How to Build a Recurring Income Directory Site Using Softr and Airtable

Let’s be honest - building a profitable online business can feel like trying to solve a puzzle without knowing what the final picture looks like. That was me years ago, when I first started tinkering with platforms, tools, and ideas, to build my first online directory.

But once I discovered how to build and monetize directory sites - especially using Softr and Airtable - everything clicked. If you’ve been looking for a scalable, passive income model that doesn’t require you to code or hire a dev team, this might be exactly what you’ve been searching for.

And the best part? You can launch a fully functional directory site that generates recurring income in days, not months.

Whether you’re planning to create a local business listing, a coaching marketplace, a freelancer hub, or a micro niche directory, I’m going to walk you through how to do it, step-by-step, with the Softr + Airtable stack.

Why Directory Sites Work (and Keep Working)

Directory sites are one of those timeless online models that rarely get the spotlight they deserve. But if you’ve ever searched for something like “best yoga studios in Lisbon” or “affordable website designers in Toronto,” you’ve used a directory, probably without even realizing it.

The beauty of directories is that they provide value at scale. You create a platform that connects people—buyers with sellers, clients with professionals, travelers with experiences and once it’s up and running, you can monetize it in a dozen ways.

But what really makes directory businesses appealing? Recurring revenue.

In addition to the affiliate commissions you can make based on your micro-niche and the products you promote, you can charge monthly or yearly fees for:

• Featured listings
• Premium profiles
• Membership access
• Ad placement
• Sponsored content

And because you’re creating visibility and traffic for others, most are happy to pay, especially in niche markets where exposure is everything.

Why I Recommend Softr + Airtable

There are a lot of no-code tools out there. I’ve used most of them. What makes Softr + Airtable such a powerful duo is their perfect blend of flexibility, speed, and simplicity.

Softr lets you visually build and launch websites (including directories) with drag-and-drop ease, while Airtable serves as your back-end database where all your listings, user data, categories, and filters live. It’s like the no-code version of a custom-built application, minus the headaches.

Plus, Softr has native integration with Airtable, which means every time you add, remove, or update a listing in your Airtable base, your website reflects those changes instantly. No need for syncing or third-party automation, it's seamless.

And if you're planning to scale to multiple directories (like I do), this stack keeps things efficient, repeatable, and easy to maintain.

Step-by-Step: Building a Recurring Revenue Directory with Softr + Airtable

1. Choose a Profitable Niche

This is where most people trip up, trying to build a massive, general-purpose directory. Don’t.

Go narrow. Think “female-led health coaches in Finland” instead of just “health coaches.” The more specific your niche, the easier it is to dominate search results, attract loyal users, and create meaningful value.

Ask yourself:

• Who is underserved online?
• What audience needs a curated, trusted list of providers?
• What kind of listings would people pay to be featured in?

2. Structure Your Airtable Base

Think of Airtable as your control center.

Set up your database with fields like:

• Business Name
• Description
• Location
• Category/Tags
• Contact Info
• Images/Logo
• Membership Tier (free, featured, premium)

You can customize these fields depending on your niche, but this structure gives you a great start.

One important tip: use Single Select fields for things like category or tier—this makes filtering and search easier in Softr.

3. Build Your Front-End with Softr

Now the fun part - bringing your directory to life.

Softr allows you to connect directly to your Airtable base and visually display your listings. Use a “List” or “Grid” block to show the directory, and set filters so users can easily sort by location, type, rating, etc.

Customize:

• Landing Page: A clear value proposition (who it’s for, why it exists)
• Browse/Explore Page: Filterable list of entries
• Individual Profile Pages: Dynamically generated from Airtable (great for SEO)
• Submission Form: Let users request to be added
• Login/Membership: Gate premium content or features for paying users

You can drag, drop, and tweak everything without touching a single line of code.

4. Set Up Monetization (Here’s Where Recurring Income Starts)

Once your directory looks great and works smoothly, it’s time to turn it into a revenue stream.

You can monetize by:

• Charging for premium listings – use tools like Stripe + Outseta or Memberstack for payments
• Creating tiered access – basic users see limited info; paying users see full profiles or extras
• Offering upsells – featured spots on the homepage or newsletter mentions
• Running display ads – especially if your traffic grows

Softr supports gated content, so you can restrict access to premium listings or extra features depending on membership level.

Pro tip: Add a Zapier automation so when someone upgrades to a paid listing, their Airtable record is instantly updated, changing their tier and unlocking features on your site automatically.

5. Drive Traffic and Build Trust

Directories aren’t a “build it and they will come” kind of project. You need to consistently drive traffic and build trust in your niche.

Some methods I use:

• SEO – Each listing has its own URL. Optimize titles and meta descriptions.
• Partnerships – Collaborate with influencers or creators in the niche.
• Lead magnets – Offer a free “Top 10 [X]” guide in exchange for email signups.
• Instagram, TikTok, Pinterest – Great for visual niches like wellness, events, or creative industries.

Bonus: Done-For-You Directory Build (Let Me Handle It)

If this all sounds great but you'd rather hand off the tech stuff and just get a beautiful, revenue-ready directory built for you, you're in luck!

I offer a done-for-you directory build service where I set up your Airtable, design your Softr site, and help you monetize from day one. Whether you already have a niche in mind or need help choosing one, I’ll walk you through every step (or just do it for you, honestly).

Just reach out and we’ll turn your idea into a launch-ready directory—without the overwhelm.

Final Thoughts

No-code directory sites are one of the most underrated online business models out there. And when paired with a clean stack like Softr + Airtable, you’ve got a low-risk, high-leverage way to build something that grows with time and pays you monthly.

You don’t need to be technical. You don’t need a big team.
You just need a good niche, the right tools, and a strategy to monetize it.

If you’re ready to get started or want help building yours, I’d love to connect.
Your idea deserves to exist, and with a little support, it could be the start of something big...and meaningful.