Part of ✍️ SECTION 3: Real-World Copy Projects to Practice in AI Copywriting Business Crash Course (25-Part Series)
Because blank Google Docs are terrifying and we deserve better.
Let’s be real for a second: writing website copy from scratch can feel like standing at the edge of a cliff with a parachute you’re pretty sure works… but haven’t tested.
You’ve got a client. You’ve got a rough idea of what their business does. Maybe they sent over a few bullet points in Comic Sans (why is it always Comic Sans?) and a couple of vague “I just want something catchy, you know?” instructions.
And now you’re expected to create website copy that’s clear, compelling, on-brand, and optimized for humans and Google?
Yeah. No pressure. 😅
That’s where AI can swoop in and save your creative behind—if you know how to use it right. Let’s break it down. No jargon. No fluff. Just honest advice, a few laughs, and a handful of real-life wisdom you can actually use.
🧠 First: What Is Website Copy (and Why Should You Care)?
Okay, this might sound obvious, but let’s ground ourselves. Website copy isn’t just “words on a website.” It’s:
- Your client’s first impression
- Their digital handshake
- Their 24/7 sales rep
- The thing that makes or breaks whether a visitor clicks “Contact” or just bounces to someone else’s prettier landing page
Your job as the copywriter is to help that brand speak clearly, confidently, and convincingly—without sounding like they were assembled in a factory of overused taglines and meaningless buzzwords.
Now… imagine doing all that with the help of a friendly robot that doesn’t judge your procrastination. That’s where AI steps in.
🧰 How AI Helps (and Where It Doesn’t)
Let’s clear something up right now: AI won’t replace you. Not if you’re doing this right.
What it can do:
- Generate draft copy (super handy when the blank page stares back at you like a ghost)
- Help you reword or reframe stuff
- Offer multiple tones or headline options
- Speed up your process (majorly)
What it can’t do:
- Understand the nuance of your client’s brand without your input
- Replace human judgment or creativity
- Write emotionally intelligent, conversion-driven copy without you directing it
So don’t expect magic. Expect collaboration.
💡 The AI Workflow That Doesn’t Suck
Here’s the process I use that’s saved me from 4AM panic-rewrites and client emails that start with “Heyyyy just wondering where we’re at on this?”
Step 1: Get the Juice From the Client
This part is still human. AI can’t help if you don’t feed it properly.
Ask your client:
- What problem do you solve for your customers?
- Who is your audience? (Be annoying about this. “Everyone” is not an answer.)
- What’s your tone? (If they say “professional but fun,” ask for examples.)
- What are your must-haves? (Keywords, CTAs, features, etc.)
If they send you five lines in broken grammar and a prayer emoji—cool. You’ve got something to work with. No judgment.
Step 2: Set Up Your AI Prompt Like a Pro
This is where most people mess up. AI isn’t telepathic. You have to be specific.
Try:
“Write a homepage headline and subheadline for a sustainable skincare brand that targets millennial women who care about clean beauty. Tone is confident, warm, and a little cheeky.”
Or:
“Give me five About Page paragraph options for a creative agency that helps tech startups with branding. Keep it friendly, professional, and a little quirky.”
🔥 Pro tip: Always include the audience and tone in your prompt. The difference between “meh” and “wow” often lives in those two details.
Step 3: Let It Write. Then Rip It Apart.
Seriously. Use AI for the raw material—then edit the hell out of it.
Because:
- Some sentences will sound like a chatbot had a midlife crisis.
- Some parts might be too generic to be useful.
- Some ideas might actually slap—but need reshaping to sound like your client.
Don’t just copy/paste. Cut. Rewrite. Add a joke. Delete the AI-generated line that says “Welcome to our website”—because, no. We don’t do that here.
🎯 Real Page-by-Page Tips (With a Dash of Personality)
Let’s look at what goes where—and how AI can help you fill in the blanks without turning your copy into soup.
🏠 Homepage
What matters here: First impressions, clear messaging, fast hooks.
What AI can help with:
- Headline formulas
- Short value propositions
- CTA variations (“Get Started” vs. “Let’s Do This” vs. “Find Your Flow”)
What you need to bring:
- Deep clarity on what makes your client different
- Empathy for what the audience wants when they land here
🗣 “If a stranger lands here at 2AM with a problem, will they understand what this business does in under 5 seconds?” That’s your north star.
💼 About Page
What matters: Storytelling. Human vibes. Trust.
AI can help:
- Generate story-based intros
- Suggest voice-y ways to describe boring info (like founding years or locations)
You should:
- Ask your client weird questions (“What made you start this? What do you hate about your industry?”)
- Inject personality—quirks, flaws, real talk
- Remember that people connect with people, not “market-leading solutions providers”
📦 Services / Product Pages
What matters: Clarity + desire
AI can help:
- Write short product/service descriptions
- Generate benefit-driven bullets
- Reframe features into customer wins
You should:
- Make sure the benefits are specific, not just fluffy promises
- Avoid clichés like “cutting-edge” unless there’s, you know, an actual edge involved
- Add emotion: why does this matter?
📞 Contact Page
What matters: Ease, warmth, clear steps
AI can help:
- Write friendly copy that invites people to reach out
- Suggest CTA language for different brands
You need to:
- Keep it human. Don’t overthink it.
- Remind users what happens after they reach out (Do they book a call? Fill out a form? Get a virtual high-five?)
🧠 Final Thoughts from a Writer Who’s Been in the Trenches
You don’t need to be Hemingway. You need to be helpful, clear, and human.
AI can’t write like you. It can only guess at what you might write. So be the boss. Give it good direction. Rework what it spits out. Add your weird humor, your gut instinct, your little “aha”s that come in the shower or on a walk.
And honestly? Don’t be afraid to write badly at first. Whether it’s you or the AI writing draft one—messy beginnings are part of the gig.
Just don’t make AI your crutch. Make it your creative wingman.
💬 Want Some Practice?
Try these prompts and see what happens:
- “Write a homepage headline for a personal trainer who helps new moms regain confidence. Tone: empowering and compassionate.”
- “Give me 3 About Page paragraph options for a pottery studio run by two best friends who met at art school. Tone: playful, indie, warm.”
- “Generate 5 CTAs for a contact page on a site that offers online therapy. Tone: calm, reassuring, hopeful.”
Play with them. Tweak. Trust your gut.
And if your client ever says, “Wow, you totally nailed our voice”—smile, because yeah, you did. AI helped, sure. But you made it sing.
Want me to package this into a lesson module or give you some editable worksheets and templates to go with it? I’ve got ideas. Just say the word. 🎯✍️