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AI-written copy: where it helps, and where it shows
2026-08-14
Most of the website text we are sent now has been through an AI assistant at some point. That is not a complaint. Asking ChatGPT or Gemini to draft a page about your plumbing business is a sensible way to get past a blank screen, and it is a lot quicker than staring at one on a Sunday evening. The trouble starts when the draft goes straight onto the site without anyone reading it as a customer would.
We can usually tell within a paragraph. So can your customers, even if they could not say why. And the AI assistants that now read websites to answer questions like "who does boiler repairs in Frome" can tell too, because a page with no facts in it gives them nothing to repeat. This post is about where AI helps with copy, where it lets you down, and a simple process that gets the best of both.
Where AI genuinely helps
Used well, an assistant is a good editor and a patient junior writer. It is useful for the jobs that most business owners find slow and tedious:
Getting a first draft down when you have the facts but not the words
Shortening a page that has grown to twice the length it needs
Tidying spelling, grammar and the odd sentence that runs on too long
Turning a list of bullet points into readable paragraphs
Rewriting the same information for a different page, such as a services page and a shorter home page summary
Suggesting the questions a customer might ask, so you can answer them
None of that replaces knowing your trade. It replaces the typing. If you give an assistant a good set of facts, it will give you back a tidy draft. If you give it a one-line prompt, it will give you back the same page it gave the last hundred people who asked.
The tells of untouched AI copy
Here are the signs we look for. You will start seeing them everywhere once you know them.
The same rhythm. Every paragraph is three sentences. Every sentence is about the same length. Lists always come in threes. Real people write unevenly.
Empty adjectives. Seamless, bespoke, tailored, comprehensive, passionate, dedicated, high-quality. They sound like praise and say nothing. Nobody has ever chosen a plumber because he was seamless.
No prices. Not even a starting price or a typical range. The draft does not know your prices, so it talks around them.
No place names. "Serving the local community" instead of "Bath, Frome and the villages between". The assistant does not know where you are unless you tell it.
No opinions. Real tradespeople have views. They think one brand of boiler is better than another, or that a certain kind of job is not worth doing. AI drafts are relentlessly neutral.
Lines that could be about anyone. If you could swap your business name for a competitor's and the paragraph still reads fine, it is not about you.
A closing flourish. "Contact us today to discuss your needs" at the end of every single page.
The same paragraph before and after a human has been at it.
Notice that the right-hand side is not clever writing. It is just facts. That is the whole point. The reader wants to know what you do, where, for roughly how much, and whether you seem like the sort of person they would let into the house.
Why it matters more than it used to
A few years ago, vague copy was mostly a missed opportunity. Now it is a closed door. When someone asks an AI assistant to recommend a hairdresser in their town, the assistant looks for pages that contain a clear answer. A page that says "we offer a full range of hair services" has nothing to quote. A page that says "cut and blow dry from £38, we are on Cheap Street opposite the Post Office, open until seven on Thursdays" gives it everything it needs.
So the specifics are doing two jobs. They persuade the person reading, and they give the machines something to pass on. Empty adjectives do neither.
If a sentence could be about any business in the country, it is not helping yours.
A process that works: facts, draft, then a person
This is what we suggest to clients, and it is what we do ourselves when a page needs writing. It takes about an hour per page, most of which is the first step.
Three passes, in this order.
Facts first. Before you open an assistant, write a rough list. What you do, what you do not do, where you cover, what things cost or roughly cost, how quickly you can come, who is on the team, what you are qualified in, what you think customers get wrong. Messy is fine. This list is the raw material, and it is the part only you can do.
Then the draft. Paste the list in and ask for a plain page in short sentences, British spelling, no adjectives that could apply to anyone. Tell it your town. Tell it to keep every price and place name you gave it. You will get something usable.
Then a human. Read the draft aloud. Anywhere you would not say it out loud to a customer, change it. Add the one opinion you have about your trade. Put the price ranges back in if it has softened them. Delete the last line if it is a closing flourish. Check that nothing has been invented, because assistants will happily add a qualification you do not hold or a service you do not offer.
The third step is where the voice comes from. It does not have to be polished. A slightly blunt sentence from a real electrician is worth more than a smooth one from nobody in particular.
A quick check before it goes live
When the page is done, ask yourself four questions. Does it say where you are, in plain words? Does it give at least a rough idea of cost? Does it contain one thing only you would say? And could a stranger read it in under a minute and know whether to ring you? If the answer to all four is yes, you are ahead of most of the sites we see.
We do this pass on every site we build, and we are happy to look over a page you have drafted yourself. But you do not need us for it. Facts first, draft second, then your own voice on top. Over the quiet weeks of August it is a good job to get done before the autumn rush, and once your pages read like you, they tend to stay that way.
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