Most law firm marketing doesn’t earn its keep
It generates clicks and poor-fit leads, not conversations with high-value prospects.
The best clients seek referrals, then check you out online. If what they find confirms you’re the right lawyer for their problem and situation, they call. If not, they disappear, and you never know they were looking.
We build the marketing around how the best clients actually find you.
In practice, that means a strategy that earns you more referrers, a website and profile pages that prove your experience and prompt the call, and a follow-up system that doesn’t drop the ball when the referral lands.
Our approachHow people actually choose a lawyer
PARTNER
Rosy Roberts
Rosy is an M&A lawyer who guides manufacturers through trade sales, private equity deals and management buyouts.
P&S advise Harvest Lane Foods on $35m sale
Led the trade-sale process end to end, securing a clean exit for the founders.
We’ve been in the room
Our leadership team spent years running marketing inside fast-growing law firms before founding Toro. We’ve worked with 100+ firms since.
You get senior marketers who learnt the craft inside law firms, not on your account.
Problems we help law firms solve
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Growth
“We don’t have enough work.”
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Visibility
“We’re the best kept secret in our market.”
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AI
“We want to use AI for marketing but don’t know where to start.”
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Calibre
“Our marketing doesn’t reflect the depth of our experience.”
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Look & feel
“Our marketing materials look tired or piecemeal.”
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Cross/up-sell Cross-sell / up-sell
“We’re not getting enough work from existing relationships.”
Does one of these problems resonate for you or a team member?
Start a conversationOur services
Engagements are how you work with us: a defined project, an ongoing marketing function, or senior advice when you need it. Capabilities are what we do across them, from websites and brand to content, referrals, and reputation. Pick the engagement that fits, and we bring the capabilities the work needs.
Engagements
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Strategy & advisory
Help solving a specific problem or exploiting an opportunity. For a single partner, a practice group, or the whole firm.
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Fractional CMO & team
Senior marketing leadership and a delivery team for your firm. In‑house capability without the overhead of hiring and managing a team.
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Projects, campaigns & tasks
Defined pieces of marketing work, built to brief. Campaigns, content, design, digital, and technology.
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Training & workshops
Build your team’s capability with hands-on sessions. AI for marketing, profile building, referral playbooks. In-person or online.
What our clients say
“My business has been using Toro for a while now, and I have been very happy with the quality and support received. As a small law firm owner, it is crucial to have current advice and support, particularly in areas as dynamic as this. Thank you!”
“From the beginning, Alex and Darryl really understood the vision for my new firm and helped create a website that feels professional, warm and trustworthy, exactly the balance I was hoping for.
The site is already generating measurable interest in the firm, but beyond that, I genuinely valued working with people who seemed invested in supporting my business in a broader and more holistic way. I’m extremely happy with the outcome and very grateful for all of their work.”
“I've worked very closely with the team to support all our digital communications, including website development. Very easy to work with, and I could always rely on them for well-rounded, practical advice.”
“I was thrilled with my website. Alex and Paul are professional and continue to be responsive to all of my questions and requirements.”
“I have been a client for the past year and in that time have found them to be an outstanding resource for our marketing team. They have great suggestions tailored to the challenges we face in a commercial law firm. They also took the time to understand the dynamics of our firm and were able to make easy, ‘plain English’ suggestions that we could take back to our partnership. Their technical skills and knowledge of our industry have been invaluable.”
“You have been a real pleasure to work with – full of ideas, enthusiasm and support. From creating the brilliant branding and website, to delivering a digital media campaign that resulted in a sell-out event, your efforts helped create that elusive ‘buzz’ achieved by only the most successful of events.”
“We had a great experience with the team at Toro. The engagement and design process was seamless, and the end product was on point – highly recommended!”
“Amazing, attentive service and great attention to detail - would highly recommend.”
Most lawyers wait for referrals. The best ones engineer them.
Referred is the playbook. Who should be referring you, what to offer them, and how to make sure that when a prospect looks you up, what they find lands the referral instead of losing it.
A short read, written as a conversation between two lawyers. For the ones who'd rather do great work than grind away on LinkedIn.
Get the book