AI fatigue is real. Between LinkedIn’s latest “Seems like AI slop” feature, the AI bubble, and every fucking brand sounding exactly the same, we’re all just a bit sick of it. I’m sick of it, you’re probably sick of it, and your customers are sick of it too. So why drag your business down by using AI generated website copy?
Now, obviously, as a website copywriter, I have more than a few reasons to defend human written copy. But you really need to think about this from an optics perspective. I’ve written before about how your website copy is key to building trust with your audience and if your copy is clearly AI generated (and we’ve all seen enough of it to know the signs) then you’ve fallen at the first hurdle.
In fact, a few weeks ago I was watching a YouTube video by Adam Conover about AI fatigue and he said this:
It turns out that the deep down human feeling that arises when we see AI out there in the wild is disgust. Because the main message that AI sends to us is that the person using it, the person putting AI upfront in our faces doesn’t care about us and doesn’t care about our humanity.
And I’ve not been able to stop thinking about it.
5 industries that are the most harmed by AI generated website copy
- Freelancers
- Healthcare and helping professions (therapists, social workers, etc.)
- Charities and non profits
- Solo artists and indie creatives
- Small businesses whose big selling point is that they are a small operation
Because for these industries the idea that you don’t care about your customers is deeply damaging to your brand and to any trust you need to build before folks will invest their time and money into working with you.
If you want to build a human-centered brand, your marketing material has to be made by humans. The last thing you need is for any of your marketing, on your website or otherwise, to trigger that uncomfortable uncanny valley feeling. And you don’t want your customers to think you simply do not care about them.
Brand personality and humanity is a competitive advantage
Sure, your competitors may have saved some cash and some time by vibe coding a website or getting Claude to write their copy. But what they won’t be winning is new and repeat business. In a time when AI is fucking everywhere, putting genuine care and attention into your website is a huge selling point.
You don’t want to sound like everyone else, do you?
Content fatigue is also becoming a real problem
With the speed at which folks are able to spaff out 100 blog posts and shove them up on their site, the internet is getting real clogged up with AI slop. We know attention spans have already been dropping (thanks short form video), so if you’re gunna show up you better show up with personality.
This is why it’s also important to take real care with the content design and UX side of your website. And this is something that LLMs simply do not know how to do. Your website copy in particular needs to be crafted in a way that is pleasing to read, on brand, and easy to scan without losing vital information.
Getting it right is a fine balance
Website copy in particular is a really tough juggling act. You have to balance clarity, user experience, branding, messaging, SEO, conversion, and accessibility. You need to factor in the user journey, conversion pathways, the right amount of content, the right balance of keywords, how many pages you really need on your website (spoiler alert: it’s often fewer than you think). And none of that even touches on the levels of empathy for your audience required to help them feel seen and driven to take action.
It’s a lot. And given that LLMs produce a computer’s best impression of “good” copywriting based entirely upon a flattened average of what it can find online, it’s safe to say it doesn’t possess that range of skills.
Right now, a website written poorly by you is better than a website written by AI. And if you don’t have the time, capacity, or confidence to do it yourself, hit me up and let’s see what we can do together.