How I use AI to create website content

When I ask clients for their website text, I usually get one of two things: an overthought essay packed with lengthy paragraphs, or complete radio silence.

Writing about yourself is uncomfortable. It feels awkward, and most of us don’t know where to start. The blank page wins more often than it should.

Making it simple

To get around this problem I stopped asking for full text. Instead, I ask for bullet points.

Short notes, messy thoughts, half-sentences, whatever comes to mind. It’s less pressure for the client and faster too, but it still gives me the raw material I need to create meaningful content.

I then take the notes and feed them into AI, asking it to expand them into full paragraphs with a specific tone. What comes back is a first draft – structured, coherent, but far from finished.

That’s where I come in. I read it through, cut what doesn’t work, reshape what does, and sometimes rewrite entire sections until it actually sounds like something a human would say.

In short – AI handles the heavy lifting. I handle the craft.

Keeping it real

Used this way, AI doesn’t replace the writer – it replaces the blank page. It gets us moving. But the final message still needs human judgement, empathy, and a bit of personality.

That’s what separates slop from substance.