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Case Study: Bilingual Legal Marketing

The partners at Scura law firm knew for a long time that the Spanish-speaking community in New Jersey was underserved when it came to their legal needs. There were a lot of scams, and businesses taking advantage of this community without keeping their best interests in mind. The problem was, despite their efforts, they could not find the best way to reach this audience using online channels. They took pride in being “problem solvers clients can trust”, and they wanted to solve the problems of Spanish-speaking clients in need of help with legal matters.

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Objective

The objective was clear: Find ways to reach the Spanish-speaking
community in need of legal services through digital channels and
help guide them with sound legal solutions.

Process

First, we started building content around legal solutions for this community including bankruptcy resources, personal injury guides & more in Spanish. This helped the firm establish credibility by presenting it as a great legal resource for the non-attorney.

Then, we performed a PPC keyword research, analyzing the costs and search volumes. The next step was to create highly-optimized landing pages, and set up PPC campaigns according to best practices.

Then, we performed a PPC keyword research, analyzing the costs and search volumes.

The next step was to create highly-optimized landing pages, and set up PPC campaigns according to best practices.

Camille Casado, a bilingual marketing specialist at Locate Legal described the importance of following this process as: “To effectively engage and earn the trust of the Spanish-speaking community, it’s imperative to deeply grasp their specific needs and the unique challenges they face. Our campaigns achieved significant success by fostering a genuine connection between our attorneys and Spanish-speaking clients, ensuring that communication was not just a transaction but a gateway to understanding and service.”

Content Marketing Examples

¿Qué es un acuerdo de reafirmación y debo firmarlo?

Lo Que Necesitas Saber sobre La Indulgencia Hipotecaria

Donde Creci - Jamal Romero, Esq.

Results

Our strategic approach of reaching the Spanish-speaking community through online channels paid off immediately, with our most efficient PPC campaigns all being in Spanish.

As a result of lower competition for Spanish search keywords for legal matters, these campaigns saw a 30% lower cost-per-lead, helping the firm grow and meet their business goals.

The conversion rate for these campaigns were tremendously high at more than 13%, much higher than industry benchmarks, demonstrating that we were able to establish a high level of trust between the firm and the Spanish-speaking community in New Jersey.

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