AI website copy is only as good as what you give it. A tool with no material about your business produces the average of every business in your trade, which is exactly what a prospective customer is trying to filter out.
Short answer
Getting usable website copy from a tool depends almost entirely on the input. Supply real detail about how you work, who you serve, what you refuse and what you charge, and the draft becomes specific. Supply nothing and the result is fluent, generic and interchangeable with every competitor in your area.
Asked to write about a trade with no further information, a tool produces the center of everything it has seen about that trade. That center is where every competitor also lands when they do the same thing.
The result is not wrong. It is unusable, because a page that could belong to any business gives a reader no reason to pick yours, and gives an answer engine no reason to prefer it as a source.
Our page on choosing sources makes the same point from the machine side. Specificity is the whole currency, and a generic draft has none of it.
Facts, not adjectives. What you actually do on a job. What goes wrong most often. What you tell customers they should ask any provider. Which jobs you turn down and why. What your pricing depends on.
Ten minutes of dictation about how a job really runs is worth more than any brief written in marketing language. The specifics you consider boring are the ones a customer has never heard anywhere else.
Add the constraints too. What you may not claim, which words you refuse to use, what your competitors all say that you think is nonsense. Those shape a draft more usefully than a description of your tone.
The list below is the brief we would want before drafting any page for a business. Most of it can be dictated in a single sitting, and all of it is reusable across every page on the site.
Cut the opening. Drafts almost always begin by establishing that the subject matters, which is a paragraph the reader already agreed with before arriving. The real page usually starts at the second or third paragraph.
Then hunt the generalities. Any sentence that a competitor could publish unchanged either gets a specific added to it or gets deleted. This single pass does more than every other edit combined.
Finally check the claims. Our page on human review covers what that involves. Draft copy is where unsupportable claims enter a site most easily, because they arrive already phrased confidently.
Voice is mostly vocabulary and rhythm. Give the tool a page you wrote yourself, tell it which words you use and which you never use, and the drafts move noticeably closer to sounding like you.
Short sentences and plain words are a safer default than character. A page that reads clearly and factually is never embarrassing, while an attempt at personality that misses reads worse than no attempt.
Read the final page aloud. Anything you would not say to a customer standing in front of you comes out at that point, and it is the cheapest quality check available on any piece of writing.
Anything asserting a fact about your business that lives outside the text. Credentials, results, testimonials, prices and warranties. Our page on what to keep off sets out the full list and the reasoning.
Case studies are the frequent casualty. A drafted case study is specific, plausible and invented, which makes it the single most dangerous page type to produce this way.
Write those sections from your records, then use a tool to tighten the wording if you want. Tightening something true is a completely different act from generating something that sounds true.
The removal test settles most of it. Take out your business name and ask whether a competitor could publish the page. If they could, it is not finished, however well it reads.
Then check whether it answers the question in the title within the opening lines. Our page on answer-first writing covers the pattern, and drafts routinely fail it by starting with context.
Last, look at whether anything on the page would surprise a reader who already knows the trade. One genuinely useful specific is worth more than a thousand words of competent general explanation.
Because with no information about your business it produces the average of everything written about your trade. The fix is input rather than prompting technique. Real specifics about how you work change the output more than any instruction about tone.
More than feels necessary. Ten minutes of dictation about how a job actually runs, what goes wrong, and what you refuse to do will improve a draft more than any brief written in marketing language.
Reasonably well, if you give it examples of your own writing and a list of words you use and avoid. Plain and factual is a safer target than personality, because a missed attempt at character reads worse than none.
Deleting or sharpening every sentence a competitor could publish unchanged. That one pass does more for a draft than restructuring, tone work or length adjustment, and it usually removes a third of the words.
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