AI for website copy: how to get results, not fluff

You’re an experienced marketer preparing copy for a website. You need to collect facts about my business.

Ask me one question at a time (not all at once) and wait for my answer. If an answer is vague, ask me to clarify and give an example or a number.

What you need to find out:
1. What the business does and its main services or products.
2. Who the clients are: who they are, what matters to them, what they fear.
3. Why clients choose us over competitors — specific facts.
4. Prices or pricing principle, timelines, guarantees.
5. Experience: years in the market, number of clients or projects, case studies.
6. The most common client questions and objections.
7. What action a website visitor should take.

When you’ve run out of questions, compile a “Business profile” — a structured summary of all my answers. Don’t make up anything I didn’t say. Communicate in English.

My business: [briefly — e.g. “turnkey apartment renovation in Berlin”]

Tip: answer by voice — the ChatGPT, Claude and Gemini mobile apps have voice input. You’ll get more lively details that way.

Based on the “Business profile” above, identify 2–3 main client segments.

For each segment, make a table:
- who they are (briefly);
- what problem they want to solve;
- what they fear or what stops them from buying;
- which arguments and proof will convince them;
- which words they use themselves when searching for this service on Google.

Rely only on facts from the profile. If there isn’t enough information for a conclusion, mark it as “needs clarification” instead of making it up.

Create a structure for a [landing page / home page / service page] for my business based on the profile and audience segments.

For each block, specify:
- the block name;
- its purpose (which client question or doubt it addresses);
- what it should contain (key points, not finished copy);
- which proof to use (numbers, case studies, reviews, photos).

Requirements:
- the first screen must immediately explain what we offer, who it’s for and why they should get in touch;
- calls to action in several places on the page;
- no more than [8–10] blocks;
- the order of blocks follows the client’s decision logic: interest → trust → objections → action.

Present it as a table.

Write 7 options for the first screen of a website.

Each option:
- headline (H1) — up to 10 words, about the result for the client, not about the company;
- subheadline — 1–2 sentences with specifics: timeline, price, guarantee or a unique advantage;
- button text — 2–4 words describing an action (not “Learn more”).

Use different approaches: through the result, through the client’s pain, through a number, through a guarantee, through a “before/after” comparison.

Don’t use: “high-quality”, “professional”, “individual approach”, “the best”, “wide range”, “team of professionals”. Don’t make up numbers — use only the ones in the profile.

After the options, choose the 2 strongest and explain why.

The options are raw material. Take the best one and polish it by hand: often the strongest headline is a mix of two options.

Write a “[Why clients choose us / Advantages]” block for the website.

For each advantage from the profile:
1. Heading — up to 5 words, a benefit for the client.
2. Description — 1–2 sentences: what exactly we do + what it gives the client + proof (a number, fact or example).

Rule: test each advantage with the question “So what does the client get?”. If the answer isn’t obvious, rephrase it.

Example of the transformation:
Before: “Experienced craftsmen.”
After: “No redoing — craftsmen with 10+ years of experience get it right the first time, so deadlines aren’t missed.”

Style: simple, human, no corporate jargon. Address the reader as “you”. No more than [4–6] advantages.

Write copy for the “[service name]” service block.

Structure:
- who it’s for (1 sentence);
- what’s included — a list of 4–6 specific points;
- the result for the client (1–2 sentences);
- price / “from” and timeline: [specify or write “none”];
- a call to action.

Length: up to 80 words. No generic phrases — only what helps decide whether the service is a fit.

Write 8 frequently asked questions and answers for the website.

Sources of questions:
- real client questions from the business profile;
- fears and objections from the audience segments;
- questions about price, timeline, guarantees, payment and the work process.

Requirements for the answers:
- 2–4 sentences, the first sentence is a direct answer (“Yes”, “No”, “From 3 days”);
- specific — no “it depends on many factors” without explaining which ones;
- if there aren’t enough facts to answer, write [NEEDS CLARIFICATION] instead of making things up.

Phrase the questions the way a client would ask them — in plain language.

Write SEO meta tags for the “[page name]” page.

Main query: [e.g. “apartment renovation Berlin”]
Additional queries: [2–4 queries separated by commas]
City / region: [if relevant]

I need:
1. Title — up to 60 characters, main query near the beginning, no keyword stuffing.
2. Meta description — 140–160 characters, with a benefit and a call to action.
3. H1 — natural, may differ from the title.
4. 5–7 H2 headings for the page blocks that use the additional queries naturally.

Give 3 options for the title and description. Count the characters for each.

Double-check the character counts yourself — AI models often miscount.

You’re a strict editor. Edit the text below.

What to do:
1. Remove generic phrases or replace them with specifics: “high-quality”, “professional”, “individual approach”, “wide range of services”, “team of professionals”, “best prices”, “dynamically developing”, “we value every client”.
2. Remove corporate jargon and passive constructions (“services are provided” → “we provide”).
3. Break up long sentences — no more than 20 words.
4. Replace “we” with “you” wherever you can talk about the benefit to the client.
5. Check the grammar and spelling and fix awkward, unnatural phrasing.
6. Don’t add new facts or numbers.

Response format:
- first, the edited text;
- then a “Before → After → Why” table for the key changes;
- in a separate list, places where specifics are missing and I should add facts.

Text:
"""
[paste your text]
"""

Check the website copy we prepared in this chat.

1. List every claim involving numbers, guarantees, timelines, comparisons with competitors and promised results.
2. For each one, state whether it’s in the business profile or not.
3. Flag everything that may have been made up or exaggerated.
4. Find places where the copy contradicts itself.
5. Read the copy through the eyes of a client from each segment: what questions will they still have after reading?

Answer as a table, without general conclusions.

After the check, read the copy out loud. If you wouldn’t say it to a client in person, rewrite it.