When people come to me for a new website, they’re usually focused on the “look.” They want the sleek lines, the perfect colour palette, and that “wow” factor when the homepage loads. And while I live for great aesthetics, I always tell my clients the same thing: A beautiful website without great content is just a Ferrari with no engine.
In 2026, it’s easier than ever to fill a page with words. But there’s a massive difference between “filling space” and actually connecting with your audience.
The Allure (and Trap) of AI
We’ve all seen it the perfectly polished, slightly robotic text that sounds like it was written by a committee of corporate mannequins. AI is a fantastic tool for brainstorming or outlining, but if you’re using it to write 100% of your brand’s voice, you’re making a mistake.
Why? Because AI doesn’t have a “why.” It doesn’t know the late nights you spent building your business. It doesn’t know the specific way your favorite customer smiles when you solve their problem. It can mimic professional tone, but it can’t mimic authenticity.
Content is Key (The Real Kind)
Content is the bridge between a stranger browsing the web and a loyal customer. To build that bridge, your content needs to do three things:
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Build Trust: People buy from people. When they read your “About” page, they want to hear your voice, not an algorithm’s.
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Solve Problems: Real content addresses real pain points with empathy.
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Boost SEO: Search engines are getting smarter. They are increasingly prioritising content that shows “Experience, Expertise, Authoritativeness, and Trustworthiness” (E-E-A-T). Purely AI-generated fluff often misses the mark here.
I believe in “keeping it real.” I design spaces that showcase your unique personality, but that only works if the words inside those spaces is honest, human, and high quality.
I have a team of great copywriters who can take your words and make them shine on the site. What I do suggest is using AI as a starting point, as it gives some great ideas, but it is not the answer for the whole site. You may think you are saving money by using AI, but Google will see it and your site won’t rank as well as those with ‘real’ text.
I did use ai to create this image though! 🙂
