How to Create a Niche Site

How to Create a Niche Site: Complete Beginner’s Guide

Creating a niche site can be a rewarding journey, offering the potential for passive income and the satisfaction of building a valuable online resource. This comprehensive guide will walk you through every step of the process, from finding your perfect niche to monetizing your efforts.

In the vast expanse of the internet, a niche site stands as a beacon for a very specific audience. Unlike broad, general-interest websites, a niche site hones in on a particular topic, problem, or demographic, offering highly targeted content and solutions. Imagine a website solely dedicated to reviewing ergonomic keyboards, or a blog focused exclusively on advanced sourdough baking techniques. These are niche sites. Their appeal lies in their ability to attract a highly engaged audience with a specific need or interest, leading to lower competition for search rankings, stronger reader loyalty, and significantly higher monetization potential through targeted advertising, affiliate marketing, or direct product sales. This article will serve as your comprehensive roadmap, guiding you through the essential steps to identify, build, grow, and ultimately profit from your very own niche site.

Step 1: Choosing the Right Niche

The foundation of a successful niche site is, quite logically, choosing the right niche. This isn’t just about picking something you like; it’s about strategic market analysis.

What is a Niche?

At its core, a niche is a narrowly defined segment of a larger market. Think of the broad market of “cooking.” Niches within that could be “vegan paleo recipes,” “sous vide cooking for beginners,” or “gluten-free baking for diabetics.” The more specific, the better, as long as there’s still a viable audience.

Criteria for a Good Niche:

Low-to-Moderate Competition: This is paramount. Entering a highly competitive niche like “weight loss” or “make money online” as a beginner is a recipe for frustration. You’ll be competing against established giants with massive budgets and authority. Look for areas where smaller players can still rank and gain visibility.
High Interest or Search Volume: While you want low competition, you still need people to be interested in your topic! There must be sufficient search volume for your target keywords to ensure your content will be discovered. A niche so obscure that nobody is searching for information on it will yield no traffic.
Clear Monetization Potential: Can you make money from this niche? This might seem obvious, but some niches are simply harder to monetize than others. Consider if there are relevant products to promote as an affiliate, services you could offer, or if the audience would be attractive to advertisers.
Your Knowledge/Passion (Optional but Helpful): While not strictly necessary, having some existing knowledge or passion for your chosen niche can be a significant advantage. It makes content creation more enjoyable, helps you understand your audience better, and allows you to create more authentic and insightful material. If you genuinely enjoy the topic, the work feels less like work.

Tools to Help:

Google Trends: A free tool that shows the popularity of search queries over time. Use it to gauge interest and identify trending topics or niches with consistent interest. Avoid topics that are just fads and quickly fade.
Keyword Research Tools (e.g., Ahrefs, Ubersuggest, SEMrush): These are invaluable for uncovering potential niches. You can input broad topic ideas and see related keywords, their search volume, and crucial, their keyword difficulty (a metric of how hard it is to rank for that keyword). Many offer free trials or limited free versions.

Examples of Good vs. Bad Niches:

Bad Niche: “Cars” (Too broad, too much competition).
Good Niche (from “Cars”): “Aftermarket Performance Parts for 1990s Japanese Sports Cars” (Specific, passionate audience, clear products to review).
Bad Niche: “Healthy Eating” (Vague, immensely competitive).
Good Niche (from “Healthy Eating”): “Meal Prep for Busy Vegan Professionals” (Targets a specific demographic with a specific need, less competition).

Choosing wisely here sets the stage for everything that follows. Spend ample time researching and validating your niche idea.

Step 2: Keyword Research

Once you have a niche in mind, the next crucial step is detailed keyword research. This process isn’t just about finding words people type into Google; it’s about understanding user intent and mapping out the content you’ll create.

Importance of Long-Tail Keywords

For new niche sites, long-tail keywords are your best friends. These are longer, more specific phrases (typically three or more words) that users type into search engines. While they have lower individual search volumes than short, broad keywords, they often have much lower competition and, critically, a higher conversion rate because the user’s intent is much clearer. For example, instead of trying to rank for “best coffee maker” (highly competitive), you might target “best pour-over coffee maker for single person” or “how to clean a Nespresso machine descaling.”

How to Find Seed Keywords

Start by brainstorming “seed” keywords – broad terms related to your niche. If your niche is “sustainable gardening for urban dwellers,” seed keywords might include: “composting,” “container gardening,” “vertical gardens,” “organic pesticides,” “balcony gardens,” etc. These seed keywords will be the starting point for your deeper research.

Clustering Keywords Around Content Themes

Once you have your seed keywords, use your chosen keyword research tools to expand them. Look for related keywords, questions people ask, and variations. The goal is to identify clusters of keywords that can be addressed by a single, comprehensive piece of content. For instance, an article on “The Best Indoor Herb Gardens for Beginners” could naturally cover keywords like “easy indoor herbs,” “growing herbs indoors without sunlight,” “indoor herb garden kits,” and “hydroponic herb garden setup.” This approach allows you to create in-depth, authoritative content that satisfies multiple user queries.

Tools to Use:

Google Keyword Planner: Free with a Google Ads account. Provides search volume data and related keyword ideas. Excellent for initial brainstorming.
AnswerThePublic: Visualizes questions, prepositions, comparisons, and alphabetical lists related to your seed keyword, revealing valuable long-tail content ideas.
Surfer SEO (or similar content optimization tools): While more advanced, tools like Surfer SEO analyze top-ranking content for a given keyword and suggest relevant terms and topics to include in your article to improve its topical authority and SEO performance.
Ahrefs, SEMrush, Ubersuggest: These are premium tools offering comprehensive keyword data, competitive analysis, and content gap analysis. They are invaluable for serious niche site builders. Many offer free trials or limited free versions to get you started.

By meticulously researching keywords, you’re essentially creating a blueprint for your site’s content, ensuring that every article you write has the potential to attract targeted organic traffic.

Step 3: Domain and Hosting

With your niche and initial keyword research in hand, it’s time to establish your site’s online presence. This involves choosing a domain name and selecting a reliable web host.

Choosing a Brandable Domain

Your domain name is your site’s address and often its first impression. Aim for something:

Memorable: Easy to recall and type.
Short: Shorter domains are generally better.
Relevant: Should hint at your niche, even if not explicitly.
Brandable: Something that sounds good and can become a recognized name. Avoid hyphens and numbers if possible, as they make domains harder to remember and share.

Use of Keywords in the Domain (Optional vs. Exact Match)

In the past, having exact match keywords in your domain (e.g., best-ergonomic-keyboards.com) was a strong SEO signal. While it can still offer a slight advantage, it’s far less critical today. Google prioritizes content quality and user experience over exact match domains. A more brandable domain like ErgoKeysHQ.com or TheKeyLab.com can build a stronger, more lasting brand. If you can naturally include a keyword without sacrificing brandability, go for it. Otherwise, prioritize brand over exact match. Always aim for a .com extension if available, as it’s the most recognized and trusted.

Recommended Hosting Providers

Web hosting is where your website’s files are stored and made accessible on the internet. Reliability, speed, and good customer support are paramount.

SiteGround: Often recommended for its excellent performance, security features, and customer support. Their WordPress-optimized hosting is particularly good.
Bluehost: A popular choice for beginners due to its affordability and user-friendly interface, often recommended by WordPress itself.
Hostinger: Known for its very competitive pricing while still offering decent performance.
WP Engine (Managed WordPress Hosting): A premium option for those who want top-tier performance, security, and dedicated WordPress support, though at a higher price point.

When choosing, consider your budget, the expected traffic (initially low for a new site), and ease of use. Most providers offer shared hosting plans that are suitable for starting a niche site.

Basic Setup (WordPress or another CMS)

For almost all niche sites, WordPress is the recommended Content Management System (CMS). It’s free, highly flexible, has a massive community, and countless themes and plugins are available. Most web hosts offer one-click WordPress installation, making the setup process straightforward.

While other CMS options like Squarespace or Wix exist, they often come with more limitations regarding SEO customization, plugin availability, and overall control. For long-term growth and scalability, WordPress is the industry standard for content-driven websites. Once WordPress is installed, you’re ready to start building the visual and structural aspects of your site.

Step 4: Website Design & Structure

With your domain and hosting sorted, it’s time to build the actual website. A well-designed, intuitive, and SEO-friendly site structure is crucial for both user experience and search engine rankings.

Use of Clean, Responsive Themes (GeneratePress, Astra)

Your website’s theme dictates its visual appearance and layout. For niche sites, prioritize themes that are:

Clean and Minimalist: Avoid cluttered designs. A clean look enhances readability and focuses the user’s attention on your content.
Responsive: Absolutely essential. Your site must look and function perfectly on all devices – desktops, laptops, tablets, and smartphones. Google prioritizes mobile-first indexing, so a non-responsive site will suffer in search rankings.
Lightweight and Fast: Page loading speed is a critical ranking factor and user experience element. Themes like GeneratePress, Astra, and Kadence are renowned for their lightweight code and speed optimization. They are highly customizable and integrate seamlessly with page builders if you choose to use one.

Avoid overly complex themes with too many built-in features you don’t need, as they can often slow down your site.

Structure Your Site for SEO (Silo Structure)

A “silo structure” organizes your website’s content into distinct categories or themes, creating clear topical authority and making it easier for search engines to understand what your site is about. Imagine your site as a library:

Homepage: The main entrance.
Main Categories (Pillars): Broad topics related to your niche (e.g., for a sustainable gardening site: “Composting,” “Container Gardening,” “Pest Control”).
Sub-categories/Individual Posts: Detailed articles that fall under each main category (e.g., under “Composting”: “Vermicomposting for Beginners,” “DIY Compost Bin Plans,” “Composting Kitchen Scraps”).

This structure uses internal linking to connect related content, passing “link juice” between pages and strengthening the authority of your main category pages. It also helps users navigate your site logically.

Must-Have Pages:

Beyond your core content, some essential pages are crucial for professionalism, legal compliance, and user trust:

About Page: Tell your story, your expertise, and why you’re passionate about the niche. This builds trust and authority.
Contact Page: Provide clear ways for users to get in touch (contact form, email address).
Privacy Policy Page: Legally required if you collect any user data (e.g., via analytics, contact forms, or email sign-ups). Use a privacy policy generator if needed.
Homepage: Should clearly convey what your site is about and guide visitors to your most important content.
Category Pages: These automatically display a list of posts within a specific category, helping with navigation and SEO.

Plugins and Tools to Install:

WordPress’s power lies in its plugins. Here are some essential ones:

SEO Plugin (e.g., Rank Math, Yoast SEO): Absolutely critical for optimizing your content for search engines. They help you with title tags, meta descriptions, sitemaps, schema markup, and more.
Security Plugin (e.g., Wordfence, Sucuri): Protects your site from malware, hackers, and brute force attacks.
Caching Plugin (e.g., WP Super Cache, LiteSpeed Cache): Improves site speed by serving cached versions of your pages.
Image Optimization Plugin (e.g., ShortPixel, Smush): Compresses images without losing quality, significantly speeding up page load times.
Antispam Plugin (e.g., Akismet): Filters out spam comments.
Backup Plugin (e.g., UpdraftPlus): Essential for backing up your entire site in case of an issue.

Install only necessary plugins, as too many can slow down your site. Regularly update all themes and plugins for security and performance.

Step 5: Content Creation

Content is the heart and soul of your niche site. High-quality, helpful, and engaging content is what will attract visitors, keep them on your site, and encourage them to return.

Importance of High-Quality, Helpful Content

Google’s primary goal is to provide users with the most relevant and helpful information. Therefore, your content must be:

Comprehensive: Cover your topic thoroughly, answering all potential questions a user might have.
Accurate: Provide factual and reliable information.
Engaging: Write in a clear, concise, and enjoyable style. Use headings, subheadings, bullet points, and images to break up text and improve readability.
Actionable: Where applicable, provide practical advice, step-by-step guides, or clear recommendations.
Unique: Don’t just regurgitate what others have said. Add your own insights, experiences, or a unique perspective.

Think of your content as the solution to your audience’s problems or questions. The better you solve them, the more valuable your site becomes.

Types of Content:

Diversifying your content types can cater to different learning styles and keep your audience engaged.

Informational Articles (“What is…”, “How to…”, “Guide to…”): These answer specific questions, explain concepts, or provide detailed guides. They are excellent for attracting organic traffic from people searching for information.
Product Reviews / Comparisons: If your niche involves physical or digital products, in-depth reviews and comparisons are gold. Focus on pros, cons, features, real-world usage, and who the product is best for. Use your own photos if possible.
Listicles (“Top 10…”, “5 Best Ways…”): Easy to digest and highly shareable, listicles are great for quick tips, recommendations, or summarizing information.
How-Tos and Tutorials: Step-by-step guides with clear instructions, often accompanied by screenshots or videos. These are incredibly helpful for users trying to learn a new skill or complete a task.

Writing for SEO (On-Page SEO Basics)

While content quality is paramount, optimizing it for search engines (on-page SEO) helps Google understand what your content is about and rank it appropriately.

Keyword Integration: Naturally weave your target keywords and related long-tail keywords into your content, especially in the title, headings, and the first paragraph. Avoid “keyword stuffing” – prioritize natural language.
Title Tags and Meta Descriptions: Use your SEO plugin to craft compelling and keyword-rich title tags (what appears in browser tabs and search results) and meta descriptions (the short summary under the title in search results).
Headings (H1, H2, H3, etc.): Use headings to structure your content logically. Your article title should be an H1, and sub-sections should use H2s, H3s, and so on. This improves readability and helps Google understand your content’s hierarchy.
Internal Linking: Link to other relevant articles on your own site. This helps spread “link juice,” improves user navigation, and keeps visitors on your site longer.
External Linking: Link out to authoritative and relevant external resources when appropriate. This shows Google you’re providing value and citing sources.
Image Optimization: Use descriptive file names for images (e.g., best-indoor-herb-garden-kit.jpg) and fill in the “alt text” attribute with a brief description (for accessibility and SEO). Compress images to ensure fast loading.

Content Schedule and Planning (Content Calendar)

Consistency is key. Develop a content calendar to plan your articles in advance. This ensures a steady stream of new content, helps you stay organized, and allows you to map content to your keyword research. Include:

Article topic
Target keyword
Content type
Target word count
Publish date
Current status

Aim for a realistic publishing frequency – whether it’s once a week, bi-weekly, or monthly – and stick to it. Quality always trumps quantity.

Step 6: Driving Traffic

Building a great niche site is only half the battle; the other half is getting people to visit it. While organic SEO is your long-term play, diversified traffic sources can accelerate your growth.

Organic SEO Strategies

This is your primary focus for sustainable, long-term traffic. Everything you’ve done so far (niche selection, keyword research, site structure, quality content) contributes to SEO. Beyond that, consider:

Building Backlinks: Backlinks (links from other websites to yours) are still a major ranking factor. Focus on earning high-quality, relevant backlinks naturally. This can involve:
- Guest Posting: Writing articles for other relevant sites in exchange for a link back to yours.
- Broken Link Building: Finding broken links on other sites and suggesting your content as a replacement.
- Resource Pages: Getting your site listed on relevant resource pages.
- Creating Linkable Assets: Producing exceptional content (e.g., comprehensive guides, original research, infographics) that other sites will naturally want to link to.
Technical SEO Audits: Regularly check your site for technical issues that could hinder SEO, such as broken links, crawl errors, slow page speed, or mobile usability problems, using tools like Google Search Console.
Schema Markup: Implement schema markup (structured data) to help search engines better understand your content and potentially display rich snippets in search results (e.g., star ratings for reviews, recipe details).

Pinterest, Reddit, and Quora for Niche Traffic

These platforms can be goldmines for targeted traffic, especially for niche sites.

Pinterest: A visual search engine, not just a social media platform. Create attractive, keyword-optimized pins that link to your articles. If your niche is visually appealing (e.g., recipes, crafts, home decor, travel), Pinterest can drive significant traffic.
Reddit: Find relevant subreddits related to your niche. Engage genuinely with the community, provide helpful answers, and occasionally share your content where it adds value and is permitted by subreddit rules. Self-promotion without genuine engagement is often frowned upon.
Quora: An excellent platform for answering questions. Search for questions related to your niche, provide thorough and helpful answers, and subtly link back to your relevant articles where appropriate. This positions you as an authority.

Email Marketing Basics

Start building an email list from day one. An email list is an audience you own, unlike social media followers or search engine traffic which can be unpredictable.

Email Opt-in Forms: Place simple opt-in forms on your site (e.g., in the sidebar, at the end of posts, or via a popup).
Lead Magnet: Offer something valuable in exchange for an email address (e.g., a free ebook, a checklist, a mini-course).
Email Service Provider (ESP): Use an ESP like MailerLite (free for small lists), ConvertKit, or Mailchimp to manage your list and send out newsletters.
Content Strategy: Send regular newsletters with new content updates, exclusive tips, or special offers. This keeps your audience engaged and brings them back to your site.

Paid Traffic (Brief Overview if Applicable)

While organic traffic is the long-term goal, paid advertising can kickstart traffic, test monetization, and gather data.

Google Ads: Target users searching for specific keywords. Can be expensive but highly targeted.
Social Media Ads (e.g., Facebook Ads, Pinterest Ads): Target users based on demographics, interests, and behaviors.

For most new niche sites, focus on organic and free social strategies first. Paid traffic usually becomes relevant once you have a clearer understanding of your audience and conversion rates.

Step 7: Monetization

The ultimate goal for many niche site owners is to generate income. Thankfully, there are several effective strategies to monetize your traffic.

Affiliate Marketing (Amazon Associates, ShareASale, etc.)

This is often the go-to monetization method for content-rich niche sites. You promote other companies’ products or services and earn a commission when someone makes a purchase through your unique affiliate link.

How it Works: You write reviews, comparisons, or informational articles that naturally incorporate links to products on Amazon, physical goods on other e-commerce sites, or digital products/services.
Popular Programs:
- Amazon Associates: The most common starting point due to its vast product catalog. Commissions vary by product category.
- ShareASale, Awin, CJ Affiliate (formerly Commission Junction): These are affiliate networks that host thousands of affiliate programs for various brands and products beyond Amazon. You can find programs specific to your niche (e.g., gardening tools, pet supplies, software).
- Individual Company Programs: Many companies run their own affiliate programs directly (e.g., a specific coffee maker brand, a software company).
Key to Success: Promote products you genuinely believe in or have tested. Disclose your affiliate relationships transparently (legally required in many places). Focus on providing value and solving problems, not just pushing products.

Display Ads (Google AdSense, Ezoic, Mediavine)

Once your site reaches a certain traffic volume, you can place display ads on your pages and earn revenue based on impressions (views) or clicks.

Google AdSense: The easiest to get started with, suitable for new sites with lower traffic. Earnings are generally modest.
Ezoic: A more advanced ad optimization platform that uses AI to test and place ads for higher revenue. Requires a minimum of 10,000 monthly page views. Can significantly boost AdSense earnings.
Mediavine: A premium ad network known for excellent RPMs (revenue per thousand impressions) and dedicated support. Requires a minimum of 50,000 monthly sessions. This is a goal for many niche site owners.
AdThrive: Another top-tier ad network, generally requiring 100,000 monthly page views.

Ad revenue grows with your traffic, so it’s often a long-term monetization strategy.

Selling Digital Products or Services

If you have expertise in your niche, creating and selling your own products can be highly profitable as you keep 100% of the revenue (minus platform fees).

Digital Products: Ebooks, online courses, printables (checklists, planners), templates, stock photos, software tools.
Services: Coaching, consulting, custom design, freelance writing, virtual assistant services specific to your niche.
Benefits: High-profit margins, builds authority, and creates a direct relationship with your audience.

Step 8: Measuring and Optimizing

Launching your niche site and creating content is just the beginning. To ensure its long-term success, you must constantly measure its performance and optimize your strategies. This iterative process allows you to identify what’s working, what’s not, and where to focus your efforts.

Tools to Track Performance:

Google Analytics: Absolutely indispensable. This free tool provides a wealth of data about your website’s visitors: where they come from, which pages they visit, how long they stay, their demographics, and much more. Set up goals to track conversions (e.g., email sign-ups, affiliate clicks).
Google Search Console (GSC): Another free and essential tool from Google. GSC shows you:
- Which keywords your site ranks for.
- Your site’s average position in search results.
- Click-through rates (CTR) for your pages.
- Any crawl errors or technical issues Google is encountering on your site.
- Which pages are being indexed.
- Backlinks pointing to your site. This is your direct line of communication with Google.

Monitor Keyword Rankings

While not always necessary to obsess over individual keyword rankings daily, tracking your progress for your target keywords is important.

Manual Checks: For a few core keywords, you can simply search Google while logged out or using incognito mode to see your site’s position.
Rank Tracking Tools: For more comprehensive tracking, tools like Ahrefs, SEMrush, Ubersuggest, or even dedicated rank trackers can monitor hundreds or thousands of keywords for you over time, showing you how your positions change. This helps you identify content that’s climbing or falling in rankings.

Update and Improve Existing Content

Content is not static. What ranks well today might not rank as well in a year or two. Regularly revisit your older articles:

Freshen Information: Update statistics, facts, or product recommendations that might be outdated.
Add New Sections: If new information emerges, or if you realize you missed a common question, expand the content.
Improve Readability: Break up long paragraphs, add more headings, use bullet points, and ensure the language is clear and concise.
Add More Visuals: Incorporate new images, infographics, or even short videos to make the content more engaging.
Boost Internal Linking: As you publish new content, find opportunities to link back to your older, relevant articles.
Address Keyword Gaps: Use Google Search Console to see what queries your page is showing up for but not explicitly answering. Add content that addresses those queries.
User Feedback: Pay attention to comments, emails, or social media mentions. Users might highlight areas where your content could be improved.

Updating and republishing old content (sometimes called “content refresh” or “content pruning”) can often lead to significant traffic boosts with less effort than creating entirely new articles.

A/B Testing for Calls to Action

If you have specific goals on your site (e.g., getting users to click an affiliate link, sign up for your email list, or buy a product), A/B testing can help optimize your conversion rates.

What is A/B Testing? You create two versions of an element (e.g., a button color, headline, call-to-action text, or email opt-in form) and show each version to a segment of your audience. You then measure which version performs better.
Tools: Google Optimize (free, but being phased out), various WordPress plugins, or built-in A/B testing features in email service providers.
Examples: Test different headlines for an opt-in form, different colors or text for an affiliate button, or different placements of a call to action.

Data-driven decisions are the most effective. By continuously measuring and optimizing, you ensure your niche site is always improving and moving towards its full potential.

Conclusion

Creating a niche site is a marathon, not a sprint. It demands patience, consistency, and a willingness to learn and adapt. We’ve journeyed through the essential phases: from the critical decision of choosing the right niche, to the foundational work of keyword research, domain setup, and site structure. We’ve emphasized the paramount importance of creating high-quality, helpful content and explored various strategies for driving targeted traffic and, ultimately, monetizing your efforts. Finally, we highlighted the necessity of ongoing measurement and optimization to ensure your site’s long-term success.

Remember, every large, successful website started small. The key is to start, remain consistent in publishing valuable content, persistently promote your site, and continuously refine your approach based on data. Don’t be afraid to experiment, learn from your mistakes, and stay committed to providing genuine value to your chosen audience. The world of niche sites offers immense potential for those willing to put in the work. Now, armed with this knowledge, take the first step.

Optional Add-ons:

Checklist: 10 Things You Need Before Launching a Niche Site

Validated Niche Idea: Confirmed low competition, sufficient interest, and monetization potential.
Initial Keyword Research: A solid list of long-tail keywords to target for your first 10-15 articles.
Brandable Domain Name: Available as a .com.
Reliable Web Hosting: Account set up and WordPress installed.
Lightweight WordPress Theme: (e.g., GeneratePress, Astra) installed and configured.
Essential WordPress Plugins: (SEO, Security, Caching, Image Optimization, Backup) installed and configured.
Basic Pages Created: About, Contact, Privacy Policy, Homepage layout.
Content Plan/Calendar: Ideas for your first 5-10 articles mapped out.
Google Analytics Account: Set up and connected to your site.
Google Search Console Account: Set up and verified.

Common Mistakes to Avoid:

Choosing a Niche Too Broadly: Leads to overwhelming competition.
Neglecting Keyword Research: Writing content nobody is searching for.
Poor Quality Content: Thin, unhelpful, or poorly written content won’t rank or retain visitors.
Inconsistent Publishing: Google rewards regularly updated sites.
Ignoring Technical SEO: Slow site speed, broken links, or mobile unfriendliness can hurt rankings.
Focusing Only on Quantity: Quality over quantity, always.
Giving Up Too Soon: Niche sites take time to gain traction. Patience is vital.
Lack of Internal Linking: Missed opportunities to boost SEO and user experience.
Forgetting to Build an Email List: Missing out on an owned audience.
Not Learning from Data: Failing to use Analytics and Search Console to inform decisions.

Tags: affiliate marketing build niche website content creation how to create a niche site niche site