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3 min read

4 AI Principles for Writing Great Website Copy

Artificial intelligence has revolutionised website copywriting, enabling us to work faster and smarter while generating fresh ideas. 

However, AI can't understand what makes your brand tick, connect effectively with your audience, or grasp the big-picture marketing plan. 

It can't match human skills in creativity, intuition, empathy, or judgement and struggles with nuance, unexpected situations, and human connection. 

To bridge this gap, here are four key AI principles for crafting excellent website copy.

Principle 1: Leverage AI as a Brainstorming Partner

Exceptional copywriting begins with a deep understanding of your customers, their products, their audience, and the unique challenges they face. AI can be an invaluable tool in this initial phase.

  • Idea Generation: AI can quickly generate a broad range of ideas, helping you break through writer’s block and explore angles you might not have considered.
  • Customer Insights: By analysing data, AI can help you understand what resonates with your audience, which can inform your messaging and tone.

Leveraging AI for brainstorming can save time and expand your creative horizons, ensuring your copy is relevant and engaging.

Principle 2: Quality Inputs Lead to Quality Outputs (Most of the Time)

The quality of AI-generated content largely depends on the quality of the prompts it receives. This principle underscores the importance of feeding AI with specific, well-thought-out inputs.

  • Strategic Prompts: Think of prompts as a strategic starting point. The more detailed and focused your prompts, the more relevant and high-quality the outputs will be.
  • Iterative Refinement: Don’t be afraid to iterate. Refine your prompts based on the outputs you receive to gradually hone in on the perfect copy.

Remember, AI is a tool that amplifies your strategy. Clear, concise, and strategic inputs will yield the best results.

Principle 3: Dedicate Time to Refine the Outputs

Even with the best prompts, AI-generated content is not perfect. Editing is a crucial step to ensure the copy meets your standards and effectively communicates your message.

  • Conciseness and Clarity: Great content is usually expressed in fewer words. Editing helps distil your message to its essence, making it more impactful.
  • Human Touch: Editing allows you to infuse the copy with a human touch, ensuring it aligns with your brand voice and resonates with your audience.

Taking the time to meticulously edit AI outputs can transform decent copy into great copy, enhancing its effectiveness and appeal.

Principle 4: Uphold Ethical and Responsible Practices

While AI can generate content rapidly, it’s essential to use it ethically and responsibly.

  • Avoid Copy-Pasting: Blindly copying and pasting AI-generated content can be detrimental. It often requires significant editing to ensure accuracy and appropriateness.
  • Originality and Integrity: Use AI to augment your creativity, not replace it. Ensure that your final content is original and upholds your brand’s integrity.

Using AI responsibly means recognising its limitations and supplementing its capabilities with your unique insights and critical thinking.


AI is a powerful tool for creating compelling website copy. Use it for brainstorming, provide quality inputs, refine the outputs, and maintain ethical practices. Harness AI's potential to craft copy that attracts, engages, and converts. Use AI wisely and with care, always applying your own creativity and judgement.

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