Using Social Proof in Your Law Firm Marketing

Have you ever been to a networking event where you weren’t sure how to act? Should you maintain a professional demeanor appropriate for the office, or should you adopt your relaxed, social butterfly persona? Most of us will take our cues from other attendees in this situation, a psychological phenomenon known as “social proof.”

What is social proof?

We look for social proof when we are unsure how to act in a given situation. Put simply, we assume others are more informed, so we copy their behavior.

If you are dining in a foreign country, you may not know what are considered acceptable table manners. Most likely, you will follow the lead of those around you for a while.

We see social proof at work in digital marketing every day. Shop for a new pair of shoes online, and you’re likely to read customer reviews. If your friends on social media recommend a blog post, you’re more likely to read it.

Conversely, a lack of social proof indicators can make you distrust your own judgment. We feel more confident about our decisions if we know that someone else has had a positive experience with a product or service before.

What does this have to do with marketing your law firm?

Social proof indicators can be used to nudge website visitors in the right direction. Show website visitors that past clients approve of your law firm, your lawyers and your legal services, and you’re more likely to land that new client.

Here are some ways to use social proof marketing strategies for new client acquisition.

  1. Client testimonials. Most law firm websites include testimonials somewhere on the site and for good reason. These are direct quotes from real clients saying great things about your law firm, and clients can praise you in ways that you can’t really accomplish with your own content.
  2. Online Reviews. When we talk about online reviews for lawyers, we’re talking about those client reviews left on 3rd-party websites like Google or Yelp.
  3. Peer endorsements. Clients aren’t the only ones who can say nice things about a lawyer. Other attorneys or professional colleagues can also provide insight into your legal skills.
  4. Awards badges. Most online awards for lawyers are ego bait, but there are some awards that you’ll want to brag about if your law firm wins one.
  5. Case studies. Highlight your best wins on your site with case studies, which can be a great way to tell a story about your success.
  6. Verdict announcements. These are popular with personal injury attorneys because the huge settlement numbers are encouraging, but verdict announcements can be used by lawyers in many different practice areas.
  7. Press mentions. When your firm or an attorney gets positive press, be sure to note this on your website, either in a blog post or a “Press” page.

Social proof is critical for SEO

Social proof is important for law firm SEO because of Google’s quality standard referred to as E-A-T (Expertise, Authoritativeness, Trustworthiness). Google looks for social proof as a measure of authoritativeness because it’s an indicator that others see you as an authority in your practice area.

Call 678-824-5560 for a free initial consultation if you need assistance with online marketing or local SEO for lawyers.

Related Articles

ABOUT THE AUTHOR

Avatar

Laura Sultan

Laura Sultan is a veteran at creating successful SEO strategies that grow small businesses. She founded Paramaya Web Consulting in 2001 and has established herself as a respected SEO professional specializing in SEO for law firms. Laura is proud to call Atlanta home where she lives with her family on a small urban farm. Outside the office, Laura enjoys gardening, hiking, birding, and nature photography.

  • Repurposing Content for an SEO Boost

    Repurposing Content for an SEO Boost

    Content is at the heart of successful online marketing for any law firm, but you may struggle to push out new content on a consistent basis. Maybe you’re a solo lawyer trying to grow your own law firm through content marketing. Perhaps you’re an in-house marketing director managing content ...

  • Using Social Proof in Your Law Firm Marketing

    Using Social Proof in Your Law Firm Marketing

    Have you ever been to a networking event where you weren’t sure how to act? Should you maintain a professional demeanor appropriate for the office, or should you adopt your relaxed, social butterfly persona? Most of us will take our cues from other attendees in this situation, a psychological ...

  • The Importance of Reviews and Reputation Management for Lawyers

    The Importance of Reviews and Reputation Management for Lawyers

    When it comes to establishing your law firm’s online reputation, customer reviews matter more than you may realize. Pre-internet, people depended on recommendations from friends, family, or neighbors when they needed an attorney. Now they can access hundreds of reviews with a single click to help them make their ...