AI can write website copy.

But can it write good website copy?

That’s the real question.

AI tools like ChatGPT, Jasper, and Copy.ai can crank out website text in seconds. But here’s the catch—most of what they generate is generic, unoriginal, and lacks personality.

If you’re using AI for website copywriting, you need to do it right.
That means:

• Knowing where AI shines and where it sucks.
• Using AI to speed up the process—not replace human creativity.
• Refining AI-generated content so it actually converts.

Let’s break it all down.

Why AI is a Game-Changer for Website Copywriting

AI isn’t just a writing tool—it’s a productivity booster.

Here’s what AI does well when it comes to website copy:

1. AI Speeds Up the Writing Process

• AI can generate landing page copy, headlines, and descriptions in seconds.
• No more staring at a blank screen—just generate, tweak, and refine.
• It’s especially useful for brainstorming multiple variations of the same copy, allowing businesses to test different messaging styles quickly.

Example:

Instead of manually brainstorming 10 headline variations, AI can generate 50+ in seconds. You pick the best one and tweak it.

Plus, AI doesn’t experience writer’s block. Instead of struggling to find the right words, you get a starting point immediately—making the whole process smoother and faster.

2. AI Helps with SEO

• AI-powered tools like SurferSEO, Clearscope, and Frase analyse top-ranking pages and suggest:
  • The best keywords to include.
  • The ideal content structure (word count, headings, etc.).
  • The right LSI keywords to improve relevance.
• AI also helps with internal linking, ensuring that pages are connected in a way that improves SEO and keeps users engaged longer.

This means higher rankings with less manual research.

SEO isn’t just about inserting keywords—it’s about optimising content structure for search intent. AI can suggest the ideal placement of keywords, CTAs, and subheadings to maximize engagement and readability.

3. AI Personalises Copy for Different Audiences

AI can adjust tone and style based on:

• Customer demographics.
• Search intent.
• Behavioural data.

This makes website copy feel more relevant to different visitors.

Example:

A fitness website can use AI to create different landing pages for:

• Beginners looking for easy home workouts.
• Athletes who need advanced strength training.
• Seniors who want low-impact exercises.

The messaging changes, but AI makes this scalable.

AI can also adapt based on real-time user behaviour. If someone has been searching for budget-friendly options, AI-generated copy could highlight affordability, while another visitor might see copy focusing on premium quality.

4. AI Helps with A/B Testing

Testing website copy takes time—but AI can speed things up.

• AI tools generate multiple versions of a headline, CTA, or product description.
• You run an A/B test to see which version gets more clicks/sales.
• AI learns and suggests improvements based on data.

Real-world example:

• Persado’s AI copywriting tool helped a brand boost conversion rates by 14% just by optimizing their CTA wording.

Beyond headlines, AI can also automate testing for entire page layouts. Some tools suggest alternative arrangements of text, images, and buttons, ensuring your page design supports the best-performing copy.

5. AI Fixes Grammar and Readability Issues

• Tools like Grammarly and Hemingway clean up AI-generated content.
• AI adjusts tone to match brand voice: formal, casual, persuasive, etc.

But AI isn’t perfect.

Let’s talk about where AI fails in website copywriting.

Where AI Fails in Website Copywriting

AI isn’t magic—it has major weaknesses.

1. AI Lacks Creativity & Emotional Connection

• AI doesn’t tell stories—it regurgitates data.
• AI-generated copy often feels robotic and impersonal.
• It can describe products but struggles to sell experiences or create urgency.

Example:

Here’s an AI-generated product description:

“This premium smartwatch has a high-resolution display and advanced tracking features. It is suitable for fitness enthusiasts and professionals.”

Boring.

It doesn’t sell the experience.

Now, compare it to a human-crafted version:

“Track every step, heartbeat, and milestone—right from your wrist. The [SmartFit Pro] isn’t just a watch. It’s your personal fitness coach, built for those who never settle.”

See the difference?
AI writes features. Humans write emotions.

Emotionally-driven copy is what drives conversions. AI often misses the mark because it doesn’t understand psychology, user pain points, or the “why” behind purchases.

2. AI Can’t Replace Brand Voice

Every brand has a unique personality—AI can’t create that.

Examples:

• Apple’s website copy is minimalist and sleek.
• Nike’s copy is bold and motivational.
• Dollar Shave Club’s copy is funny and informal.

AI won’t naturally replicate this—it needs human refinement.

A company’s brand voice is what makes it memorable. If every brand used AI-generated text without modifications, everything would sound the same—bland, repetitive, and forgettable.

3. AI Doesn’t Always Get Facts Right

AI hallucinates facts.

• It might pull outdated stats.
• It can make up product features.

You must fact-check AI-generated copy before publishing.

Final Thoughts: Should You Use AI for Website Copywriting?

Yes, if you want to speed up writing and optimise for SEO.

No, if you expect AI to replace human creativity and emotion.

The best approach?

AI + Human Touch = High-Converting Website Copy

Use AI to draft.

Use your brain to refine.

And always test what works best.