Asking an AI tool to write your roofing page or med spa treatment page takes about a minute. The result reads fine and says almost nothing that distinguishes you from every competitor who did the same thing. Used well, AI speeds up the drafting. Used carelessly, it fills your site with confident, generic text.
What a model does well here
Structure and first-pass wording are the sweet spot. Give it your service, your city, and a list of the questions customers actually ask, and it can produce a clean outline with sensible headings and readable paragraphs. It is also good at tightening a long, rambling page you wrote yourself, and at rewriting the same content for different reading levels.
It is useful for repetitive work too: turning one solid page into several variations for different neighborhoods, as long as each variation contains something that is actually true about that place, rather than just a swapped-in city name.
What it cannot know
A model does not know your pricing, your warranty terms, how long jobs really take, which brands you install, or what your crews do differently. If you do not supply those, it will fill the gap with plausible-sounding claims, and some of them will be wrong. Wrong claims about warranties or timelines can become real problems with real customers.
It also does not know your local details: the permit process in your town, the kind of weather damage common in your area, the neighborhoods you actually serve. That specificity is exactly what makes a page useful, and it has to come from you.
A workable process
Start by writing a rough set of facts in plain bullets: what you do, what it costs or how you price it, how long it takes, what is included, what is not, and three real questions customers ask. Give those to the model and ask for a draft that uses only those facts.
Then read it as a skeptical customer would. Delete anything you cannot stand behind. Add a real detail or two that only you would know. Read it out loud. If it sounds like a brochure, rewrite those sentences the way you would say them on a job site.
Before you publish
Check every factual claim against reality. Have someone who talks to customers read the page. Make sure the phone number, hours, and service area are right. Also keep a record of which pages started as AI drafts, so you know where to look if something turns out to be inaccurate later.
The rule of thumb: automate the drafting, keep the facts and the final sign-off human. Speed is a benefit only if what you publish is still true.
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