Should you use AI to write your website copy?

Everyone seems to be using AI to write content online… More AI tools are popping up, promising faster, cheaper, easier content. But should you really trust AI to write your website copy when you need to make a great first impression with potential clients? 

On the one hand, you can’t scroll through LinkedIn or Instagram without AI-written copy jumping out at the screen. Screaming with Title Case, hundreds of emojis, and some tell-tale signs it’s been written by good ol’ ChatGPT. 

And on the other hand, other people are using AI as a helper, speeding up their writing process, but still shaping it in their own authentic voice, so you can’t actually tell AI wrote it.

Before I delve into whether you should use AI to write your website copy, I want to make this clear: If you do decide to use AI, you don’t want it to be obvious. You don’t want to sound like everyone else.

And you certainly don’t want it to be full of empty, jargon-heavy language that you wouldn’t say out loud.

TL;DR: Make sure you know who you are and what you stand for, so you can pin down your story and voice before using AI. You can’t write authentic, engaging content for your business without this knowledge. 

My POV on AI as a copywriter 

When AI first landed, I didn’t pay it too much attention. But now, it’s everywhere. Not just some fad that disappears after a few months: AI is here to stay.

And as a website copywriter, I believe that if I don’t adapt to new technology, I’ll get left behind. But I do have concerns about businesses using it without much thought or seeing it as a complete replacement for copywriters and marketers.

I openly share that I use ChatGPT in my copywriting business to help plan and edit copy. It does a lot of the time-consuming ‘legwork’ for me. 

But while AI has come a long way since it first started, even when I’ve trained it with my own voice through loads of example copy, AI-written copy still needs heavy editing (which can sometimes take longer than starting from scratch). 

From what I’ve seen, AI has pushed businesses into three camps…

1. Those who don’t value professional copywriting and are happy to settle for AI output.
2. Those who want to stand out and know AI alone won’t cut it.
3. Those who aspire to no.2, but don’t yet have the budget for a copywriter and are trying to DIY with a little AI support.

This blog post is aimed at people in category 3. 

Wherever you fall, good copy always starts with strategy.

What’s the purpose of the copy? Who’s it for? What emotions are they feeling when they land on your site? Without that groundwork, copy – AI-written or not – will always sound generic.

Will AI replace copywriters? 

If the last year is anything to go by – no. 

Back in 2022/23, much of my work involved writing blogs. That market dried up quickly when businesses flooded the internet with terrible AI-generated articles – most of which lacked depth, voice, or any real purpose.

Since then, things have swung back. Businesses realised that while AI can produce “decent enough” text when given a strong brief, it can’t replace the strategic thinking behind truly effective copy. 

The demand has shifted. Companies aren’t just looking for someone to “get words on the page” anymore – they want expert guidance on messaging, positioning, and persuasive website copy that connects.

So yes, AI has changed the need for lower-level writing tasks. But it’s also made the role of a copywriter more valuable, not less. Clients now look for help with the strategy, nuance, and creativity AI can’t provide.

The AI tools have advanced a lot since they first came out, and as it stands, AI is brilliant for ideas and drafts, but it’s not ready to replace professional copywriters.

The magic happens when you combine AI’s efficiency with a human’s strategic, creative thinking.

Pros of using AI to write copy 

Running a business in 2025 can feel relentless. There’s so much stuff we have to keep up with… Social media never stops. Emails pile up. Website updates sit on your to-do list for months. 

I get it. There are loads of tasks that AI can help you get done faster, easing the pressure and overwhelm. 

Instead of something sitting in your brain or your notes app for who knows how long, within minutes, you can have a starting draft on the page. And sometimes, that’s all you need. Which is great for things like: 

• Breaking through blank-page syndrome with structures or outlines 
• Brain-dumping ideas and shaping them into something usable
• Summarising research or pulling out FAQs to spark inspiration

Cons of using AI to write copy 

But AI only performs well if you feed it the right information. Without context – your strategy, customer journey, tone of voice, and brand story – it defaults to generic output. 

That’s why so much AI-generated copy sounds the same as everyone else’s (which is what I see, all too often). 

Even though AI is a great tool to support us, it can’t:

❌ Produce original thoughts or opinions
❌ Capture your unique personality without strong examples
❌ Replicate your lived experience or real client stories
❌ Apply strategy and persuasion to guide a reader to action

Even when the copy “looks” fine, it can miss nuance, contain inaccuracies, or fall flat emotionally. And Google is smart enough to favour quality, human-led content over keyword-stuffed AI filler.

In short, without you feeding AI the right information, it will never be able to write something that’s truly YOU.

So before you can use AI to effectively write copy, you need to first…

Lay the groundwork: Define your messaging and voice

Before you use AI, you need clarity on your messaging and brand voice. If you can’t confidently answer questions like these, AI won’t be able to either:

1. What do you stand for (your values)?
2. Why did you start your business? 
3. What drives you now?
4. What transformation do you create for your clients?
5. How do you want clients to feel when they interact with you (and your copy)?
6. What makes your approach different from others in your field?
7. If your brand was a person, how would people describe them?
8. What tone of voice feels most natural to you – and what do you never want to sound like?
9. What three words would you use to describe your ideal tone of voice?
10. What’s the single most important thing your audience should remember about your business?

Answering these questions gives you – and the AI tool – insight into your unique positioning, messaging, and tone of voice. If you’re not yet sure, you’ll need to either get help from a copywriter like me or do some more research.

Where AI fits best in your website copywriting process 

But even if you use AI to write your website copy, you should treat AI’s draft as raw material, not the finished product. Here are some things to look out for: 

• Fact-check everything – AI can invent statistics, quotes, or even features you don’t offer
• Polish for voice and clarity – make sure the copy actually sounds like you, not like “AI-speak”
• Check for purpose – every line should tie back to your strategy: who you’re talking to, what you want them to feel, and what action you want them to take

These might sound obvious, but I’ve seen these simple mistakes a lot over the past couple of years… 

So, should you use AI to write your website copy?

It depends on which camp you fall into. Are you looking for “good enough” copy for now, or do you truly want to stand out and make a great first impression with your ideal clients? 

If it’s the first one, use AI as a helper. It can take the heavy lifting out of research or outlining, and it’s a useful co-pilot when you’re DIY-ing your copy.

But if you’re looking to define your brand voice, tell your story, or persuade clients to choose you over someone else, AI will likely fall flat. And in this case, expert website copywriters like me are an incredible asset to your business to ensure your copy isn’t just okay – it’s persuasive, on-brand, and designed to win clients.

If you’re ready to get website copy that actually stands out and wins the right clients, let’s talk.