Linked on Blawg: check.
Indexed on Google: check.
Indexed on Technorati: check.
Lots of inbound links: Not yet.

So we’ve got the ball rolling, but need some important inbound links. One of the best ways to accomplish this is by finding extremely popular blogs and trying to get linked from them. Getting links from the big guys is a great goal to have, but first, we need to examine how these blogs developed the following they have.

I’ve mentioned Blawg.com before, and they are the leader in law firm blog directories. And conveniently, they have a list of the 30 Most Popular Blawgs (as measured by clickthroughts). It’s right at the bottom of the home page.

A Tale of Two Blawgs

1. In Search of Perfect Client Service- This blawg, by Patrick Lamb, is his personal blog, and he explicitly states:

“This is a PERSONAL Blog. The ideas and thoughts are mine. It has nothing to do with Butler Rubin Saltarelli & Boyd LLP, which does not control the content.”

He then goes on to explain that he is a partner at the Chicago firm, and explains what he does at the firm. Take a look at his bio. It’s a great bio, loaded with keywords for his firm. And he does it in a way that does not scream out “MARKETING TEXT!!!!”

And interestingly, I can’t find a single link to his firm. He has taken a very different approach from most Blawgs. His approach accomplishes the following:

1. It lets readers know that he’s not just trying to bait them into checking out his firm’s site.
2. It establishes trust
3. It positions the blogger as an expert in his area

Web site visitors are increasingly jaded and suspicious of what they’re reading. We’ve all gone to sites that don’t fulfill their promise to us. They tell us (through search engine descriptions and ads) they’ve got the answer to our questions. But when we arrive, the answer either isn’t there, or we have to go somewhere else to find the answer.

So we’re all suspicious when we land on a page. We’re always questioning the site’s motivation. What are they trying to sell me?

Though this questioning may be an unconscious process, it’s still going on. We are looking for our apprehension to be eased. And when a guy says “This is my personal blog. I own the content, not my firm,” those questions are answered and we feel more comfortable digesting the content.

But don’t get me wrong. He’s not completely distancing himself from his firm…..instead, he’s trying to initiate a more personal relationship. Instead of a link to his firm, he’s got an “Email me” link, which goes to his firm email account. This is a great move, and it cuts out one step in the engagement process.

So to summarize, Lamb’s approach is:
Look at all this great content. I really know my stuff, and I’m not even plugging my firm at all. And if you’ve got some questions, or need some legal help, contact me directly.

2. May it please the court- This blawg takes a drastically different approach. The content is secondary to the bells and whistles. It’s got a Flash header with his firm’s logo in it. It has a left sidebar with the firm’s name and another logo. It’s got a dropdown with links to other sites the firm produces.

And then it’s got ads. Lots of them.
And links. Lots of them.

Again, another successful, popular site, but with a much different message. Instead of the personal feel of In Search of Perfect Client Service, this sites says “I’m professional.”

Sometimes ads make a blog look more serious and more importantly, legitimate. It can give the unconscious impression: “Wow, law.com advertises on this guy’s blog? It must be good!”

And unlike Lamb’s blog, which is his own, this blog is property of the Williams Law Firm. They tell us this on the bottom of every page. So we know that this is a firm’s site, and it reflects the firm’s message.

Above the footer, there are links to the firm’s overview, philosophy, practice areas, and range of services.

Conclusion:
These are two of the most popuar legal blogs out there, and they are almost direct opposites. I’m not saying one is better than the other….not at all. Instead, I’m just pointing out that there’s not one cookie-cutter approach to having a successful legal blog.
Though it may seem like an intangible detail, really think about what your blog is telling your visitor. Is your blog giving the message you’re hoping to give?

Popularity: 2% [?]