You can spot AI-written web copy from across the room. The hero says something is “seamless”. The about page opens with “In today’s fast-paced world”. Every third sentence is a list of three adjectives. Your visitors spot it too, and they trust the page a little less for it.
The tools are not the problem. The prompts are. After we published our GPT prompts for brand development, the most common follow-up question was some version of “okay, but how do I get it to write my actual website?” Here is how we do it for client sites, page by page.
Before any prompt: give it the page’s job
A web page has one job. The homepage earns a second click. A service page earns a conversation. A case study earns belief. If the model does not know the job, it writes a brochure.
Start every page session with this block, filled in:
Page: [homepage / service page / about / case study]. Job of this page: [the one action you want]. Reader: [role, sector, what they already know about us]. What they are worried about: [two or three fears]. Proof we can use: [real numbers, named clients, quotes]. Voice rules: [paste your voice file, or at minimum your banned words list].
If you have not built a voice file yet, do that first. It takes an afternoon and it changes everything that follows.
Prompt 1: The hero
Write three options for the homepage hero. Each option is a headline of 3 to 6 words in sentence case and a paragraph of 50 to 60 words that covers: who we help, what goes wrong when they do it without us, what we do about it. No adjectives in the headline. No questions. Do not describe the industry or the world before you describe the reader.
The constraint on adjectives is the one that matters. “Brand and web design for life sciences” beats “Innovative brand solutions for forward-thinking companies” every time, and the model will not get there unless you ban the adjectives outright.
Prompt 2: The service page
Write the body of our [service] page. Structure: an H2 that states the outcome the client gets (not what we do). Four H3 subsections for the four types of [service] we offer, each with a 45 to 60 word paragraph and three short bullets. Then a section headed “How we approach [service]” with five steps. Each step heading is a full sentence stating a belief, like “We design in phases, not all at once”. Each step body is 50 to 65 words. Use “you” in every paragraph.
This is close to the exact structure every service page on our own site follows. Giving the model a skeleton this specific is what separates usable copy from a wall of text you have to rebuild.
Prompt 3: The FAQ that builds trust
Write five FAQ entries for our [service] page. Each answer is one to three sentences. At least one question must be answered with something we do not do, stated plainly. At least one must address price or timeline with a real range. No answer may start with “Yes” or “Absolutely”.
Saying what you do not do is the fastest trust signal on a service page. Our deck design page says we do not author financials. Readers believe the rest more because of it.
Prompt 4: The audit pass
This is the prompt most people skip. Run it on every page before it goes to your developer.
Read this page copy and flag, with line references, every instance of: triads of adjectives or nouns; the pattern “not just X, it’s Y”; the words seamless, elevate, leverage, empower, robust, landscape, journey, navigate, harness, unlock, cutting-edge; a rhetorical question followed by its answer; an opening sentence that describes the world rather than the reader; a closing sentence that summarizes the paragraph above it; any em dash. Do not rewrite anything yet. Just list what you found.
Then, and only then:
Fix every flagged item. Keep every fact and every proof point. Do not add new claims.
Splitting audit from rewrite matters. When you ask for both at once the model fixes half and introduces three new problems.
Prompt 5: The read-aloud test
Rewrite this paragraph as if you were saying it to a client on a sales call. Cut anything you would not say out loud.
We use this on every hero and every CTA. If a sentence sounds strange spoken, it reads strange too.
What AI still gets wrong on websites
It invents numbers. Every statistic in AI copy is a hallucination until you have checked it, so give it your real proof points and tell it to use nothing else. It flattens voice across pages, so the about page sounds like the pricing page. And it has no idea what the page looks like, which means it will write a 90 word paragraph for a space that holds 40.
That last one is why copy and design have to happen together. The best web copy we have written for clients came out of the design file, not a document, because the words were shaped by the space they had to fill.
If you want a site where the words and the design were built as one thing, start a project. If you want to keep going on your own, the original prompt guide covers the brand work that should come before any of this.
Want the short version? The 12-prompt brand library has the hero and audit prompts from this post alongside the brand strategy set.