Case Study The Law Offices of Hilda Sibrian™

Improve Website-Driven New Signed Cases by 77.5%

Nanato Media understood our brand, they understood our clients, and they communicated all that back to their creative team to improve our business in ways we didn't even know were possible.”

Bryan Sibrian Spokesperson and Director of Marketing, The Law Offices of Hilda Sibrian™

The Client The Law Offices of Hilda Sibrian™

Whether interpreting complex personal injury case law, calculating a claim’s full value, dealing with insurance companies, or proving negligence, The Law Offices of Hilda Sibrian™ have a 20-year history of serving Houston’s Hispanic community.

The firm’s family ethic and diverse, highly skilled legal team offer their clients expert counsel and 24/7 access to Houston injury attorney help. For the Houston Hispanic community, The Law Offices of Hilda Sibrian™ are the difference between misrepresentation and successful legal action.

The Challenge It clearly wasn’t the work of people who think in Spanish

As a law practice with a predominantly Hispanic client base, The Law Offices of Hilda Sibrian™ had a serious communication issue. The firm’s website — designed by an agency with an Anglo focus — wasn’t connecting with its audience. As a result, the firm wasn’t seeing the engagement metrics or client conversions they knew a good site could deliver.

“We track our leads carefully, and it was clear the return on our investment in SEO was poor. Our site just wasn’t relatable — it had no connection to Latino or even Texas culture,” explains Brian Sibrian, the firm’s spokesperson and Director of Marketing. “It clearly wasn’t the work of people who think in Spanish. It was wordy and awkward — like you would expect from Google Translate.”

Understanding the local landscape and recognizing cultural realities In addition to its unrelatable content, the website also had fundamental usability and design issues. In almost every respect, the design and content ignored the firm’s Hispanic roots and the practical needs of its clientele.

“Most Latino households access the web using their phones — they don’t spend time at home or in the office behind a computer,” says Sibrian. “The agency just couldn’t get it right, no matter how many times we tried to explain. Everything, from their web design and on-screen scrolling behavior to their choice of graphics, felt rushed and amateur.”

The Law Offices of Hilda Sibrian™ needed a sympathetic, proactive agency that understood the local landscape, but they were having difficulty finding a proven partnership that had the bandwidth to take them on.

Before

After

The Solution Nanato Media — a responsive partnership for relatable, relevant, and carefully curated Spanish SEO

When Nanato Media reached out to The Law Offices of Hilda Sibrian™ to discuss some opportunities they believed the law firm was missing, the response was lukewarm. The Nanato Media team, however, quickly overcame the firm’s misgivings and built trust through a carefully orchestrated two-year Brand Protection PPC Campaign.

I wasn’t a believer, but once I understood the concepts Natalie and Liel were presenting, and I saw Nanato Media's capabilities, I quickly changed my mind,” Sibrian says. “Tracking the results coming through, I could see the real difference that Nanato Media was making.”

After a major catastrophe that exposed hundreds of people in the community to hazardous chemicals and potential respiratory injury went unacknowledged by their current agency, the law firm decided it was time to address their website’s stagnant content and declining SEO performance.

“The nearby ITC chemical incident was all over CNN, but when I contacted our SEO agency to find out why there was no mention of the disaster on our website or blog, they told me it hadn’t reached their newsfeed,” says Sibrian. “I was dumbfounded. That was when we decided it was time to find out if Nanato Media also did SEO.”

A comprehensive Spanish content strategy and complete site redesign

Working with the firm, Nanato Media developed a comprehensive Spanish SEO content strategy and redesigned and relaunched the law office’s website. The goal of the newly enhanced online presence was to keep potential personal injury clients on the site longer and grow the law office’s business by creating a stronger online connection.

Developing and curating timely, relatable, and culturally relevant content were the keys to achieving that goal. The complete redesign addressed the firm’s issues with the previous site — poor visual design, navigation, and usability.

“I love what Nanato Media have done with the website, improving its ease of use on mobile and tailoring the translations, visuals, and Spanish language content to our clients rather than an affluent Anglo audience that doesn’t need our services,” says Sibrian. “Now we have pictures of our beautiful offices where the old agency used pictures of the Houston skyline. It makes better sense, like our clients, we don’t spend time downtown if we can avoid it.”

No matter how much I like the new site, it all comes down to return on investment, and Nanato Media certainly delivered that. Immediately after we switched over, we saw an increase in business. We started putting up numbers that went beyond my expectations.”

Bryan Sibrian Spokesperson and Director of Marketing, The Law Offices of Hilda Sibrian™

The Results Exceeding expectations — 77.5% percent more new signed cases in 9 months

Nanato Media began its Spanish language content strategy in July 2022 and launched the law firm’s all-new website in September 2022. By April 2023, nine months later, The Law Offices of Hilda Sibrian™ reported a 77.5% increase in website-derived conversions to signed cases.

“No matter how much I like the new site, it all comes down to return on investment and Nanato Media provided that,” says Sibrian. “Immediately after we switched over, we saw an increase in business. We put up numbers that went beyond my expectations.”

By combining user experience and usability improvements with carefully curated and highly targeted Spanish language content, Nanato Media also improved engagement — the average time each visitor spends on the site — by 33.3%.

Finally, the optimized and timely Spanish-language content and improved technical SEO ensured that the right visitors were finding the law firm in their time of need. By enhancing the relevance and relatability of the website, Nanato Media reduced The Law Offices of Hilda Sibrian™’s bounce rate by 11.2%.

“Nanato Media understood our brand, they understood our clients, and they communicated all that back to their creative team to improve our business in ways we didn't even know were possible. I’m excited to see what other services they offer,” concludes Sibrian.