Coral Gables · Immigration law firm
Turning Spanish-language search into booked consultations
A multi-attorney immigration practice on Miracle Mile had English content ranking well and Spanish content that barely existed — despite most inbound calls arriving in Spanish.
The situation
Where the engagement started
The firm had one generic "Español" tab bolted onto an English-first site — a single page trying to cover family, employment, and asylum law in translation-memory Spanish that read like it had been run through a tool, because it had.
Meanwhile call logs showed nearly half of new-client calls were conducted primarily in Spanish, and none of that demand was reflected in how the site was structured or how pages were written.
What we did
The workstreams
Bilingual keyword mapping
Separate keyword research for English and Spanish queries — not a mirror of the English list translated, but actual search behavior in each language, including regional phrasing common among Cuban, Venezuelan, and Colombian searchers in South Florida.
Practice-area pages, built as pairs
Every practice area — family-based petitions, work visas, asylum, naturalization — got a dedicated English page and a dedicated Spanish page written independently by a bilingual legal copywriter, not machine-translated, with hreflang tags linking the pair.
Consultation-focused page structure
Each page was rebuilt around the questions a prospective client actually has before booking — eligibility, timeline, documents needed — with a consultation request form above the fold in both languages.
Local citation cleanup
Coral Gables and greater Miami legal directories were audited for NAP consistency and duplicate or outdated listings, several of which still referenced a prior office address.
Results over 9 months
What changed
+165%
Organic sessions to Spanish-language pages
38
Practice-area pages shipped in EN/ES pairs
+70%
Consultation form submissions, site-wide
Over nine months, organic sessions landing on Spanish-language pages grew 165% as the new practice-area pages indexed and began ranking for terms like "abogado de inmigración" variants specific to each case type. Consultation form submissions rose 70% site-wide, with Spanish-language pages accounting for the majority of the increase — confirming the firm's own sense that demand had been there all along, just unserved by the site.
This case study is an anonymized composite drawn from typical Coral Gables engagement patterns, not a single identified client. Metrics are illustrative, not guaranteed.
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