AI website copy can save you a lot of time, but only if you treat AI as a writing aid and not as the writer. Let AI produce a first draft, and add what only you know: your experience, your way of working, your prices and your examples. Then you get copy that's finished quickly and is still genuinely about your business.
Below you'll read what Google thinks of AI copy, how to set up a good way of working, which pages you're better off writing yourself and which mistakes are easy to avoid.
Does Google penalise AI copy on your website?
No, not because it was made with AI. Google looks at quality: does this page help the visitor? Copy written with AI and then properly expanded and checked can rank perfectly well.
What Google does crack down on is mass-producing low-value pages purely to appear in search results. Having a hundred near-identical pages generated is not a smart strategy. You'll also notice that generic AI copy often sounds the same. If your page says the same as ten others, there's little reason to put you at the top.
What AI does well, and what it doesn't
AI is strong on structure and speed. It's weak on anything specific to you.
- Good: coming up with a page structure, shortening long copy, creating headline variations, simplifying copy, finding spelling mistakes.
- Average: explaining your field. Often mostly right, but with small errors or generalities.
- Poor: your own experience, your real way of working, your prices, your customer examples and your tone. That has to come from you.
- Risky: facts, figures and rules. AI can make up things that sound real.
How to write AI website copy in six steps
- Step 1: write a short brief first. Who is the page for, what question does that visitor have, and what should they do next?
- Step 2: give the AI your own material: notes, answers you often give customers, an existing brochure. The more real input, the less generic the copy.
- Step 3: ask for a structure with headings first, not the full text yet. Adjust that structure until it's right.
- Step 4: then have the AI write a draft section by section, in your own tone. Give it an example of copy you like.
- Step 5: rewrite it yourself. Add examples, details and your own words. Remove empty phrases.
- Step 6: check facts, prices and promises, and read the copy aloud. Does it sound like you? Then it's good.
A good instruction (prompt) makes a big difference. For example: 'You're writing for a heating installer in Haarlem. Readers are homeowners with a broken central heating boiler. Write briefly, addressing the reader as "you", without jargon. Only use the information below and don't make anything up.' That last sentence really helps.
Which web pages should and shouldn't AI write?
Not every page is equally suitable. A handy split:
- Good with AI as a helper: FAQs, service explanations, blog outlines, short descriptions and meta descriptions.
- Mostly yourself: your homepage, your about page and your case studies. They're about trust and who you are.
- Always check yourself: prices, guarantees, terms and anything legally sensitive.
- Not with AI: reviews or customer stories. They have to be real. Fake reviews are misleading and can do you serious damage.
For the basics of good web copy, AI aside, read more in writing website copy. If you mainly want to be found more easily, look at writing SEO copy.
How do you make AI copy personal?
The difference between flat and strong copy is in the details. A few ways to make an AI draft your own:
- Replace generic promises with something concrete. Not 'we deliver quality', but exactly what you do and how.
- Add an example from your own work.
- Cut typical AI words and long lists of three adjectives.
- Use the words your customers use themselves, even if they're less polished than industry jargon.
- Make sentences shorter. AI often writes too long and too politely.
Common mistakes with AI copy
- Putting copy online without checking it. A wrong price or a promise you can't keep is immediately noticed by customers.
- Generating every page in one go. Then you get the same sentences and the same structure everywhere.
- Having keywords stuffed in artificially. It reads badly and achieves nothing.
- Pasting competitors' copy into the AI and having it rewritten. That isn't your own content and can cause copyright problems.
- Forgetting to match your copy to the rest of your site, such as your buttons, forms and contact details.
A simple test before you publish: would a regular customer recognise this copy as something you'd say? If not, there's still work to do.
AI copy and visibility in AI search engines
More and more people ask their question to ChatGPT or see an AI summary at the top of Google. Those systems look for clear, reliable answers. Copy that only repeats what's already everywhere adds little for them. Copy with a clear answer, your own examples and real information about your business stands a better chance of being mentioned. More on this in getting found in AI search engines.
Help with copy and AI from Violexa
When we build a website through websites and apps, we help you with a clear structure for each page, so you know what needs to go on it. Basic SEO and Google Analytics are included as standard, as is a CMS integration and an explanation of how to edit copy yourself. A custom website starts from €1,799 excl. VAT (€2,177 incl. VAT).
If you write a lot of content and want to speed that up, we can set up a fixed workflow through AI & automation, for example using your own knowledge as the source. A project like this starts from €1,799 excl. VAT (€2,177 incl. VAT), one-off.
Curious what suits you best? Book a free quickscan. In 30 minutes, online or on site, we look at your website and your copy. Afterwards you get short written advice with a price estimate, with no obligation.
Frequently asked questions
Is it a problem if my website copy was written with ChatGPT?
Not if the copy is accurate and genuinely helps visitors. Google judges quality, not how copy was made. Do make sure you check it and add your own experience and examples, otherwise it becomes too generic.
Can Google tell whether copy was written by AI?
That's not really the point. Google looks at whether a page is useful, reliable and original. Generic copy that resembles many other pages performs poorly, whether a person or AI wrote it.
How do you write a good prompt for AI website copy?
Say who the copy is for, what question the reader has, what tone you want and what the reader should do next. Include your own notes and ask the AI not to make anything up. Start with a structure and only then have the copy written.
Do I have to say that copy was made with AI?
For ordinary web copy that you check and edit yourself, most businesses don't. For some uses, such as a chatbot or images that imitate real people, transparency rules do apply. If in doubt, ask a lawyer.
