The first 90 days of a Peachward partnership are the most operationally intense period of the relationship. The firm is launching a new practice area while continuing to run its existing book. The infrastructure is being built and tested. The first qualified leads are arriving. Everyone is calibrating.
This is what those 90 days actually look like.
Weeks 1–2: alignment
The opening weeks are documentation. The Peachward team gathers what we need to position the firm correctly: existing case results, partner bios, jurisdiction-specific practice details, current intake workflows, and an honest assessment of capacity. The firm gathers what it needs from us: the operating model, the financial structure, the case-acceptance criteria, and the playbook for the first 30 days post-launch.
This phase is unglamorous. It feels like meetings. It is, more accurately, the substrate that everything else gets built on.
Weeks 3–4: brand and site
The state-specific website goes from wireframe to staged in roughly two weeks. The firm reviews copy, photography, and case-result presentation. Partner bios get written. The visual identity — within the Peachward framework — is finalized for the firm's specific market. Intake forms and routing logic are integrated.
"The hardest part of the first 90 days is not the work. It's the discipline of saying no to matters you would have accepted last year."
Weeks 5–6: marketing infrastructure
Paid acquisition campaigns get built across Google, Meta, and supporting channels. Tracking and attribution get tested. Editorial content goes live. Local SEO and reputation positioning begin. The first qualified leads typically arrive in this window, even before the firm is fully ready for them — which is intentional. Live data is more useful than rehearsal.
Weeks 7–8: intake activation
The case-acceptance protocols go live. The firm's intake team is trained on the screening criteria, the documentation standards, and the case-rejection scripts. (The rejection scripts matter more than people expect — politely declining a non-viable claim is a skill.)
This is also when the first real cases start moving from inquiry to evaluation. Expert engagements begin. Medical record requests go out. The pace shifts from infrastructure to operations.
Weeks 9–12: first signed cases
The first signed cases typically land in this window. The metrics start to mean something. The firm and the Peachward team meet weekly to review what's converting, what's leaking, and what to adjust. Marketing budget and channel mix get tuned based on real lead-quality data. Intake processes get refined. The expert network expands as the firm encounters specific case profiles.
What to plan for
The hardest part of the first 90 days is not the work. It's the discipline of saying no to matters you would have accepted last year. The firms that maintain the discipline build practices that compound. The firms that drift back to generalist case acceptance tend to underperform — not because the model is wrong, but because the practice is no longer focused.
The 90-day mark is when the firm starts to feel different from how it felt 90 days earlier. That feeling is the practice taking shape.