Practical talks on how to grow a relationship-driven firm. Drawn from twenty years running law firm marketing, in-house and agency-side.
Enquire about your eventPaul Evans is the Managing Director of Toro Legal Marketing, the marketing agency for law firms that grow through relationships and reputation. He led marketing at two of Australia’s fastest-growing practices before founding the agency, which has since worked with more than 100 firms.
His talks span the fundamentals and the present trends: how clients choose lawyers, how referrals are won and converted, and where AI earns its place in a firm’s growth strategy.
Sessions are interactive and built for the room. Lawyers ask questions, work through real examples, and leave with frameworks they can apply to their own practice.
Paul has presented for law associations, specialist member networks, and industry organisations across Australia, New Zealand, and Asia.
Every talk is adapted to the audience: practice areas, market, and audience size. These are the most requested.
Many lawyers and marketing teams have been told AI is a magic pill for marketing their firm. It isn’t, and the efficiency gains everyone talks about aren’t even the interesting part. The real gain is doing work that was previously too time-consuming or too expensive to attempt: high-quality initiatives for referrers, prospects, clients, and the talent the firm wants to attract. Paul shows how proper setup makes that possible, and why the goal isn’t more output. Your network doesn’t need more noise. It needs new ideas, hyper-targeted content, and tools that make their jobs easier.
Most law firm marketing advice is exhausting, expensive, and borrowed from industries that sell to strangers. Paul explains why the overwhelming majority of high-value clients arrive through referral, what that means for where a firm should spend its effort, and why a referral alone no longer secures the first conversation. The grounding session for lawyers who’ve never been taught the commercial side of practice.
Most lawyers treat referrals as luck. The best treat them as a system. Paul walks through the playbook: the trigger events that send a client looking for a lawyer, who sees those triggers first, and how to offer referrers something more useful than another coffee. Drawn from his book Referred. Audiences leave with the bones of a referral plan for their own practice.
Before a referred prospect calls, they look you up. What they find either confirms the recommendation or quietly kills it, and the lawyer never knows which. Paul covers the gap between a partner’s real-world reputation and their online one, why the profile page decides whether the call happens, and what a website has to prove: that you’ve done this before, and that you’re someone worth calling.
Most firms have more proof than they publish. Paul shows how to turn matters already done into case studies, deal sheets, and thought leadership, how to repurpose one piece of work into many without breaching confidentiality, and the difference between content that fills a news page and content that converts the reader checking you out.
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Paul Evans is the Managing Director of Toro Legal Marketing, the marketing agency for law firms that grow through relationships and reputation. He has spent twenty years in law firm marketing, leading marketing at two of Australia’s fastest-growing practices before founding the agency, which has worked with more than 100 firms.
He is the author of Referred, the playbook for engineering referrals into a relationship-driven practice.
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