Write a one-page fact sheet about your business first, then give the AI one page at a time with that page's job spelled out: Home says who you help and what to do next, About earns trust, Services answers buying questions. Ask for two or three versions, check every claim against the fact sheet, and test the result on three real customers.
The usual shortcut, typing "write a homepage for my business" into ChatGPT, produces a page that could belong to anyone: "Welcome to [name], where passion meets excellence." The model isn't at fault. It was given a name and a category, so it wrote the average website for that category. Everything below is about feeding it the specifics that make your pages yours.
Start with a fact sheet, not a prompt
A fact sheet is one page of plain facts every page draws from. It takes about an hour, and you'll reuse it for ads, proposals and social posts later. As an illustration, here is one for a community interest company that refurbishes donated laptops, sells them at low cost to charities and families, and collects old equipment from businesses with data wiping included.
FACT SHEET
Who we are: community interest company, 6 staff + 15 volunteers, started 2019
What we do (3 services):
1. Refurbished laptops for charities, schools and families, $120-$220,
12-month warranty, Windows or ChromeOS
2. Business equipment collection: free for 10+ devices, data wiped
with [named wiping software], wipe certificate per device
3. Free digital-skills drop-ins, Tuesdays and Thursdays, grant-funded
Who buys: charity managers, school business managers, office managers
replacing kit, parents on low incomes (often referred by a charity)
Proof we can show: 4,100 laptops refurbished since 2019; 63 businesses
donated in 2025; 3 named charity partners who agreed to be quoted
What happens to profit: reinvested in the drop-ins and a paid trainee place
The one action we want: businesses book a collection; buyers browse stock
Things we must NOT say: "certified secure" (we don't hold a certification),
"brand new", "cheapest", any percentage we can't evidence
How we talk: plain, friendly, a bit practical; no jargon, no charity guiltTwo lines matter more than they look. "The one action we want" stops the model scattering buttons everywhere. "Things we must NOT say" is where your honesty lives, because models love confident claims like "industry-leading" and "100% secure" that you can't prove.
Homepage: say who it's for before anything else
A homepage has one job: in about five seconds, a visitor should know what you do, whether it's for them, and what to click. That usually means five blocks, in this order: a headline and one-line subhead, a short "who this is for" row, one tile per service, a proof strip (numbers, logos, a quote), and one main button repeated at the bottom.
Using ONLY the fact sheet below, write homepage copy for [business].
Structure: headline (max 10 words), subhead (max 25 words), a
"who we help" line, one tile per service (title + 20-word description
+ button label), a proof strip, and a closing call to action.
The main action is: [one action]. Every button supports that action
or the service it sits on.
Write 3 different headline + subhead pairs: one plain, one benefit-led,
one that names the customer. Don't use: passion, excellence, solutions,
journey, one-stop shop, "welcome to".
[paste fact sheet]An illustrative set of headline options the model might return:
- "Refurbished laptops for people and charities who need them" / "We collect old business equipment, wipe it properly and give it a second life at a price that works."
- "Good laptops, fair prices, less waste" / "Warrantied refurbished laptops from $120, and free collection for businesses with 10 or more devices."
- "Replacing your office laptops? We'll take the old ones" / "Free collection, data wiped with a certificate for every device, and your kit ends up with a charity or family."
Option 2 is the strongest for most visitors because it contains a price and a condition. Option 3 is too narrow for a homepage but perfect as the headline of the business collection page, so keep it. That reuse is common: the rejects from one page's prompt are often the best lines for another.
What to fix in the rest of the draft: the model wrote "secure data destruction" in the proof strip, which drifts towards the "certified secure" claim the fact sheet banned. It became "Data wiped with [named software], with a certificate for every device", which says what you actually do. If you're building from a landing-page template, building a landing page with AI that converts covers the layout side in more depth.
About page: make the AI interview you first
About pages go wrong in two ways: a timeline nobody reads ("In 2019, our founder…") or a wall of values ("We believe in integrity"). Readers visit the About page to decide whether to trust you. For a community interest company, that often means one specific question: where does the money go?
The best trick is to reverse the prompt. Instead of asking the AI to write, ask it to interview you.
I need an About page for [business]. Before writing anything,
interview me. Ask 8 questions, one at a time, and wait for my answer.
Focus on: why a customer should trust us, what we do differently,
who the people are, and what happens to the money.
After the 8th answer, write the page in under 350 words, using
my own phrases where possible. Mark any sentence you had to invent
with [CHECK].An illustrative exchange, showing why this works:
AI: What's a moment that made you realise this needed to exist?
Owner: A school rang us asking if we had 30 laptops because half of one class were doing homework on their phones. We had 11. That was the week we started asking businesses for their old kit.
That answer becomes the opening of the About page almost word for word, and it does more work than any values statement. The page the model then drafts will be closer to your voice because most of the sentences are yours. Keep the [CHECK] markers visible until you've confirmed or cut each one; in a test run, the model added "award-winning", which the business wasn't.
Add real faces and names only with each person's permission, one sentence on the company's community purpose in plain words, and the reinvestment line from the fact sheet. That last line is the one charity buyers look for.
Services pages: one page per service, built around buying questions
Service pages convert when they answer, in order, the questions a buyer would ask on the phone. Give each service its own page, and give the AI the same section list every time so the pages feel consistent:
- Who it's for (and who it isn't for)
- What you get, in concrete terms
- How it works, step by step
- What it costs, or exactly how the price is worked out
- What we need from you
- Proof: a quote, a number, a short example
- Three questions buyers actually ask
- One clear next step
Here is an illustrative draft of step 3 for the business collection service, after editing:
How it works. Tell us roughly how many devices you have and where they are. We book a collection within two weeks, bring our own crates, and give you a signed collection note on the day. Every device is wiped with [named software] within ten working days, and you get a certificate listing each serial number. Laptops we can't refurbish are broken down for recycling, and we tell you how many.
The model's first version said "We'll handle everything and give you total peace of mind." The edited one lists the steps, timings and paperwork, which is what an office manager needs to get sign-off. For question 7, paste real questions from your inbox rather than letting the AI guess; the real ones ("Do you take phones?", "Can we get a receipt for our records?") are rarely the ones a model would think of.
For section 7, here is what three real inbox questions look like once answered in the page's voice (illustrative):
Do you take phones and tablets? Yes, if they're less than six years old. We wipe them the same way as laptops. Older phones go to a recycler, and we'll tell you how many.
Can we have a record for our asset register? Yes. You get a collection note on the day and a certificate listing every serial number once wiping is done, usually within ten working days.
What if a laptop won't switch on? Send it anyway. If we can't wipe it through software, we remove and physically destroy the drive, and the certificate says so.
Each answer is short, specific and something the office manager can forward to their IT lead. Check every one with whoever actually does the work; in this example the answer about dead laptops came from the workshop lead, not the person writing the website.
If you don't publish prices, say how the price is set ("from $120, depending on age and specification; the stock page shows the exact price of each laptop"). Vague pricing is one of the main reasons visitors leave, and using AI to find out why website visitors don't buy shows how to confirm that from your own analytics.
Claims to check before anything goes live
Website copy is advertising. Every claim needs to be something you could show evidence for if a customer, a competitor or a regulator asked. Run the whole draft through the AI with this instruction, then check the list yourself:
List every factual claim in this copy: numbers, comparisons,
guarantees, certifications, timeframes, and anything a customer
could hold us to. For each, say whether it appears in the fact
sheet. Do not rewrite anything yet.An illustrative result from the laptop business's draft, with the decisions taken:
| Claim in draft | In fact sheet? | Decision |
|---|---|---|
| "Certified secure data wiping" | No: banned | "Data wiped with [named software], certificate per device" |
| "Thousands of happy customers" | Partly | "4,100 laptops refurbished since 2019" |
| "Collection within 48 hours" | No | "Collection within two weeks" |
| "Loved by schools across the region" | No | Replace with a named partner's quote, with permission |
| "The most affordable laptops available" | No: banned | Delete; show the price range instead |
Five claims out of about forty sounds small, but any one of them could cost a sale or a complaint. Quotes need special care: never let the model "tidy up" a customer's words into something they didn't say. Why AI and testimonials don't mix sets out the reasons. For a fuller routine, fact-checking AI marketing copy works for web pages too.
Check the three pages agree with each other
Pages drafted in separate sessions drift apart. The homepage says one thing about timings, the services page another, and visitors notice. Once all three are drafted, paste them into one chat together:
Here are our Home, About and Services pages. List every place where
they disagree or could confuse a reader: prices, timings, what's
included, who it's for, names of services, tone. Quote both versions.An illustrative result from the laptop business:
- Home calls the service "free business collection"; the services page calls it "IT asset disposal". Pick one name and use it everywhere, ideally the words customers use.
- Home says "laptops from $120"; a service tile says "from $99", left over from an older draft.
- The About page says "our volunteers wipe every device"; the services page says wiping is done by "our technicians". Both are partly true, and an office manager will want to know which.
None of these would be caught by reading each page on its own, and all three take a minute to fix.
Test with three real people in 20 minutes
Before you publish, show the draft pages to three people who match your buyers: for this business, a charity manager, an office manager and a parent. Give them the homepage for five seconds, take it away, and ask:
- What does this business do?
- Is it for someone like you?
- What would you click first?
Then let them read one service page and ask what's missing before they'd act. In an illustrative test, the office manager said she'd need to know whether the collection note would satisfy her IT policy, and the parent didn't realise laptops came with a warranty because it was buried in the fourth paragraph. Both fixes took ten minutes: a line about the collection paperwork, and "12-month warranty" moved into the subhead.
Look at the homepage on a phone too, because that's where most first visits happen. On a typical phone screen, a visitor sees the headline, the subhead and perhaps the top of the first button before scrolling. For this business that first screen needed to carry "refurbished laptops", "from $120", "12-month warranty" and "free collection for businesses". Anything a visitor must know to stay on the page belongs there, not in tile four.
Also paste each page into your AI tool and ask for a reading-age estimate and the three hardest sentences. Checking AI content for plain English has a fuller method. Website visitors skim on phones, so shorter sentences almost always win.
Rewriting an existing site instead of starting blank
If you already have pages, don't throw them away. Old copy often contains the specific details a model would never invent, buried under throat-clearing. Paste the current page and the fact sheet together and ask for a diagnosis before a rewrite:
Here is our current [page] and our fact sheet.
1. List what the page does well that we should keep.
2. List anything on the page that contradicts the fact sheet.
3. List what a [buyer type] would need that is missing.
Only after I reply "rewrite", produce a new version that keeps
every useful specific from the old page.An illustrative before and after from the laptop business's old homepage:
Before: Welcome to our website! We are a passionate team dedicated to making technology accessible for everyone in our community. We offer a range of services to meet your needs. Get in touch today to find out more.
After: Refurbished laptops from $120 with a 12-month warranty, for charities, schools and families. Replacing your office kit? We collect 10 or more devices free and send a wipe certificate for each one.
The "before" has 37 words and no facts. The "after" has 32 words and six facts a buyer can act on. The diagnosis step also caught that the old contact page still listed a Saturday drop-in that had stopped a year earlier, which is exactly the kind of stale detail that loses trust.
How long each page takes, and when to pay a copywriter
| Task | Time for a small business |
|---|---|
| Fact sheet | 1 hour |
| Homepage: prompt, choose, edit | 1 to 1.5 hours |
| About page: interview and edit | 1 hour |
| Each service page | 45 minutes to 1 hour |
| Claims check across all pages | 30 minutes |
| Three-person test and fixes | 1 hour |
As a guide to length, the finished pages for this business came out at about 300 words for the homepage, 320 for About, and 450 to 650 for each service page. Service pages run longest because they carry the steps, the price logic and the questions. If a homepage draft passes 500 words, it is usually trying to do a service page's job.
For a site with three services, that is roughly a working day, and the only tool cost is a chat assistant subscription of about $20 a month. Most website builders now include an AI writing button; it helps only if you paste your fact sheet into it, because on its own it writes from your business name and category and gives you the generic version.
Pay a copywriter when the stakes are high and your fact sheet is thin: a launch, a rebrand, or a crowded market where every competitor already sounds competent. Even then, the fact sheet and the AI drafts make the brief far better, and a good copywriter will be faster and cheaper working from them. And once the pages are live, a brand voice guide the AI can follow keeps new pages consistent with the ones you've just written.
Further reads
- AI Website Builder or Web Designer: What Each Really Costs — Decide whether to build the site yourself or hire someone.
- How to Create Customer Personas With AI From Real Data — Sharpen who each page is written for, using real data.
- How to Do Keyword Research With AI for a Small Business Website — Find the words customers use before you write service pages.
- How to Write AI Prompts That Sound Like Your Business — Prompts that keep every page sounding like one business.
- How to Write Website Articles With AI That Still Rank on Google — Add articles that answer customer questions and rank.
- How to Turn Customer Reviews Into Marketing Copy With AI — Turn reviews you already have into proof for each page.
- Safe AI Uses for Counsellors That Never Touch Client Notes — Twelve ways a counsellor in private practice can use AI for the business side, with examples, plus the settings that keep client data out.
- How to Test Ad Variations With AI on a Small Budget — Run a two-message ad test with a fixed spending allowance, checked claims and a result you can interpret honestly.
- How to Get Your Business Recommended by ChatGPT and AI Search — Make your business easier to assess and cite, using a tour operator example, factual page rewrites and a repeatable search test.
- How to Optimise Your Google Business Profile With AI — Improve profile accuracy with a fact sheet, a field-by-field review and a property maintenance example you can adapt.
- How to Audit Your Website's SEO With AI in One Afternoon — Use a timed checklist to audit six important pages, challenge AI findings and choose repairs with evidence and clear owners.
- Best AI Landing Page Builders for Small Businesses (2026) — Verified prices, traffic caps and AI features for the landing page builders small businesses actually use, with picks for three different businesses.
- Does Google Penalise AI-Written Content on a Business Website? — What Google's rules actually say about AI-written pages, how to tell a penalty from a page that never ranked, and a value check for every draft.
- How to Check AI Content for Plagiarism Before You Publish — A pre-publish plagiarism routine for AI-drafted copy: checker prices, a match-triage table, cross-client duplicates and why AI detector scores prove little.
- How to Audit Your Website for AI Content That Needs Fixing — A content audit for sites with AI-drafted pages: inventory, leftover searches, a five-check score, keep-fix-merge decisions and a translation agency's numbers.
- AI Tools and AI Development: The Complete 2026 Guide — the AI hub, including every tutorial in the AI-for-business series.
Sources: general copywriting practice; no vendor figures are quoted in this tutorial.