Wondering if you should use AI or hire a copywriter for your website? Here’s what AI can (and can’t) do—and what a human writer brings to the table.
Have you ever stared at a blinking cursor, hands frozen on your keyboard, wondering how to connect with your customers? 😰
You are not alone!
It is difficult to find the time, let alone write content that doesn’t sound stiff, salesy, or like every other business in your industry.
Thanks to ChatGPT, Claude, and many other AI chatbots, being able to pump out content with a simple prompt is easier than ever!
In fact, someone recently asked me,
“Why do you still charge for copywriting when your clients could just use AI?”
Fair question! AI is incredible—it’s fast, polished, and surprisingly decent at first glance. It’s a great tool for your business when you’re tight on time (and I know for some of us, money!)
To be honest, I had doubts offering copywriting services when AI first hit the scene.
Is it possible that one day AI will replace professional, human copywriters?
After spending a great time using AI for my clients and myself (yes, even to help me write this blog 😉), I’ve seen firsthand where it excels, and where we still need the kind of perspective only a human can bring.
What You Can (And Can’t) Do With AI
Now, don’t get me wrong—AI is a brilliant tool.
Small businesses can increase productivity by 40% with AI support (Verdict)
AI has made content creation more accessible, more efficient, and a little less intimidating for business owners trying to figure out what to say on their “About page.” 😅
The problem comes when businesses use it as a replacement for copywriting, instead of a guide.
Let’s take a look at where AI shines, and where it simply… doesn’t.
You Can Generate Content Quickly
You Can’t Guarantee Quality Content
We all know that AI can crank out words faster than you can pour that second cup of coffee (am I the only one who finds myself sighing when it takes more than 10 seconds? 😂).
Need a copy outline for a five-page website?
BOOM. Done.
But instant access to a pile of words isn’t the same thing as writing copy that’s clear, relatable, or persuasive.
Ever asked AI to write an email or blog post, only to realize it’s kind of saying the same thing—over… and over… and over?
That’s because it pulls from what already exists online—which means it often repeats ideas, phrases, or formats that feel… ROBOTIC (see what I did there? 🤖)
AI is powerful. Not endlessly original.
So yes, you can generate content quickly.
But fresh ideas? A unique perspective? The kind of message that actually stands out?
That still requires a human.
You Can Prompt It to Write Whatever You Want
You Can’t Prompt What You Don’t Understand
Can AI write every page of your website?
The short answer? Yes.
AI is capable of writing your entire website. Literally… in minutes.
And for the most part, it’s not spitting out garbage! You’ll probably get something that sounds decently professional.
The structure might make sense. The tone might even be close.
But do you know what great messaging actually looks like?
Do you know how to…
✍️ Get someone to stop scrolling?
✍️ Say the right things (at the right time)?
✍️ Inspire them to take action?
If not, how would you know if AI is generating something helpful… or just spitting out white noise?
Your AI copy might seem impressive at a glance—but odds are, it’s probably not performing the way your website actually needs it to.
You Can Have Your Personality Shine Through
You Can’t Create Emotional Connection
AI is surprisingly good at mimicking tone—especially when you prompt it well.
But if you want people to feel something, you’ll probably need to go in and add that human spark—the part that makes your reader say, “Oof. That hit me.”
You might think emotional writing is overkill for your practical, professional services. But there’s something we often forget: customers aren’t just looking for information—they’re looking for someone they can trust.
And trust is built on emotional connection.
71% of customers say they’re more likely to recommend a brand when they feel emotionally connected to it (Motista)
Think about the last time you invested in something because you were moved.
Not because they sounded “really smart” or listed every feature. They made you feel seen, understood, inspired—or simply confident that it was the right choice.
Even in B2B industries, your audience is still human. And humans don’t make decisions based on logic alone.
What a (Good) Website Copywriter Will Do
A professional copywriter isn’t going to open Google Docs and start typing. They’re going to ask questions (lots of them).
They’ll ask what you want people to do when they land on your site. How you want them to feel when they read it.
They’ll want to understand your business, goals, and what your customers actually care about.
What motivates them?
What do they struggle with?
What do they need to hear in order to trust you?
They’ll shape and clarify your message in a way AI simply can’t—using strategy, intention, and empathy to make sure your words resonate with real people.
Once your message is clear, everything starts to click. 💡
Not just on your website, but on social, in conversation, and even in your inbox.
You’ll stop overthinking every sentence.
Selling won’t feel so awkward.
And connecting with the right people?
You’ll wonder why it ever felt so hard in the first place.
When the Words Feel Like You — and Actually Work
Brittany, founder of Happyland Creative, came to me because she wanted her welcome sequence to feel more professional.
That was it—No major overhaul. No long wishlist.
Just, “I think this could be better.”
Brittany wasn’t expecting us to go quite as deep before we started writing. 🤓 But as we talked through her emails, we uncovered what she wanted that first impression to feel like, and how we were going to get people to say, “I want to work with this woman. NOW.”
Soon after launching, she told me a lead signed up for her list, booked a discovery call, and mentioned — unprompted — how polished and put-together her words felt.
That lead booked a $20,000 project.
And it wasn’t because the emails were flashy. It’s because the message was clear. It reflected her professionalism, personality, and the expertise she delivers.
The words did what good copy should: they built trust and made a big decision feel easy.
When copy is done right it brings clarity to your message, builds a connection, and gives that picture-perfect client the confidence to say, “YESSS!” — before even getting on a call with you.
(Sure, this story is about email copy — but the same principles apply to your website. The right words, in the right order, still have to do the same job: earn trust and move people to action.)
Ready for Words That Perform?
Your in-person service sets the standard.Your website should too.
Your business deserves more than just words on a web page—and it’s going to take more than AI to make it happen.
Are you ready to…
🗣️ Say what you actually mean (without rambling)?
🤝 Connect with the right people in a meaningful way?
💰 Turn casual visitors into confident clients?
If sounding like a robot isn’t cutting it anymore, reach out!
I’ll help you find the words that not only sound like you—but actually work.
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