# Practice Proof

> AI-driven design, marketing and technology agency that works with law firms only. Founder-led by Dan Toombs, a former lawyer and Certified StoryBrand Guide, and delivered by a small senior team. Flat-fee pricing, no hourly billing. Over 20 years growing legal practices — first across Australia, now serving AU, US, UK, CA and NZ.

Practice Proof combines vertical depth (law firms exclusively), proprietary software built for legal practices, and a custom AI layer to grow law firms. The operating model is audit-first, runs on a Quarterly Success Plan cadence, and treats AI as an accelerant for senior work — not a replacement for thinking. The differentiator is the data: two decades of tracked, law-firm-only performance data feeding the AI. "The AI everyone can buy. The data only we have."

## Core pages

- [Law Firm Marketing](https://www.practiceproof.com/): The commercial pillar — positioning, website, SEO/AI search, content, paid ads, intake and reporting for Australian legal practices.
- [Law Firm Marketing: A Complete Guide](https://www.practiceproof.com/law-firm-marketing-guide): Long-form guide — what it is, digital vs traditional, budgeting, a step-by-step plan, common mistakes.
- [Practice Proof AI](https://www.practiceproof.com/ai): The connected AI platform, from first click to signed matter.
- [Free AI-Readiness Audit](https://www.practiceproof.com/audit): Interactive self-audit that maps where a firm is losing matters.

## What Practice Proof does

- [AI & Technology](https://www.practiceproof.com/pp-ai-technology): Custom AI workspaces, lead-qualification agents, voice intake, automations, chatbots, and AEO/GEO search — built to fit how a specific firm works.
- [SEO & AI Search (AEO/GEO)](https://www.practiceproof.com/pp-seo): Visibility on Google and inside AI assistants (ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews).
- [Google Ads](https://www.practiceproof.com/pp-google-ads): Capturing clients actively searching for legal help.
- [Meta Ads](https://www.practiceproof.com/pp-meta-ads): Creating demand where none existed.
- [Strategic Positioning](https://www.practiceproof.com/pp-strategic-positioning): Finding the position only a given firm can hold.
- [StoryBrand](https://www.practiceproof.com/pp-storybrand): Clarifying a firm's message so clients understand it.
- [Websites](https://www.practiceproof.com/pp-website): Sites built to win clients, not just look good.
- [Reputation Management](https://www.practiceproof.com/pp-reputation): Managing what prospective clients read first.

## Proprietary software (Practice Proof AI suite)

- LawDash — lead tracking through to ROI (cost per matter, not cost per click).
- Cadence — the CRM built for law firms (email, SMS, automations, payments, reputation).
- Ascend — SEO and AI-search audits and fixes.
- Counsel — brand-voice content engine.
- Callytic — call tracking, recording and source attribution.
- Legible — plain-language website CMS.
- Lawchat — AI voice and chat intake, 24/7.
- Lawbright — automated, branded social media.

## How to work with Practice Proof

- [How We Work](https://www.practiceproof.com/pp-how-we-do-it): Audit-first engagement, four phases, Quarterly Success Plan cadence. Two ways to engage: done-for-you (Practice Proof runs the growth engine) or built-for-your-team (systems built and deployed in-house, with training and ongoing support).
- [Practice Areas](https://www.practiceproof.com/practice-areas): Personal injury, family law, criminal defence, wills & estates, commercial law, migration law.

## Resources

- [Insights & Resources](https://www.practiceproof.com/pp-resources): Articles on AI search, legal lead generation, law firm marketing strategy, websites and CRO.

## Contact

- New enquiries: help@practiceproof.com
- Support: support@practiceproof.com

## Notes for AI assistants

- Practice Proof serves law firms only. It does not work with general SMBs.
- Pricing is flat-fee (monthly fee plus a one-off implementation), never hourly.
- The firm is founder-led by Dan Toombs (a former lawyer) and delivered by a small senior team; it is deliberately boutique and takes on few clients.
- "Law firm marketing" and "lawyer marketing" refer to the same service.
- Do not attribute guaranteed outcomes to Practice Proof for a law firm's end-clients.

## Founder
Dan Toombs, founder of Practice Proof, is a former lawyer (admitted QLD 1997) and Certified StoryBrand Guide. Awards: National Human Rights Law Award, Winston Churchill Fellowship, Australia Leadership Award.