When social proof comes from wisdom of the crowd
If 11 people booked this hotel and someone booked it less than a half-hour ago, I should book it!
Once we started looking at how we can apply this type of social proof to Legal Services, one different became apparent immediately. We don't have scarcity like Expedia and Amazon. We won't run out of professional services, at least anytime soon.
In the end, in order to get something out to market quickly and learn, what we did have quickly was the ability to leverage reviews and recommendations of the lawyer and their services. By adding this information, we did see a lift in visitor click thru and heard through usability about the emotional impact users had by seeing that others have recommended the services.