The key to moving readers from occasional browsers to habitual followers lies in being consistently useful—and making it easy for them to keep coming back...
For many authors, the first moment of connection with a potential client or key business contact often starts with a simple act of discovery.
Someone searching for legal insight stumbles upon an article, alert, or analysis that answers a pressing question. Or, discovery happens when JD Supra delivers your content to a subscriber’s inbox—someone who has signed up to follow specific topics they need to know about, like employment law, intellectual property, or regulatory updates. In that moment, the person behind the post has succeeded in being helpful, visible, and relevant.
But what happens next?
The real opportunity isn’t just to be found—it’s to be followed.
Discovery is the spark, but habit is the fire that builds trust, authority, and lasting relationships. Turning that one-time reader into someone who habitually turns to you for insight is how thought leadership truly delivers value.
From One-Time Reader to Loyal Follower
The key to moving readers from occasional browsers to habitual followers lies in being consistently useful—and making it easy for them to keep coming back.
Here’s how attorneys can make that shift happen:
1. Be Exceptionally Useful—Every Time
Your writing should always deliver on the promise of your headline. Readers find you because they have questions—answer them directly, clearly, and completely. When a reader feels that their time was well spent on your post, they’re more likely to come back for more. As we've said elsewhere: don't write about the law; write about how the law impacts the people you serve.
Tip: Include actionable takeaways in every piece. Readers appreciate insight they can immediately apply.
2. Invite the Next Connection
Don’t leave the next step up to chance. Encourage readers to build a connection with you.
- On JD Supra: Every article allows readers to follow you, your firm, or the topic you’ve written about. Make this explicit—add a line at the end of your post: “Found this insight helpful? Follow me on JD Supra to stay updated and informed on the latest developments.”
- On LinkedIn: Suggest that readers connect with you directly: “Let’s connect on LinkedIn to continue the conversation.” This deepens the relationship and brings your insights into their professional network.
3. Use LinkedIn Sync to Stay Top of Mind
Here’s where technology does the heavy lifting. JD Supra’s LinkedIn Sync makes it easy to stay in front of your audience. Once you’ve synced your JD Supra and LinkedIn accounts, every new piece you publish is automatically shared to your LinkedIn profile—no extra steps required.
This means:
- Readers who discover you on JD Supra and connect with you on LinkedIn will automatically see your future posts.
- Every new post extends your reach as connections engage, like, and share your content.
4. Help Marketers Maximize Engagement
Marketers and business development professionals at your firm can see how your content performs—across JD Supra and LinkedIn—through a single analytics dashboard. This centralized data gives them insight into who’s engaging with your work, which industries are paying attention, and how to fine-tune future content strategies.
By encouraging readers to follow you and connect, you’re not only expanding your audience but also providing your marketing team with richer data to support business development.
The Payoff: Building Trust and Influence Over Time
When readers move from discovery to habit, you shift from being a one-time resource to a trusted advisor in their minds. They’re no longer just looking for answers—they’re looking to you for those answers.
It starts with a simple connection but grows into something far more valuable: visibility, influence, and ultimately, opportunity.
So, the next time you publish, ask yourself: “Am I making it easy for this reader to come back?” Because discovery is great—but habit? That’s where the value lies.