When someone faces a legal challenge, whether it be a divorce, landlord-tenant dispute, business formation, or a criminal charge, what they need most is a good attorney. Unfortunately, Hispanic lawyer marketing has not kept pace with the numerous legal marketing campaigns targeted at other population segments. As a result, Spanish-speaking people often find it difficult to locate a lawyer who speaks and understands their language.
If you are a Spanish-speaking attorney or offer interpreters as part of your legal services, there are numerous benefits to being listed on Spanish-language legal directories.
1. Spanish-Language Legal Marketing Can Broaden Your Client Base
The 2020 U.S. Census Bureau report indicates that the Hispanic population reached 18.5 million in 2019, making Hispanics the most significant minority in the country. Among nations that have minority Spanish-speaking populations, the United States also has the largest number of Spanish-speaking residents. An estimated 52 million people currently speak Spanish in the U.S.
With a rising Hispanic influence and the increasing number of U.S. residents speaking Spanish, there is an ever-expanding need for Spanish-speaking attorneys. According to a recent report by marketing firm Claritas, total annual spending by U.S. Hispanic households was projected to reach $978 billion, higher than any other minority consumer group. All this means that the Hispanic community offers enormous economic opportunities for lawyers and law firms who know how to effectively market to them.
Including your firm in Spanish legal directories such as Lawyers.com/espanol, allows you to target the growing Hispanic population and significantly broaden your client base — even beyond those who may reach out to you directly from your listing. Historically, Hispanics are very loyal to their beliefs, friends, and family. Lawyers who focus their marketing efforts on Hispanic communities and commit to them through Spanish-speaking advertisements will likely not only be embraced by their new clients but also recommended to their family and friends.
Simply put, Spanish language legal directories offer you an excellent opportunity to reach a greater number of individual Spanish speakers in need of legal services while growing your law firm in the process.
2. Online Advertising Better Targets the Hispanic Market
The Hispanic-focused advertising firm H Code reports that U.S. Hispanics now prefer digital and social channels over traditional means of shopping and communicating. 68% of Hispanic internet users are active on social media sites. Approximately 23 million Hispanics use Facebook, and an increasing number are turning to Twitter and Instagram.
With a 2.3 million GDP as of 2019, the rapidly growing U.S. Hispanic market cannot be ignored, but you need to reach them where they’re at. Print and television advertisements tend to be seen by older generations, but the average age of Hispanics in the U.S. is 28. This younger demographic is much more likely to look for reviews and recommendations of services online.
As the Hispanic marketplace continues to grow, it’s increasingly important to make sure your law firm has a Spanish-language presence online. Even for those who are fully bilingual in Spanish and English, having your law firm pop up in Spanish-language search results shows you’re targeting their community specifically, something that the H Code report shows they appreciate.
3. Speaking the Same Language Earns Clients’ Trust
A good measure of any lawyer’s success is their ability to connect with clients and understand their goals. To do so successfully, you must develop a relationship with your client built on trust. If the communications between you are lost in translation, you may never fully develop that trust. By marketing to Spanish speakers directly, you emphasize your commitment to understanding your client’s culture and speaking their language.
In many cases, listing your firm on a Spanish-language directory may help develop a sound relationship with your client even before you meet with them. When you have a Spanish-language listing, more prospective Hispanic clients will be able to review your experience and credentials in their native tongue, picking up on nuances that they might not otherwise detect in a non-Spanish listing. By focusing your time, energy, and marketing dollars on Hispanic law firm marketing, you demonstrate that you value and respect their community. You’ll be showing you have a genuine understanding of and desire to represent their legal interests.
Legal matters can be complicated and confusing for anyone dealing with them for the first time. For someone with Spanish as their first or primary language, these legal matters can be even more challenging. Spanish speakers understand this and will typically prefer to communicate with an attorney who speaks their language. Clients are much more likely to be satisfied with the outcome when they know they’re understood.
Be the Lawyer Who Speaks Your Client’s Language
The Hispanic community is breaking population growth records and leading the way as the U.S.’s dominant minority market. In addition to the numerous other products and resources they can find online, Hispanics need and deserve capable legal representation, and they should be able to find it in their native tongue as easily as anyone else.
If you are a lawyer looking to better reach the Hispanic market, the time is now. By focusing on Spanish language legal marketing, you provide Hispanics with ready access to legal services in their community. In turn, you reap the rewards of an expanding legal practice and greater client satisfaction. When your client is happy with their results, you both win.
If you’re looking for a place to connect your law firm with the Spanish-speaking community, consider listing your firm on Lawyers.com/espanol. Here you can take advantage of the growing opportunity to provide Spanish-speaking attorney referrals to potential clients. To further the goal of connecting as many Hispanics to a qualified Spanish-speaking attorney as possible, the site provides free listings for all Lawyers.com subscribers.