Spanish for law firms: built in Spanish, not translated

The Spanish program is how your firm reaches Spanish-speaking clients properly: Spanish ads, pages and intake checks, written by native writers, checked by a second, approved by your attorney, and reported on their own line every Monday. It is included in the Full Ads and Full Service packages and can be added to any other plan.

Why it matters

• The demand is large. California has 16.1 million Hispanic residents, Texas 12.6 million and Florida 6.7 million (Pew Research Center). About 44.9 million US residents aged 5 and over speak Spanish at home, and 18.4 million of them speak English less than “very well” (Census ACS 2024).
• It’s local. Spanish is spoken at home by 28.8% of Californians, 28.2% of Texans and 23.4% of Floridians aged 5 and over (Census ACS 2024).
• It’s bilingual. 71% of US Latinos speak English proficiently, and 68% speak Spanish at home (Pew Research Center). Many people search in one language and want to talk in the other. The whole path has to work in both.
• The risk is real. Hispanic workers suffered 1,229 of the 5,070 workplace deaths in the US in 2024 (BLS).
• Google changed the rules. Since September 2026, Google matches search ads to the language of the search, instead of letting advertisers target languages (Google). Spanish searches go to firms with Spanish ads and pages. Firms without them simply don’t show.

Built in Spanish, not translated

Translation turns English sentences into Spanish ones. Transcreation writes for a Spanish-speaking reader from the start: what they search, what worries them, how they’d say it. We write Spanish fresh, in neutral US Spanish with the formal usted, in words that read naturally to readers whose families came from Mexico, Central America, the Caribbean or South America: carro, celular, computadora, never the Spain-only words.

Every piece goes through the same steps:

1. A native professional writes it.
2. A second native reviewer checks it, for meaning, tone and legal terms.
3. A second person writes a side-by-side English back-translation, so your attorney approves knowing exactly what it says.
4. Your attorney approves the exact Spanish version.

No machine translation, and no AI drafting, for any Spanish we publish.

What the program covers

Search

• A Spanish search map: the Spanish terms people use for your practice, searches that mix English and Spanish, common misspellings, and the terms to block.
• Spanish campaigns with their own budgets and values. Google’s value rules can’t tell languages apart (Google), so Spanish campaigns carry their own conversion settings, and Spanish signed cases teach the bidding on their own.

Pages

• Spanish landing pages and practice pages, written fresh and paired with their English versions so search engines show the right one. Google says it judges a page’s language from its visible text and tries to match the searcher’s language (Google).
• Trust content. Many Spanish-speaking clients need plain explanations before they call: how a contingency fee works, what it costs if a case is lost, and how their information is protected. Immigrant clients in particular may distrust contingency fees or fear immigration consequences (podcast). Pages answer those questions directly.

Intake

• Spanish calls graded by native graders on the same rubric as English calls.
• A Spanish test call, with your written consent, to see what a Spanish speaker meets when they call, in and after hours.
• “Speaks Spanish” only when true. Local Services Ads and your Business Profile say your firm speaks Spanish only if a Spanish speaker can serve the caller during the hours listed.

Social and video

Spanish creative for Meta and YouTube, where your plan includes them, made from your firm’s own footage and written by native writers.

The rules for Spanish ads

• Required statements in every language an ad uses. Texas requires required statements to be made in each language used (State Bar of Texas); several other states do too, and it’s our default everywhere.
• English translations for filings. Florida requires an accurate English translation of any non-English part of a filed ad (Florida Bar). We prepare it with the filing packet.
• Language claims must be true. California allows an ad to say a firm serves clients in another language only if a lawyer there can provide legal services in it, or if the ad names the job title of the person who speaks it (State Bar of California).
• Never “notario.” In much of Latin America a notario is a lawyer; in the US a notary isn’t. We never use the word in a way that could suggest a non-lawyer can give legal help.
• No stereotypes, in words or images, and no labels most readers don’t use for themselves.

How we measure it in signed cases

Spanish results sit on their own lines in your Monday report, in two views, because they answer different questions:

• By the language of the ad or page we bought, which shows what the Spanish money bought.
• By the client’s preferred language, recorded by intake, which shows who actually signed.

The two differ, because many Spanish speakers search in English and some English speakers search in Spanish. Some vendors claim Spanish leads cost 40% to 60% less (vendor claim); we’ve seen no evidence that holds up, so we never assume it. The report shows what a Spanish signed case costs your firm, and how fast your team answers Spanish calls, side by side with English.

How it changes by practice

• Personal injury: the largest Spanish program for most firms, with trust content on fees and on what happens if a case is lost.
• Employment law: wage and overtime claims, where Spanish-speaking workers are often the clients.
• Immigration: Spanish and often other languages, with plain warnings about notario fraud.
• Family law and criminal defense: Spanish intake that is discreet and calm, often with a relative on the line.

Spanish is part of every service we offer: see Google search ads, law firm SEO and intake monitoring.