Serve Spanish-Speaking Clients: Bilingual SEO and Content That Performs

Reaching Spanish-speaking clients is no longer a “nice to have” for U.S. law firms; it’s essential. Millions of potential clients search for legal help every year in Spanish, and many will choose the firm that not only speaks their language but also respects their culture, understands their concerns, and provides clear, trustworthy information.

But bilingual marketing is more than translating a few pages. To truly perform in search and turn Spanish-speaking users into clients, you need the right site structure, the right content, and the right review process.

Subfolders vs. Subdomains: Which One Should Your Firm Use?

One of the first decisions in bilingual SEO is where to put your Spanish content on your website. There are two common choices:

Option A: Subfolders (recommended for most firms)

Example: yourfirm.com/es/

Using subfolders means your Spanish content lives inside your main website. For most small or mid-sized law firms, this is the best SEO option.

Why subfolders usually perform better:

• All authority goes to one domain. Every backlink, blog post, and page strengthens your entire site, including Spanish content.
• Easier to manage. You update one website, not two different systems.
• Simpler for Google to understand. Google clearly sees one brand serving two languages.
• Lower cost. No need for a separate hosting setup or tech maintenance.

Option B: Subdomains

Example: es.yourfirm.com

Subdomains separate the Spanish content from the English site.

Why subdomains are rarely recommended:

• Google may treat the subdomain as a separate website.
• You need to build SEO authority from scratch for both languages.
• It requires more technical setup and higher maintenance.

Use subdomains only if you already have a large marketing team, need different designs and/or languages for different regions, or have compliance requirements that demand separation.

How to Properly Localize Practice Pages

Spanish-speaking clients need more than a simple word-for-word translation of your English content. They want pages that look like they have been written specifically for them, not copied from an English version. Proper localization ensures that your content is culturally relevant, easy to understand, and genuinely helpful to your audience.

One key step is adjusting for cultural expectations. Spanish-language legal searches often include requests for more detailed explanations about legal rights, questions about immigration status and how it may affect a case, and concerns about cost, including whether the first consultation is free. Your Spanish pages should reflect these realities clearly and respectfully, providing information that directly addresses these common concerns.

It is also essential to match the search phrases that real users type into search engines. Spanish-speaking users often carry out a search using different structures, such as “abogado cerca de mí,” (lawyer near me) “abogado de accidentes en Las Vegas,” (personal injury lawyer in Las Vegas) “qué hacer después de un choque,” (what to do after a crash) or “lesiones por accidente de auto indemnización" (car accident injuries compensation). Incorporating these phrases naturally into your content helps improve search visibility and ensures users can find your firm when they need legal assistance.

Finally, use a reassuring, friendly tone throughout your Spanish-language content. Add clear explanations, a warm, community-centered voice, less legal jargon, and step-by-step guidance. This approach makes your content feel approachable and trustworthy, helping potential clients feel confident reaching out to your firm.

FAQs: Why They Matter and How to Localize Them Properly

FAQ sections are particularly important for Spanish-speaking clients, who often consult them more frequently than English-speaking users. These sections help provide clarity and reassure potential clients that the firm understands their specific concerns. Properly localized FAQs go beyond direct translation to address the actual needs and questions of Hispanic audiences.

When creating Spanish-language FAQs, focus on questions that reflect common concerns, such as: “¿Cuánto tiempo tarda un caso de accidente?,” (how long does a personal injury case take to settle?) “¿Puedo recibir atención médica sin seguro? (can I get medical treatment if I don't have insurance?),” or “¿La consulta realmente es gratis?” (Are consultations really free?)

Simply translating English FAQs may fail to address these real-life concerns, so it is essential to tailor questions to the audience.

Answers should be simple and written in a human, approachable tone. Avoid complicated legal terminology unless you provide a clear explanation. For example, instead of writing “El estatuto de limitaciones se aplica en todos los casos,” (the statute of limitations applies to all cases) a better approach would be: “Hay un tiempo límite para presentar su caso. Cada estado tiene un plazo diferente, por eso es importante hablar con un abogado lo antes posible" (there's a time frame for filing your claim. Each State has a different time limit; that's why it is crucial to speak to a lawyer as soon as possible).

Finally, use short paragraphs and clear formatting to make the content easy to read. Write text that is digestible, respectful, and direct, which helps build trust and encourages potential clients to engage with your firm.

Quality Control: Who Should Review the Spanish Content?

For Spanish legal content to be accurate and culturally relevant, the review process should involve multiple layers of expertise. A native Spanish-speaking writer should be able to create content that feels natural and culturally appropriate.

A bilingual attorney or legal assistant should then review the material to confirm legal accuracy and ensure that no statements violate state bar advertising rules. Additionally, a bilingual SEO or content strategist can optimize keywords, headings, and overall structure to support search visibility without resorting to keyword stuffing.

Finally, a dedicated editor should review the content for grammar, tone, formatting, and clarity. This multi-step review process ensures that the content is not only legally accurate but also persuasive, culturally appropriate, and effective at reaching Spanish-speaking clients.

Call Actionable Agency for a Quality SEO Strategy

At Actionable Agency, we are a law firm marketing agency that provides our clients with extensive marketing options and the expertise needed to boost your law firm's online visibility.

Contact our marketing team today if you're interested in increasing your reach and generating new leads. We are here to help you create strategies that will set your firm apart from the competition. Call us at (855) 206-9689 to get started.