CASE STUDY

Litigation firm overcomes language barrier and grows practice using Abogado.com

FIRM NAME: Katz Melinger PLLC
LOCATION: New York, NY
SIZE: Five attorneys
PRACTICE AREA FOCUS: Employment Law, Civil Litigation, Real Estate Law

Katz Melinger PLLC has established a successful practice by staying up to date on the latest legal changes in New York’s complex employment law environment. Kenneth Katz, the firm’s principal attorney, knew that working in an ever-shifting employment law landscape required discipline and creative solutions.

A few years ago, Katz Melinger had the chance to represent a couple Spanish-speaking clients, but didn’t have the benefit of a staff member or attorney who could translate. While they were able to take on the clients despite the language barrier, Katz saw the potential in the New York metro area. In response, the firm hired bilingual paralegals and attorneys and determined to start marketing directly to Spanish-speaking consumers. Up to that point, a few cases would trickle in and the attorneys would do their best to properly represent their Spanish-speaking clients, but a defined strategy wasn’t in place.

“If they came in and we had someone who could help, we did, but we weren’t really targeting it,” said Katz. “That’s because we didn’t have the ability to service them like I wanted. If we got in a volume of Spanish speakers, I didn’t want to have a paralegal and an attorney working on the same thing with a paralegal as just the translator.”

Meeting with his FindLaw marketing consultant, Katz knew where the firm was at with bilingual attorneys and wanted to know how they could expand the firm’s digital footprint to an underserved audience in the surrounding New York area. With a focus on getting the right clients, the firm launched a multi-faceted strategy to expand into where Spanish-speaking consumers were searching and doubling down on its online legal directory presence.

Kenneth Katz

“Our relationship with FindLaw is extremely collaborative. Personally, I work closely with our FindLaw team to stay on top of the latest trends, and we’re always looking for new ways to enhance our online presence.”

Kenneth Katz
Our relationship with FindLaw is extremely collaborative. Personally, I work closely with our FindLaw team to stay on top of the latest trends, and we’re always looking for new ways to enhance our online presence.

Kenneth J. Katz, Principal

Katz Melinger PLLC

Committed to reaching Spanish-speaking consumers in need of help with employment law issues, Katz Melinger partnered with the FindLaw team to capitalize on the opportunity to expand the firm’s potential client base among the growing Spanish-speaking demographic. Their approach included:

Increased Online Visibility: Paired with the firm’s strategy to hire as many bilingual attorneys and staff members as possible, Katz invested in an online profile on Abogado.com for the law firm and individual attorneys. By placing its brand on the Abogado.com directory, the most searched site for legal information in Spanish and the highest volume legal directory for Spanish-speaking consumers, the firm gained immediate credibility. And having a professionally made, dynamic website, which meets SEO standards and is mobile-optimized, meant potential clients coming to their site had an easier process for contacting an attorney.

Aiming for the Right Clients: Because the firm saw a large uptick in contacts, they invested even further in the Abogado.com directory by purchasing exclusive placements with TopSpots directory ads. By doing so, they were able to target clients in specific practice areas and regions. And they’re seeing results. “We know we can get a higher percentage of calls from Spanish speakers compared to the money we pay for it,” Katz said. “We’re seeing a high return on investment.”

Expanded Advertising Presence: Putting together a series of Google and Bing pay-per-click (PPC) ad campaigns in Spanish targeted at plaintiff employment litigation, Katz Melinger saw an increase in landing page traffic that provided potential clients with an easier process to contact the firm, leading to a better return on investment. “We found that our Spanish ads are significantly more effective and efficient than the non-Spanish ads we run,” Katz said.

 

The results

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Impressions to their directory presence have increased by 22 percent in the last year and contacts to the firm increased by 20 percent during the same time period.

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Katz Melinger saw a 20 percent increase in PPC clicks year-over-year (YOY) and a 70 percent uptick YOY in PPC-related contacts to the firm.

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