clients want:
- Websites that generate qualified leads
- Clear, results-driven messaging
- Consistent, reliable delivery
Pro Tip: Translate every technical feature into a tangible outcome. Instead of “faster hosting,” say “Your pages load instantly, turning more visitors into paying customers.”
Niching for Developers Through Customer Venting and Differentiation
Wes’s secret? The “venting session.” He asks clients to privately vent about competitors and what frustrates them about the industry. The complaints reveal what not to be — and the positive opposites become the brand’s differentiators.
Try This: Let clients rant. Capture their pain points, flip them into value statements, and turn those into marketing headlines for your site or proposal.
AI and Niching for Developers: Staying Competitive and Streamlined
A wake-up call came when Wes’s company valuation dropped because of AI disruption. Instead of resisting, he integrated AI into his processes — automating repetitive SEO tasks and improving build speed without losing quality.
How AI supports niching for developers:
- Writes meta titles/descriptions faster
- Suggests layout optimizations
- Helps debug plugin conflicts
- Enhances internal SOPs and consistency
Callout: AI can’t replace niche expertise. It just multiplies it — when used strategically.
Trust First: Niching for Developers in Crowded Markets
With privacy concerns on the rise, trust is the new lead magnet. Customers won’t even trade an email for a free download unless they trust the brand. Developers and agencies must show reliability through transparency, proof, and consistent communication.
Trust builders that work:
- Show real client examples and testimonials
- Publish your process and maintenance plan
- Communicate proactively about security and privacy
Pro Insight: When you niche deeply, your audience feels understood — and trust grows faster.
Maintenance Cadence: Niching for Developers Includes Ongoing Care
Wes warns that many clients still see websites as “set it and forget it.” With WordPress, especially, updates and security patches are constant. Maintenance is a vital part of niching for developers — protecting clients’ investments and your reputation.
- Design overhauls every 2–3 years
- Plugin and theme updates monthly
- Security checks and performance audits quarterly
Client Script: “We don’t just build your site — we maintain it so it stays fast, secure, and effective.”
Action Steps: Niching for Developers This Week
Apply these takeaways now:
- Choose a niche and learn its patterns, pain points, and language.
- Lead conversations with outcomes, not processes.
- Turn client complaints into positive differentiators.
- Use AI to automate busywork, not relationships.
- Sell maintenance as part of your brand’s reliability.
Bottom Line: Niching for developers builds clarity, focus, and trust. It’s not about doing less — it’s about doing what matters most, better than anyone else.
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