Denver and Big City Attorney & Lawyer Marketing in Spanish

By Rob Coven | October 29, 2011

Many attorneys ask me how they can effectively reach the local Hispanic, Latino and Spanish speaking community in Denver and in other urban centers. Using Denver as an example: The Denver Hispanic population is sizeable; 301,283 which ranks as the 17th largest city in terms of Hispanic population in the United States. Obviously this presents an opportunity for attorneys willing to pursue a market niche few attorneys are marketing to.

Attorneys do not realize the Latino community is looking for legal services presented to them with Spanish content.  That is to say that they want online attorney website information to be in Spanish.  When it comes to discussing their cases face to face with attorneys, most Spanish speakers get by with simple English or bring in a friend or family member more fluent in English to the legal consult with the attorney.

Then why are few attorneys pursuing this market?   The most common reason attorneys give me is that they don’t know how.  They think that because they do not speak the language or because they are of a different culture that marketing to Spanish speakers in Denver and those in other cities, is out of reach.  This is simply not true.  The variables involved in reaching the Spanish speaking community in Denver or any city is not complicated.  It does involve research and working with those who specialize in this marketing niche.  But given that the Latino/Hispanic presence is significant in numbers in Denver and most urban center in the  United States, the limited marketing competition targeting this community  and the sizable potential economic benefits, attorneys should run not walk to this opportunity.

Spanish Language WorkersUnfortunately we know from statistics that Hispanics, Latinos, Spanish speakers are 25-30% more likely to be injured or killed on the job than any other demographic.   This is because of the type of work they do such as construction, gardening and work requiring use of dangerous machinery, work exposed to traffic flows and work requiring heavy lifting. Generally, Latinos are often given the most dangerous jobs at the companies where they work.  They don’t complain because they are grateful for the work opportunity.

Also Spanish speakers are frequently victims of crime and do get into criminal legal trouble themselves. They may also have driving related incidents and accidents connected to driving under the influence, driving without a license etc.  Like any group or community, Latinos need the services of DUI and DWI attorneys.

Generally speaking like other communities and cultures that live in the U.S. Latinos, Hispanics or Spanish speakers need the services of attorneys specializing in personal injury, worker’s compensation, criminal law and attorneys who specialize in DUI and DWI cases.

If Denver and big city personal injury attorneys, (See: an example of a personal injury website directed at Spanish speakers in the Denver area) Denver criminal lawyers and Denver DUI and DWI lawyers would direct their marketing campaign to attract the Latino culture in Spanish, they would find that Spanish speakers are eager to connect with them.

Rob Coven is president and founder of Market To Latinos an online, Spanish language based, marketing and consulting company. He has been working and living with the Spanish speaking and Latino community since 1984. He writes blogs and shares important articles and research on the Spanish speaking population in the U.S. and abroad. Call Rob at 706-850-7555 or

Visit our website: Market To Latinos