Should I Use AI for My Website Copy?
I mean, you can use it to write all your social media posts, blogs, newsletters…to plan your day, and organise your week/month or year so why not use it to write your website copy as well?
So, as a copywriter who could be worried about losing out to ChatGPT and all its like-minded buddy robots ( note: I only said, ‘could’), I decided to do what a lot of my colleagues have done and Google: Should I use AI for my website copy?
I waited, sipping my roasting hot tea and polishing off another Belgian chocolate while ‘it’ went through the motions. A quick aside: I know several copywriters who publicly feared AI when it came on the scene. But only now did I decide to put it to the test. Would the results prompt me to consider a career change?
Spoiler alert: those fab, experienced copywriters are still writing without fear.
Its response was revealing – acknowledging both its potential and its significant limitations.
The Job of Your Website and Website Copy
Your website isn't just built to sit prettily in the digital space, slowly but surely abandoned in favour of putting all your eggs in the social media basket.
It's your 24/7 digital employee tasked with ‘being’ a valuable resource hub (as long as you work to make it one, for your website visitors and clients and your enduring sales platform.
Think about what that means. While you're sleeping, your website needs to:
Create a compelling first impression - visually and with words that keep people reading beyond a headline, eyes dancing down the page, desparate to know more.
Help you reach your business goals by making it super simple for people to see how you can make their lives easier, better, healthier, and happier as you take them on their journey to an improved life and a better version of themselves.
Share your inimitable personality, unique voice, and overwhelming value, which will help you stand out and shine brightly leaving your competitors in the shade.
Attract top-tier clients and get them sprinting to the ‘work with me’ and ‘buy now’ buttons with the kind of ferocious energy reserved for the Harvey Nics Winter Sale!
Can a machine, a robot, call it what you will truly assume the process of human thought and replicate it to deliver this level of goal-oriented, strategic communication successfully?
Because…I kid you not; that’s what your website needs to do to build trust, connection and hope while guiding visitors through a thoughtful journey that turns interest into hammering down the metaphorical door to work with you.
If we were in a courtroom, I would be the ‘Silk’ posing the question: The question isn't whether AI can write content - it's whether it can capture the strategic thinking and emotional connection your business deserves to be wildly successful.
Why AI Falls (woefully) Short
Understanding Your Brand Voice, Tone and Personality Quirks
Sure AI can generate content quickly.
But it lacks the deep understanding needed to capture your unique voice and audience connection. Believe me, I have tried many times to get it to write in my brand voice but the missing ingredient is - me. So, the result? Generic churned-out content that is as exciting as hubby’s sweaty socks languishing at the bottom of the laundry basket.
Quality and Nuance
Yes, AI is powerful – but back to quirks. It often misses those subtle touches that make copy feel genuine…as in written by a real life, not extinct yet, glorious human! You'll find yourself spending precious time fixing content that should have made the empathetic and emotional connection from the start.
The Human Touch
Here’s what matters most: emotional connection comes from lived experience and genuine understanding.
Amen to that.
AI simply cannot craft those "I see you, I hear you, I ‘get’ you" moments that turn skim readers into loyal clients.
Technical Limitations
Even with SEO capabilities, AI misses the strategic elements that make your content work harder – from meaningful internal linking to content that genuinely answers your audience's deeper questions.
What about the Human Element in Creative Work (where people work with people)?
Harvard's research reveals something amazingly crucial: While AI can generate content quickly, three future scenarios are emerging:
AI as a Helper Tool
Yes, AI can draft basic content. But can it understand your client’s deepest challenges? Can it craft the nuanced messaging that builds real trust?The Content Overflow Risk
We’re facing a potential flood of AI-generated content. In this noise, real and raw human voices become more valuable, not less.The Human Premium
As AI-generated content becomes common, genuine human creativity and connection command increasing value.
Amen to that again, with a cherry on top!
Let’s look at a real example:
AI Generated: "Optimising wellness through evidence-based protocols"
Human Crafted: "Finally feel energised enough to play with your kids after work, without needing three coffees to get through the day."
The difference? One fills space. The other creates connection.
Recent Harvard Research and the Human Advantage
Harvard research highlights the unique advantages of human creativity in our digital age - you guessed it, distinct qualities the robot that is AI simply cannot replicate:
Awareness of social and cultural context
Ability to make significant creative leaps
Emotional and meaningful content generation
These aren't just features – they're jumbo-sized building blocks, coming together to provide the unshakable foundation of genuine connection.
What You Really Get with Professional Copywriting
When you work with a warm, empathetic human copywriter, who has proudly and tirelessly continues to invest in their business to give you the highest level of expertise, you’re investing in:
A team member who speaks your language as a business owner and understands strategic thinking.
A team member who integrates themselves into your business, ready to dive into your offers, services and products to understand what your audience wants and needs in tune with market dynamics
A team member who knows how to use Memorable and appropriate storytelling to evoke powerful emotions and builds trust
A team member skilled at nuanced messaging beyond the obvious and superficial exploring deep reasoning, acknowledging challenges and showing empathy.
A team member who respects cultural awareness and keeps content relevant
A team member invested in conversion psychology that drives action to create engagement and sales.
How I Can Help Grow Your Business in 2025
Ready to ensure your website creates genuine connections that convert? Let’s explore how we can work together:
Website Copy Audit – Discover exactly what’s working and what needs attention.
Three-Page Website Refresh – Transform your key pages to stop the fluffy copy that costs you clients.
About Pink Copywriting
I'm the Quietly Ambitious founder of Pink Copywriting. My reason for existing is to walk by your side and help grow your business with your one-and-only brand voice, strategy-first conversion copywriting and ensuring your website visitors get the "best ever" user experience when they find you.
I love working with female solopreneurs in the coaching and wellness industry because of my own personal experiences – living with anxiety and the impact it has made on my life over the years – both physical and mental.
If you’re a member of Costa Women, join my Circle, The Copy Fix – or follow me on Instagram for more copywriting tips and insights.
Because in a world where AI-generated content becomes ubiquitous, authentic human connection becomes more valuable, not less.
