rlifly

How to make AI-written website copy sound like a real business

9 min read

Generated copy has a tell. It is fluent, grammatical, evenly paced, and completely interchangeable — swap the business name and it would fit a dental practice, a yoga studio or a fintech. Visitors notice, even when they cannot name what they noticed.

The fix is not to avoid AI. It is to give it specifics, then edit for specifics. Here is the ten-minute pass we recommend after Urlifly drafts a site.

Feed it facts, not adjectives

The quality of generated copy is almost entirely a function of what you put in. "Nice Italian restaurant" produces filler. "Twelve tables, one pasta maker, Tuesday to Sunday, everything from a farm in Louth, no bookings after 9pm" produces sentences nobody else on the internet has.

Before you generate, write down five facts a competitor could not honestly claim. Numbers, names, constraints, quirks. Those five facts are the whole difference.

Delete every sentence that could belong to anyone

Read the draft with one question: could a competitor publish this sentence unchanged? If yes, cut it or replace it with a fact. "We're passionate about quality and customer satisfaction" fails. "We change the menu every three weeks because the farm decides, not us" passes.

This single pass typically removes a third of a generated page and improves it.

Fix the rhythm

Generated prose tends towards uniform sentence length. Human writing does not. Break one long sentence into a short one and a long one. Start a sentence with "And" occasionally. Leave one deliberate fragment. The page immediately reads as written rather than produced.

Keep the vocabulary you actually use

Every trade has real words: covers, turns, walk-ins, RevPAR, retainer, scope creep, blow-dry, patch test. Generated copy reaches for the generic synonym. Put your words back — they signal competence to the people who share them, and they match the phrasing customers search with.

Watch for the giveaways too: elevate, seamless, unlock, journey, bespoke solutions, in today's fast-paced world. Strike them on sight.

Check every claim is true

Language models will happily invent an award, a founding year, a number of clients or a guarantee. Read the draft as a fact-checker: every number, date, credential and promise gets verified or removed. This is not optional — in most of Europe an unverifiable claim on a commercial page is a regulatory problem, not just a credibility one.

Testimonials in particular must be real, attributed and permitted. Never let a model write one.

Read it out loud, once

The final pass takes ninety seconds. Read the page aloud. Anywhere you stumble, hesitate, or feel slightly embarrassed is a sentence to rewrite. Anywhere you would not say it to a customer standing in front of you, do not say it to the thousand customers reading it.

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