If you’re thinking of hanging your own shingle in 2026, know there’s plenty of upside: A Clio survey shows that legal entrepreneurs are happier with their client relationships, their mental and emotional wellness, and their overall professional lives.

The Federal Bar Association, meanwhile, described the solo attorney as the “surprising outlier” to a “profession long plagued by burnout, stress, and mounting dissatisfaction,” citing data from ALPS Insurance:

• 74 percent of solo practitioners are satisfied (or very satisfied) with their current professional lives; only 9 percent are dissatisfied to any degree.
• 66 percent appreciate the flexibility of the gig, which contributes to “personal fulfillment and enjoyment.”

To be sure, this elevated state of entrepreneurship isn’t a given; it takes considerable work and, often, more than a bit of good luck. But aspiring law firm owners can set up for success with a few foundational steps early:

Before You Launch

Start with a simple business plan. This doesn’t have to be overly complicated; in fact, the simpler the better. But by taking the time to write down a simple framework for your business, you will be able to focus your time, energy and resources in your critical first year. 

• What is our basic positioning? (We do X for Y)
• Who is our ideal client?
• Why are we an ideal solution for them?
• Why are we a better choice than our peers?
• Where do we want to be in three to five years?

Don’t forget to make some eliminations here, too. As the saying goes, “The essence of strategy is choosing what not to do.” What cases and clients will you purposefully not accept? Where are you truly not a great option? (Think about building referral relationships here.)

Invest in a strong first impression. Your logo and website should give confidence to both you and your clients. This is becoming increasingly important with your younger clients, who are more likely to do their own research than rely on referrals. Indeed, Gen Z and Millennial clients care more about a lawyer’s website (49 percent and 48 percent, respectively) than Gen X and Boomers (34 percent and 21 percent, respectively).

I participated in a panel discussion with Missouri Lawyers Weekly, “From Attorney to Entrepreneur,” and one new legal entrepreneur said she decided to build a solid visual identity early because she wanted her clients to feel safe and secure despite choosing a brand new law firm. A clean, modern, professional—and mobile-friendly!—website signals that you are serious.

Beware the pitfalls that abound in the marketing arena:

Avoid DIY design tools that may leave you not owning your firm’s mark.

• Similarly, make sure you own, not rent, your website and URL.

• Make sure your website vendor uses a common, accessible CMS like WordPress, so you are not hostage to a proprietary platform.

Determine what (and when) to delegate. You are an excellent lawyer, but owning a business carries a new set of demands, from invoicing to social media to fixing the dang printer. These administrative tasks pile up: According to Thomson Reuters, attorneys in small firms spend about 60 percent of their time practicing law, while solos spend just 55 percent of their time practicing law. 

The administrative burden of running a firm not only takes away from your billable time, it takes brain space and emotional energy. (And “winging it” can bring costly mistakes when it comes to your financial records and taxes.) Think about the business side of the firm, and start a list of the allies you may need. If your first call is to a virtual CFO or law firm financial planner, they can help you project when cash flow will allow you to hire additional experts.

After You Launch

Make sure people know how to find your firm. Your new law firm has no digital footprint. Set up your startup firm on Google Business and Bing Places for Business, or look at a service like Yext that can manage your business listings on a variety of platforms.

Meanwhile, make sure you capture people who may search for your name, not the firm’s; these may be referrals or old connections you missed in the outreach campaign. We want to make sure they find you at your new firm (and not call the old place). Updating your LinkedIn profile is a must; I recommend putting a press release about the firm launch on a search-engine-friendly distribution service like PRWeb.

Make direct outreach. Make a list of everyone you know. Mine your current email contacts, and download your LinkedIn connections. Then sort them into groups:

• Hot Contacts: These can be people who match your ideal client profile right now (remember doing that above?) or people who are in direct contact with your ideal client profile. In short, these are the humans you know in the best position to give you business. (Make sure to mind solicitation guidelines if you are in a consumer-facing practice.)

• Warm Contacts: These are people who may enter your ideal client profile at some point, or people who are one or two degrees removed. For example, if you are typically hired by CEOs, this list could be vice presidents or department heads.

• Cold Contacts: These are the people you can’t imagine giving you business. Reach out to them anyway. You never know what they (or their network) are sitting on, and your new business will not suffer from more people knowing what you do.

After you sort them, reach out. My first day “open for business,” I emailed the hot contacts; the second day, the warm contacts; the third day, the cold contacts. Make these individual and personal. 

In your words, the email should convey:

“Here’s what I’m doing now.”

• Set the table, and make it straightforward. 
  I wanted to reach out to tell you I’ve started my own firm, Clark Kent & Associates.

“Keep me in mind for … ”

• This is the most important part: It’s where you tell your network the kind of work you want to do and for whom you want to do it.
  Please keep me in mind for trademark prosecution or litigation involving consumer brands.

“Here’s why you can trust me.”

• Reinforce your credentials. Not all of your contacts are intimately familiar with your expertise, and even those that are could use a reminder.
  Over the past decade, I’ve managed trademark portfolios for companies in retail, hospitality, and the beauty industry. I’ve been recognized by World Trademark Review and Best Lawyers in America.

“Here’s why I’m doing this.”

• Share the passion that led you to start your own firm, and why working with you is better than the alternatives.
  I believe trademark clients are better served by a flat-fee model, and I’m excited to launch a firm with predictable pricing and no budget surprises.

“Here’s how to learn more … ”

• Invite them to learn more, and thank them for their attention. This is where you can also insert some personalization (e.g., it was great to see you last month, hope the kids are well, how about those Chiefs).
  You can learn more about my new firm at [link]. Thank you for your consideration, and best wishes for the year ahead.

Focus your social media. There are myriad ways to publicize your new firm on social media, but remember, you have a firm to run now. It’s OK to not be on every platform; it’s far better to pick one strategic option and be consistent there.

LinkedIn is a natural fit for many new law firms, as your referral sources and business clients are already there. If your ideal client skews more toward young consumers, there are opportunities on Instagram and TikTok. (Although producing visually engaging, algorithm-pleasing content is more work than many expect.)

Think about where your clients are, and show up consistently there. (For other platforms, consider claiming your name/handle, and make a post showing where they can find you and your firm updates.)

Update your rankings and credentials. If you have been recognized by Super Lawyers, Best Lawyers, Benchmark Litigation, or so on, reach out and let them know about the new firm. This is increasingly important as AI tools like ChatGPT are shown to scour attorney ranking sites for their search output.

Have entrepreneur friends. Running your own business is hard. It’s freeing and affirming and often fun, but it’s also hard. According to Forbes, 50.2 percent of entrepreneurs struggle with anxiety; 45.8 percent deal with high stress; and 26.9 percent feel lonely or isolated.

It’s imperative to have friends who can relate—friends who understand the pressure of making payroll, friends who can celebrate the wins, and friends who can tell you how they fixed such-and-such. If you don’t have those people in your circle yet, explore your bar association’s Solo/Small Firm Section, or drop by a startup networking group in your community. (Or reach out to me, I’ve been there too.)

Let your network help you. Your friends and family will be excited for you (and they should be, starting a firm is a big deal!). You will get some questions along the lines of “How can we help?” Have some answers ready for your contacts who won’t necessarily be clients

Some examples:

• Follow your new firm on social media.
• Share or comment on your announcement post.
• Visit your website to show Google there’s interest. 

If your contacts are attorneys, they can endorse you on Avvo or Martindale. 

One final note: Everyone will want to buy you lunch when you have “just started out.” Those offers will dry up after a few months. Take the lunches.