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 web site, launched in 2018, now earns over $100k a 12 months and attracts practically 5 million guests yearly. His second web site, launched two years in the past, is on observe to generate $30k to $40k per 12 months with fewer guests however the next income per person.
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 study 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 visitors was changing 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 relatively than one-time web site visits.
His first subscription web site, launched in 2018, now earns over $100,000 a 12 months and attracts practically 5 million guests yearly. His second web site, launched two years in the past, is on observe to generate $30,000 to $40,000 per 12 months with fewer guests however the next income per person. The important thing takeaway? A well-structured subscription mannequin can considerably increase long-term income in comparison with ad-based content material websites.
One of the vital facets of Paul’s success is area of interest choice. Not all subjects lend themselves nicely to a membership mannequin. In accordance with Paul, the perfect area of interest ought to:
Have a devoted viewers that seeks ongoing info or interplay.
Provide 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 purpose for customers to pay—whether or not it’s unique content material, premium instruments, or group options.
Paul cites examples like AllTrails, Fishbrain, and FunTrivia—platforms that persistently provide new content material or interactive instruments that encourage long-term engagement.
Monetization Technique: Freemium Mannequin and Pricing
Relatively than gatekeeping all content material behind a paywall, Paul makes use of a freemium mannequin, gifting away a good portion of content material totally free whereas reserving premium options for paying members. This method permits him to construct belief with guests earlier than changing them into subscribers.
In the case of pricing, Paul prefers low-cost, high-volume memberships over high-ticket subscriptions. His first web site initially charged simply $2.50 per 30 days, later growing to a tiered mannequin starting from $4 to $20 per 30 days. Moreover, he provides an annual plan that costs barely above the common six-month retention interval, encouraging extra upfront funds.
Driving Site visitors: A Social-First Strategy (No search engine marketing!)
Whereas many web site homeowners concentrate on search engine marketing to drive visitors, Paul took a very totally different method—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 invaluable insights with out direct promoting. Over time, this constructed model consciousness and belief, main members to go to his web site.
YouTube: He repurposed content material into video format, utilizing refined call-to-actions to drive viewers again to his web site.
His social-first technique has allowed him to scale visitors to just about 5 million guests per 12 months with out worrying about Google’s algorithm adjustments.
Changing Guests into E-mail Subscribers and Paying Members
As soon as guests land on his web site, Paul’s main purpose is capturing their e mail handle. Relatively than utilizing conventional lead magnets, he provides customers a free membership tier that grants entry to further content material in alternate for an e mail sign-up. This methodology has been far more practical than typical opt-in kinds.
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 larger conversions with out alienating his viewers.
Key Takeaways from Paul’s Success
search engine marketing Isn’t All the pieces – It’s potential to construct a thriving web site by means of social engagement and viewers retention as an alternative of search visitors.
Freemium Works – Providing invaluable 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, guaranteeing 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 – After you have 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 method, 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 venture is projected to surpass his first web site’s success. In the event you’re trying to construct a sustainable on-line enterprise, his insights on subscription fashions provide a invaluable blueprint.
