By Chris G Jones · · 3 min read
The problem is the default voice
AI writes in a house style: balanced, slightly breathless, full of triads and filler. Customers recognise it now, and so does Google's helpful content assessment.
The fix is editing, not better prompting.
Rules I apply to every draft
These take ten minutes and change the whole feel of a page.
- Cut every sentence that could appear on any competitor's site
- Replace adjectives with numbers, prices or examples
- Put a real opinion in the first hundred words
- Write UK English, including the awkward bits
- Read it aloud; anything you would not say, delete
Where AI genuinely helps
Structure, first drafts, summarising research and checking you have not missed an obvious question. Those save hours.
Judgement about what deserves a page at all is still yours.