The AI Copywriting Reality Check
AI writing tools — including the copy generation built into Draftly — can produce a serviceable first draft of website copy faster than any human. This is genuinely useful. The first draft is typically well-structured, covers the expected sections, and reads clearly.
It is also typically generic. Generic in a specific way: it sounds like it could be about any business in your category, not specifically about yours.
The editing job after AI generation is not fixing grammatical errors. It is adding specificity.
What AI Does Well
Structure and section logic. AI understands website architecture — what section comes after what, how to pace information from awareness to conversion. The skeleton is usually correct.
Service and benefit language. For common business categories, AI has seen enough example websites to understand what benefits to lead with, what objections to address, and what tone the category expects.
SEO-friendly structure. AI naturally produces heading hierarchies and readable paragraph lengths that score well for readability metrics.
First drafts at speed. For a 5-page website, AI can produce all the copy in under 5 minutes. The human editing job is substantive but dramatically shorter than writing from scratch.
What AI Gets Wrong
Specificity. AI generates 'serving clients across India' when your actual coverage is 'serving clients in Mumbai, Pune, and Bangalore'. It writes '10+ years of experience' rather than 'established in 2014 with 420 projects completed'. Every generic claim should be replaced with your actual number.
Your voice. AI defaults to a professional-neutral register. If your brand is direct and informal, the AI output will sound too corporate. If your brand is premium and restrained, the AI output may be too enthusiastic. Your brand voice requires intentional addition.
Real customer stories. AI cannot generate real testimonials or real case study outcomes. Every testimonial block it creates needs to be replaced with actual customer words.
Local context. AI generates 'We understand the needs of businesses today' rather than 'We work with over 80 MSMEs across Tier 2 Indian cities.' Local specificity is always superior to generic scope claims.
Pricing. AI typically avoids mentioning pricing because it does not know your actual prices. This is a gap — websites that display pricing have significantly higher conversion rates than those that do not.
The 30-Minute Editing Protocol
Step 1 (10 min): Replace every generic claim with a specific number. Years in business → actual year founded and number of clients served. 'Across India' → your actual service cities. 'Passionate team' → team size and specific expertise.
Step 2 (10 min): Rewrite the hero headline in your voice. Read the AI headline aloud. Does it sound like how you actually talk about your business? If not, rewrite it until it does.
Step 3 (10 min): Add one real customer quote. Source it from a WhatsApp conversation, a Google review, or an email. Paste it in directly — with the customer's name and context — to replace any AI-generated placeholder.
Those three steps take the AI output from generic to yours.
