If you or someone in your law office speaks Spanish, you probably already serve a number of clients who need to, or prefer to, communicate with you in Spanish. Through your involvement in these cases, you’re probably aware that the growing Spanish-speaking community can be a valuable source of clients for your law practice.
According to the U.S. Census Bureau, about 14% of the San Francisco population is Latino. Other statistics show that about 78% of the Latino population, regardless of their English-speaking proficiency, choose to speak Spanish in their homes.
How do you reach these clients?
Spanish-language Google can be a powerful and economical way to reach highly targeted Spanish-speaking San Franciscans who are actively searching for legal services. Because very few attorneys are taking advantage of advertising to this community in their preferred language, these potential clients can be reached very inexpensively.
As an example, in the above screenshot, if you search for the generic and widely used search term “Abogados” in Spanish Local Google, you’ll find only four advertisers. The same search in English Local Google yields more results, but most of the ads are written in English and would not show if the potential client limited his or her search results to the Spanish language.
Spanish Google is widely used
One California advertiser, targeting clients in both English and Spanish, has found his cost per click for his Spanish language Google ads to be less than half of that of his English ads. Furthermore, he finds that consistently, eight of his top ten performing ads are in Spanish language Google.
Translate your Web site
Of course, if you are advertising for Spanish-speaking clients, as a critical first step, you need to translate the most important pages of your Web site to Spanish so you have a place to which to link your Google ads. Bringing potential clients from a Spanish language ad to an English language Web site is unlikely to lead to many conversions.