The new high street network QualitySolicitors.com has allied with consumer body Which? in a commercial venture. People logging on to the QualitySolicitors.com website, to go live in April, will see details of the Which? Legal Service telephone advice line.

Meanwhile, clients of Which? needing to see a solicitor in person will be advised to contact ­QualitySolicitors members.QualitySolicitors is about to launch a multi-million-pound television, radio, newspaper and internet marketing campaign to promote the national brand. The aim is to help local and regional firms compete with the high-street giants which are expected to make further inroads into the market from 2011.

The network hopes the association with Which? will help raise public awareness and confidence in member firms. Craig Holt, barrister and chief executive, said: ‘We are delighted to be working with such a respected and trusted organisation.’

Steve Coyle, head of Which? Legal Service, said: ‘Which? exists to make individuals as powerful as the organisations they have to deal with in their daily lives. Providing the telephone legal advice service for users of QualitySolicitors.com is an excellent alliance as it allows more consumers to access Which? Legal Service while giving QualitySolicitors.com consumers an extension of their existing service.’

QualitySolicitors.com, which says it has signed up nearly 100 members, is backed by private equity investment from a consortium led by former Slaughter and May solicitor Michael Gradon. The backers will receive no share of any profits made by the law firms involved, Holt said. ‘They have a longer-term approach and see it as having a stake in the leading legal website. They hope to see a return on their investment when QualitySolicitors.com is either floated or sold.’