AI Websites
Writing Website Copy With AI: Where It Helps and Where It Shows
By the LA Web Design team5 min read
AI writing tools can produce a full page of website copy in seconds, and plenty of small businesses now start there. That's a reasonable place to start. The trouble comes when the draft goes live untouched.
Where it's genuinely useful
AI is good at the blank-page problem. It can suggest an outline for a service page, list the questions customers commonly ask in your industry, give you ten headline options to react to, or turn a rambling voice memo into organized paragraphs. It's handy for tightening a long paragraph and catching clumsy phrasing. Used that way, it's a fast first draft or an editor, not the author.
Where it shows
Unedited AI copy has a recognizable sound. It calls a business “dedicated to excellence” and “committed to customer satisfaction.” It reaches for the same handful of polished buzzwords and describes every service in the same three-beat rhythm. Readers may not be able to say what's off, but they can tell it could describe any company in any city. Copy that fits everyone persuades no one.
Where it's risky
AI tools sometimes state things that aren't true with complete confidence: a certification you don't hold, a founding year that's wrong, a guarantee you don't offer, a law that doesn't say what the draft claims. On a website that's not a style problem, it's a liability. Every factual claim in an AI draft needs checking by someone who knows the business.
The fix is your specifics
The difference between generic copy and good copy is almost always detail only you have. The neighborhoods you work in. The question every customer asks on the first call. The mistake you see other companies make. How long the job really takes. Feed those into the draft, or better, write them in yourself afterward. A line like “We've re-piped more 1920s Craftsman homes in Highland Park than we can count” can't come from a tool that has never set foot in Highland Park.
What Google cares about
Google has said it judges content on whether it's helpful, not on whether a person or a tool typed it. Its spam policies go after pages mass-produced to rank without adding anything, however they were made. A few dozen thin, near-identical AI pages for every suburb in the county is exactly that. A handful of pages with real substance isn't.
That's the same line we draw in our own work. In AI generative design, AI handles the rough drafts and the groundwork, and the decisions and final words stay with a person. If you're writing your own copy, our list of what to have ready before a website project is a good place to collect the specifics that make it yours.