The promise of AI for content.
I've seen a lot of founders get excited about AI for content, and for good reason. The idea of generating a whole website's worth of text in an afternoon is incredibly appealing when you're juggling everything else. For a small business in Kent, time is money, and writing good copy is a skill that takes practice.
AI can certainly produce grammatically correct, coherent text very quickly. It can help with brainstorming, outlining, and even drafting initial versions of pages. But here's the rub: "correct" and "coherent" don't always mean "effective" or "authentic".
Where AI shines for website content.
I've found AI to be genuinely useful in a few specific scenarios for website content:
- Generating ideas and outlines: Stuck on what to put on a new service page? Ask AI for a few angles or a basic structure. It's a great starting point to get the wheels turning.
- Drafting boilerplate or factual content: Think FAQs, terms and conditions (always review legally!), or product descriptions for a large inventory where the unique selling points are consistent. For a Sandwich retailer with hundreds of similar items, AI can save hours.
- Rewriting for clarity or conciseness: If you've got a dense paragraph, AI can often simplify it or suggest alternative phrasing. It's like having an instant editor for basic readability.
- SEO optimisation: AI can help identify keywords and suggest ways to naturally integrate them into your text, though I always caution against over-optimisation that makes content sound unnatural.
The critical missing piece: your unique voice.
This is where AI falls short, and where your direct involvement becomes essential. Your business isn't just a collection of services or products; it's you, your team, your values, and your unique approach. That's what connects with customers, especially in a local market like Kent.
AI doesn't have your lived experience. It hasn't dealt with a tricky customer in Deal, celebrated a win with a client in Canterbury, or perfected a craft over years. It doesn't know the nuances of your local community or the specific problems your customers face that only you truly understand.
When I built a website for a local tradesperson in Folkestone, the most impactful content wasn't about their services in generic terms. It was their story, their commitment to local quality, and the specific examples of how they'd solved problems for neighbours. AI can't replicate that.
When to absolutely write it yourself (or with my help).
For these types of website content, your personal touch is non-negotiable:
- Your 'About Us' page: This is your chance to tell your story, explain your 'why', and build rapport. AI will give you generic platitudes; you need to give people a reason to connect with you.
- Core service/product descriptions: The pages that explain what you *really* do and why someone should choose you. These need to reflect your expertise, your unique selling proposition, and the specific benefits you offer.
- Case studies and testimonials: While AI can rephrase, the raw, authentic voice of a happy customer or your own detailed account of a successful project is far more powerful.
- Blog posts or articles that showcase expertise: If you're positioning yourself as a thought leader or expert in your field (e.g., a financial advisor in Ashford, a landscaper in Thanet), your insights need to come from you.
- Your pricing page: This isn't just numbers; it's about value. How you frame your pricing, what's included, and why it's worth it needs to come from your strategic thinking.
My approach: AI as a co-pilot, not the pilot.
When I work with Kent businesses on their websites, I often use AI as a tool to speed up the initial drafting process for less critical pages or to help with structuring. But the core messages, the unique selling points, and the authentic voice always come from the business owner. We work together to extract that essence and refine it.
Think of AI as a very efficient junior writer who can do the grunt work, but needs constant supervision and heavy editing from the senior expert – you. It can generate a decent first draft, but it's your job to inject the soul, the specifics, and the personality that makes your business stand out.