Improve Website Conversion using Social Proof

Ever go to a networking event after hours where you just aren’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 know as “social proof.”

So 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.

What does this have to do with website conversions?

Social proof indicators can be used to nudge website visitors in the right direction.  Show potential customers that other people approve of you, your products or your services.

If you read a blog post and see that over 100 people have “Liked” the post on Facebook, you are more likely to “Like” it yourself. You’ve seen social proof that your own interest in the article is shared by others. Have you ever been hesitant to “Like” an article that has yet to receive any “Likes.” Lack of social proof can make you mistrust your own judgment.

Some common social proof indicators are:

  1. Testimonials from satisfied customers/clients
  2. Celebrity endorsements
  3. Expert reviews
  4. Awards from reputable organizations
  5. Customer reviews or ratings
  6. Social sharing widgets, such as the Facebook “Like” button
  7. Displaying the number of subscribers (if number is large)
  8. Highlight products or services as popular or best sellers
  9. High-profile client list
  10. Professional certifications

Are you using social proof indicators on your website?

Need help with website conversion strategies? Paramaya Web Consulting is a web design company for growing businesses.



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.

  • Storytelling in Law Firm Marketing

    Storytelling in Law Firm Marketing

    In the age of the web and social media, it isn’t enough to give customers the standard “you-should-hire-me-because-I’m-a-good-lawyer” sales pitch and call it a day. When you’re marketing your law firm, you aren’t just pitching your services. You’re also selling your brand, the unique personality of your law firm, ...

  • A female attorney in a suit leans against a counter. She is holding an open laptop with one hand while eating with the other. Text says Improving E-A-T for Law Firm SEO.

    How Lawyers Can Demonstrate E-A-T and Why It Matters for SEO

    You probably depend on search engines like Google to drive visitors to your law firm website and bring in new clients. If so, you know that it can be a challenge to outrank the competition for your target search queries. Law firm SEO is competitive, and search engine optimization ...

  • How to Handle a Lawyer’s Google My Business Practitioner Listing When They Leave Your Firm

    How to Handle a Lawyer’s Google My Business Practitioner Listing When They Leave Your Firm

    Google My Business (GMB) listings are a critical part of any law firm’s new client acquisition strategy. A current, accurate Google Maps or local 3-pack listing can lead potential clients directly to your firm, but an outdated GMB listing can cause problems for your law firm’s local SEO efforts. ...