“There’s a story that keeps coming up in conversations with attorneys who’ve run paid media in markets with large Spanish-speaking populations.
A firm ran ads for six months. Consistent budget, solid targeting, decent results — all aimed at English speakers in a zip code that was 60% Spanish-speaking. Meanwhile, a competitor launched a single Spanish-language campaign. Thirty days. The competitor moved into a position the first firm had spent months trying to build.
The first firm didn’t have a bad strategy. They had the right market and the wrong language.
This happens more than most attorneys realize, and it usually gets filed under “our ads didn’t perform” without the more useful question: who were we actually talking to? If the majority of people in a given area consume content in Spanish — on their phones, on social media, on the radio — an English-only campaign isn’t reaching most of that market. It’s reaching whoever’s left.
Language isn’t a creative decision. It’s a targeting decision. And in markets where Spanish is the primary language of daily life, treating it as optional is the same as leaving cases on the table.“
– Hugo E. Gomez, Founder (Abogados NOW)
Watch this video on how to make Spanish Language Landing Pages that actually converts:
Why Most Hispanic Landing Pages Fail — And the 7 Conversion Killers Killing Your Cases