According to the Pew Research Center, Hispanics stream more video than any other demographic. Given that Hispanics are accustomed to rapidly-moving imagery online, attorneys have to be quick to capture the attention of the Hispanic community. In terms of bilingual marketing, that means that your law firm must have a streamlined landing page that makes a compelling value proposition to the Hispanic community…fast.
Two types of landing pages that are effective for generating Hispanic leads for attorneys are click-through pages and pitch pages. Both are direct and to-the-point; they make use of minimal text and imagery and aim to compel your Hispanic leads to schedule a consultation with your firm.Â
The only real difference between click-through pages and pitch pages is that click-through pages tout attorneys’ expertise with engaging images, copy, and videos meant to persuade Hispanic prospects to click a call to action button. Pitch pages, on the other hand, make a quick value proposition (such as a slogan with an accompanying image) and present contact info.
You might think of click-through pages as the modern equivalent of a law commercial on Spanish-language television and pitch pages the modern equivalent as an attorney’s billboard in Spanish. Both are quick and to-the-point; the latter is a little more so.Â
The point of both is to convince the Hispanic lead–as quickly as possible–that you’re an expert in your field, you speak Spanish (or at least have a Spanish-speaking staff), you genuinely care about the wellbeing of the Hispanic community, and you’re ready and willing to help the community with their legal needs.
Regardless of the simplified landing page design your law firm chooses for its Hispanic market outreach, it’s important to A/B test different versions of your landing pages. A/B testing is a fancy way of saying playing around with different variants of the pages: using slightly different verbiage, featuring slightly different images, and, for click-through pages, embedding slightly different videos.
If you have any questions about streamlining your landing pages or any other Hispanic legal digital marketing subject, don’t hesitate to reach out to us.