Opinions expressed by Entrepreneur contributors are their own.
Since the emergence of ChatGPT and similar tools, people have turned to AI for a multitude of writing projects. From creating slogans to writing emails, there is unquestionably marketing apps for such tools, but in my experience they are not the go-to in some critical areas, including website brand copy.
My main issue with AI content is that it lacks that “pop”, i.e. the human factor. Sure, what it produces can give you a starting point, but you’ll probably still need to liven things up a bit.
A website is a chance to put your best foot forward with potential clients and clients. These people have a multitude of choices in their purchasing decisions, so you can’t afford to be generic: Communicating a unique value proposition (what differentiates you from the competition) is key. If a potential customer reads the same general style of material on five websites of companies in your field, the only differentiating factors become price and experience. In such a case, you will be able to position yourself more effectively with human-written copy.
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Here’s an example: I provided both ChatGPT and an editor friend of mine with the same general information about me and asked them to write an “about” page.
“About” page: AI version
“Laura Briggs is an accomplished freelance writer who has defied odds and found success in a field she never thought possible for her. Prior to becoming a freelance writer, Laura was a full-time teacher with no prior writing experience. Her journey highlights the power of hard work, perseverance and following your passion.
“Laura’s journey in the freelance writing industry began with a simple Google search. In 2012, curious about the possibility of making money as a writer, Laura began researching freelance writing. She soon discovered various freelance job sites where she could offer her writing services. Despite struggling with writing at first, Laura remained determined to improve her craft. She spent hours reading about the different aspects of freelance writing and worked hard to hone her writing skills. It wasn’t easy, but her perseverance paid off. She’s even an expert TEDx speaker.
“Through her dedication and hard work, Laura began to build a strong reputation as a freelance writer. She landed high-paying clients, and before she knew it, Laura was earning a six-figure income. as a freelance writer from a distance. Today, she is recognized as one of the leading freelance writers in the industry.
“Laura’s success story is inspiring, but what sets her apart is that she chose to pay it forward. She now teaches people how to start their own freelance business, sharing the tips and tricks that have helped her Her mission is to help others achieve the same level of success as her and to eliminate the fear and uncertainty that often accompany starting an independent business.
“Laura’s ability to grow from a teacher with no writing experience to a successful freelance writer reminds us that it’s never too late to follow her passion. Laura’s journey has taught her that no matter our background or our experience, we are all capable of achieving our dreams with hard work, perseverance and a willingness to learn.
In conclusion, Laura Briggs is an inspiring success story in the world of freelance writing. Her story highlights the incredible power of perseverance and dedication. Laura has made a name for herself in the industry, and now she uses her success to help others achieve their goals. Her willingness to share her experiences with others has made her an invaluable resource for anyone looking to start an independent business. As a former teacher, Laura is well equipped to help others learn and reach their full potential. She is not only an exceptional writer and leader, but also a living example of a true mentor.”
On the face of it, this content isn’t inherently bad, but it’s generic. It’s not Really let people know how I can help them, except that I have experience. It’s valuable for readers to know that I’ve been in the indie game for a while, of course, but there’s not much about how my teaching method actually benefits them.
And there are several sections that I would delete entirely: the first is: “She is not only an exceptional writer and leader, but also a living example of a true mentor.” There is no evidence of what would make me “a living example of a true mentor” unless those words were spoken by one of my students. What makes me a leader? Why would readers care if I’m an “outstanding writer?” What use is it to them? Also, the use of “living example” is odd in the context of the word “mentor”, which usually implies a give-and-take relationship. It’s embarrassing to say this about yourself, especially when there are no proof statements in the surrounding copy. Bottom line: This sentence reads poorly and says a lot without saying anything.
“About” page: editor version
Here’s what professional writer Liz Wilcox found, which ended up on my website:
From college professor to 6-figure freelancer in just one year
“In a nutshell, I’m a teacher, writer, wife, mom of 6, freelancer, and speaker. I’m an independent entrepreneur and coach who has learned to make a living in this new digital workplace by doing things that I love and who I am Over the years, I’ve been able to work with some amazing small businesses, brands, and businesses and even had the honor of speaking on the TEDx stage three times.
“My favorite part of my job is helping other freelancers on their journey to take the right step and build a profitable business with clients they love to serve. However, like many, I have followed the traditional route. I went to college. I graduated. I did the noble thing and started teaching. After a year of trying to make the classroom work for me, I I realized it wouldn’t work. I just couldn’t live my life working so hard for so little.
Armed with nothing but:
- A comment from a professor in the days when I should write for a living
- my desire to change
- Some key skills
I started my life as a freelancer. Within a year, I had made $100,000. It was like a dream come true! And I owe everything to:
• Know my target market and speak to them specifically
• Developed a pitch and follow-up plan that converted hundreds of leads into customers
• Adjust my mindset and systems for six-figure scaling
And now I want to show you how to do it too.”
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Liz’s copy jumps off the page. It connects me with my drive rather than going on and on like the AI version does.
Yes, people want to know that you have experience in your field and what prompted you to start the business. But what’s so interesting about these two elements is that they can be so personal, and that’s the zing that a lot of AI-generated content lacks. Liz connects my own story to a common concern among new freelancers (the feeling that they need a professional degree to get started.) She also writes about strategies I’ve used to help others achieve their goals faster too.
It even fits into content about failures from my past career that may resonate with others, who often struggle in their full-time roles and feel the call of entrepreneurship. The AI version is accurate, but it just doesn’t hit home because it’s more focused on me and less on why my story matters to someone deciding whether to buy my book, hire me as a coach or simply spend one more second on my website.
So, when it comes to your site, it’s far better to spend the time writing the copy yourself or hiring a qualified copywriter to do it. Liz captured the essence of humanity in her writing because she is both human (of course) and independent. She put herself in the shoes of the readers to offer something that would connect them strongly, while giving a little story about my own journey.
Laura Briggsthe book, Content is King: The Complete Guide to Writing Websites That Sellwill be published in April 2023 by Entrepreneur Press.
