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Hispanic Lawyer Marketing: How to Open Your Law Firm to Spanish-Speaking Clients

Learn some effective marketing strategies tailored to engage and attract Hispanic clients.

11 min


Nov 2, 2023

The Hispanic community is the largest minority group in the United States, with over 63.7 million people representing 19% of the population. However, despite their numerical significance, they often face language and cultural barriers that prevent them from accessing legal services, even in times of need.

This guide details impactful techniques immigration lawyers and general practitioners alike may employ to engage Spanish-speaking clientele through respectful outreach. Furthermore, recent episode of the Grow Law Firm podcast, host Sasha Berson delved into the topic further with the founder of Abogados NOW, Hugo E. Gomez.

Join Sasha Berson as he speaks with Hugo E. Gomez's Advise, Founder of Abogados NOW.

Benefits of Reaching Out to Hispanic Clients

When you make the effort to understand Hispanic clients and craft marketing strategies that resonate with their values, you open your firms to new possibilities. So, let's explore the incredible advantages that await when you embrace the value of engaging with Hispanic clients.

— Large Untapped Client Base

Over 55 million Americans speak Spanish as a primary or secondary language. Furthermore, the Hispanic population is projected to reach 40% of the total US population by 2060, with significant growth expected in the coming decades. This demographic shift presents a unique opportunity for law firms to expand their client base and build long-term relationships within the Hispanic community.

Clients who feel satisfied with your services will refer others within strong familial and social networks, helping your practice deepen otherwise untapped community connections.

Legal client intake is a delicate process and in our guide we explain how to do it right

— Access to Younger Demographic

Besides the large potential client pool, Hispanic consumers wield significant spending power. Recent reports estimate the total annual spending of Hispanic communities is over nearly $1.7 trillion. Furthermore, US Hispanic people prefer digital and social channels over traditional means of shopping and communicating. The former are means to target the younger demographic since they spend their time online, especially on social media.

In fact, according to Nielsen Media Statistics, Hispanic consumers over-index on mobile usage as their primary internet device, more so than the general market in the United States. This means that phones are the primary device for Hispanic consumers, making it a very mobile-first market. Therefore, when you advertise targeting Spanish speakers, you can reach a larger audience where they spend much of their time, such as on social media, Google, or other mobile platforms.

— Diverse Legal Needs and Growing Opportunities

While the immigrant Hispanic population has historically faced issues relevant to blue-collar labor like wage disputes and workers' compensation cases, other practice areas are growing in demand. Estate planning has seen increased interest as multi-generational Hispanic families now own homes, businesses, and other assets to pass down. Entrepreneurship also brings the need for business formations and other commercial law services. Beyond labor law, Spanish-speaking clients regularly require assistance with accident injuries, estate settlement, probate, and various issues common to all.

— Earn Client's Trust By Speaking Their Language

Nothing fosters trust like human interaction on equal footing. Clients choosing a Spanish-speaking lawyer find reassurance in discussing complex matters in their preferred language, unburdened by translation barriers. Optimize your online presence for Spanish speakers, whether it be your website, listing, or social media posts.

"It's like you have to set the expectation that no matter what, for those watching this ad in Spanish, there is a promise made that if you call in, someone is going to answer that phone in Spanish for you."
— Hugo E. Gomez

How to Make Hispanic SEO Work for Law Firms

Law firms looking to tap into the growing Spanish-speaking market may wonder how to optimize their online presence for this diverse and rapidly expanding demographic. The answer lies in Hispanic SEO, a specialized form of search engine optimization that considers the Hispanic community's unique cultural, linguistic, and behavioral characteristics.

Top SEO strategies for a hispanic law firm

If you're ready to take your law firm's online presence to the next level and tap into the vast potential of the Hispanic market, keep reading to learn how to make Spanish SEO work for you.

— Learn More about Your Target Audience

One key difference is language. While some Hispanic people speak English, Spanish is still the primary language for many. This means optimizing your website and online content for Spanish-speaking searchers is important to convey the message.

So, how can lawyers connect with Hispanic clients?

  • Use storytelling in Spanish to show you genuinely understand their backgrounds and challenges. Personal stories that highlight shared experiences can go far in building initial rapport.
  • Prioritize quality translations and inclusive marketing. Imprecise Spanish can damage trust, so have materials reviewed by native speakers. Imagery should reflect the diversity within Hispanic communities.
  • Connect through sources of influence in their lives like churches, community groups, and Spanish-language media partners. Look for opportunities for sponsorship, advertising, and pro-bono legal clinics.
  • Provide a comfortable environment. Factors like bilingual staff, signage in Spanish, and culturally diverse artwork can help Hispanic clients feel welcomed and represented.
"It's like you have to set the expectation that no matter what, for those watching this ad in Spanish, there is a promise made that if you call in, someone is going to answer that phone in Spanish for you."
— Hugo E. Gomez

When researching firms, important factors for Hispanic clients often include:

  • Recommendations from friends/family as they often place a high value on personal recommendations when making decisions about which firms to engage with.
  • Cultural competency of staff and a strong commitment to the client experience throughout and beyond the case acquisition. 
  • Established a reputation within their local community for supporting Latino businesses and residents.
  • Confidence in the protection and handling of their data and the assurance that their document status will be kept confidential.

Taking the time to understand these perspectives will help law firms better serve this key demographic.

— Spanish-Oriented Web Design

When targeting the Hispanic community online, it is crucial to meet users in their preferred language. Spanish speakers may search for "abogado de inmigración cerca de mi" on their browser, so a website and content in Spanish is key to connecting with potential clients.

Here are some best practices to consider when implementing a Spanish-oriented web design for Hispanic SEO:

  • Translate your website into Spanish, ensuring all pages, content, and navigation elements are accurately translated.
  • Conduct thorough keyword research in Spanish to identify relevant search terms and phrases the Hispanic audience uses.
  • Optimize meta tags and descriptions with Spanish keywords to improve visibility in search engine results.
  • Use descriptive and keyword-rich URLs in Spanish that reflect the content of your web pages.
  • Create high-quality, valuable content in Spanish that addresses the specific legal needs and concerns of Hispanic clients.
  • Incorporate culturally relevant elements, such as images, testimonials, and case studies that resonate with the Hispanic audience.

Example of Hispanic-Oriented Web Design Done by Grow Law Firm

Omar Ochoa's website, created by Grow Law Firm, is an excellent example of a Spanish-speaking website with a well-executed Hispanic-oriented web design. The website seamlessly combines language localization, culturally relevant content, and user-friendly navigation to cater to the Hispanic audience.

Omar Ochoa
Omar Ochoa's law firm website design in Spanish

With a fully translated website and Spanish keyword optimization, Omar Ochoa's website achieved remarkable results:

Omar Ochoa law firm case
Omar Ochoa's marketing results

Contact Grow Law Firm now to enhance your online presence and reach the growing Hispanic market.

Want to get inspired to create your own law firm website? Then check our top list of Lawyer websites!

— Local SEO Focused On Hispanic Communities

As we have mentioned above, simply translating your website into Spanish is not enough to attract and engage Hispanic clients. The key is to focus on local SEO strategies catering to Hispanic clients' unique needs and preferences.

Local results for hispanic clients
By optimizing your law firm website for local search intent, you increase your chances of ranking in the top 3 Google

Some effective tactics include:

  • Optimizing business listings on map packs with Spanish addresses and descriptions.
  • Creating a Spanish presence and citations for relevant local business directories.
  • Gaining natural backlinks from local Hispanic publications, organizations, and community groups.
  • Publishing locally-focused blog content and press releases on issues important to the Spanish-speaking community in the service area.
  • Capturing Spanish local search intent through citations, directories, and reviews containing relevant keywords.
  • Ensuring consistency across profiles by claiming, verifying, and claiming local citations in Spanish across search engines and directories.
Local SEO for Lawyers is your key to sucess in this competetive business. Check out our expert tips and rise to the top of your local rankings!

— Register for Spanish-Focused Directories

When potential clients dedicate time to research legal services in their language and community, it is important for attorneys to meet them where they search. Spanish-focused online directories provide valuable exposure to those exploring options in Spanish. The thoughtful step to register practice information helps guide such hoping seekers to trustworthy assistance. 

So, what are some of the Spanish-focused directories out there? Abogado.com is a good example of niche lawyer listings for Spanish speakers.

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  • The top website and marketing mistakes holding your law firm back

— Online Ads Aimed At Spanish-Speaking Population

Targeted online advertising allows law firms to connect with potential Hispanic clients facing common issues like family visas or employment law matters. With search queries and social media usage often conducted exclusively in Spanish, rightly positioned ads play a crucial role in fostering this outreach.

Some effective avenues for connecting include:

  • Search ads with relevant Spanish keywords at the local level.
  • Retargeting ads to those who previously viewed the law firm's website in Spanish.
  • Social media ads on platforms popular in Latino communities like Facebook, Instagram, and YouTube.
  • Ads on Latino news/community websites and apps.
  • Ad variation testing to identify which concepts, offers, and designs resonate most. 

One effective approach to reaching Spanish-speaking people is to create culturally relevant content that resonates with their values and experiences. A case study of a personal injury firm in California highlights the importance of creativity in the Hispanic market. The firm produced a high-production video shoot that poked fun at insurance company mascots but adapted the concept for the Spanish-speaking audience by staging a boxing match between the attorneys and the at-fault driver. The video was well-received and highlighted the importance of contextualizing cultural nuances in marketing efforts.

Advertising for lawyers is a huge part of your marekting efforts. Learn how to do it right!

— Venture into the Spanish Side of Social Media

Social media platforms provide a vast and vibrant space where law firms can engage with the Spanish-speaking population, build brand awareness, and establish meaningful connections with potential Hispanic clients. To make the most of Hispanic SEO through social media, here are some best practices to consider:

1. Choose the right platforms: There are several social media platforms that you can use to reach your target audience. Some Popular options include Facebook, Instagram, Twitter, and LinkedIn. Consider the demographics of each platform and choose the ones that best align with your law firm’s goals.

Facebook for hispanic lawyers
Use Facebook for announcing events or placing links to your website in other posts

2. Create high-quality content: Your content should be informative, engaging, and culturally relevant to your Target Audience. Use a mix of videos, images, and text-based posts to keep your followers engaged. Optimize your content with relevant keywords to improve your search engine rankings.

3. Use hashtags: Hashtags are a great way to increase the visibility of your content and attract new followers. Use relevant Spanish-language hashtags related to your law firm’s practice areas and target audience.

4. Engage with your audience: Social media is a two-way conversation, so be sure to engage with your followers by responding to comments and messages promptly. Encourage conversations, ask questions, and provide valuable insights to build relationships and foster trust.

5. Collaborate with influencers: Partner with influential individuals or organizations within the Hispanic community to amplify your reach and credibility. Collaborations can involve guest posts, interviews, or joint campaigns to expand your brand's visibility.

6. Consistency and frequency: Maintain a consistent presence on social media by posting regularly and engaging with your audience. Establish a content calendar to ensure a steady stream of Spanish content that aligns with your overall marketing strategy.

Social Media Marketing for Lawyers can open you to the new audience you've never knew about! Read our guide tp learn how to make most of it!

— Get More Reviews and Testimonials in Spanish

Reviews are very important for law firms to build their reputation. In this case, since the reviews will be in Spanish, potential clients will find you more trustworthy and choose your firm over competitors.

A review in Spanish
An example of a positive review on Facebook

The following are ways to get reviews and testimonials for your law firm

  • Ask satisfied clients for reviews and testimonials in Spanish. This can be done through email, phone, or in-person requests.
  • Provide a Spanish-language review form on your website. Make it easy for Spanish-speaking clients to leave reviews and testimonials.

Once you have gotten the reviews, you need to follow up with a ‘Thank You.’ After that, you have to manage the reviews by

  • Promptly responding to any review comments or questions in the same language as the original review.
  • Monitoring reviews across websites and directories to ensure consistent positive feedback is shown.
  • ​​Keeping review responses professional and consistent with your law firm's brand voice to maintain a positive online reputation.
  • Gently addressing any negative reviews to turn them into learning opportunities.
  • Sharing positive reviews on your website and social media to showcase your law firm's strengths and build trust with potential clients.
  • Using review management tools to monitor and manage your online reviews across multiple platforms.

— Create CTAs, Forms, and Call Services in Spanish

These elements make it easy for prospects to contact you and tackle actions based on the instructions given on the site. They not only improve user experience but also increase the likelihood of engagement and conversion. Here are some best practices for incorporating CTAs, forms, and call services in Spanish:

1. Use grammatically correct CTAs: Ensure that your CTAs are translated accurately into Spanish, using compelling language that motivates users to take the desired action. Consider the cultural nuances and preferences of the Hispanic audience to create effective CTAs that resonate with them. Make the CTAs prominent enough for all screens with buttons labeled "Consulta Gratuita," prompting clients to click to get free consultations.

A CTA in Spanish
An example of a translated call-to-action

2. Spanish language forms: Design and provide online forms available in Spanish. This includes contact forms, consultation request forms, or any other forms relevant to your services. Use clear instructions and labels in Spanish to guide users through the form submission process.

"We hire bilingual marketers who know a tremendous amount of copywriting tactics that speak to different market segments of the Hispanic community."
— Hugo E. Gomez

3. Bilingual phone support: If your law firm offers phone support, ensure you have bilingual representatives who can assist Spanish-speaking callers. Clearly indicate on your website that you provide Spanish language services, and make it easy for visitors to find your contact information.

4. Live chat in Spanish: Implement a live chat feature on your website that offers support in Spanish. This allows users to ask questions, seek clarification, or request assistance in real-time.

5. Localize call services: If your law firm serves specific regions with a large Hispanic population, consider localizing your call services by providing dedicated phone numbers. Answering phones with a warm "Buenos dias/tardes, gracias por llamar" lets Spanish-dominant clients feel instantly at ease.

Expand to the Hispanic Market with Grow Law Firm

As you've learned throughout this guide, prioritizing Spanish-speaking clients can be a game-changer for your business. Furthermore, once you understand the unique needs and preferences of the Hispanic community, you can create a more inclusive and effective marketing strategy that will help you stand out from the competition and attract new clients. But we know that taking the first step can be the hardest. That's why we're here to help.

At Grow Law Firm, we specialize in helping law firms like yours expand their reach and grow their business through digital marketing. Our team of experts will work with you to create a customized marketing strategy that is tailored to your firm's unique needs and goals. We've got you covered, be it website design or law firm SEO and PPC campaigns.

So, why wait? Take the first step towards expanding your law firm's reach and growing your business today. Contact us now to learn how Grow Law Firm can help you succeed in the Hispanic market.

Hugo Gomez

Hugo Gomez

Founder of Abogados NOW

Hugo E. Gomez is the founder of Abogados NOW, a national Spanish marketing agency that helps attorneys reach underrepresented communities. With a passion for empowering marginalized communities, Hugo and his team create high-performing and cost-effective Spanish digital marketing campaigns that help attorneys grow their firms and connect with the communities they serve.

Hugo E. Gomez is the founder of Abogados NOW, a national Spanish marketing agency that helps attorneys reach underrepresented communities. With a passion for empowering marginalized communities, Hugo and his team create high-performing and cost-effective Spanish digital marketing campaigns that help attorneys grow their firms and connect with the communities they serve. As a thought leader in Spanish-speaking consumer behavior in the U.S., Hugo has developed a custom bilingual marketing plan that helps attorneys reach a market that other firms are missing. Under his leadership, Abogados Now has increased the average client ROI by 3.8x and published upwards of 10 million ads per month.

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