Writing Website Content with AI
Words Sell. Design Attracts.
A gorgeous website with weak copy is a pretty brochure that doesn't convert. The words on your site — your headlines, descriptions, about page, calls to action — do the heavy lifting of persuading visitors to take action.
Most people dread writing website content. AI makes it dramatically easier. This chapter shows you how to use AI to write every page of your site, then refine it until it sounds like you.
The Homepage
Your homepage has about five seconds to communicate who you are, what you do, and why visitors should care. Every word earns its place or gets cut.
The Hero Section
The hero is the first thing visitors see — the top of your homepage, above the fold. It needs three elements:
Headline. One sentence that communicates your core value proposition. Not what you do — what you do for them. "We build websites" is about you. "Your business deserves a website that works as hard as you do" is about them.
Subheadline. One to two sentences adding specificity. What, for whom, and how. "Custom web design for small businesses. Beautiful, fast, and built to generate leads — in two weeks, not two months."
Call to action. A button with clear, specific text. "Get Started," "Book a Free Call," "See Our Work." Not "Learn More" — that's vague and passive.
AI Prompt: Homepage Copy
Write homepage copy for my website.
My business: [describe what you do]
My target customer: [who you serve]
My main value proposition: [the primary benefit you offer]
What makes me different: [your unique angle]
The action I want visitors to take: [contact, buy, book, subscribe]
Tone of voice: [professional, warm, bold, casual, authoritative]
Competitors: [list 1-2 if you have them]
Please write:
1. 3 headline options (punchy, benefit-focused)
2. A subheadline for each
3. A complete hero section (headline, subheadline, CTA button text)
4. The remaining homepage sections: social proof, services overview, how it works, testimonials section, final CTA
5. Keep everything concise — this is a website, not an essay
The About Page
The about page is consistently one of the most visited pages on any website. People want to know who they're dealing with. Make it count.
What to Include
Your story — not your resume. Why you do what you do. Who you help and why you care. Your experience and credentials (briefly). A photo. A personal detail or two that makes you human.
What to Avoid
Starting with "Welcome to our website." Writing in the third person when you're a solo business ("Jane is passionate about..." — just say "I'm passionate about..."). Making it entirely about you instead of connecting to the visitor's needs. Listing every job you've ever had.
AI Prompt: About Page
Write an about page for my website.
About me:
- My name: [name]
- What I do: [describe]
- How I got started: [brief backstory]
- What drives me: [motivation, mission]
- Experience: [relevant credentials, years, notable work]
- Personal detail: [a hobby, value, or fact that humanizes you]
- Tone: [how I want to come across]
Please write an about page that:
1. Opens with something more interesting than "Welcome" or "About Us"
2. Connects my story to how I help my audience
3. Feels authentic and human, not corporate
4. Is 300-500 words (ideal for web)
5. Ends with a transition to a contact CTA
Services and Product Pages
Each service or product needs its own section (or page, for complex offerings) with clear communication of what it is, who it's for, what the outcome is, and how to get started.
The Formula
What it is. One sentence. Plain language. "Website design for small businesses."
Who it's for. Connect to the visitor. "For business owners who need a professional online presence but don't have time to learn web design."
What they get. Specific outcomes, not features. "A custom website that loads fast, looks great on any device, and converts visitors into customers." Features support outcomes but don't lead with them.
How it works. Simple process steps. Three to four maximum. "1. We talk about your goals. 2. We design and build your site. 3. You review and we launch."
Social proof. A testimonial or case study specific to this service.
CTA. Clear next step. "Ready to get started? Book a free consultation."
AI Prompt: Service/Product Page
Write a service page for my website.
Service: [name and description]
Who it's for: [target audience for this specific service]
Key benefits: [what clients get — outcomes, not features]
Process: [how it works, step by step]
Pricing: [if you want to include it]
Differentiator: [what makes your approach unique]
Common objections: [what might hold someone back]
Testimonial: [paste one if you have it]
Please write a complete service page that:
1. Leads with the benefit to the customer
2. Addresses common objections naturally
3. Includes a clear process section
4. Feels confident without being pushy
5. Ends with a strong CTA
Blog Posts
Blogs serve two purposes: they establish expertise and they drive search traffic. If you're going to blog, quality and consistency matter more than volume.
Starting Your Blog
Launch with three to five posts so your blog doesn't look empty. Choose topics your audience searches for — problems they have, questions they ask, decisions they face.
AI Prompt: Blog Post Generation
Write a blog post for my website.
Topic: [title or subject]
Target audience: [who will read this]
Keywords I want to target: [for SEO]
Tone: [match my brand voice]
Length: [800-1200 words is ideal for most blogs]
Goal: [educate, build trust, drive traffic, generate leads]
Please write a complete blog post that:
1. Opens with a hook, not a generic introduction
2. Uses subheadings for scannability
3. Includes practical, actionable advice
4. Naturally includes my target keywords
5. Ends with a relevant CTA
Calls to Action (CTAs)
CTAs are the most important text on your site. They tell visitors exactly what to do next.
CTA Principles
Be specific. "Get Your Free Quote" beats "Submit." "Download the Guide" beats "Click Here." Tell them what happens when they click.
Use action verbs. Start with a verb: get, book, start, download, join, discover.
Create urgency when appropriate. "Book Your Spot" (implies limited availability). "Start Your Free Trial" (implies it's risk-free and time-limited).
Place them strategically. Above the fold on the homepage. At the end of every service page. In the navigation bar. At the bottom of blog posts. In the footer.
Making AI Content Sound Like You
AI generates competent copy, but it often sounds generic. Here's how to make it yours:
Give AI examples of your writing. Paste existing emails, social posts, or any writing that captures your voice. Ask AI to match the tone.
Edit ruthlessly. AI's first draft is a starting point. Cut corporate jargon. Add your specific stories and examples. Replace generic phrases with how you'd actually say it.
Read it out loud. If it sounds like a robot wrote it, it probably reads that way too. If you wouldn't say it in conversation, rewrite it.
Add specifics. AI writes in generalities. You add the details: your client's name, the specific result you achieved, the particular problem you solved.
Keep your quirks. If you're funny, be funny. If you're direct, be direct. If you use certain phrases naturally, keep them. Your voice is your brand.
Next: assembling the pages themselves.