Stop choosing between pageviews and paywalls
You don't have to pick between maximum traffic and paid memberships. Use your best content as a lead generator — then convert returning readers with a targeted, one-click offer.
Last week, I attended a meetup of publishers. One of them — who runs a stock trading website with around 5 million monthly pageviews — raised a familiar dilemma: should he put his premium content behind a paywall, or keep it open to maximize traffic? He was looking for the "right" choice.
I explained that he doesn't actually have to choose between those two extremes.
Imagine you've created a long, high-quality article based on deep research, expertise, and interviews. You don't want it to disappear into some forgotten corner of the internet with barely any readers. But at the same time, giving everything away for free doesn't create a strong business case — especially if paying members don't get meaningful extra value.
Now consider this in the context of a well-established website with solid traffic, a healthy newsletter base, and an existing membership offering.
Use your best content as a lead generator
Let readers unlock the first premium article in exchange for a simple action — ideally frictionless, like logging in with Google or LinkedIn, or clicking a magic link from their email. This way, you turn anonymous visitors into known leads. From there, you can nurture them through your newsletter — staying top of mind, increasing repeat visits, and gradually building trust.
When that same user returns and tries to access a second (or third, or fourth) premium article, that's the moment to present a targeted offer. Not to everyone, but specifically to these known leads — excluding both casual visitors and existing members.
For example: "Get 50% off your membership today" or "Try it for €1 in your first month." Because the user is already logged in, converting becomes a one-click action, which significantly improves conversion rates.
Why this works for established publishers
We've seen this approach work extremely well with established media brands. It boosts newsletter subscriptions, increases pageviews, and grows paid memberships — all at the same time.
The key is simple: demonstrate value first, then ask for the sale.