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 almost 5 million guests yearly. His second web site, launched two years in the past, is on monitor 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 website positioning 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 website positioning for 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 fairly than one-time web site visits.
His first subscription web site, launched in 2018, now earns over $100,000 a 12 months and attracts almost 5 million guests yearly. His second web site, launched two years in the past, is on monitor 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 enhance long-term income in comparison with ad-based content material websites.
One of the crucial important points of Paul’s success is area of interest choice. Not all matters lend themselves nicely to a membership mannequin. In response to Paul, the best 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 commonly up to date trade information).
- Present a transparent cause 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
Slightly than gatekeeping all content material behind a paywall, Paul makes use of a freemium mannequin, giving freely a good portion of content material free of charge whereas reserving premium options for paying members. This strategy permits him to construct belief with guests earlier than changing them into subscribers.
In relation to 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 website positioning!)
Whereas many web site house owners concentrate on website positioning to drive visitors, Paul took a very totally different strategy—ignoring website positioning altogether. As an alternative, he constructed his viewers via Fb and YouTube:
- Fb Teams: He actively engaged in niche-related Fb communities, offering worthwhile 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 delicate 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 deal with. Slightly than utilizing conventional lead magnets, he provides customers a free membership tier that grants entry to further content material in trade for an e mail sign-up. This technique has been far simpler than typical opt-in varieties.
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 greater conversions with out alienating his viewers.
Key Takeaways from Paul’s Success
- website positioning Isn’t Every part – It’s potential to construct a thriving web site via social engagement and viewers retention as an alternative of search visitors.
- Freemium Works – Providing worthwhile 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 – Interact together with your viewers in boards, Fb teams, and YouTube to construct model recognition.
- E-mail is the Final Converter – After 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 appropriate 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 undertaking is projected to surpass his first web site’s success. For those who’re trying to construct a sustainable on-line enterprise, his insights on subscription fashions provide a worthwhile blueprint.
