Paywall Content: Converting Visitors to Customers

If you’re creating excellent content, chances are you might want to put some of it behind a paywall. But when you do, problems start to arise.

Not only generating subscriptions, but how can you get people to organically discover your content if it’s behind a paywall?

Fortunately, it’s possible to draw people to paywalled content through SEO – if you know what you’re doing. Below we share some tips on how you can achieve this. Let’s take a look:

Use proper structured data

If you don’t tell Google that your content is paywalled, you could risk violating their guidelines. You can read how to do this properly in Google’s documentation here.

Optimize for specific informational keywords

When you’re writing content, it’s recommended to target specific queries rather than broad searches. When your content answers a very specific question, people are more likely to subscribe.

Include an excellent lead-in

What’s a lead-in?

It’s a catchy and informative introduction section of an article. You’ll see this being used on news sites – they hook the reader and then hit them with the paywall form. This can work very well, especially if your lead-ins are interesting.

For example, if you’re providing a list post, structuring the content such that the introduction is viewable, but the rest is paywalled can be a good way to create interest and potential conversions.

Final Word

Paywalled content is probably more common than you think. It’s also possible to make it work well with SEO. Generally, providing a preview of that content (or providing free samples of it) can be a great way to convert people from casual users to paying customers.

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