AI and Website Copy: The Smart Way to Combine Technology and Human Expertise
Today, I'm sharing an article written by Ellie Senior, Founder and Strategic Copywriter at Ellie Senior Copywriting.
Ellie Senior, is sharing her tips on how to use AI and write your website copy. It’s a case of combining technology and human expertise to get the best of both!
It's a fantastic, relevant topic that every business owner can learn from!
Over to you Ellie!…
Let's face it – writing compelling website copy can feel like trying to solve a Rubik's cube while riding a unicycle. You know it needs to be worth the read, SEO-friendly AND convert visitors into customers, but getting all those pieces to align is where many business owners Hit. The. Wall.
Enter AI copywriting tools. The word wizard promising to turn your website content woes into wins with just a few clicks. But before you hand over the keyboard to the robots completely, let's talk about when AI shines, when human copywriters are worth rearranging your budget for, and how to create a winning combination of both.
The AI Advantage: Where Automation Excels
AI copywriting tools are no longer just fancy text generators. They've become surprisingly capable assistants that can help with several aspects of your website copy:
1 | Quick first drafts when you're drawing a blank
We've all been there – the dreaded blinking cursor on an empty page. AI can help you break through writer's block by generating initial content ideas and outlines. Think of it as a brainstorming partner who never gets tired (or needs coffee breaks).
2 | Product descriptions that don't make you want to pull your hair out
If you have an online store with dozens of products, writing unique descriptions for every one can feel like climbing Mount Everest in flip-flops. AI can generate basic product descriptions at scale, saving you hours of repetitive writing.
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3 | SEO keyword integration that doesn't sound like keyword stuffing
Modern AI tools can weave your target keywords into content naturally without making your webpages sound like they were written by a robot from the 1990s. It can also integrate related terms and synonyms that help you rank for multiple search queries while still sounding like it was written for actual humans.
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4 | Basic pages and standard web sections
AI can handle straightforward, factual sections such as contact information and FAQs quite effectively, especially when given clear guidelines about your business.
The Human Touch: When to Bring in a Copywriter
While AI has come a long way, there are areas where professional copywriters still run circles round the robots:
1 | Developing your unique brand voice and tone
A professional copywriter can capture the very core of your brand in words – whether you're quirky and fun, sophisticated and premium or reassuringly expert. They'll create a consistent voice that connects with your target audience in a way that generic AI often struggles to match.\
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2 | Telling your brand story in a compelling way
Your business journey, values and mission deserve more than an algorithmic summary. Human copywriters excel at finding the emotional core of your story and telling it in a way that builds a genuine relationship with your audience.
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3 | Complex value propositions that need nuance
If your service or product solves complicated problems or operates in a specialised niche, a professional copywriter can break down complex concepts into clear, convincing language that hits home with your specific audience.
4 | Copy that needs to convert visitors into paying customers
When it comes to the pages directly responsible for your bottom line – sales pages, service descriptions and call-to-action sections – the human understanding of psychology, persuasion and emotional triggers can make a significant difference in conversion rates.
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The Hybrid Workflow: Best Practices for Combining AI and Human Expertise
The magic happens when you combine the efficiency of AI with the creativity and strategic thinking of human copywriters. Here's how to create a workflow that gives you the best of both worlds:
Start with a solid strategy (human-led)
Before typing a single word or asking AI to generate anything, work with a copywriter to develop a clear content strategy. Know your audience, define your unique selling points and identify key messages. This foundation will make both AI and human-written content more effective.
Use AI for research and initial drafts
AI tools can quickly analyse competitor websites and gather industry insights that you can use to create initial drafts based on your strategy. This gives you and your copywriter a head start instead of beginning from scratch.
Have human copywriters refine and elevate the content
Professional copywriters can take AI-generated drafts and transform them into powerful, brand-aligned messaging. They'll add the nuance, emotion and persuasive elements that AI might miss, while preserving the efficiency gains from the initial draft.
Establish a clear editing process
Create a consistent review process where human eyes check all content for brand voice, accuracy and effectiveness before publication. This quality control ensures that no AI-generated oddities make it to your live site.
Use AI for updates and maintenance
Once you have human-crafted cornerstone content, AI can help with regular updates and expand on content as needed based on your established content strategy and tone of voice.
Final Thoughts
The future of website copywriting isn't about choosing between AI or human writers – it's about leveraging the strengths of both. AI brings efficiency and data-driven insights to the table, while professional copywriters add the creativity, emotional intelligence and strategic thinking that turns good content into great communication.
For business owners building or refreshing a Squarespace website, can start with a professional copywriter to nail your core messaging and get your website launch right the first time. This investment in human expertise ensures your brand voice is shaped to really work for your business from day one.
Once that foundation is solid, you can use AI tools to help with the small, regular updates needed to keep your website fresh and relevant over time. This approach gives you the best of both worlds – professional quality where it matters most, and efficient maintenance to keep things current without breaking the bank.
Remember, your website copy is often the first conversation you have with potential customers. Make sure it's one that captures not just what you do, but why it matters and how you're different from everyone else out there. Sometimes that takes a bit of human magic – even in our AI-powered world.
Need help finding the right balance between AI efficiency and human creativity for your Squarespace website?
Get in touch and let's chat about how we can help you create copy that connects and converts.
