How To Use AI Effectively to Write Website Copy
AI tools are changing the way we write, especially when it comes to website content. It’s a powerful tool for getting unstuck, speeding up drafts, and exploring different ways to say something. But it’s not magic. The most effective website copy still starts with your strategy and ends with your edits.
Use AI to help you write, not to replace your voice. Treat it like a collaborator, not a substitute. And remember: the strongest website content is clear, true, and written with your audience in mind. If AI helps you get there faster, great. Just make sure it’s still you they’re hearing.
Step 1: Start With Strategy, Not a Blank Page
Before you type anything into an AI tool, you need to know what you’re trying to say. That means thinking through:
Who you’re talking to (your audience)
What you want them to do (your calls-to-action)
How you want to sound (your tone and brand voice)
What your pages are trying to accomplish (sales, education, trust-building, SEO, etc.)
Skipping this step is one of the main reasons AI-generated copy can feel generic. If you don’t know your message, the AI can’t guess it for you. If you're not sure where to begin, start by writing a quick sentence or two describing each page’s purpose. For example:
Homepage: “Introduce my interior design studio and highlight our signature style.”
About page: “Explain who I am, what makes me different, and how I work with clients.”
Services: “Describe what we offer, who it’s for, and how to get started.”
Even a few bullet points can help clarify your goals.
Step 2: Use AI for Drafting and Brainstorming
Once you know what each page needs to say, you can use AI to help with structure, rough drafts, and even idea generation. Here are a few ways to prompt AI effectively:
Ask for an outline.
If you're unsure how to organize a services page, try asking, "Can you outline a services page for a [type of business] that offers [your services]?" The response might give you helpful headings or sections you hadn’t thought of.
Ask for variations.
Say you want a better version of your headline. You could try: "Here’s my headline: ‘Design that Works.’ Can you give me 10 stronger alternatives for a luxury design studio?"
Use it as a writing partner.
Paste in a draft and ask, "Can you rephrase this to sound more confident and polished without losing my tone?" Or: "Can you cut this down to 3 concise bullet points?" Don’t be afraid to go back and forth. The more context you provide — your audience, style, goals — the better your results will be.
Step 3: Don’t Let AI Write the Whole Thing
It’s tempting to hand the wheel to the tool and just copy/paste whatever it gives you. But here’s the problem: even “good” AI writing can feel flat, overly vague, or off-brand. And most of it lacks the specific details that make your business sound real.
Instead of asking AI to write your entire site, use it for parts of the process:
Drafting headlines or taglines
Simplifying or shortening content
Turning bullet points into paragraphs (or vice versa)
Brainstorming value propositions or calls-to-action
Rewriting something in a different tone
You’re the editor. Your job is to shape the output so it sounds like you, reflects your expertise, and feels natural to your audience. AI can help get you halfway — but the final stretch still needs a human touch.
Step 4: Add Real Content Only You Can Provide
One of the best ways to improve AI-generated copy is by inserting specific, true details. For example, instead of “We’re passionate about helping small businesses succeed,” try “Since 2017, we’ve helped over 200 independent shops and service providers launch new brands, reach more clients, and grow confidently.” Instead of “Our process is simple and effective,” try “You’ll start with a free 15-minute intro call, followed by a detailed brand questionnaire and a two-week turnaround for your first draft.” You can also add quotes from happy clients, original stories about how your business got started, or photos of your real work. These are things no AI can make up — and they build trust much faster than generic claims ever will.
Step 5: Use AI To Tighten and Format
Once you’ve got a working draft, you can loop AI back in to help polish things. For example, you can:
Ask for a grammar and clarity check
Request shorter, punchier versions of long paragraphs
Get help reformatting lists, CTAs, or section headings
Try something like "Here’s a draft of my About page. Can you make it sound more confident and engaging, while keeping the original tone?" Or "Can you break this paragraph into a few short bullet points for better readability?" This stage is especially helpful if you tend to over-explain, write in long blocks, or need help simplifying your message.
