How to Write AI Prompts for Website Content That Sounds Human

Ask an AI tool to "write a homepage for a bakery" and you will get something generic that could belong to any bakery on earth. The difference between bland and brilliant AI copy is almost always the prompt. Here is the framework I use.

The R-C-G-F prompt framework

• Role — who should the AI act as? ("an experienced conversion copywriter")
• Context — facts about the business, audience, offer and what makes it different.
• Goal — what should the page achieve? ("get visitors to book a free consultation")
• Format — structure, length, tone and what to avoid.

Example: homepage hero

Role: You are an experienced website copywriter for local service businesses.
Context: Sharma Physiotherapy, Pune. 12 years in practice. Specialises in sports injuries and back pain. Home visits available. Audience: working professionals and amateur athletes aged 25-50.
Goal: get visitors to book an assessment via WhatsApp.
Format: 3 headline options (max 8 words), 3 subheadings (max 20 words), and 2 button labels. Plain, warm language. No clichés like "unlock", "elevate" or "world-class".

Example: service page

Write a service page for "Sports injury rehabilitation" using the context above.
Sections: who it is for, common conditions treated, what happens at the first visit, how long recovery usually takes (speak generally, no promises), and an FAQ with 4 questions.
Use short paragraphs and bullet points. UK English. Avoid medical claims we cannot verify.

Example: product description

Write a product description for a handmade brass table lamp.
Facts: 38 cm tall, solid brass, fabric shade, E27 bulb (not included), made in Moradabad, ships in 5 days.
Audience: people furnishing a warm, vintage-style living room.
Format: one 2-sentence intro focused on how it feels in the room, then bullet points for specs. Under 120 words.

Prompts that make copy sound human

• Give real details: names, places, numbers you know are true, customer quotes you have permission to use.
• Ban clichés explicitly in the prompt.
• Ask for several options, then combine the best parts.
• Ask the AI to "rewrite this at a reading level a busy person can scan in 10 seconds".
• Provide a sample of the brand's existing writing and ask it to match the voice.

Editing checklist before publishing

1. Is every fact correct? Remove anything you cannot verify.
2. Does it sound like this business, not any business?
3. Is the next step (call, book, buy) obvious?
4. Is it scannable on a phone?
5. Did you remove repetitive phrases and filler?

Note: Never ask AI to invent reviews, testimonials, statistics or credentials. Publishing made-up claims damages trust and can break advertising and consumer-protection rules.

See these prompts in a full project in redesigning a website with Claude AI.

Common prompt mistakes

• Too little context — "Write an about page" gives the AI nothing unique to work with.
• No audience — copy for students and copy for CEOs should sound very different.
• No constraints — without a length and format, you get long, rambling text.
• Accepting the first draft — ask for revisions: "shorter", "more specific", "warmer", "remove jargon".

Iterating like an editor

Treat the AI like a junior copywriter. Point out exactly what to change: "The second headline is closest. Make it more specific to back pain and keep it under eight words." Two or three rounds of focused feedback usually produce copy that is far better than any first draft.