The world of content material web sites has modified dramatically over the previous few years, and Paul Thomas has been on the forefront of those shifts.
With over 25 years of expertise in constructing and promoting web sites, Paul has efficiently pivoted from conventional content-based websites to a subscription mannequin.
His first subscription website, launched in 2018, now earns over $100k a yr and attracts almost 5 million guests yearly. His second website, launched two years in the past, is on observe to generate $30k to $40k per yr with fewer guests however the next income per consumer.
On this interview, Paul shares how he constructed two thriving membership websites with out counting on search engine marketing and what classes different entrepreneurs can be taught from his journey.
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Paul’s journey in on-line entrepreneurship started within the late 90s when he constructed and offered a number of content material web sites. However by 2018, he noticed the writing on the wall—counting on search engine marketing for site visitors was turning into riskier as competitors elevated, social media dominated, and search engine algorithms modified unpredictably.
He determined to transition to a subscription-based mannequin, specializing in viewers retention somewhat than one-time web site visits.
His first subscription website, launched in 2018, now earns over $100,000 a yr and attracts almost 5 million guests yearly. His second website, launched two years in the past, is on observe to generate $30,000 to $40,000 per yr with fewer guests however the next income per consumer. The important thing takeaway? A well-structured subscription mannequin can considerably enhance long-term income in comparison with ad-based content material websites.
Some of the important features of Paul’s success is area of interest choice. Not all subjects lend themselves effectively to a membership mannequin. In accordance with Paul, the perfect area of interest ought to:
- Have a devoted viewers that seeks ongoing data or interplay.
- Supply refreshable content material that retains folks coming again (e.g., hobby-based communities, interactive instruments, or frequently up to date business information).
- Present a transparent cause for customers to pay—whether or not it’s unique content material, premium instruments, or neighborhood options.
Paul cites examples like AllTrails, Fishbrain, and FunTrivia—platforms that constantly provide new content material or interactive instruments that encourage long-term engagement.
Monetization Technique: Freemium Mannequin and Pricing
Fairly than gatekeeping all content material behind a paywall, Paul makes use of a freemium mannequin, giving freely a good portion of content material at no cost whereas reserving premium options for paying members. This strategy permits him to construct belief with guests earlier than changing them into subscribers.
In terms of pricing, Paul prefers low-cost, high-volume memberships over high-ticket subscriptions. His first website initially charged simply $2.50 per 30 days, later growing to a tiered mannequin starting from $4 to $20 per 30 days. Moreover, he gives an annual plan that costs barely above the common six-month retention interval, encouraging extra upfront funds.
Driving Visitors: A Social-First Strategy (No search engine marketing!)
Whereas many web site homeowners concentrate on search engine marketing to drive site visitors, Paul took a very completely different strategy—ignoring search engine marketing altogether. As an alternative, he constructed his viewers by means of Fb and YouTube:
- Fb Teams: He actively engaged in niche-related Fb communities, offering precious insights with out direct promoting. Over time, this constructed model consciousness and belief, main members to go to his website.
- YouTube: He repurposed content material into video format, utilizing delicate call-to-actions to drive viewers again to his web site.
His social-first technique has allowed him to scale site visitors to almost 5 million guests per yr with out worrying about Google’s algorithm modifications.
Changing Guests into E-mail Subscribers and Paying Members
As soon as guests land on his website, Paul’s major purpose is capturing their e mail handle. Fairly than utilizing conventional lead magnets, he gives customers a free membership tier that grants entry to further content material in change for an e mail sign-up. This technique has been far more practical than typical opt-in types.
His e mail technique follows a 5:1 ratio, sending 5 content-rich emails earlier than making a premium provide. He’s additionally discovered that being extra aggressive with premium upsells has led to increased conversions with out alienating his viewers.
Key Takeaways from Paul’s Success
- search engine marketing Isn’t Every little thing – It’s potential to construct a thriving website by means of social engagement and viewers retention as a substitute of search site visitors.
- Freemium Works – Providing precious free content material builds belief and creates a pure transition to paid memberships.
- Decide the Proper Area of interest – Select a distinct segment the place folks want ongoing content material or instruments, making certain long-term retention.
- Group is Key – Have interaction together with your viewers in boards, Fb teams, and YouTube to construct model recognition.
- E-mail is the Final Converter – Upon getting a customer’s e mail, you management the connection and might nurture them into premium subscribers.
Paul’s technique is proof that with the precise strategy, content material websites can thrive with out counting on Google. His long-term five-year dedication mannequin has led to spectacular outcomes, and his newest challenge is projected to surpass his first website’s success. Should you’re trying to construct a sustainable on-line enterprise, his insights on subscription fashions provide a precious blueprint.
