Writing website copy with AI is a Workflow job: you talk through your business, hand the AI the transcript with your service list and customer questions, and get back draft text for your homepage, about page, service pages and FAQs. Plan an afternoon for a site of four to eight pages. The AI turns how you talk into pages. You read every line before anything goes live. That reading is the job, not a step to rush.
- Shape
- Workflow
- Sitting
- an afternoon
The shape: Workflow
It is a Workflow because each step feeds the next, and each one gets checked before you move on. Record yourself, gather the facts, paste the brief, judge each draft, cut, paste into the site, check it on a phone. The order matters for one reason: the AI can only write as specifically as the material it gets.
An AI asked to "write a homepage for a plumbing company" will write a homepage for every plumbing company. It will say you are trusted, reliable and committed to quality, because those words fit everyone. An AI handed twenty minutes of you explaining why you always photograph the old water heater before you haul it away writes a homepage only you could have.
So the workflow front-loads the talking. Most owners explain their work far better out loud than on a blank page, and a phone recorder catches the phrases customers actually hear from you. The AI does the part people find hardest: turning a rambling explanation into short, ordered pages with headings.
What that means for you: most of the afternoon is talking and reading, not prompting. Once the transcript exists, every page after the first takes far less time, because the same raw material feeds them all.
What you give the AI
Gather these before you open the chat. Each one is a paste, a file or a transcript.
- A twenty-minute recording of you explaining the business. Use a voice recorder app that writes a transcript as you talk (the built-in recorder on most current phones does), then copy the text. Answer these out loud: what you do, for whom, where, how a job goes from first call to done, what you do that others in your trade skip, why you started, and what you say when a customer asks why you cost what you cost.
- Your service list. Every service by the name customers use, one per line, with one sentence on what is included. If you call it "drain jetting" and customers call it "clogged drain cleaning", write both.
- The questions customers ask before they book. Eight to twelve of them, in the customer's words, from your phone calls, emails and texts. These become the FAQ page and shape every service page.
- Your contact facts as they should read. Business name, phone number, address or service area, hours and how to book, exactly as they should appear everywhere, including your Google Business Profile if you have one.
- Your current site text. Paste the visible words of the pages you are replacing. The AI keeps what is still true and useful, and you can see what changed.
- Two or three sites you like the sound of. Paste a paragraph from each, not the link, and say what you like about it. This sets the tone without copying anyone's words.
- Your one-sentence value proposition, if you have it. If you do not, our value proposition page gets you one in a sitting, and it makes the homepage much easier.
What comes back
You get back draft text for each page you ask for, in the order a visitor reads it: headline, short opening, sections with headings, and the line that tells the visitor what to do next. Each draft comes with a short list of questions the AI could not answer from your material.
Ask for one page at a time. A single page reviewed properly beats a whole site skimmed.
Paste this brief, then paste your inputs under it.
You are drafting website copy for a small local business.
Attached: a transcript of the owner explaining the business, our service list, the questions customers ask before booking, our correct contact facts, the text of our current pages, and short samples of sites whose tone we like.
Write the page named at the end of this brief.
Rules for every page:
Write from the transcript.
Keep the owner's own phrases wherever they are clear, and say which phrases you kept.
Use the service names customers use, from the service list.
Use short sentences and plain words, with no sentence over 25 words.
Open with what we do, for whom, and where, in the first two sentences.
End with one clear next step: call, book or ask for a quote, using our real contact facts.
Do not write any claim that is not in the attachments.
No years in business, awards, guarantees, licenses, prices, review counts or customer numbers unless the attachments state them.
Do not use these words: trusted, quality, passionate, solutions, seamless, one-stop shop, cutting-edge, world-class.
Do not invent testimonials or quotes from customers.
After the page, list:
1. Every factual claim on the page, so we can check each one.
2. Any question from the customer list this page should answer and does not.
3. Anything you needed and could not find in the attachments.
Page to write: [homepage / about page / the service page for SERVICE NAME / FAQ page]For the FAQ page, ask it to answer each customer question in two to four sentences, using only what the transcript says. For the about page, ask it to keep the reason you started in your own words, even if they are a little rough. Expect the first draft of the homepage to be too long. Ask for it again at half the length, and the second draft is usually better than the first.
How to judge it
You can reject a bad draft in about a minute once you know what bad looks like.
A bad draft:
- Could sit on a competitor's site with only the name changed. If you cover the business name and cannot tell whose page it is, it failed.
- Contains a fact you never gave it. "Family owned since 1998", "licensed and insured", "five-star service" or a number of happy customers that is not in your transcript gets deleted on sight.
- Opens with a slogan instead of what you do. A visitor on a phone gives the top of the page a few seconds, and "Your home, our passion" tells them nothing.
- Uses words from the banned list anyway, or their cousins: "elite", "premier", "dedicated team".
- Repeats your town and trade in every sentence. That reads as written for a search engine, and people notice.
- Promises an outcome you cannot control, such as a guaranteed result or a response within the hour when you sometimes take longer.
- Has no next step, or a next step that sends people to a page you do not have.
A good draft names your services the way customers do, answers a real question within the first screen, and sounds like the transcript on a good day. The test that catches most problems: read the page out loud. Any sentence you would not say to a customer standing in front of you comes out or gets rewritten.
What stays with you
Some of this job no AI can do for you.
Every line. The AI writes fast and confidently, including when it is wrong. Read every sentence before it goes on the site, because each one is a claim you are making in public. If a sentence is not true, not yours or not needed, cut it.
The facts only you know. Your prices, your license numbers, your service area boundary, your hours, your guarantee if you have one. The AI lists every claim after each page so you can check them, but the checking is yours. Regulated trades and professions have rules about what a website may claim, and those rules are yours to know.
The voice call. The AI keeps your phrases when asked, but you decide which ones stay. Some of the best lines on a small business site are a little rough, and that roughness is what makes them believable. Do not let a polished draft sand them off.
The pasting and the checking. You do the pasting yourself. You paste each page, save it, and open the live page on your phone. Check that the headline fits on one screen, the phone number taps to call, and the booking link goes where it should.
The photos. Words alone rarely carry a service page. Real photos of your real work, your van, your shop or your team do more than any sentence, and only you have them.
After the new copy is live, our website audit workflow checks it for broken links, missing pages and mismatched contact details.
An example, made up for this page
Say you run a one-person dog grooming business that works out of a converted van and visits homes in three nearby towns. You record yourself on a walk, explaining why you groom in the driveway instead of a salon, how you handle nervous dogs, and what a full groom includes. You add your four services, ten questions customers ask, and your hours.
The AI drafts a homepage that opens with mobile dog grooming in your three towns, done in your van at the customer's door. It keeps your line about nervous dogs never having to sit in a room full of barking, because you said it twice in the recording. It lists, below the page, the claims to check: the three towns, the hours, and a line about "no cages" that you need to confirm is true for every visit. It also flags that two customer questions, about matted coats and about puppies, have no answer anywhere in the transcript.
You cut two sentences, fix the hours, record two more minutes about matted coats and puppies, and run the FAQ page next. By the end of the afternoon the homepage and FAQ page are live, and the service pages wait for tomorrow with the same transcript.
None of that is a real business or a real result. It shows the size and shape of the afternoon, not what it will produce.
Which page first
If you only have time for one page today, pick by where your customers arrive.
| How most customers find you | Write this page first |
|---|---|
| They search your trade and your town | The homepage, then your best-selling service page |
| They search a specific service | That service page |
| They hear about you from a friend and look you up by name | The about page, then the homepage |
| They message you with the same questions every week | The FAQ page |
The reason clarity at the top matters so much is covered in what customers check before calling.
Keep it current
Website copy goes stale quietly. A service you stopped offering, hours that changed, a town you no longer cover. Keep the transcript and the brief in one folder. When something changes, record a two-minute update, attach it with the old page text, and ask for only the lines that need to change.
Of every job on this list, social media is the one that comes back every week, and Boomp is software that does that one for you. See ten posts made from your website, free
