Finding a lawyer who understands startups and small businesses isn’t always easy. That’s true even now, despite the marketing promises of legal apps and websites.

This post is the first of two. Here, I’ll cover how to decide whether you actually need a lawyer right now, where to look, and how to narrow your list to a few strong candidates. In the next post, I’ll get into what to ask in the first call so you can hire with confidence.

Wait, do I really need a lawyer?

If you’re very early-stage and doing something truly routine, you may be able to use a reputable self-service provider. A common example: forming a single-member LLC is usually straightforward. A well-run filing service can often handle that process as well as a lawyer can, and more cost-effectively.

But here’s the key question: Does this decision affect ownership, control, fundraising readiness, or your exposure under important contracts?

If the answer is yes, your matter is usually not “routine.” even if it looks routine on the surface. This is where online templates and mass-market services tend to fall short. You can use them to generate paperwork, but they can’t reliably spot the issues that create expensive problems later.

A practical way to think about it:

• Low-stakes, reversible, and standard → self-service might be fine.
• High-stakes, hard to unwind, or tied to growth plans → get a lawyer involved.

What about AI—isn’t it going to replace lawyers soon?

AI tools can be genuinely useful, especially for summarizing documents, creating issue-spotting checklists, and generating questions for your first meeting with a potential new lawyer. However, today’s LLMs can’t strategize based on your company’s risk tolerance, or creatively bridge a gap between you and a counterparty.

It’s likely to stay that way for the foreseeable future, because expertise grows logarithmically, not exponentially. AI has its uses, but for now, it’s best to keep a human in the loop.

Where should I start looking?

The best lawyers for startups and small businesses aren’t usually found by searching “business lawyer near me” and picking the top result. Here are the most reliable places to start.

1. Your network (but use it carefully)

Warm introductions are usually the best path — as long as the referral is relevant. Not every lawyer in your network is a fit for what you’re doing. Your friend’s family law contact may indeed be amazing, but is probably not the best person to draft your corporate equity plan. Similarly, avoid “just running it by my cousin who’s in law school now.” 

When someone recommends a lawyer, ask, How exactly did they help you?” Concrete answers are the most useful: “When I sold my company, she met aggressive deadlines, gave me same-day answers, and negotiated terms that got me 50% more cash than what the buyer originally offered.”

2. Go where other founders go

Strong startup and small business lawyers tend to show up in the same places their clients do, including:

• local business associations,
• industry trade groups,
• accelerators and incubators, and
• operator-led events (not just the ones focused on investors).

If a lawyer engages regularly in founder spaces, they’re more likely to “get” the pace and practical realities of running a business.

3. Bar association referrals (useful, but limited)

Bar association hotlines can be helpful for getting a few names. But the referrals are often unrelated to what you do. You might get someone who gives a generic answer or doesn’t really focus on your area — so think of this as one data point, not a full solution.

4. Apps and lawyer marketplaces

Most aggregators make money by charging lawyers for listings. That means they have an incentive to show you the largest number of possibilities, not the best options for your business. If you use these sites, treat them as a directory and plan to do more detailed research.

How to filter your list quickly

Once you’ve gathered names, the next step is to narrow the list to a manageable number. Ideally, you’ll contact two or three lawyers.

Before scheduling any meetings, do a quick check of the lawyers’ websites and social media presence. This should give you some information about what working with them will feel like. For example:

• What kind of firm are they: global, regional, local, or virtual? Different setups can mean different pricing and responsiveness.
• Who will actually do the work? Only senior lawyers, or a mix of senior and junior lawyers? A team model can be great, but you should understand who does what and how it affects cost and speed.
• How do they communicate? Do they encourage direct contact, or route as much as possible through intake systems and client portals? Neither way is right or wrong; some founders prefer automated efficiency and some value a more personal touch.
• What do their taglines and images say about them — do they value aggressiveness, collaboration, efficiency, creativity? Are they looking to work with particular kinds of clients (tech startups, regulated industries like finance or healthcare, or local brick & mortar stores?)

Green flags for lawyers online include strong client reviews, recent posts on issues relevant to your business, and clear descriptions of the kinds of clients they serve.

What’s next

At this point, you’re ready to set up a meeting (which is often free) to talk through your situation and see whether the lawyer is a good match. The next post will cover how to interview lawyers for your startup or small business, including specific questions that help you evaluate experience, responsiveness, pricing, and practical judgment.

If you have any questions about how to find and interview the right lawyer, please feel free to contact us. We’re happy to have a conversation about your business, no matter who you end up hiring.