In Brownsville and across the Valley, a great many of your customers live, work, and search in Spanish. A site that only speaks English is invisible to a share of your own market, and a site that speaks bad Spanish is worse than one that does not try.
Most sites that claim to be bilingual are the first one. It is worth knowing what you are actually being sold, whoever builds it.
A widget bolted to the corner of the page. It produces Spanish no native speaker would ever write, search engines don't count it as a Spanish page at all, and it will happily mistranslate the two things you cannot afford to get wrong: your prices and your promises.
Every page written properly in both languages, a real language switch, and the groundwork that lets each version stand on its own in search instead of competing with its twin. Most sites that claim to be bilingual never get this far.
The site, the Google listing, the forms, the replies, and the person who answers the phone, all working in both languages. Searching in Spanish, landing on a Spanish page, and then getting an email back in English undoes the trust you just built.
The goal is that a visitor never notices any of this. They just find you, read you, and reach you, in whichever language they were already thinking in.
Marketing copy translated word for word reads wrong to a native speaker, and border Spanish is not Madrid Spanish. Your Spanish pages get written to persuade, in the Spanish your customers actually speak, and read by a person before anything goes live.
There is a difference between a page a visitor can read in Spanish and a page Google files as a Spanish page. Only the second one brings you strangers. Handling that correctly is most of the job, and it is the part almost everyone skips.
Your customers don't search for the word-for-word translation of your English terms, so we don't guess at it. Your Google listing works in both languages too, reviews and all.
The form, the error messages, the thank-you page, and the email that comes back all match the language the visitor was reading. Breaking that chain is the most common way a bilingual site gives itself away.
Both languages live in one place, so the Spanish half doesn't quietly fall a year behind the English half. That drift is why most bilingual sites end up half abandoned.
Not every business needs the whole site in both languages. Sometimes four pages carry the entire thing. We'll tell you which four rather than quoting you for all thirty.
Every business in town is fighting over the same English search terms. The Spanish versions of those same searches are often wide open, from the same customers, in the same city, with a fraction of the competition. It is the cheapest advantage available to a Valley business, and it is sitting there because it takes actual work rather than a plugin.
This pairs directly with local search work. A Spanish page nobody can find helps nobody.
If the answer is both, or you are not sure, tell us who you serve and we'll look at what the search demand actually looks like in each language before quoting you anything.