El Gringo Law

Josh Wood built a reputation as a relentless injury attorney through Wood Injury Law, but one group of potential clients in his own backyard wasn’t being reached — Albuquerque’s Spanish-speaking community. Translating his existing website wasn’t enough; it would still sound like English content run through Google Translate. Josh needed a site that felt native to Spanish speakers — not just linguistically, but culturally. He wanted a bold, memorable brand that could cut through the noise, earn trust, and make “El Gringo Law” a name people would remember.

We started by treating the Spanish-language experience as the primary version, not an afterthought. Every headline, body paragraph, and call-to-action was written first in Spanish, with English translations optimized afterward. This approach let us maintain idiomatic accuracy and emotional resonance — the way real people in Albuquerque actually speak and search online.

Inspired by telenovela intensity and New Mexico color palettes, the visual identity balances humor, confidence, and high-contrast energy. The typography, patterns, and photography carry a cinematic weight — dramatic without slipping into parody. It’s not just “Spanish-language branding,” it’s a story told in full color.

SEO was crafted in two layers: Spanish keywords tailored to regional search behavior and English equivalents optimized for bilingual or mixed-language queries. From “abogado de accidentes” to “car accident lawyer Albuquerque,” every phrase was tested to ensure dual-language visibility without sacrificing tone or readability.

At the center is Josh himself — “Un gringo que escucha, que lucha y que gana.” The brand humanizes his outsider status and turns it into a point of authenticity. Through copy and imagery, we framed him not as a translator, but as an advocate who understands, respects, and fights for the community. The result: a site that connects emotionally and converts effectively.