Can AI write your website copy?
AI can help with drafts, outlines and tidying your own words, but it should not have the last word. It does not know your prices, your service area, your policies, your past jobs or how you talk to customers, and it can state wrong facts with confidence. Use it to get started, then have a person who knows the business check every fact, claim and promise before anything goes live.
Where AI usually helps
- Getting past a blank page.
- Turning your notes, or a transcript of you talking about the work, into a first draft.
- Suggesting plainer wording and shorter sentences.
- Catching spelling and grammar mistakes.
- Listing questions customers might ask, so you can answer them in your own words.
What needs a person
- Facts: services, areas, hours, licenses and how you handle pricing.
- Claims: words such as "fastest" or "most trusted" should only stay if they are true and you can back them up.
- Your voice: the page should sound like the person who answers the phone.
- Real examples, real photos and real names. The related answer on how to describe your services on your website covers what to include.
- Reviews and testimonials: only real ones, from real customers.
What Google says about AI-written pages
In a February 2023 post, Google said its focus is "on the quality of content, rather than how content is produced". The same post says that using automation, including AI, mainly to manipulate search results breaks its spam policies, and that "Using AI doesn't give content any special gains."
Google's guidance on generative AI content, last updated October 1, 2026, says AI output may contain inaccuracies and that it is critical to "manually factcheck and review all AI-generated content" before publishing. It also warns that generating many pages without adding value for users may break its spam policy on scaled content abuse. For an owner, the plain reading is: write for customers, check everything, and do not publish pages just to fill the site.
Fake reviews are a separate line
The FTC's 2024 rule on fake reviews covers reviews "by someone who does not exist, such as AI-generated fake reviews", not AI-drafted page copy; the related answer on getting more reviews the right way covers the rule. This is a plain summary, not legal advice.
A simple way to use it
- Write down the facts yourself first.
- Ask the AI to shape them into a draft.
- Read every sentence aloud and ask whether you would say it to a customer.
- Check each fact against your own records and cut any claim you cannot back up.
- Have someone who knows the business read it before it goes live.
Sources
- Google Search Central Blog, "Google Search's guidance about AI-generated content" (February 8, 2023)
- Google Search Central, "Google Search's guidance on using generative AI content on your website" (last updated October 1, 2026)
- Federal Trade Commission, "Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials" (August 14, 2024)
Related answers
- How should you describe your services on your website?
- How do you get more reviews the right way?
- Do AI assistants get facts about businesses wrong?
Websites, upgraded or built
Most businesses do not need a new website. They need the one they have to load fast, say clearly what they do and ask the visitor to take one step.