The Ultimate Guide To Setting Your Substack Publication Up For Success

How to position, design, and optimize your Substack publication for fast growth.

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After going from zero to almost 5,000 subscribers in six months, I can say one thing: Building a thriving Substack newsletter doesn’t happen by accident.

It takes the right positioning, branding, and design to stand out, attract readers, and keep them coming back for more.

That’s why, in this guide, I’ll break down the most important lessons I’ve learned about setting a Substack publication up for success.

Here’s exactly what we’ll cover:

• Part 1: Positioning Your Newsletter

• Part 2: Setting Up Your Publishing Schedule

• Part 3: Upgrading Your Publication’s Design

• Part 4: Optimizing Your Publication For Subscriber Growth

Whether you’re just starting out on Substack or looking to level up your publication, the strategies in this guide will help you create a Substack that thrives.

Ready? Let’s dive straight in.

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Part 1: Positioning Your Newsletter

If people don’t understand what your Substack publication is about within 30 - 60 seconds, they’re not going to subscribe. It’s harsh, but true.

That’s why positioning your newsletter is essential.

Positioning means you clearly state:

• What topics you write about (1–3 core topics)

• Who you’re writing for (your target audience)

• Why people should subscribe (the value they’ll get)

What Topics Do You Write About?

You want people to associate you (and your publication) with 1-3 core topics.

If you’re writing about everything - or it’s unclear what your publication is about - people are unlikely to subscribe.

Why? Because the value isn’t obvious to them.

Think about it. When you subscribe to a newsletter, you’re usually looking for specific insights, advice, or ideas. If someone’s all over the place, it’s hard to know what you’re actually signing up for.

That’s why, our publication focuses on three core topics:

1. Audience Growth

2. Building a Writing Business (like creating digital products and offers)

3. Substack Growth & Monetization

These aren’t just random topics we picked out of a hat. They’re the exact things we know our target audience (online writers and creators) cares about.

And that’s what leads to fast subscriber growth.

So, think about what your audience wants and needs. Think about their goals, challenges, and problems. Then, think about what you enjoy writing about.

The core topics of your Substack publication should sit at the intersection of those two things.

Who Do You Write For?

Many writers want to appeal to everyone. They fear that narrowing their focus will limit their audience, but the opposite is true.

When you’re clear about your target audience, you’ll attract the right people.

And those people are way more likely to subscribe, engage, and eventually buy something from you.

For our newsletter, the target audience is clear:

Online writers and creators looking to grow their audience and monetize their expertise

Everything we write—every post, every Note—reinforces that message. We’re not trying to appeal to everyone; we’re here for a specific group of people.

And that’s the key: when you know who you’re writing for, it’s way easier to create content that truly resonates (and brings in new subscribers).

Why Should People Subscribe?

People subscribe to a Substack publication because they see clear value in your newsletter. So ask yourself:

• What problems and challenges do you help your audience solve?

• What goals do you help them achieve?

• What transformation does your content bring?

Your readers should feel like subscribing to your newsletter is a no-brainer. They should know exactly what they’ll get—and why it’s worth their time.

Use your publication’s tagline, about page, and welcome emails so new readers clearly understand what your Substack is about and how it will benefit them.

Clear positioning is the foundation of building a successful Substack.

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Part 2: Set Up Your Publishing Schedule

Your Substack doesn’t need to be perfect. But it does need to be consistent. If you publish every now and then, it’s hard to build a strong connection with your audience.

These days, we publish three posts a week (two free and one paid post), but we started with consistently publishing one a week, no matter what.

Here’s why consistency is so powerful:

1. It builds trust: Readers know when to expect new content, and that predictability creates trust. If they know you’ll show up for them, they’re more likely to show up for you.

2. It keeps you top of mind: Let’s face it, people’s inboxes are crowded. Regular posts keep your name popping up, reminding readers that you’re here and you’re bringing value.

3. It makes you a better writer: Writing regularly forces you to improve. The more you do it, the easier it gets, and the better your content becomes.

How often you should post depends on what you can realistically commit to. I recommend at least once a week, as it’s enough to stay visible - but not so much that it becomes overwhelming.

If you’re feeling ambitious, you can work up to two or three times a week, but don’t burn yourself out trying to do too much too soon.

It’s better to follow a publishing schedule you can consistently stick with.

Part 3: Upgrading Your Publication’s Design

Upgrading your Substack’s design isn’t just about making it look pretty—it’s about creating a better experience for your readers.

A polished, well-organized publication builds trust, makes your Substack stand out, and increases the likelihood of turning visitors into subscribers.

(Even small changes can have a big impact on how people perceive your Substack—and how fast it grows.)

Let’s dive into these simple design upgrades right now.

#1: Add A Pinned Post

You can pin a post to the top of your publication’s homepage, making it the first thing readers see when they visit. This is prime real estate, so choose a post that leaves a strong first impression.

Here are a few ideas for what to pin:

• Your best-performing post: Highlight a post that’s already proven to resonate with readers (based on views or engagement).

• An introduction to your newsletter: Choose a piece that clearly explains what your newsletter is about and why people should subscribe.

• A lead magnet post: If you’re a business owner, pin a post that drives readers to your lead magnet or freebie, turning visitors into email subscribers or potential customers.

Your pinned post sets the tone for your publication, so make it count.

#2: Add Your Most Popular Posts To The Top

The first impression of your publication is the most important, so always feature your best posts (aka, your most popular posts) at the top of your publication.

For example, the first posts you see on our publication are:

• A pinned post that is the most important at this point in time

• A list of the most popular posts that we know our audience loves

This way, we know that new readers always see our best work first (which leaves a good first impression).

Never put your most recent posts at the top of your publication, because it’s a missed opportunity to show people your best work.

Your most popular posts have already proven to resonate with your audience. They’re your greatest hits, so use them to impress new readers.

#3: Create Custom Thumbnails

Custom thumbnails might seem like a small detail, but they can make a big difference.

A well-designed thumbnail grabs attention and adds to your newsletter’s branding (especially because most people on Substack use basic stock photos).

We create our thumbnails by using Canva. It took us a few days to settle on a design, but nowadays it takes less than 5 minutes to create a thumbnail for our posts.

But all in all, consider creating custom thumbnails for your posts, as it makes your posts stand out and improves the branding of your newsletter.

#4: Set Up Different Categories

Navigating a huge archive of articles can get overwhelming for new readers. That’s where categories come in.

By organizing your posts into categories, you make it easy for people to find exactly what they’re interested in.

The different categories we have for our Substack publication are:

• Online Writing

• Online Business

• Substack Growth

These also directly correspond with our core topics (from part one of this ultimate guide).

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Part 4: Optimize Your Publication For Subscriber Growth

If you want to grow your Substack, you’ve got to make it as easy (and tempting) as possible for people to hit that “Subscribe” button.

A few strategic tweaks can go a long way in turning casual readers into loyal subscribers. Let’s look into these tweaks right now.

#1: Add Multiple CTAs To Your Posts

Your long-form posts are the perfect place to invite readers to subscribe—but here’s the thing: you have to actually ask.

If you don’t include a clear call-to-action (CTA), people might read your amazing post, enjoy it… and then just leave.

In every long-form post, we include at least two call-to-action buttons or subscribe forms. Usually, one in the middle and one at the end of a post.

The easier you make it for people to subscribe, the faster you’ll grow.

#2: Write A Clear, Compelling About Page

The number one mistake I see creators make with an ‘about’ page is that they make it completely about themselves - not about the target audience.

Of course, your about page should include a personal touch. Share a bit about your journey. Talk about why you started your newsletter. Explain why you do what you do.

But don’t make it all about yourself.

Your about page is a great opportunity to sell readers on why they should subscribe. So, rather than just talking about yourself, explain exactly what your newsletter is about, who it’s for, and what value readers will get.

Here’s the structure we follow for our about page:

• Explain what the publication is about, who it’s for, and what value you’ll get from subscribing

• Describe who we are (our story and background)

• Explain what you’ll get as a subscriber (e.g. the publishing frequency)

• Links to some of our most popular posts (so new readers can start with our best work)

• Add CTAs to subscribe multiple times on the about page

#3: Optimize Your Sign-Up Page

Your sign-up page is the first thing people see when they click on your publication, so make it count.

If it’s bland or unclear, you’re missing out on potential subscribers. A well-optimized sign-up page, on the other hand, can bring in many new subscribers.

An example of a sign-up page I like is from

Wes Pearce

(who runs the Escape the Cubicle publication).

In just two sentences, it clearly states what it’s about (building an online business) and why you should subscribe (if you want to ditch your 9 - 5).

And that’s the secret of a strong sign-up page. In just one or two sentences, it needs to explain what your Substack is about and why you’ll benefit from subscribing to it.

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