How I use ChatGPT as my tireless writing partner to create website copy: 10 Simple Steps

There have been several services popping up that claim they can write all of the copy for a website with a single prompt. While these are interesting parlor tricks, they don’t work yet. There is still a lot of human preference, style, and expertise required to communicate specific ideas effectively. I believe AI will continue to get better, and the need for human intervention will lessen over time, but for now, you cannot expect AI to create turnkey copy and websites.

That said, AI is still extraordinarily helpful when developing website copy and structure. I treat AI as a tireless partner to iterate with. Here’s how I approach creating website copy with the help of ChatGPT: Generally, I bounce back and forth between writing and expanding with ChatGPT.

I strongly advise against, particularly in the early stages, copying and pasting from ChatGPT verbatim. In my experience, this breaks the creative flow and attention to detail. It’s fine near the end for some proofing or smaller paragraphs, but not for the primary content.

Here’s a summary of my iterative approach:

1. Outline Creation: This includes the name of the company/product, what it does, and 3–4 core benefits and features.
2. AI Concept Inspiration: From here, I use AI to help expand on initial thinking. This is just a quick pass to help spark the expansion of ideas. I’ll also often provide reference websites within relevant industries or brands to help align thinking.
3. Wireframe Development: With some of the expanded ideas in mind, I then push past the outline to a full wireframe that orders the sections of the webpage and concepts within each one. This stage is still pretty rough, with just the key points.
4. AI Wireframe Expansion: I ask ChatGPT to help expand on each section of the wireframe while also giving any feedback on the flow, and structure of ideas. I always hold its feedback lightly, as sometimes it is totally off, but it does often remind me of sections I could add.
5. Hero Header Crafting: I’ll now take the feedback from ChatGPT and expand each section, starting with the hero header. I’ll write a few different headlines and subheads and then head back to ChatGPT to expand.
6. AI Sectional Brainstorming: Rather than expecting ChatGPT to write the entire website, I’ve found it much more impactful to work on each section separately. So, for a headline and subheader, I write a few first and then ask ChatGPT to generate 10–20 more that I can gain inspiration from.
7. Section-by-Section Iteration: Now I’ll move through each section in a similar manner, bouncing back and forth between writing and refining/expanding with ChatGPT.
8. AI Proofread: After I’ve gone through each section in detail, I’ll then drop the entire webpage back into ChatGPT and ask it to do a general proofread as well as comment on style and consistency to see if anything got jumbled along the way.
9. Human Proofread: Always, always, always read it again yourself. While AI is an incredibly powerful writing partner, it still does some pretty weird things sometimes!
10. More Feedback From Humans: I’m normally getting feedback on copy from clients and partners throughout the process, but it’s super important to also get detailed feedback from clients and end-users of the site itself to ensure relevancy.

I have no doubt this process will continue to evolve along with the AI tools, and I look forward to continuing to work alongside my tireless AI buddy, who never stops.

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