What I'm learning about how legal marketing actually works.

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• Can AI Understand Your Law Firm's Expertise?

  You can check whether AI can identify your firm, its specialty and the proof behind it before spending more money promoting the site. A live FloridaOnAppeal.com reading found a clear weakness. Use the recommended fixes below on your own home page.

• How the Standard of Review Changes a Florida Appeal

  The standard of review tells the appellate court how it may examine a ruling. It changes what the brief must prove and which arguments deserve attention. Compare the common standards below.

• What Referring Lawyers Need From an Appellate Lawyer Website

  A referring lawyer is not looking for a broad explanation of appeals. They need to know whether you can handle the work, protect the client relationship and make the case stronger. Use the questions below to check the page.

• Why the Appellate Brief Matters More Than Oral Argument

  The brief gives appellate judges the issues, the record, the law and the result each side wants. Oral argument can sharpen that work, but it cannot replace it. Use the breakdown below to see why.

• I Thought Appellate Lawyers Handled Appeals. Turns Out, They Can Be a Tool for Other Lawyers.

  I had a very sophisticated understanding of appellate law: you lose, you appeal, an appeals lawyer does the appealing. Thank you for attending my CLE. The problem started when I realized FloridaOnAppeal.com's real audience includes other lawyers.

• What Is a Florida Appeal? And Why Appellate Lawyers Are a Tool Other Lawyers Use

  Most people, myself included, understand an appeal in the vaguest possible terms: you lost, so you appeal it. That's not really what's happening. And appellate counsel turns out to be a tool other lawyers use, not just a lawyer you hire after losing.