Symptoms
- Words like seamless, elevate and unlock show up everywhere
- Every sentence has two or three adjectives
- The text could describe almost any company
- Headlines promise a lot but say nothing specific
Why it happens
AI writing tools learned from millions of marketing pages, so they write the average marketing page. It is smooth and polite, and it sounds like everyone else.
The things that make your business different are missing, because the tool never knew them. Your prices, your process, your customers, your opinions. That is what visitors are looking for.
Try this first
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Write down the facts first
List what you actually do, for whom, where, how long it takes, what it costs and what customers say about you. These facts are the raw material for every page.
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Cut the filler words
Delete words that could describe any business: innovative, seamless, cutting-edge, world-class, elevate, unlock, solutions. Read the sentence again. If it means the same thing, the word was filler.
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Replace claims with proof
Instead of “fast service”, write “most jobs are done in two days”. Instead of “trusted by many clients”, name a client or quote a real review.
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Read it out loud
If you would not say a sentence to a customer on the phone, rewrite it until you would.
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Keep it short
One idea per sentence. Short paragraphs. It reads better on a phone, and it sounds more human.
When to stop and call a person
Bring in a writer for sales pages, a full website or a brand voice you will use for years. A good writer interviews you, finds what makes you different and turns it into words that sell.
Questions people ask
Can I use AI and still sound human?
Yes. Use it for ideas or a rough first draft, then add your facts and rewrite it in your own words.
How do I know which words are AI words?
If a word sounds impressive but you cannot say what it means for your customer, cut it. That rule catches most of them.