It’s a bit awkward having to stress this, but a surprising amount of copywriters and content editors rely a bit too much on AI chatbots and other tools for writing website copy. Ever since the big breakthrough of ChatGPT in 2022, starting the so-called “AI boom” we’ve been witnessing a surge in writing assistants like Jasper, Gemini, Copy.ai, Writesonic and others, most of which appear or promise to be useful in writing landing page and other web copy.

The landing page is an extremely important asset for conversion, brand identity, SEO and UX. It’s your crucial piece of material for reaching your target audiences and getting them to perform the desired action. It’s also vital for expanding the reach, for establishing trust and sending a clear and unique message. You definitely don’t want to entrust this sensitive and important task to a tool that starts every piece with “In today’s digital landscape…”

The main thing about using AI tools like ChatGPT successfully is to feed them the right prompts. However, even with the right prompts, they are highly likely to output extremely generic content, phrases that have been repeated so many times they are no longer perceived as messages, and unbacked claims. Since they’re pretty widely used, people are already getting a hang of what their copy sounds like, so it’s fairly easy to recognize that something has been written by AI. And if your landing page sounds and looks like it’s been AI-generated, what sort of impression is that supposed to make on the visitors? Not a very good one, for sure.

So, however tempted you get, do not use AI for your landing page copy. Just put in some effort and write your own and we promise it will be a thousand times better than anything a run-of-the-mill piece of AI could ever write.