Lots of visitors, no new subscribers
Some ministries have high-ranking resources, pages or articles on their website, like a Bible reading plan, a devotional or a list of Bible verses by topic. They bring people in month after month, and you're not paying for ads to get them there. The challenge is making sure you're taking advantage of that traffic, and capturing the right people.
Take the verses page as an example. Someone searches for Bible verses about grief, lands on your page, reads what they came for, maybe prints it, and leaves.
Look at that page in your analytics and it's usually doing great on search and adding almost no one to your list. You paid nothing for those visitors, and you kept none of them. Some come back, but you don't know who they are or that they came back.
Don't lock it
A lot of teams want to put the page behind an email form. I wouldn't. Being open to everyone is part of why the page works.
Leave it open and offer something extra. Maybe a verse a week by email, or a note when you add a new topic, or a printable version sent to their inbox with a short study to go with it.
You don't have to guess which one people want. Run several tests with different offers and different wording, and see which gets people to sign up. On a page with a lot of traffic, even a small share signing up is a big change from almost nobody.
For the people who still leave, retargeting ads can bring them back.
Make the next step fit
You're not after any email address you can get. A smaller number each month is better if they're the people you're there to serve.
So the offer has to fit why they came. Someone looking up verses about grief is usually going through something. If your page asks a simple question about that, you can offer a next step that fits them, not the same signup box everyone sees.
That's the kind of thing RightMessage is built for. Ask one or two questions, save the answer to their record, and change what they see on your site and in their inbox.
It works, too. When we matched the message to the reader on a landing page for Spark Discipleship, visitors who saw a headline matched to the ad that brought them signed up at 68%, against 40% for the generic headline.
Give each topic its own page
If all of this lives on one long page, there's a second opportunity. Keep the full page, but also give each topic its own page, with a title, a short description, and tags for the topic and who it's for.
That helps with search and AI tools, because now you have lots of pages that each answer a specific search, not one page trying to answer all of them.
And once it's tagged, you can use it in email. If someone told you they're grieving, your next email can include a few verses for that, pulled from those pages, for that person.
There's real work in that, though AI and automation can speed up the repetitive parts. I wouldn't start there. Start by getting more subscribers from the page you already have. If they stick around and engage, that's your sign to build it out.
What a brewery knows about this
Someone usually asks a fair question here. We don't want to be known as the verses page. That's not our whole mission.
You don't have to be. Here's a quick story.
Guinness is a beer company. In the 1950s the head of the company got into an argument at a shooting party about which game bird in Europe was the fastest, and nobody could find the answer in a book. He figured people were having arguments like that in pubs all the time. So Guinness published a book of record-breaking facts to settle them, as a way to promote the brewery.
That's where the Guinness World Records came from. And Guinness kept making beer. The book put their name right where those arguments were happening, and the beer was what they were there for all along.
Your verses page, or your reading plan, or your devotional, can work the same way. It brings people to you who need what you have. You don't need to become that page. You just need to give them a reason to stay in touch, and a next step that fits why they came. From there, they get to know the rest of what you do. They subscribe, they read, some of them give, and some of them become partners.
If you've got a page like this and you'd like a second set of eyes on it, grab a quick intro call.