Maximum Lawyer

Watch the YouTube version of this episode HERE

Are you looking for some AI tools to streamline your tasks? In this episode of The Guild Live Show, Tyson explores the latest trends in digital marketing, AI, SEO, and content strategy. He reviews HubSpot’s newsletter insights, highlights YouTube and TikTok’s new AI-powered content tools, and explains Google’s advancements in AI-driven appointment booking. 

Tyson provides actionable tips for marketers. One tip is to rebalance the funnel and to focus on the bottom of the funnel. Looking at parts of your marketing that will convert leads are important, such as ads or SEOs. Another tip is to do more research as it relates to how your business can generate more leads. Tyson suggests that It is best to move away from a pay per click model.

Tyson shares how Google AI can streamline processes. For those who are looking to travel, Google AI can open booking pages right away. If you give it a prompt of location and timeframe, it can provide you with relevant airlines, hotels, car rentals and restaurants. It can also lead you straight to the payment page to make booking your vacation or work trip so much easier!

Listen in to learn more!


  • 2:54 BrightEdge Study & Funnel Rebalancing 
  • 5:07 Building Answer Engines & Content Strategy
  • 6:13 Implementing Bottom-of-Funnel Content
  • 9:14 HubSpot 2025 State of Newsletters
  • 10:31 Newsletter Best Practices 
  • 12:38 YouTube Makeover & AI Upscaling 
  • 16:38 Google AI Booking Appointments
  • 18:49 AI-Driven Booking Details 
  • 21:01 Preparing for AI-Driven Consultations 
  • 21:55 TikTok & YouTube AI Tools for Content Creation


Tune in to today’s episode and checkout the full show notes here. 


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Creators and Guests

Host
Tyson Mutrux
Tyson is the founder of Mutrux Firm Injury Lawyers and the co-founder of Maximum Lawyer.

What is Maximum Lawyer?

Maximum Lawyer is the podcast for law firm owners who want to scale with intention and build a business that works for their life.

Hosted by Tyson Mutrux, each weekly episode features candid conversations with law firm owners, business experts, and industry leaders sharing real strategies and lessons learned in the trenches.

If you're ready to grow your firm with less stress and more support, this is your next must listen. Subscribe today.

Tyson Matrix 00:00:21 Get ready because here's your host, Tyson Matrix.

Speaker 2 00:00:27 Don't be used as easy as a layup. Stay up. Stay up. Count all the way up.

Tyson Matrix 00:00:33 Welcome to the Guild live show. I'm Tyson Matrix, and I've got a really good one. Today we're going to be going through a few different things. the a new study on, clicks being crushed. I'll get into that in a little bit. newsletters report, which is going to be a really, an interesting thing for those of you that send out newsletters. There's going to be there's a YouTube makeover. That's, that's something that is going to be interesting. AI booking is hit. Hit the market. So that's that's a new thing. And then the next thing we're going to go over is smart splits. Those of you that use TikTok you're going to know exactly what I'm talking about probably already. That's also something that's going to be rolled out in YouTube shorts as well. So, good stuff. There are. The first story where we're going to get to is the is crushing clicks.

Tyson Matrix 00:01:32 So Google's AI overviews are actually crushing clicks. That's really kind of an interesting thing. So the organic click through rate is down 61%. that's incredible. Paid click through rate is down 68%. Those numbers are are startling. and there is actually two different articles that were written on this. One was or they're both from, it's search engine land. If you don't follow Search Engine Land, I definitely recommend that you do. So they do a lot of research on this, as you might imagine, with with the URL being what it is. I've talked about them before, so but this one is from seer New Interactive. And the data shows that AI overviews are siphoning clicks across both SEO and PPC. And that's even when the AI overviews don't appear. So, if you're still measuring your success by by traffic, you're going to miss the real shift that's happening right now. If that's all you if you're just focusing on traffic and nothing else, you're missing the whole game. The whole game is is changed substantially.

Tyson Matrix 00:02:54 So there's another another, recent study that's from Bright Edge. They found that AI overviews have surged to 20% 26% coverage in September. So we're this this the results of this have been delayed by by a couple of months now that we're in November. But and then it's settling right between, I guess 9% and October. so with the the whole idea is you need to focus on bottom, bottom of the funnel conversions, because that's where things remain with the classic search. So for example, what I mean by that is, is that if they're doing if you're doing research, so if the potential client is doing research, that's more of the, the top of the funnel, that's where they're, you're seeing where the all the clicks have been suppressed. They're not going to the attorneys website. And I'm just using law firms as an example, but they're not using the law firms website as research as much as, you know, finding an attorney near me, an attorney near me, that's the bottom of the funnel.

Tyson Matrix 00:04:00 That's where you need to be focusing most of your time. And that's where, what they're talking about in these, in these articles, there's three key points and I'll give you some takeaways. So expect fewer clicks everywhere. That's one of the things. Expect fewer clicks. You're going to expect lower traffic. So informational queries with with overviews that's where they're going to be doing all that research. Right. So that's a 61% organic click through rate drop from like just just general searches doing research. And that's where you have the 68%. The paid click through rate has dropped. so that is that's those are like I said, those are startling, startling numbers. and it also says that even without AI overviews, even without those organic click through rate fell 41%. so shift KPIs towards visibility, share a voice and then lead quality. I think the reason why you're seeing the organic click through rate falling as well is you're probably seeing a lot of that that those searches being done inside of. The, the llms themselves.

Tyson Matrix 00:05:07 Another another key point is about rebalancing the funnel. So, since AI overviews are now dominating. The research part of it, the focusing on that bottom of the funnel. So higher near me higher so higher. An attorney. focus on words that you were using higher or near me. Those are going to be some, some focuses. So if you're paying for ads, use that. If you're focused on SEO, use that because that's going to be still going to convert. just like traditional, SEOs worked over the years. So you're going to still be focusing on those. and then we're focused on building answer engines in your content. That's a that's something we've been talking about in the Guild for a little bit where you have you have your general topic, and then you build in into that. We have We actually have all this posted in the guild inside the Guild in Kajaki, where we give the essentially the the game plan. Here's the game plan, here's how your pages should look. And one of those key parts is having the answers built in.

Tyson Matrix 00:06:13 So the list of questions, traditionally what you'd have is like a Q&A page, but on these you're going to have your general topic. And then all of the questions and answers below that that's going to be built in there. That way it's going to be helping with that, the conversion. And then you're going to want to rethink your pay per click, move the budget around a little bit where you're going to go from those broad inquiries, you're going to move away from those and then focus more on, I would even consider I'm not telling you you should or shouldn't at this point. You need to do your own research. Consider moving away from pay per click completely. So Google ads and then maybe more towards like the Lsat. this is where it might make more sense because that is more bottom of the funnel. The LSA is more bottom of the bottom of the funnel. and that way you're going to you're going to bypass all of that click decay. So, those are, those are some of the key points.

Tyson Matrix 00:07:11 And then, you know, takeaways. So you know, built make sure you have those research answers built in. more closer closer to the bottom of the funnel. Types of questions. Not top of the funnel because they're not being used as much. Unless the idea is that you're going to be showing up more in the LMS. That's that's part of the strategy. Strategy too. So you should still have that content. So don't go completely away from that content. so focus more on you know, the term share of voice and not just clicks. so you got to make sure you do that. that's a big part of it. And then I would say just as a, just to start testing things out like pick, you know, tie top five or maybe your top five informational topics and then create some concise answer engines on each of those pages. So let's say you're a estate planning attorney and, you know, got a page about trusts. You know, maybe. So that's more that that informational top that one of the top five informational ones.

Tyson Matrix 00:08:09 And what are like those top five questions that you get and then get get some answers put into more bottom of funnel types. Bottom of funnel might be you know, you know, how do I determine the best kind of an attorney, to hire, you know, types of questions. Those are more those bottom of the funnel knowing because you, you know, that they're looking for an attorney, right? They're not just, trying to do the will on their own and doing research about whether they need a will or a trust. They're actually they want to they want to hire an attorney. So that's more of that that bottom of the funnel. there is a really interesting, chart that they show on this. That is it's really kind of incredible. It shows the paid organic click through rates, trends over the last 12 months. That's a really interesting one That and you, what it has is you've got from September 25th, 2025, and it goes all the way back to October 2024. And you can see the shift in the click through rates.

Tyson Matrix 00:09:14 I definitely recommend that you check that out. That's something that is it's quite an interesting thing, but let's get into our next story. I spent that's our main story. So, the other ones I'm going to move through fairly quickly. And this next one is from HubSpot. It's HubSpot 2025 state of newsletters. And, the the whole, point of this one is they talk about personalization pays, but opinionated content wins. This is one that is, if you're doing newsletters, you're going to want to make sure you check it out. So they surveyed 400 plus newsletter pros. So these these are people that are sending out, you know regular Newsletters. On a on a frequent basis. And they found that personalization correlates with higher revenue. That's an interesting thing. Notice they said correlate that causation. That's that's part of this. Mixed media and opinionated opinionated content drive. The best opens and clicks. 40%, 42% of the people that are sending out these newsletters say that AI saves about 1 to 3 hours weekly, and LinkedIn and Facebook lead distribution.

Tyson Matrix 00:10:31 That's that's an interesting thing, too. That's an interesting part. A part about that. they recommend that you start maybe doing weekly. Maybe. one of the things you could do is case insights. I'm sort of interpreting interpreting a little bit for, for the article, but, what you could do for the firm is more of a case insights email with really talk about from the point of view of, of the the law firm or you as the lawyer. Personally, I think you should focus more on you as the lawyer. as the owner is. Because it's. You can get definitely more personal. But if you do have that type of a firm with, your firm culture. Kevin Cheney kind of kind of comes to mind where the his employees, it's it's almost like they, they, they take this approach where everyone owns the firm together and, the, the employees are sort of front, out front and center when it comes to some of the marketing. That's kind of the the type that I think of when I think of Kevin Chaney.

Tyson Matrix 00:11:31 You had more point of view of those people, maybe mixing some charts, make sure you only have one call to action. These are these are things that I'm pulling from the this, the survey. So, you know, only one call to action, not multiple calls to action. And then maybe you segment it by case types. so, that's that's some interesting information from there. Use AI to, to draft and, but just make sure that your opinion is injected into it. That's another big part of this. and then so make sure that personality plus personalization, that's something that definitely beats more of a bland updates kind of a newsletter. That's kind of a boring thing. Make sure you're using very vivid visuals. So we're putting out big stats. Statistics. That's something that that works really, really well. when it comes to to putting these things together. So, that is all I have when it comes to that one. You should check that one out. There's I, I only wanted to point out a few things on this in particular, but let's get into the YouTube makeover.

Tyson Matrix 00:12:38 This is what's really interesting to me. And there's three different articles that I looked at when I came to this one. They are a big part of this is they're going to upscale what they're calling AI upscale. A lot of the videos. So a lot of the the videos that are lower quality, there is a there is a caveat to this, which I'll get to a little bit, but they're upscaling a lot of the older videos that are not of high quality, and they're using AI to do it. That's a big part of this. They're increasing the size limits of the thumbnails. That's another interesting part of this too. That way you can have higher quality thumbnails. It's a really, really important part of this. What I think is the most important part of all of this, though, is that there is going to be it's already started to roll out a massive redesign of the TV friendly YouTube, where it's going to look a lot more like Netflix, where whenever you. A big part of that too, is contextual search.

Tyson Matrix 00:13:44 So if you are in, let's say you're inside of a YouTube channel for we'll just use MrBeast because he's the the most well known. Let's say you're in the middle of Mr. Beast's YouTube channel, and you're searching it while you're inside of that channel. Currently, what happens is you search and it'll show you, you know, videos from all over YouTube. It is it's going to shift where it's more contextual and it's going to show you more from MrBeast YouTube channel because you're inside that channel. To me, that makes a lot more sense. It should have been that way from the beginning, but that's that's another big part of what they're going to be doing. They're going to make this more of a polished TV experience. That's a really kind of an interesting part of this. I do wonder how this is how this is going to work, because you already have a platform that works well and you have a platform that is, you know, people have been shifting away from traditional television for years, and I think it's interesting that they're shifting more towards traditional type of TV.

Tyson Matrix 00:14:42 I think that makes sense because of some of the things I've noticed where I've been fed more and more, you know, movies on YouTube TV and I don't know if that's or not YouTube, YouTube TV, but on YouTube. And I don't know if that's because I have a premium subscription or I actually don't know. I don't know the difference. I don't know what people that don't have a premium subscription show, but I have wondered how long it's going to take them to kind of do this. And so that part makes a little bit of sense, but it also makes me wonder, why the shift, given that people are already moving to, to YouTube from, from major platforms. So the caveat I want to talk about when it comes to the upscaling, you can actually opt out if you don't want the the upscaling. I don't know why you wouldn't want the upscaling unless it dramatically changes things. To me, it makes sense. My guess is they'll probably show those more often anyways if they are upscaled, because if it's a lower quality, they may not want to do that.

Tyson Matrix 00:15:42 so again the I'm gonna go over the key features with you, the, the expanded thumbnails. We talked about the, you know, 2MB to 50MB. I know, maybe a megabytes, not that much, but I mean increase by from 2 to 50 is pretty big increase. They're going to have that a new AI powered feature that automatically generates higher resolutions for videos. The flip through favorite YouTube channels with immersive previews on the homepage. This is going to be where it's like Netflix. That part's interesting. You're gonna have the contextual search that I talked about that's on TVs. It sounds like it sounds like it's specifically to TVs and not on both of the the Netflix change and then the contextual search. So I think that's only going to be on TVs for some reason. I don't know why it's not going to be on phones as well. Then you're going to have viewers are going to be able to scan a shopping QR code to instantly open the product page on their phone. That's an interesting change too.

Tyson Matrix 00:16:38 I have also noticed that you will can't see this, but inside of StreamYard, which we stream from there is a QR code and the. So the QR code is and that's something that they added in the last, I don't know, a month or so. And I kind of wondered why that was so, but that's, that's, that's something that apparently a lot of these streaming services are shipping shifting, too. So there we go. All right. Let's move on to another interesting develop from Google. Lots of Google stuff today. And this is where, Google's AI mode can now book tickets and appointments for you. And this is from TechCrunch. This is the reason why I find this one relevant to us, is because you're going to start to have people booking appointments with us through. If this is an option that you offer, this is not an option that we currently offer. I'm not saying we're completely against it, but this is this is not not an option that we currently offer. We have no plans to offer this.

Tyson Matrix 00:17:48 However, if that's the way people are going. Don't be surprised if you start to have AI scheduling appointments for you. not really for you, I guess. You obviously you can use it yourself, but this is. I think I can see easily in the future. You have someone go in going in and saying, you know, I need a I need a personal injury attorney. schedule an appointment for me with the best attorney I could. Completely seeing that and then having agents, doing it. David. Terry, I got your message. Thanks, buddy. Appreciate it. he says, watching you looking sharp this morning. I really appreciate it. That's a very nice message. I like to see that during the show. but, Thanks, David. Terry. but I do think when it comes to these, this new AI mode, you're going to see this odd shift where people are just going to say, hey, go find me the best attorney, and they're going to book these appointments for us, for them, and us sometimes.

Tyson Matrix 00:18:49 So some of the details, let me give you some of the details. Google added a gentle actions to AI mode and search, letting users request real time options and jump straight to booking pages. So you're skipping through all the other nonsense. You say, this is what I need and it jumps straight to it. I like that. That sounds amazing to me. Okay, I'm not having to. Let me think about this. How many times have you gone to a booking site? You name it. Hotel, rental car, airport or airline, whatever it is. And then you have to re-enter the information again or re-enter the information. You just say, hey, I need tickets from STL to, you know, Phoenix, for these dates. So November 8th through the 12th. I'd prefer to leave in the morning. Yada yada yada. It does. It just boom jumps straight to the booking page. It figures all. You give it the details, it might ask you some questions. Boom.

Tyson Matrix 00:19:50 Done. That's. That sounds that sounds amazing to me. Sounds pretty good. And then so they did have some earlier a genetic tests and those handled restaurant reservations. And I think I did talk about restaurant reservations a few months ago. This, however, expands that to more of and that was more in like the answers part of it to the actual transaction. We're shifting to more of a transactions, okay. Where they're getting to the point where, booking a reservation is one thing, but you're getting to we're going to make some payments, okay. We're we're getting to the point where it can make the payments. I will say in OpenAI, their, their version of the agent, and I'm kind of drawing a blank. I'm gonna try to pull this up and remember what the name of it is. I'm drawing a blank on what they called it, but they had their agent that was you could deploy from inside of ChatGPT, and you can actually from it inside of ChatGPT. But I actually had to book my airline tickets to Hawaii.

Tyson Matrix 00:21:01 It actually, I had to give it the credit card information, but it actually went through and filled that information out for me and hit submit button. I was monitoring it as it was doing it. It was asking me questions as I was doing it. But that was a it was an interesting thing. So this isn't a brand new thing. However, they've gone a step further. Where this is more it's, you know, on the Google search page. It's one of the things where it's you can hit AI overview and it's right there. It gives you that option right away. So that's coming. So prepare for book consultation directly from AI mode. That's I think that's something that's going to probably be coming. So make sure that you if you're going to if you do this make sure you have you know, you have your scheduling links, their hours services, all of that scrollable. And those are ready to go and that there's no issues. You're going to want to make sure you're testing out all of that.

Tyson Matrix 00:21:55 I noticed months ago Google, made it and I just it seems a little more visible the booking things for attorneys booking options. So make sure all of that is updated. But all right, let's get to our last story. And that is those of you that are big TikTok people. But this is this is more YouTube and TikTok. There's a couple a couple articles that I was looking at when it comes to this. This one is from The Verge. There was a couple from The Verge that I was looking at, but they they seem to focus primarily on TikTok, but YouTube has some features as well. So I talked about the YouTube makeover. There's there's more from them. YouTube and TikTok roll out AI tools for faster content creation and TV style viewing. I did find this one very, very, very interesting because there's already some platforms that offer what they're offering, but they are essentially cutting out the middle. The middleman is what they're doing. And what you have here is TikTok's new smart split auto chops, long videos into multiple shorts, AI outline drafts, titles, hooks and scripts.

Tyson Matrix 00:23:13 So you have, you have this. Let's say you upload a podcast. Riverside is something is a is one of the platforms that already does this. We record inside of Riverside for the podcast whenever we're doing a remote interview, and it will cut a lot of the stuff up for us. For social media, it's not always great. It does a pretty decent job though, but it'll draft titles, hooks, scripts, all of that inside of TikTok now. it says TikTok also boosted subscription revenue share up to 90% for creators who meet stricter threshold. That's an interesting part of this, too. For TV screens, YouTube is adding AI upscaling, which I talked about before, larger 4K thumbnails. I didn't mention the 4K thumbnails, but that is something that they're testing for bigger channels. It's not something that they're doing for everybody yet, but they are testing the idea of 4K thumbnails only with the bigger channels. Right now, the QR shopping, which I was talked about and then shows format that organizes channels into seasons and episodes.

Tyson Matrix 00:24:16 When it comes to the smart split, it automatically slices long videos into short clips and captions and vertical reframing. So let's say you record a show or a video or something that you do in and more of the portrait view or landscape view, it will automatically reframe it for vertical frame it reframing. It's interesting. And then the like I said, the AI outline drafts those hooks in those scripts, which is interesting. So you can turn will you'll be able to do is turn, you know, those 30 to 60 minute webinars or podcasts or videos into the, you know, 10 to 15 short clips every week, and then you can use the AI outline to speed your scripting and your calls to action for different different case types. That's something you'll be able to do. You'll be able to repackage your your your channels into more binge able shows. That's something. When it comes to YouTube, you're going to be able to do, you know, maybe, you know, season one is, you know, insurance tricks.

Tyson Matrix 00:25:16 That's maybe season one. And so you you can do things like that when it comes to, you know, personally personal injury or criminal defense. maybe if you do I don't know if anybody does, you know, town halls. But the webinars is a really big thing. some people do, you know, local shows like, like Brooks Derek has his, his show that he'll, he does that where he goes around and has a meal with, with, a business owner or whatever. That's something that can be cut into smaller clips pretty easily. so really interesting, I think, I think it's one of those ones that, they're trying to there's so many other platforms out there that do many of these things, and I think they're trying to cut that out, but that is all I have for you this week. Really appreciate you doing it. and I really appreciate you all watching. Hopefully. I actually have I want to thank Amy. We call her Max. Amy because I've got my Amy Maxwell.

Tyson Matrix 00:26:06 Amy is actually running the she's running everything for me when it comes to the graphics, which is fantastic. So thank you Amy. It makes it a lot easier. So I'm not having to click around to a lot of different things but really appreciate it. Have a great week everybody. And remember to go to it is Maxwell Survey Comm. That way we can do the state of the firm survey. We will be doing those releasing those results in I think January. I may be wrong about that. I'll make sure I get those days. I mentioned it last week, but I'll mention it again. Maxwell survey comm. It is live, so make sure that you are completing that because we want to make sure we get it out to as many people that we have. We have the absolute best data possible. So have a great week everybody. We will see you.