Advertising Partnerships for Law Firms
This page sets out how an advertising partnership with AvW Consulting actually works — what is being offered, how the fee is structured, how enquiries reach your firm, and what happens from the first call to live placement. It is written to be read alongside the compliance page, which answers the structural questions your ethics counsel will raise.
What a partnership is
A partnership means your firm holds the advertising placement on a consumer information property that I own, operate and continue to invest in — in one market, within one practice area, on terms structured to be reviewed by your counsel.
The property is not built for you and then abandoned. It is an asset with its own audience, its own content, and its own organic visibility, and it exists whether or not your firm advertises on it. What you are buying is placement in front of the people already using it.
The properties
The properties are consumer information sites in defined legal and care markets. Each one is built around a specific kind of problem a person is trying to resolve, with educational content, public or licensed data where relevant, and a clear route from research to enquiry.
Because the audience arrives with a specific question, the enquiries that follow are more defined than those produced by broad awareness advertising. That is the point of the model: fewer, better-understood enquiries rather than volume for its own sake.
Exclusive or limited placement
Placement is either exclusive or limited within a defined geography and practice area. In practice this means one firm per market and per practice area, so you are not competing on the same page against three other firms for response time.
The precise boundary is agreed in the proposal. Depending on the property and the market, it may be a metropolitan area, a set of counties, or a state. The boundary is documented so that both sides know exactly what has been reserved.
How the fee works
The fee is a fixed advertising fee. It is:
- structured and documented as payment for advertising placement;
- fixed for the agreed term, so you can budget against it;
- independent of what any enquiry turns out to be worth, and independent of whether an enquiry becomes a matter;
- not a share of any legal fee, and not calculated per signed case.
This is a deliberate design choice, not a commercial one. A fixed placement fee aligns the provider with the quality of the audience and the responsiveness of the intake, whereas per-lead pricing aligns the provider with volume. The compliance page explains why that distinction matters under the rules.
Enquiry routing and response
Enquiries are delivered directly to your intake through the route we agree — typically an email to a monitored inbox, and optionally a webhook or CRM entry. They are not passed through a call centre and they are not shared with other firms.
The routing, tracking and source attribution are configured and tested before placement goes live, so you can see which page and which content produced each enquiry. Response time matters more than almost anything else in this model: an enquiry answered in minutes behaves very differently from one answered the next day. We agree the response commitment in advance and report against it.
How it proceeds
- Initial call. Your practice areas, your markets, your current acquisition costs and your intake capacity. Roughly thirty minutes, and no obligation on either side.
- Availability check. Whether placement is open in your geography and practice area, and on which property. If it is not, I will say so directly rather than propose something adjacent.
- Proposal and compliance pack. The structure, the term, the fee and the supporting documentation, in a form your counsel can review without needing it rewritten.
- Counsel review. Your adviser reviews the structure. Where changes can be accommodated, they are; where they cannot, that is made clear rather than argued around.
- Placement and routing. Placement goes live, enquiry routing is configured and tested end to end, and reporting begins.
- Review. Performance and fit are reviewed at agreed intervals. Either side can end the arrangement at the end of the term.
What we need from you
- The firm details required for the advertising disclosures — the name of the responsible lawyer, the firm’s business details and the jurisdictions in which it is licensed.
- Your intake process, the response commitment you can realistically meet, and who receives the enquiries.
- Your counsel’s engagement with the structure. This works best when your adviser is involved early rather than asked to approve something already built.
What a partnership is not
It is not a lead broker relationship. Enquiries are not shared with other firms, the fee is not calculated per signed case, and there is no arrangement in which the marketing provider takes a share of a legal fee. It is also not a referral service, and it is not an asset your firm owns — the property remains mine, and I continue to operate and invest in it. If you want a platform your firm owns outright, that is a platform build and a different conversation.
Check availability in your market
Placement is limited by geography and practice area, so the first question is simply whether anything is open where you practise. Tell me your state and practice area and I will answer that directly.