Hispanic Family Law Marketing

In the competitive arena of family law, it’s always a great idea to explore ‘uncharted territory,’ or in simple terms, start breaking into specific markets that the legal industry has traditionally passed over. One such market is the U.S. Hispanic market, the fastest-growing demographic in the U.S. with over 62.1 million people as of 2020, about 17.6 million households.

The Latino community is expanding quickly, already comprising about 20% of the total U.S. population. The numbers don’t lie—To ignore such a sizable and profitable market would be an unwise move if your plan is to stay in business. You may have the upper hand in Hispanic family lawyer marketing if you start crafting a strategy that addresses the needs and wants of Hispanic families. Considering that the purchasing power of U.S. Hispanics exceeds $1.9 trillion, this market opportunity cannot be neglected.

Great! You are starting to understand the value of the Hispanic market, the driving force of U.S. culture and economy in your marketing for family lawyer. But beyond building a generic marketing approach, you must consider that Hispanics are an exceptionally diverse and dynamic market. A one-size-fits-all U.S. Hispanics family law marketing strategy just won’t cut it. There are a couple of things you should take into account if you’re committed to winning your local Hispanic market:

Connecting with Hispanic families in your local market is your key to building a successful family law caseload. The best way to earn their trust and become a reliable resource for Hispanic families navigating tough times is to speak their language and culture. This is not to say that you only need to build a Spanish website and call it a day. In fact, there has been a decline in Spanish usage among Latinos in the past decade, so it’s best to immerse yourself in your local Hispanic community and witness their needs and wants first-hand.

In our award-winning book “Beyond Se Habla Español: How Lawyers Win the Hispanic Market,” we dive deep into the different segments of the U.S. Hispanic population divided by their level of assimilation into American culture: Americanizado, Nueva Latina, AmBi-Cultural, Hispano, and Latinoamericana. Each of these segments is characterized by their language preferences, time lived in the U.S., and adherence to Hispanic traditions. Learning the key differences among these segments will strengthen your family law firm marketing.

Your Hispanic potential clients are surfing the net looking for the right family lawyer to handle their unique needs, and you want to be their first option. By creating a bilingual online presence, you can ensure you’ll be in front of your local Latinx market. There are multiple ways you can leverage your English and Spanish online presence. One of the first steps is to build a Spanish version of your website, and we don’t mean translating your English website. We mean literally crafting each page and section with culturally relevant messaging that resonates with the Hispanic community. You can also consider creating Spanish-language content on your blog and social media accounts to increase your visibility.

When it comes to targeting the Hispanic market, family law digital marketing is the most effective approach since Hispanic Americans are hyper-connected to technology and social media. In fact, you’ll do even better taking a mobile-first approach because smartphones are central to U.S. Hispanics’ lives, and many use their phones to make their buying decisions.