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Guides· Design· 2 min read

How to write website copy with AI that doesn't sound like AI

AI can draft website copy in seconds, but it defaults to vague, inflated language. How to prompt for specific copy and edit out the tells.

The short answer

Give the AI specifics (who the customer is, what they get, real numbers) and ask for plain, short sentences. Then edit out the tells of AI copy: vague promises, stacked adjectives and words like 'unlock', 'elevate' and 'seamless'.

01The tells of AI copy

  • Vague outcomes: 'unlock your potential', 'take it to the next level'.
  • Inflated verbs: elevate, empower, revolutionise, supercharge.
  • Lists of three adjectives: 'fast, simple and powerful'.
  • Claims without numbers or names.

02How to get better drafts

  1. 1Feed it factsPrices, numbers, customer quotes and real use cases.
  2. 2Name the reader'For a dentist's patient who is nervous', not 'for users'.
  3. 3Ask for plain wordsShort sentences, no marketing language, read aloud easily.
  4. 4Edit by cuttingDelete every sentence that would fit any company.
Where Orlume fits

Orlume writes first-draft copy as part of the build, which you can rewrite in plain language: 'make this headline more specific', 'use our real prices'.

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Written by the Orlume team · Updated October 2026

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Can AI write good website copy?

It can write good first drafts when you give it specific facts and edit out vague, inflated language.

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