How to write small business website copy with AI is one of the highest-value skills you can learn in an afternoon — cutting your copywriting cost from $3,000 to almost nothing. Most people ask AI to "write my website" and get generic output nobody would ever publish. This guide shows the exact prompts that produce usable copy on the first try.
This guide walks through the exact process for writing your homepage, service pages, and about page using AI — including the prompts that produce usable output on the first try.
The mistake most people make: asking AI to "write my website." The right approach: giving AI your raw material and asking it to shape it into copy. Your voice, your specifics, AI's structure and polish.
Before You Start: The Input Document
AI copy is only as good as the information you give it. Before writing a single prompt, create a simple document with these answers:
- What do you do? (one sentence, plain language)
- Who is your customer? (be specific — "small restaurant owners in Toronto" not "businesses")
- What problem do you solve for them?
- Why should they choose you over a competitor? (3 specific reasons)
- What do you want them to do on your site? (call, fill out a form, buy)
- What tone fits your brand? (professional, friendly, direct, authoritative)
This document gets pasted into every AI prompt you write. It is the difference between generic output and copy that actually sounds like your business.
The Best AI Tool for Website Copy
For website copy specifically, Claude AI consistently produces the most natural, nuanced output. It handles longer-form content better than most alternatives, follows tone instructions precisely, and doesn't add unnecessary filler.
The free tier is enough to write your entire website. Pro ($20/month) is worth it if you are iterating on multiple pages or have a larger site.
Step 1: Write Your Homepage Hero Section
The hero section is the headline and subheadline at the top of your homepage. It needs to answer one question in under 5 seconds: "What is this and why should I care?"
The prompt:
I run a [type of business] serving [specific customer].
My main differentiator is [what makes you different].
The tone should be [professional/friendly/direct].
The customer's biggest frustration is [their main pain point].
Write 5 variations of a homepage hero section.
Each version should have:
- A headline (under 10 words)
- A subheadline (1–2 sentences, under 30 words)
- A CTA button label (3–5 words)
Do not use buzzwords like "world-class", "seamless", or "innovative".
Write like a real person talking to a real customer.Run all 5 variations. Pick the one that sounds most like you. Then ask Claude to write 3 more variations in that style.
Step 2: Write Your Service Pages
Service pages need to do three things: explain what you do, address the customer's hesitation, and push them to contact you. Most service pages fail at the second part.
The prompt:
I need a service page for [specific service].
Here is my business context: [paste your input document]
The customer considering this service typically worries about: [list 2–3 real objections]
For example: "Will it be done properly?", "Is the price fair?", "Will they show up on time?"
Write a service page with these sections:
1. Opening paragraph — what the service is and who it's for (3–4 sentences)
2. What's included — bullet list of 5–7 specific deliverables
3. Address the main objection directly — one paragraph
4. A short "Why us" section — 3 bullet points, specific not generic
5. A closing CTA paragraph — push them to contact us, no pressure language
Tone: [your tone]. Length: medium. No fluff.The key instruction is "address the main objection directly." Most AI copy skips this. Forcing it in produces dramatically better output.
Step 3: Write Your About Page
The about page is where most small businesses either over-share (entire life story) or under-share (one generic paragraph). The goal is to build enough trust that a stranger feels comfortable contacting you.
The prompt:
Write an About page for my business.
Business context: [paste your input document]
Additional details to include:
- How long we've been operating: [X years]
- The real reason we started this business: [honest answer]
- Something specific about how we work that clients appreciate: [specific detail]
- A note about our local/community connection (if relevant): [detail]
Structure:
1. Opening — who we are in 2–3 sentences (not "we are passionate about...")
2. Our story — how and why we started (2 short paragraphs, honest not corporate)
3. How we work — what makes our process different (bullet points)
4. A personal closing — why this work matters to us (2–3 sentences, genuine)
Avoid: "passionate", "dedicated", "we go above and beyond", "industry-leading".
Write like a real person, not a press release.Step 4: Editing AI Output (The Critical Step)
AI copy needs one editing pass before it goes live. Here is what to look for:
- Replace generic with specific. AI writes "high-quality service" — you change it to "same technician every visit, always on time." Specifics build trust. Generics don't.
- Cut the opener. AI often starts with a warm-up sentence. Delete it. Start with the second sentence.
- Read it aloud. If you wouldn't say it in a conversation, rewrite that sentence.
- Check every claim. AI occasionally invents specifics. Verify anything that sounds like a statistic.
- Add your local details. City names, neighborhood references, local landmarks — AI doesn't know these. Add them manually. They matter for local SEO.
Step 5: SEO Optimization Prompt
Once your copy reads well, run this prompt to optimize it for search:
Here is my [page name] copy: [paste copy]
My target keyword is: [e.g. "commercial cleaning Toronto"]
Secondary keywords: [e.g. "office cleaning service", "janitorial cleaning"]
Please:
1. Suggest where to naturally include the target keyword (do not force it)
2. Rewrite the H1 heading to include the target keyword
3. Suggest a meta description under 155 characters that includes the target keyword
4. Flag any sentences that could be made more specific or compelling
Do not stuff keywords. Only include them where they read naturally.What This Process Actually Costs
- Claude AI free tier — enough for a full 5-page website
- Your time — 2–4 hours for a complete website
- One editing pass — 30–60 minutes to add your specifics
Compare that to $1,500–$5,000 for a copywriter and 3–6 weeks of back-and-forth. The AI version is not always better — but it is done, live, and converting while you iterate.
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