I’ve spent 20 years helping law firms grow – first as head of marketing inside two fast-growing practices, then founding a legal marketing agency that works with over 50 firms across Australia, Singapore, and New Zealand.
I built Pillar & Scroll to deliver what I learned working alongside hundreds of successful lawyers: most firms don’t need more marketing activity. They need marketing that keeps them front of mind with the right referrers, turns introductions into retained clients, and works repeatedly without becoming another burden on their schedule.
The firms I work with best are boutique and growing practices – typically 1-20 partners – serving organizations or discerning private clients through referral relationships. These partners are genuinely excellent at what they do, but their marketing is scattered across tactics that don’t fit how they actually get work, their internal marketing team needs support to execute, or they’re getting referrals by chance rather than through deliberate relationship and reputation building.
From Law Firm Offices
to Law Firm
Marketing Agency
I didn’t develop my approach in a marketing agency or classroom. I learned it while working inside two of Australia’s fastest-growing law firms:
years working exclusively in legal marketing
How I've Helped Law Firms Grow
Here are some examples:
Making Experience Visible
M&A Deal Tombstone Library
A mid-market M&A practice competed with top-tier firms but had no public record of its transactions. Built a comprehensive, filterable database of completed deals organized by industry and deal size.
Property Development Project Documentation
A 14-partner, four-city property practice had completed over 500 projects, but partners were spending hours creating custom pitch decks for every opportunity, while competitors had their experience publicly documented. Cataloged their work and turned it into the foundation for publications, capability statements, tenders, and website profiles.
Wills and Estates Litigation Content
White Collar Crime Case Study
Growing Referral Networks
Manufacturing Association Partnership
Employment Law Practice Expansion
Fixing What’s Not Working
Intake System for Technology Lawyers
Public-Facing Intake Tool
A private client practice was receiving 70+ monthly inquiries to identify the 1-2% with legitimate claims. The manual process consumed 40+ hours per month by the lead partner and three senior lawyers. We built a screening tool to streamline inquiries.
The team’s law clerk handles more than 95% of inquiries, reducing the lead partner’s input to 1-2 hours per month. Non-fit inquiries now receive referral lists and access to a free automated letter generator for lodging complaints with government authorities, eliminating negative feedback from people the firm couldn’t help.
Google Reviews Recovery
Positioning and Transitions
Migration Practice Rebrand
Merger Rebrand
Delivered website, stationery, signage, and communications to clients, referrers, staff, vendors, and media. Launched with an event of 500+ attendees. The visual identity remains in use 15 years later.
Patents Practice Market Expansion
Building Internal Capability
Partner Track Program
Content Program for Commercial & IP Lawyers
Talent Attraction Campaign
My Approach
to Law Firm Marketing
Most law firm marketing fails because it attempts to attract strangers. This is expensive, time-consuming, and critically ineffective for lawyers who work with institutions, businesses, or discerning private clients.
The lawyers who are consistently busy with work aren’t doing more marketing than their competitors. They’re doing the right marketing – and that changes what every marketing asset needs to accomplish:
Your website turns a referrer's introduction into a qualified initial conversation and attracts the lawyers you want to hire.
Your content gives referrers something valuable to share and gives prospects confidence you can help them.
Everything you build should compound over time, not start from scratch every few years.
Ready to Build Marketing
That Grows Your Practice?
Start with a conversation. We’ll clarify where you want to focus, identify your
highest-potential referral sources, and create a practical plan to activate them – without adding another burden to your schedule.
Looking for a
Speaker for Your
Legal Industry Event?
I speak regularly at legal conferences and association events on legal marketing and practice growth. If you need a presenter who delivers practical, actionable insights rather than marketing theory, visit my speaking page.
