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We wanted to test something.
Could ChatGPT actually write decent website copy?
We fed it our services. Our target market. What we do.
It produced clean, professional-sounding copy in minutes:
“We deliver innovative design solutions that empower brands.”
“Our cutting-edge approach drives transformative results.”
“Passionate about helping businesses unlock their full potential.”
We read it back.
It sounded… fine?
Professional. Polished. Exactly what you’d expect from a design agency.
Then we realized: that’s the problem.
It Sounded Like Every Other Agency
We opened 5 competitor websites.
They all said basically the same thing.
“Innovative solutions.” “Passionate team.” “Results-driven approach.”
If we swapped our logo with theirs, no one would notice.
That’s when it hit us.
ChatGPT didn’t write bad copy. It wrote invisible copy.
What ChatGPT Actually Can’t Do
- Know why OUR clients choose us over competitors
- Understand the specific frustrations our market complains about
- Write in our voice (the one that closes deals in person)
- Catch when something sounds professional but means nothing
It’s not an AI problem.
It’s a “we didn’t give it enough real information” problem.
The 5 Prompts That Actually Work
If you’re going to use ChatGPT for copy, stop asking it to “write website copy for [your business].”
Try this instead:
Prompt 1: “Interview me first”
“Ask me questions about my business, my clients’ biggest frustrations, and what makes us different.”
Prompt 2: “Copy my voice”
Share something you’ve written. “Match this exact tone. If it sounds more formal than this sample, rewrite it.”
Prompt 3: “Ban the buzzwords”
“Do not use: leverage, synergy, cutting-edge, innovative, solutions, passionate, empower, transform, strategic.”
Prompt 4: “Make it specific”
“Replace every vague claim with a specific example. Don’t say ‘fast turnaround.’ Say ‘logo concepts in 3 days.'”
Then rewrite every single line yourself.
ChatGPT gives you the scaffold. You build the house.
What Changed When We Rewrote It
Old ChatGPT version: “We deliver innovative design solutions that empower your brand.”
Our rewrite: “We design brands that make your phone ring. Our clients report 40% more inquiries after launch.”
One sounds like everyone.
The other sounds like us.
The Real Test
Read your website out loud.
If you’d never say those exact words to a client sitting across from you, delete them.
If your website sounds like it could belong to any business in your industry, it belongs to no one.
ChatGPT is a tool. Not a replacement for knowing your business better than anyone else.
Want us to review one page of your site? WhatsApp us your URL.
