Like many immigrant groups in the United States, US Hispanics may not be
entirely familiar with legal services. They may underestimate the value of the
right attorney for both routine and special proceedings within the legal system.
While Latino communities are frequently served by local paralegal services,
attorneys and firms devoted to immigration, potential clients may not be aware
of the broader services available even within their particular community or
neighborhood.
Analyses of their buying patterns shows that US Hispanics
are highly web savvy in searching for goods and services. Does your law firm
target this audience? If not, why not?
The US Hispanic Online
Audience
More than half of the 23 million US Hispanics are Internet
users, on average spending an hour more per week online than their non-Hispanic
counterparts. Latinos are avid users of search tools, tending to type their
queries in English. But given the choice, more than 80% say they prefer sites
with Spanish language content.
If you like this blog please:
Creating bilingual Spanish-English
content on your firm’s Internet site is the best way to harness Latino buying
power. Employing a service for search engine optimization based on a combination
of Spanish and English keywords will ensure that your website comes up high on
any list of search results.
What Factors Influence Legal Services
Decisions Among US Hispanics?
Hispanic communities are highly networked,
and word of mouth is a driving force in Hispanic purchasing. It’s impossible to
buy word of mouth, but it can be earned. Satisfied customers will spread the
word among potential customers. And don’t be afraid to use your web presence as
a means of outreach education: a list of questions in Spanish to ask the
attorney handling the closing on a home purchase, for example, will be
bookmarked by many and those bookmarks will be shared. Similarly, what legal
services might a potential client need from an attorney in starting a small
business? Grandma will download and mail these tips to every cousin who ever
dreamed of starting his own construction business – and they’ll all have your
name on them. Ultimately potential clients will retain the legal services of
your firm based on your reputation, whether from word of mouth, outreach within
the target community, or a visible public profile. Attorneys and firms that
recognize this have a headstart in
marketing to US Hispanics.
