Most small business websites say some version of the same thing: "We're passionate about [thing] and committed to delivering quality [service/products] to our valued customers."
It's not wrong. It's just not working. Visitors land on the page, skim it, feel nothing, and leave.
Good website copy is specific. It answers the question every visitor has in the first five seconds: Is this for me? Can they help me? Should I trust them?
Writing that from scratch is hard — especially when you're too close to your own business to see it from the outside. That's where AI earns its keep. You know your business. AI can help you say it clearly.
Start with the homepage
Your homepage has one job: get the right person to take the next step. That means being specific about who you help, what you do for them, and what to do next.
"Write homepage copy for a small [type of business] called [business name] based in [city]. We help [who your customers are] with [what you do]. What makes us different is [1–2 specific things]. The tone should be [warm and approachable / professional and direct / whatever fits]. Include a headline, a short intro paragraph, three benefit statements, and a call to action. Keep it conversational — no corporate language."
Read what it gives you. If the headline is too generic, reply: "Give me five more headline options, each under ten words."
The About page
People read the About page when they're deciding whether to trust you. It should sound like a person, not a mission statement.
"Write an About page for [business name]. Here's the real story: [tell it in plain language — how long you've been in business, why you started it, what you care about, anything that makes you human]. Make it warm and genuine. First person. Two or three paragraphs. Don't start with 'We are a [adjective] company committed to [vague thing].'"
If you hate talking about yourself, this prompt helps:
"I'm bad at writing about my own business. Here's some background: [paste the basics]. Write an About page that sounds like I'm explaining it to someone I just met at a coffee shop. Keep it short."
The services or products page
This is where vague copy costs you real money. People need to know exactly what they get and whether it's worth it.
"Write a services page for [business name]. We offer [list each service or product]. For each one, write two or three sentences that describe what it is, who it's for, and what they get out of it. Use plain language. Avoid words like 'comprehensive,' 'tailored,' or 'solutions.' Make it feel like I'm actually telling them what the thing is."
The FAQ page
FAQs do two things: they answer real questions and they reassure hesitant customers. AI can help you build one quickly.
"Write an FAQ page for [business name]. Here are questions I actually get asked: [list them]. Answer each one honestly and simply. If there are common objections — price, timing, how the process works — add those too. Keep answers to two or three sentences each."
Audit what you have
If your website already has copy and you just want to make it better, try this:
"Here is the current homepage copy for my business: [paste it]. What's working, what's vague, and what should I change? Then rewrite the parts that aren't working."
A note on sounding like yourself
After AI gives you a draft, read it out loud. If you'd never say a sentence that way to a real person, change it. AI writes in the general direction of your voice — you're the one who makes it land.
The goal isn't perfect copy. It's copy that's honest, specific, and clear. That beats "passionate and committed" every time.
Updating your website is one afternoon's work if you have the right prompts. At Clearly, AI, you'll learn how to do this — and how to use AI for every other piece of writing your business needs. Plain English. No tech background required. See what's included.
Ready to go further?
The full Clearly, AI course goes deep on everything in this post — with hands-on exercises, real prompts, and new modules launching regularly.
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