The best performing model we see for local news combines a paywall with a free registration wall and a weekly newsletter. It grows your email list, keeps readers engaged, and converts them to paid membership or donations.
Why most casual readers do not subscribe
Most visitors will not purchase on their first visit. They need a taste of your reporting, a low friction way to follow your work, and regular reminders to return. A free registration wall provides all three.
The free registration wall model
- Allow 1 free article per month to any visitor. This showcases your value and reduces bounces.
- Offer free registration for 2 more articles. Registration adds the reader to your newsletter automatically.
- Send a weekly newsletter that highlights your best local stories and links back to your site.
- Count newsletter clicks toward the free allotment. Each click uses one of the two registered free articles.
- Present a clear upgrade prompt once the limit is reached. Offer paid membership, donations, and print plus digital bundles.
This funnel builds your list, nurtures interest through email, and moves readers toward paid support without sacrificing reach.
Recommended settings and options
- Meter: 1 free for anonymous visitors, 2 additional for registered readers each month.
- Registration form: name and email only. Keep it fast and mobile friendly.
- Newsletter cadence: weekly roundup. Send the same day and time each week.
- Offers: monthly membership, annual membership at a discount, optional donation link, and print plus digital.
- Timing: show the registration prompt after the first free article and show the paywall at the end of the second registered article.
- Message clarity: explain the meter, show remaining articles, and state how membership sustains local news.
Copy you can use
Registration prompt
Enjoying this story? Create a free account to read 2 more articles this month and get our weekly local news newsletter.
Paywall prompt
You have reached your free articles. Become a member to keep reading essential local news. Choose monthly, annual, or make a one time donation.
Newsletter intro
Here are this week’s top local stories. Your support keeps independent reporting in our community. Upgrade to full access for every story.
Simple conversion funnel
| Stage | Trigger | Goal | Primary CTA |
|---|---|---|---|
| Anonymous reader | First article view | Collect email | Register free |
| Registered reader | Weekly newsletter clicks | Build habit | Read now |
| Engaged reader | Meter reached | Monetize | Become a member or donate |
Best practices for higher conversion
- Lead with impact. Put public service, schools, safety, and events at the top of your newsletter.
- Use social proof. Show recent member count and short testimonials near the paywall CTA.
- Offer an annual plan. Price at a clear savings over monthly to lift cash flow and retention.
- Keep the page fast. Fast pages raise engagement and reduce friction at registration and checkout.
- Test one variable at a time. Try subject lines, CTA text, and placement of the meter notice.
FAQ
How is this different from a hard paywall or soft paywall?
A hard paywall blocks all content and usually slows audience growth. A soft paywall allows limited free reads. The free registration wall is a soft paywall that requires a free account to continue, which builds your email list and powers the weekly newsletter that drives conversions. Should we include donations as well as memberships?
Yes. Some readers prefer a one time gift or occasional contribution. Offer both donations and recurring membership to maximize reader revenue. How many free articles should we allow?
Start with 1 for anonymous and 2 more for registered readers per month. Adjust up or down based on conversion and complaints. Keep limits simple and easy to understand. What should the weekly email include?
Lead story, two or three secondary stories, a community calendar link, and a clear upgrade CTA. Keep it consistent and brief.
Interested in a paywall for your local news publication? We can set up a free registration wall, newsletter automation, and a membership plus donations checkout that matches your workflow. Get in touch.
