QualitySolicitors.com is the UK's first national legal brand. It aims to promote use of law firms as opposed to what it describes as the 'call-centres' created after the Legal Services Act allowed law firms to merge with banks and supermarkets to offer legal services.
It has initially selected 100 top firms and said users of the free service will be matched to a solicitor, suited to their particular issue, by a team of legally-trained case handlers.
Clare Magill, Wolferstans' head of commercial law, said: "My concern is that the public are at risk in the current market place.
"There are a plethora of 'non lawyer' web sites which either claim to 'match' consumers with the best lawyer for their needs or direct the consumer to a firm which has paid for referrals irrespective of whether or not the solicitor is the best for the client."
QualitySolicitors.com's chief executive, London-based barrister Craig Holt, said: "Legal services provided by supermarkets, banks or building societies out of mass call centres can rarely, if ever, be the right option for consumers."