Can You Write Website Copy With AI

Will Google penalise text written by AI?

No. This is the most common fear, and it is based on a misreading of the rules.

Google states plainly that it does not penalise content for having been created by artificial intelligence. What gets penalised is something else - so-called scaled content abuse: producing masses of pages for the sake of rankings rather than for the benefit of the reader. And that rule applies regardless of how the content was made: useless text written by a human by hand falls under it in exactly the same way as generated text.

The difference is in the intent and the result, not in the tool. One useful article written with the help of a model and checked by a human is no worse than one written by hand. A hundred empty pages built around keywords are a problem, even if a live copywriter typed them.

The practical conclusion: the question "can I use AI" is the wrong one. The right one is "will this produce text that genuinely answers the reader's question".

Where does AI work well?

I use AI tools every day, so I am speaking from experience rather than from marketing promises.

Structure and a first draft. Breaking a topic down into sections, sketching out the order of the arguments, producing a first version that then gets rewritten. The time saving here is enormous.

Editing. Cutting, simplifying, removing officialese, bringing everything to one tone. With text that already exists a model works better than with a blank page.

Translation. A good basis for a second language version - provided the result is proofread.

Wording options. Ten headlines to choose from, three versions of a service description - handy when you need to run through approaches quickly.

What these tasks have in common is one thing: the model already has material to work with. It does not invent the content, it processes yours.

Where does AI let you down?

Here it matters to understand the mechanics, not just that it "sometimes makes mistakes".

It does not know the facts about your business. How many years you have been working, what your prices are, what is included in the service, how you differ from the company next door - none of that is in any model. If you do not give it the data, it will invent it: plausible figures, non-existent advantages, made-up guarantees. Text like that looks smooth and lies to your clients.

It writes the average of everything. The model was trained on a mass of similar texts, so by default it produces the same thing your competitors have: "an individual approach", "a team of professionals", "quality at an affordable price". Formally correct, empty in meaning.

It does not know your client. What actually hurts for people, what objections they raise in a meeting, what makes deals fall through - that is your information, and without it the text will be talking about the wrong things.

It gets specifics confidently wrong. In niche, legal and medical topics a mistake looks exactly as convincing as the truth. Checking is mandatory.

How can you tell that a text was written by AI?

Readers and search engines recognise the same signs.

Text about nothing in particular: a lot of words, zero verifiable facts, figures, names or details. Perfectly even paragraphs of identical length. An abundance of empty adjectives and turns of phrase like "in today's world" and "plays an important role". An answer to a question nobody asked instead of an answer to the real one. And one characteristic quirk - a long dash where ordinary writing would use a plain hyphen.

The main sign is not stylistic but substantive: after reading it the reader has learned nothing they did not know before. That is exactly what separates useful text from filler, and exactly what search engines evaluate.

How should you use AI for website copy?

The working order I use myself.

Collect the facts first. Prices, timelines, what the service includes, how you differ from competitors, the questions clients ask most often, real examples of your work. This is what a model does not know and will not invent correctly.

Give them to the model together with the task. Not "write a text about apartment renovation", but "here are my services, my prices, the area I work in, here is what clients ask - put together the structure of a service page".

Rewrite what comes back. A draft is a draft. Remove the generic parts, add specifics, put in your own wording.

Check every fact. Anything that looks like a figure, a guarantee or a characteristic - check it against reality. This is the most important step, and it is the one skipped most often.

Read it out loud. If it sounds like a robot speaking at a conference - rewrite it.

The bottom line: AI speeds the work up roughly twofold, but it does not replace knowing your own business. Website copy is your facts, presented clearly; a model helps with the presentation, the facts are on you.

How do I handle this myself?

My position is simple: AI is a tool, not an author. I work with it daily and that is exactly why I know where it goes wrong and what has to be checked by hand.

Copy for client websites is built from the facts of the business: what the company is, what it sells, to whom, how it differs, what clients ask. After that AI helps to put the structure and the draft together faster, while the wording, the fact-checking and the responsibility for the result stay with me. No invented figures or achievements appear in the texts - that is a rule without exceptions.

A client is paying not for generated text, but for a head that knows what to generate, what to check and what to answer for.

If you need copy for your website, or you are not sure about the copy you already have, - write to me, I will look at it and tell you straight what works and what should be rewritten.