Bilingual Law Firm Marketing Case Study: The Work Justice Firm Grew Signed Cases 4.8x

Who is The Work Justice Firm and what was the challenge?

The Work Justice Firm had a large Spanish-speaking audience it was not reaching, and it was losing the English market to firms with TV ads and billboards. Almost no employment firms in Los Angeles were marketing well in Spanish, which left a real gap.

The Work Justice Firm ranked on page 3 or lower for "Los Angeles employment lawyer" and "abogado laboral Los Angeles". Its Google Ads paid $80 to $200+ per click with low Quality Scores and weak landing pages, and the site had slow load times, missing schema, broken hreflang and 175+ technical errors.

The six challenges

• An untapped Spanish-speaking market in Los Angeles County.
• Heavy English-market competition from firms with TV, billboard and brand budgets.
• Weak organic visibility in both languages.
• High Google Ads CPCs of $80 to $200+ with low Quality Scores.
• Technical SEO and UX debt, including broken hreflang and 175+ errors.
• Local SEO gaps across LA County workforce hubs.

The Work Justice Firm's starting point: about 14 signed cases a month, a $218 cost per lead, and almost no Spanish-language search presence.

What did DesignFXPro do for The Work Justice Firm?

DesignFXPro ran ten services in both English and Spanish, with content written natively in each language rather than translated. Ads were optimized daily, SEO ran in weekly bilingual sprints, and the firm joined bi-weekly syncs and received monthly executive reports.

1. Built a 12-month bilingual SEO strategy targeting 420+ commercial keywords.
2. Resolved 175+ technical errors, built hreflang for English and Spanish, and rebuilt schema and crawl structure with technical SEO.
3. Optimized 70+ practice area and city pages and wrote native English and Spanish content through on-page SEO and content marketing.
4. Earned 72 high-authority backlinks through off-page SEO.
5. Built 22+ city pages in both languages and ran weekly bilingual Google Business Profile posts with local SEO services, targeting Downtown LA, El Monte, Bakersfield, Long Beach and San Bernardino.
6. Restructured Google Search Ads into dual-language ad groups with bilingual landing pages and language-aware negative keywords, through paid ads management.
7. Launched Meta Ads awareness, retargeting and lead generation funnels on Facebook and Instagram.

Google uses hreflang to point users to the most appropriate version of a page by language or region. Fixing it meant Spanish speakers saw the Spanish pages instead of the English ones.

What results did The Work Justice Firm get?

The Work Justice Firm grew signed cases 4.8x and lowered its blended cost per lead 59%. Every result was tracked weekly on dashboards and reviewed in monthly client reports.

The firm's average Google Ads Quality Score rose from 4/10 to 8.2/10 and cost per click fell 43%. Mobile load time dropped from 6.9 seconds to 1.9 seconds, 3.6 times faster, and the Ahrefs Domain Rating doubled from 24 to 49. The firm also reached top-3 Map Pack positions across its LA County hubs.

Our mission is to fight for workers and DesignFXPro built us the system that finally lets us reach all of them, in both English and Spanish.

Brent Marlis, Founder, The Work Justice Firm, Los Angeles

Results vary by market, language mix and budget. These numbers describe this firm's engagement and do not promise the same outcome for another firm.

What can other law firms learn from this case?

The main lesson is that serving clients in their own language can open a market competitors ignore. At The Work Justice Firm, about 42% of signed cases now come from Spanish-language searches, and other firms can follow these steps in order.

1. Write each language natively. A word-for-word translation can miss the terms people actually search, such as "abogado laboral".
2. Set up hreflang correctly so each audience lands on the right version of a page.
3. Match ads to language. Dual-language ad groups and bilingual landing pages helped cut Google Ads cost per lead from $218 to $84.
4. Add a second paid channel once the first works. Meta Ads launched at $57 per lead and lowered the blended cost.
5. Keep advertising claims accurate. Most US jurisdictions have adopted the ABA Model Rules, and ABA Model Rule 7.1 bans false or misleading communications in any language. This is marketing guidance, not legal advice.

Learn more on our law firm marketing page or read marketing strategies for law firms.