Social proof is a powerful tool in your online arsenal – but what is social proof, how does it work, and how can you use it to drive new enquiries to your law firm?
What is social proof?
We’ve been mimicking those around us for as long as we’ve had people around us to mimic. As babies, we start copying adults’ facial expressions early on in life. As we grow older, we continue to look to others as a way to identify what to do and how to act.
Remember the first time you went to a pantomime as a child – how did you know when to boo the baddie and cheer the hero? During your first legal conference, did you watch how other, more experienced professionals approached their peers?
Copying others is a basic part of our evolution.
But it wasn’t until 1984 that author Robert Cialdini gave it a name.
Social proof.
Why does social proof matter for lawyers?
The power of traditional social proof is well-understood by legal professionals: 38% of law firms report the main way clients find them is through family and friend recommendations.
Online, social proof works in exactly the same way. Whether they’re buying a new jumper, switching banks, or searching for legal services, people will naturally try to find what others are saying on the subject.
Done right, it’s an opportunity for legal professionals to attract new business, letting those you’ve helped highlight your expertise. Essentially, social proof acts as a convincer for those tempted – but not yet certain – about engaging your services.
How can legal professionals create social proof online?
The most common example of social proof is the celebrity endorsement. I want to be like that superstar, and that superstar uses product X, so if I use product X, I become closer to my goal.
Simple, effective, and eye-catching.
And almost completely useless to legal services. Unless, perhaps, your brother-in-law is Judge Rinder.
Celebrity endorsements and ‘wisdom of the crowds’-style social media promotion of your firm aren’t usually realistic. Fortunately, there are plenty of other ways your practice can generate social proof online.
On-site testimonials
Your website is one of the first places new enquiries are going to land. Even when using other sites, like The Law Superstore, your next client will visit your website to get a feel for who you are.
Your site is vital for bringing in new business through search engine optimisation (SEO) and for building your legal brand (we’ve explored this in How to build your brand: the basics). It can also be a golden space for social proof.
Add real testimonials from your clients. Keep them brief and highlight the words and phrases that demonstrate what visitors can expect from your service. They’re already on your site, so they’re showing interest. Now you need to show them what others think of your firm.
Prospective clients connect strongly with authentic language written in everyday terms. It feels more real, more relatable – like peeking behind the curtain.
Review and comparison sites
Review sites have become increasingly important in the digital marketplace. As legal consumers turn to search engines to find lawyers (25%, according to the UK Legal Services Consumer Research Report 2021), review and comparison sites are becoming a core part of the client discovery phase.
Review sites are the very definition of social proof. If you want a new vacuum cleaner, you check reviews; if you need a hotel in Benidorm, you visit TripAdvisor. And when you need a legal professional, you look at reviews and ratings on Google Business, social media pages, dedicated legal review sites, and comparison platforms like The Law Superstore.
These platforms continue to grow in popularity. In 2021, 10% of consumers used them to find legal experts (up from 6% the year before). IRN Research described this shift as a potential watershed moment for digital comparison sites – an opportunity for law firms to connect with clients online before their competitors do.
This can be a contentious issue in the legal sector. After all, in an industry of winners and losers, the losing party may not always be inclined to leave glowing feedback.
However, reviews are now an expected part of the modern marketplace. The SRA reports that 45% of consumers would use online comparison tools to find legal providers. A law firm with a review score of 3.2 out of 5 is still far more trustworthy than a practice with zero reviews.
If reviews didn’t drive business, companies like Argos and Amazon would have removed them long ago.
Case studies
Case studies are one of the strongest forms of social proof because they allow you to explore the details of a client’s success story.
Think of them as extended testimonials with a narrative. They’re particularly effective in business law, where executives often want to see clear and persuasive examples of a firm’s work.
The basic structure of a case study might look like this:
- We had X problem. It impacted Y and risked causing Z.
- Luckily, we found 123 Law.
- Because they’re experts in A, they helped us achieve B.
- We can now do C, thanks to 123 Law.
Readers of case studies are often in the decision-making stage. They already know they need a lawyer and have likely narrowed their options to a shortlist. Now they just need to choose the right one.
Partner & expert-led content
Most law firms won’t receive endorsements from celebrities. But insights and commentary from recognised experts are much more achievable.
Unlike testimonials and reviews, which provide an everyday perspective, expert-led content delivers another form of social proof: authority.
Despite the common saying, people do listen to experts. When Jack Kelso says, “You have to see this,” we may shrug. But when Professor Kelso says the same thing, we instinctively pay attention.
High-profile bloggers, social media influencers, and respected business leaders can provide this kind of expert endorsement. Their opinions carry weight because they are backed by experience, credibility, and often a built-in audience.
You can also use the expertise within your own firm. What insights can your partners share? What questions can they answer? By doing so, you not only build social proof but also demonstrate your knowledge and value to potential clients.
Extra tip: accreditations are another effective social proof tool for reinforcing authority. Display them clearly on your website so new clients can quickly see what sets your firm apart.
Reach more clients the smart way
The most successful law firms combine both offline and online social proof to build a strong reputation around their services.
If you’re looking to boost your online presence, The Law Superstore is designed to put your firm in front of people who need legal expertise and are actively searching for help.
But don’t just take our word for it. Trusted by law firms across England and Wales, The Law Superstore supplies 5000 leads every month and generates over £1m revenue for partners including Stowe Family Law and Slater and Gordon.
Start your trial today with 50% off your first 3 invoices. Discover how online legal lead generation can work for your firm.
