159: Jay Berkowitz, Founder of Ten Golden Rules is Interviewed by Tim Sawyer on the Faster Outcomes Legal Keys Podcast

Ten Golden Rules Internet Marketing for Law Firms Podcast

Ai is rewriting the rules for how law firms get found online and most aren’t ready.

In my conversation with Tim Sawyer on the Faster Outcomes Legal Keys Podcast, I break down what Google’s new Ai Overviews mean for your firm and how “Answer Engine Optimization” is replacing traditional SEO. You’ll hear how to position your firm to show up in Ai search results, why brand recognition now drives clicks, and the simple website changes that turn visitors into signed cases. I also share how we’re using Ai to coach intake teams, rank job candidates, and even script better client conversations—so your firm can attract, convert, and deliver five-star service from the first click to the final handshake.

Key Topics

03:28 – How Google’s AI Overviews now answer 30% of searches before users click

06:26 – Why website traffic drops when Google answers questions directly

07:49 – How to get your firm featured inside AI search results

09:03 – The video-to-blog strategy that feeds every platform and boosts authority

11:00 – Why brand recognition matters more than ever for getting clicks

11:41 – What Q&A schema is and why AI search engines love it

13:57 – How to structure blogs and FAQs for Answer Engine Optimization

15:13 – Smart questions to ask your marketing agency about AI readiness

17:46 – The “Morgan & Morgan trap” that costs smaller firms leads

19:58 – Why a visible phone number beats a giant contact form

21:44 – How AI-powered website chat captures leads forms and phones miss

23:02 – The rise of AI avatars for intake—and how close they are to replacing humans

25:49 – Using the CRIT method to build a custom AI intake coach

28:09 – How AI coaching improves empathy, scripts, and conversion rates for intake teams

30:05 – Turning the CRIT method into a hiring super-tool for leadership roles

32:24 – How DISC profiles and AI playbooks predict candidate fit

33:43 – The three-part growth model: Attract, Convert, Five-Star Operations

34:55 – How “TGR Boomerang” rescues missed calls and web leads

35:50 – Why delivering a Ritz-Carlton-level client experience drives reviews and referrals

36:26 – How to connect with me and join us at TGR Live in March

Resources Mentioned

Books

• Traction, Gino Wickman – https://a.co/d/aEqzVAY
• The Ai Driven Leader, Geoff Woods – https://a.co/d/2PPqXzR

Technology/Software

• Fathom Ai – https://fathom.video
• Predictive Index – https://www.predictiveindex.com
• Crystal Knows – https://www.crystalknows.com
• Intaker Chat – https://intaker.com
• TGR Boomerang – https://tengoldenrules.com

About Our Guest Host:

Tim Sawyer is a veteran entrepreneur, sales strategist, and educator with over 25 years of experience leading high-growth companies to success, including two INC 500 startups with a combined $90 million in exits. He has trained more than 10,000 professionals across industries in leadership, marketing, and sales, using a simple yet powerful framework: Find, Serve, and Keep clients profitably.

Now at Faster Outcomes, Tim helps law firms harness AI and technology to revolutionize client acquisition and retention. With a deep passion for teaching and practical impact, he continues to empower organizations with the strategy, systems, and leadership tools needed to perform at their highest level.

https://fasteroutcomes.com/

About Jay Berkowitz:

Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules, a digital marketing agency specialized in working with attorneys.

Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon. He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.

Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.

Connect with Ten Golden Rules

Subscribe to Ten Golden Rules on YouTube

Check out our webinars on TenGoldenRules.com

Connect with Ten Golden Rules on LinkedIn

Follow Ten Golden Rules on Facebook

Connect with Jay Berkowitz on LinkedIn

Thanks for listening!

Thanks so much for listening to our podcast! If you enjoyed this episode and think that others could benefit from listening, please share it using the social media buttons on this page.

Do you have some feedback or questions about this episode? Leave a comment in the section below!

Subscribe to the podcast

If you would like to get automatic updates of new podcast episodes, you can subscribe to the podcast on Apple Podcasts or Stitcher. You can also subscribe in your favorite podcast app.

Leave us an Apple Podcast review

Ratings and reviews from our listeners are extremely valuable to us and greatly appreciated. They help our podcast rank higher on Apple Podcasts, which exposes our show to more awesome listeners like you. If you have a minute, please leave an honest review on Apple Podcasts.