Marketing and communication
Rewriting your website copy for your audience
Visitors decide in seconds whether to stay. AI helps you rewrite your website copy from your customer's point of view.
6 min read
Many small-business websites were written quickly once and never revisited. The copy is about the company ("Since 1998, we have...") rather than the customer. With AI you can rewrite it page by page.
Start with one page
Choose your most visited page, often the home page or a service page. Paste the current text and describe:
- Who the visitor is.
- What they're looking for at that moment.
- What you want them to do: call, request a quote, drop in.
Three questions every page answers
- Am I in the right place? What you do and for whom, in one sentence at the top.
- Why you? Two or three concrete reasons, not generalities.
- What next? One clear next step.
Have the AI test your text against those three questions and then rewrite it.
Writing for the screen
- Short paragraphs of two or three sentences.
- Subheadings that say what follows.
- The most important information at the top.
- Readable on a phone.
Watch out for
- Is everything still true? AI can add claims that aren't, like "available 24 hours a day". Check every sentence.
- No inflated language. Cut superlatives you can't live up to.
- Legal pages such as terms and conditions and privacy policies shouldn't be rewritten by AI without a legal check.
- Multilingual: every language version should sound natural, not literally translated.
Exercise
Your answers stay only in this browser.
Prompt to copy
Here's the current text of our [page]. The visitor is [who], is looking for [what] and we want them to [action]. 1) Test the text against three questions: am I in the right place, why you, what next. 2) Rewrite it for the screen: short paragraphs, clear subheadings, the most important information at the top, one clear call to action. Don't add any claims that aren't in the original text.
[paste the text]
