Terms

How to gate/restrict content using paywalls could be the most crucial decision a content creator can make. The perfect balance between creating content for free and monetizing can be tricky.

The installation of paywall software as well as the implementation of a paywall (or content gate) could be a great way to monetize a website particularly for sites with a lot of content including news organisations researchers, research institutions or (independent) blogs. There are several advantages to using a paywall might be a good idea:

• Revenue generation: One of the most prominent benefits of paying for a paywall is that it can generate steady, recurring income. Users pay to access your content, providing an immediate stream of revenue.
• An efficient business model: By using a paywall you're not solely reliant on revenue from advertisements, which can be volatile and subject to changes in algorithmic or market trend. A paywall can provide an increased amount of predictability and stability as a source of income.
• Value perception Implementing a paywall can frequently increase the worth of your content. If people are willing to pay for it, it implies that the content is valuable, unique, and high-quality.
• A better user experience Paywalls may provide a better experience for users since they remove the need for intrusive advertising. Many users find ads annoying, and would prefer to be able to pay for a more ad-free user experience.
• Audience targeting: Paywalls can help you attract a more dedicated, engaged, and loyal public. These users are likely more interested in your content, which means they are more likely to take part in it, spread it, and become repeat viewers.#
• Improved analytics Paywalls will give you valuable information about your users. It will help you gain a deeper understanding of who your users are, what topics they're interested in, and how they interact with the content you offer. This can be invaluable in adjusting your content strategy and marketing.

What is the reason to why not use the paywall?

Like all other decisions there are pros and pros to blocking content. "Hiding" content behind a paywall implies that the content is not visible to Google's crawling algorithms. If not strategic it could seriously impact the effectiveness of your Search Engine Optimization (SEO) strategies, an essential way for searchers to find the site. This is why it's not recommended to gate/restrict all your website's content.

Paywalls can deter users, especially if there's similar content that is no cost in other places. They also can hinder the development of your users since people are less likely to share content provided hidden behind a paywall. Also, in order for people to open their wallets to purchase the content you provide, they have to be able to trust you and this trust is earned by someone engaging with your contents. Share a bit of your favorite and (popular) content publicly and for free; this will help to gain the trust of your readers.

The location to construct the gate

There's one extra factor to be considered when it comes to gating content and that's how much of each piece needs to be kept out of the public view. Recall the metaphor of the gate in the garden: if you want guests to come and visit a particular area of your garden (perhaps a building within the garden), it's better to allow them to visit just a little bit of the garden first, get them excited, and then guide them to the hidden area for which they need the key for.

It is then possible to  sell a ticket to a private area. If you do this it would be a good idea to create the gate after guests have experienced some of the garden that is public. It's and not at the entry point of your private land.

It is possible to 'upsell' an imaginary ticket for your registered content

In the world of digital content, the best way is to let a visitor go through a couple of paragraphs of your content before the gate/paywall gets activated. In this way, the user is already engaged with the content and is more likely to divulge the information they have about themselves or purchase a subscription in order to continue reading.