How to Use AI to Write a Website About Page and Homepage

Your homepage has a few seconds to answer three questions for a new visitor: what do you do, is it for me, and what should I do next? Your About page is where people decide whether to trust you. Many small business websites fail at both, with vague slogans, walls of text or a stock photo and two lines.

AI is a good copywriting partner for these pages. It can interview you, turn your answers into clear sections, suggest headlines and calls to action, and check that the page is easy to scan. You provide the facts, the story and the proof. This guide takes about an hour for both pages.

What you’ll need

• A clear description of your products or services, prices if you show them, and the area you serve
• Who your customers are and what they usually need help with
• Your story: why you started, experience, qualifications or memberships
• Proof: genuine reviews (with permission), photos, case examples, awards
• The one action you want visitors to take: call, book, buy, request a quote
• An AI chatbot and about an hour

Step-by-step: write both pages

1. Get interviewed. Ask the AI to ask you questions about your business, customers and story (prompt 1). It’s much easier than writing from nothing.
2. Write the homepage headline. A good headline says what you do and for whom, in plain words: “Family-run dog grooming in Leeds, with no rushed appointments” beats “Passion for pets”. Ask for ten options and pick one.
3. Structure the homepage. A common, effective order is: headline and short subheading, main call to action, three key benefits, services or products, proof (reviews, photos), how it works in three steps, FAQs and a final call to action (prompt 2).
4. Write the About page. Lead with what you do for customers, then your story, experience and values, photos of real people, and finish with a call to action (prompt 3). Visitors want to know there’s a real, trustworthy person behind the business.
5. Edit for scanning. Short paragraphs, clear headings, bullet points and buttons that say what happens (“Book a free call”). Ask the AI to check readability.
6. Check search basics. Ask for a page title and meta description for each page that includes your main service and location naturally (prompt 4).
7. Fact-check and personalise. Remove anything you can’t back up, add your own phrases and ask a customer or friend to read it.

Copy-paste prompts

1. Interview me for my website copy

I run [BUSINESS NAME], a [TYPE OF BUSINESS] in [LOCATION]. Interview me to gather material for my homepage and About page. Ask 10 questions, one at a time, about what I offer, who my best customers are, the problems they come to me with, why they choose me over alternatives, my background, and the action I want visitors to take. Then summarise my answers as key messages.

2. Draft my homepage

Using these key messages: [PASTE]
Write homepage copy in clear UK English with these sections: headline (under 10 words), subheading (one sentence), main call-to-action button text, three benefits with a short line each, a services overview, a "how it works" section in three steps, a short FAQ (3 questions) and a closing call to action. Leave [REVIEW] placeholders where real testimonials should go; don't invent any.

3. Draft my About page

Write an About page for [BUSINESS NAME] using these details: [STORY, EXPERIENCE, QUALIFICATIONS, VALUES, TEAM]. Start with what we do for customers, then the story in a warm, first-person voice, then why people can trust us, and end with a call to action to [ACTION]. Keep it under 400 words with short paragraphs. Don't add claims I haven't given you.

4. Page titles and descriptions

Write an SEO page title (under 60 characters) and meta description (under 155 characters) for my homepage and About page. Business: [WHAT YOU DO] in [LOCATION]. Make them clear and accurate, not stuffed with keywords.

Recommended tools

• Claude: good at clear, warm copy that keeps your voice.
• ChatGPT: useful for headline variations and quick restructuring.
• Gemini: handy if you draft in Google Docs.
• Grok: quick for brainstorming taglines.
• Your website builder’s preview: always check how the copy looks on a phone.

Tips and mistakes to avoid

• Never invent testimonials or statistics. Fake reviews and made-up claims can break consumer protection law and destroy trust. Use real reviews with permission.
• Be specific. “Over 15 years fixing boilers in Bristol” is more convincing than “experienced professionals”.
• One main action per page. Too many buttons confuse people.
• Show real people. Photos of you, your team or your work build far more trust than stock images.
• Write for mobile. Most visitors will see your site on a phone. Short paragraphs and clear buttons matter.
• Keep it current. Out-of-date prices, opening hours or services frustrate customers. Review the pages every few months.

FAQ

What should a small business homepage include?

A clear headline saying what you do and for whom, a main call to action, key benefits, your services, proof such as reviews, and contact details. Keep it easy to scan.

How long should an About page be?

Long enough to tell your story and build trust, usually 250–500 words, with photos. Focus on what matters to customers, not every detail of your career.

Will AI-written website copy hurt my SEO?

Search engines focus on whether content is helpful and trustworthy. Copy that’s specific, accurate and genuinely useful to visitors is what matters, however it was drafted.

I run [BUSINESS NAME], a [TYPE OF BUSINESS] in [LOCATION]. Interview me to gather material for my homepage and About page. Ask 10 questions, one at a time, about what I offer, who my best customers are, the problems they come to me with, why they choose me over alternatives, my background, and the action I want visitors to take. Then summarise my answers as key messages.

Related guides

• How to use AI to write product descriptions that sell
• How to use AI to reply to online reviews (good and bad)
• How to use AI to create a simple marketing plan

Reference: Google Search Central: SEO Starter Guide