Most small business websites have the same problem: they say the right things in the most forgettable way possible.
Services are described. Bullet points are listed. There’s probably a “we’re passionate about” somewhere. A generic hero headline. A CTA that says “get in touch” or “learn more” — invitations that go nowhere because they’re asking for nothing specific.
The business owner wrote it themselves, or they paid someone $500 who asked three questions and delivered copy that could apply to any competitor in their space.
Either way, the copy isn’t doing its job. And the job of website copy is not to describe your services. It’s to make a specific person feel like they found exactly what they were looking for — and take the next step.
Why Most AI-Generated Copy Sounds Like AI
You can tell immediately. The sentences are technically correct. The structure is logical. And it sounds like nobody.
No point of view. No specificity. No voice. It reads like a Wikipedia article about your industry, not like a conversation with someone who actually knows their stuff and has opinions about how to do it right.
This happens when you use AI the wrong way: vague inputs, vague outputs. “Write homepage copy for a marketing agency” produces homepage copy for any marketing agency. That’s not useful.
The way to get copy that sounds specific, that has voice, that feels like it came from an actual person — is to give the AI specific inputs. Your positioning. Your ideal client. The problems you solve. The alternatives they’ve already tried. The outcome they actually want. The way you talk.
The Pages Your Website Needs (And What Each One Has to Do)
Before writing a word, it helps to know what each page is actually for.
Homepage: First impression and orientation. In 10 seconds, a visitor needs to know: what you do, who you do it for, and why they should keep reading. The hero section carries most of this weight. If it doesn’t land, they leave.
About: This is not a CV. Nobody cares about the founding story. They care about whether the person behind the business understands their problem and can be trusted to solve it. Write the About page for the client, not for yourself.
Services: This is where you translate what you do into what the client gets. Features are fine. Outcomes are better. A services page that leads with transformation outperforms one that leads with deliverables.
Contact/CTA page: The job of this page is to make the next step feel obvious and low-friction. What are they booking? What happens after they submit the form? Reducing uncertainty here increases conversion.
How to Approach Each Page
The structure is the same for every page: start with the client’s situation, not with what you offer.
Before you open a prompt, answer these questions:
- Who is the specific person this page is for?
- What is the most pressing thing on their mind right now?
- What have they tried before that didn’t work?
- What does success look like for them?
- What would make them hesitate to work with you?
- What would remove that hesitation?
These answers are the inputs. Every word you write — or every prompt you give AI — should be informed by these answers. If you can’t answer them, you need to do that thinking first. No AI prompt will substitute for knowing your client.
The Blank Page Problem
Here’s the specific thing AI fixes: the blank page.
Most founders are capable of writing decent copy — they know their business, they can explain it clearly, they have a point of view. What they don’t have is the time and energy to sit down, organise their thinking, draft it, revise it, and get it to a publishable standard.
The blank page has too much friction. So it doesn’t get done, or it gets done badly under deadline pressure.
AI removes the blank page. You feed it the brief, it produces a draft. The draft isn’t finished — but it’s a starting point you can react to and improve. Reacting to something is dramatically easier than creating from nothing.
The right workflow: use AI to produce the first draft, then edit until it sounds like you. If you’re editing AI copy and it still sounds like AI, you haven’t edited it enough.
The Voice Problem
The single biggest failure mode in AI-assisted copywriting: the voice is wrong.
Your website copy should sound like you — specifically, like the best version of how you talk about your work. Getting this right requires giving AI examples of your voice. Real sentences you’ve written. How you open emails. Social posts that got a good response.
The other component: tell AI what your voice is not. No “passionate about.” No “leverage.” No “seamlessly.” No “cutting-edge.” The avoidance list is as useful as the examples.
Build this voice brief once. Use it across every prompt for every page.
The Weekend Timeline
Day 1 (4–5 hours): Morning — answer the positioning questions. Afternoon — homepage and About page, draft, edit, done.
Day 2 (4–5 hours): Morning — services page. Afternoon — contact page, FAQ if needed, final review pass.
That’s a complete website’s worth of copy in a weekend. Not because you’re rushing — because AI handles the drafting and you’re handling the editorial work.
What Makes the Difference
Two founders. Same AI tools. One produces website copy that converts. One produces copy that sounds generated.
The difference is the brief. The founder who gets results has done the thinking before they open the prompt. They know exactly who they’re writing for, what that person needs to hear, and what voice they want.
The prompts are structure. You bring the substance.
We built a pack of 20 prompts designed to write every page of your website — homepage, about, services, contact, FAQ, and more.
The Website Copy Prompts include the brief structure that makes AI output specific and usable — not the generic prompts that produce generic copy. Each prompt is designed around the page’s job.
$27 — Get the Website Copy Prompts
Or if you want your website rebuilt from the ground up — book a discovery call with Slate Theory.
