You’re not alone if you think AI is wild. It’s mind-blowing all you can do with it (and a little terrifying, tbh). We’ve started incorporating it into some of our workflows and it’s definitely a helpful tool if you know how to use it.

A consistent pain point for some of our website clients is writing their website copy. It can be a slow, overwhelming task for content-heavy sites, and it’s not something to be taken lightly (hello, SEO). We’re still refining how we use AI and it’s an ever-changing process, but we thought it would be helpful to share three tips when using it to generate your website copy.

Note: We’re referring to using ChatGPT here.

1.Keep a Consistent Brand Voice: Before using AI, it’s important to learn how to talk to it. You want your website (and all your marketing) to sound like you and be consistent across all platforms to build trust with your audience. So if you haven’t already, think about your brand voice. Is it formal or casual? Funny, straightforward, or informative? Pick a few adjectives that describe how you want your brand to come across and incorporate those into all the prompts you use to generate copy. This will keep the tone consistent and on-brand in all your marketing (you can even use it to write emails!).

Example:

The cool thing about AI is you can always refine and go into more detail with your prompts. You can ask it to rewrite something more casually, condense it, or gear it more towards a specific audience. Detail is key! Which brings me to my next point…

2. Do Your Homework: Your copy is a crucial tool in getting traffic to your website, and you want to make sure it’s working for you by incorporating valuable keywords. AI tools can assist with some aspects of keyword research (like keyword suggestions, competitor analysis, and search volume and trends), but they may not replace the need for human input and strategic decision-making entirely. You can use tools like Semrush or Ubersuggest to do some keyword research on your own and compile a list of keywords applicable to your business that speak to your ideal audience. Once you have your list, make sure you plug those into your AI prompts and incorporate them in your copy.

Example:

As you can see from the above example, the generated copy still isn’t perfect. That being said, it can be a great way to brainstorm and get a starting point to build on. Which brings me to our final tip…

3. Don’t Just Copy and Paste: At the end of the day, people still want to do business with people… not robots. It’s important to proofread and edit the copy to maintain authenticity and build trust. When we use AI, we like to think of it as an idea generator or initial framework we can adapt, personalize, and build on to sound like our unique brand. That being said, we still monitor the ways we use it to make sure our marketing sounds like “us” and stays true to The Studio Sullivan brand.

All this being said, using AI to generate copy can save you time, but it’s crucial not to just take it at face value. Learning how to talk to it in detail, refining your prompts to match your brand voice, and taking the time to edit the copy - adding a personalized touch, are necessary steps you must take to build trust with your audience and stay true to the brand you’ve worked so hard to create.

Is your brand voice consistent across all your marketing?

Book a Design Audit and we’ll review your content and spend an hour talking strategy and next steps you can take to legitimize your business and get more custsomers.