How 'English with Lucy' Grew to 7-Figures Without Google

Introduction

In mid-2016, Lucy Simkins started a YouTube channel called ‘English with Lucy’ while still at university. No big ad budget. No SEO tricks. Fast-forward to today: 11.1M YouTube subscribers, half-a-billion video views, and well over 1.5M followers on Instagram alone. She’s built a high-margin, 7-figure business—all without depending on Google search. Here’s a look at how Lucy used consistency, diversified platforms, and smart email funnels to achieve what many think is impossible.

Origins and Growth

Lucy began as a part-time creator. She used a simple spreadsheet to plan long-form video topics and experimented with short clips for TikTok. By 2021, she was selling her first paid English course and landed a $60 sponsorship deal. Each quarter brought new milestones: 1M, 5M, 10M subscribers. Growth wasn’t overnight, but a result of tracking ideas, iterating formats, and listening to her audience.

Content Creation Process

Her workflow is tight. Brainstorm in Google Sheets, design lead magnets in Google Slides or Canva, script with a teleprompter, then hand off to editors who specialize in long or short videos. Lucy splits content into three buckets: algorithm-pleasing clips to win reach, subscriber-pleasing lessons for her core audience, and passion projects to keep her motivated.

Platform-Specific Tactics

Every platform gets a custom ending, distinct CTAs, and a dedicated teacher on camera. YouTube remains her bread-and-butter. Instagram, via ManyChat chat bots, drives lead magnets. TikTok delivers views but fewer conversions. Facebook Reels add audience diversity but low purchase intent. Lucy leans into what works and minimizes time on underperforming channels.

Email Marketing and Funnels

ConvertKit powers her newsletter. Weekly emails include freebies—PDFs, exercise packs—with QR codes across social. Deadline Funnel injects urgency in promotions. By segmenting lists by proficiency and geography, she keeps open and click rates high. Front-loaded CTAs in videos feed subscribers directly into her top-of-funnel lead magnets.

Performance and Optimization

Sponsorships, course sales, ads, and affiliate deals all layer into her revenue. She’s tested order bumps (+10% revenue), upsells, and retargeting ads to recover lost carts. Despite minor SOP gaps and funnel leaks, the business churns out 7 figures annually, proving that non-Google strategies can scale fast.

Lessons Learned

A tight process beats ad hoc creativity. Specializing editors, platform-tailored CTAs, and an email-first mind-set create a self-reinforcing loop. Growth stems from satisfying new viewers, retaining subscribers, and nurturing them through targeted sequences. Lucy’s story reminds creators that persistence, structure, and multi-channel play trump any single-platform reliance.