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.
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.