Put the how behind your Substack paywall and keep the what and why free. Free posts earn trust and new subscribers, and paid posts give your best readers the steps, templates and systems they would otherwise piece together alone. Add the paywall once you have a few posts that readers already save and share.
What should be free on Substack and what should be paid?
Free posts teach what to do and why it matters. Paid posts show how to do it, step by step.
A free post on Notes can explain why Notes bring in new readers. The paid version walks through the formats, the schedule and the examples. Readers who get real value from the free version know exactly what they are buying when they upgrade.
I use the same rule on my own publication, 9-To-Thrive. The essay on Tuesday is free for everyone. The full courses and systems are for paid members.
When should you add a paywall to your Substack?
Add one when readers keep asking you for more detail on the same topic. That repeated question is your first paid post.
You do not need a large list. A small audience that opens your emails and replies is enough to start. If nobody replies yet, spend another month writing free posts and watching which ones people forward.
Where do you place the paywall inside a post?
Place it after the hook and the promise. The reader should see the problem, believe you can solve it, and then hit the wall just before the steps.
For a post you want Google and AI tools to find, keep the headings, the direct answer and the first two or three sections above the wall. Only the last part, such as templates and examples, sits behind it.
Should every post be paywalled?
No. A publication where everything is locked has nothing for a stranger to read, so it grows slowly. A publication where everything is free gives no reason to upgrade.
A mix works. Most of my readers find me through free posts and Notes, then upgrade when they want the full system.
What makes someone upgrade to paid?
People upgrade when a free post solved one problem and they can see the next one waiting. They pay for a clear path, a result they want and trust in you.
Say plainly what paid members get. On 9-To-Thrive, paid members get The Academy, all my courses in one place, plus my bestselling digital products on the member perks page.
Frequently asked questions
Can you paywall only part of a Substack post?
Yes. Substack lets you place the paywall inside the post, so readers see the opening and subscribe to read the rest.
Does a paywall hurt Google ranking?
It can. Pages behind a wall show crawlers only the preview, so keep the answer and main headings above it.
How often should you publish paid posts?
Choose a rhythm you can keep, then tell readers what it is. Steady beats frequent.
Do you need a free tier if you have a paywall?
Yes. The free tier is how strangers become readers before they become members.
Want the free version of what I teach? Subscribe free at thrivewithcarrie.substack.com, or join paid members inside The Academy.
Carrie Loranger is a Substack strategist and 18-year marketing director (Fortune 500 and B2B) known for helping writers turn one newsletter into a portfolio of paychecks. Her publication 9-To-Thrive is a Substack Bestseller and a Top 50 Substack Business publication. Start here.
