Generative AI has completely transformed the way we approach writing. It’s now become tempting, if not almost mandatory, to rely heavily on that technology, even for such an important marketing asset as your website copy. That’s especially true if you’re a solopreneur or a small business owner: having a hand in all the pots means you constantly need to assess whether you should do something yourself or hire help.
Should you use ChatGPT to write your website copy, or hire a professional website copywriter? Both options have their merits, and in this blog, I focus specifically on that question for coaches and health and wellness professionals. Why? Because working in these industries adds another layer of sensitivity and, therefore, complexity to that question.
So, what are the pros? What are the cons? Let’s review them.
5 reasons to use ChatGPT to write your website copy
There are a couple of things I want to clarify first:
- I write about ChatGPT, as that’s the tool I’m using. As a solopreneur, I regularly experiment with it for different tasks to see how I can optimize my workflow. I’ve heard good things about Claude for writing, but I haven’t tried it yet.
- By ‘website copy,’ I mean the Homepage, About page, Service page, etc.—not blogs. That’s an important distinction because these are two different types of copy. A Home/About/Service page is about creating a connection with your leads and ultimately making a sale, while a blog is about informing readers. These are vastly different goals. Generative AI is better at the second than at the first.
With these 2 caveats out of the way, let’s get back to our question and dig into the merits of using ChatGPT to write your website copy.
1. ChatGPT is fast
If you’ve asked ChatGPT to write something for you, you’ve witnessed the speed of the beast. From a headline to a full-blown sales page, the machine delivers instantly. It’s almost dizzying. Human copywriters, on the other hand, need time for research, strategy, writing, and revisions.
So, if you need your copy by yesterday and speed is your top priority, GenAI is the way to go.
2. ChatGPT is budget-friendly
If your budget is tight, AI tools can help you get started without the upfront investment of a professional copywriter. You can do a lot with a paid ChatGPT subscription for only a small fee. It will be cheaper than hiring a copywriter. And if it’s not, then I have questions about your hiring decisions. 😉
3. ChatGPT is always available
Working late? Feeling inspired at 3 am? GenAI won’t make you wait. Well, there’s the occasional hiccup, like the global outage on June 10, 2025, that affected ChatGPT and Sora (it lasted for over 10 hours before regular service was resumed). But that’s exceptional.
Like any other human, copywriters need to eat, sleep, take care of their loved ones, live their lives in general, and work with other clients, which limits their availability.
4. ChatGPT can mimic tone (up to a point)
With the right prompts, ChatGPT can write in a calm, empowering, or nurturing tone. It will take you a few tries, but it’s possible. So, with practice and learning on your part, you can get a lot from it (especially if you can feed it good copy that you’ve already written yourself). You’ll still need a critical eye, good editing skills, and patience, though. So, the question is: Are you up for the challenge?
5. ChatGPT can help you get unstuck
ChatGPT can be great for brainstorming when the blank page feels intimidating. That’s a big pro (even though it comes with a trap that I’ll cover in the next part of this blog).
That said, if you decide to trust a copywriter with your website copy, that point is moot. The copywriter is the one potentially dealing with writer’s block, not you. I’m only mentioning this 5th point because I wanted a list with 5 items—I like symmetry.😉
Now, let’s look at the 5 cons of using ChatGPT to write your website copy.
5 reasons why coaches and health and wellness professionals should consider a human copywriter for their website copy
When you’re writing for a field that’s emotionally nuanced or deeply personal, a human copywriter brings essential qualities AI can’t quite fully replicate.
A skilled copywriter asks the right questions, listens deeply, understands nuance, and can write with compassion. She brings human thinking and authentic emotional intelligence to the work. While ChatGPT can be impressive, let’s not forget what ‘A’ stands for in AI: ‘artificial.’
1. The AI editing trap
When ChatGPT generates copy for you, it can be challenging to evaluate and edit its output effectively.
When the output is poor, you can discard it. When it’s really good, editing won’t be too hard.
However, if the text falls somewhere in the middle (which is frequent), editing is tricky. The copy looks ok, but it isn’t where it needs to be. It conveys smart ideas but not exactly what you mean to say, and usually not exactly how you mean to say it either. That’s the AI editing trap. It’s like you’re stuck in quicksand: Every time you try to understand what bothers you, what’s missing, etc., you feel more stuck. It’s very frustrating.
When you work with a professional, though, it’s different. If something doesn’t click for you in the copy she’s written, a website copywriter will work with you and ask questions to make the necessary corrections.
When you write with ChatGPT, you need to figure it all out on your own. And that can be hard and time-consuming.
2. A website copywriter brings strategic thinking
One of the biggest mistakes you can make about copywriters is assuming that their job is solely to write, because it’s not.
A website copywriter worth her salt has a solid research phase built into her project. She doesn’t start writing until she has developed a detailed understanding of your business, brand, clients, competitive landscape, and more. She defines a point of view on the message to articulate on your website and discusses it with you throughout the project.
She will probably question your ideas and perspective (quite possibly in the same way a coach helps their clients on their path of self-discovery). This will enable a co-creation process that leads to a message that’s more intentional and effective.
Depending on her process and skills, a website copywriter can also spot issues in your website’s user experience (UX) and advise you on Search Engine Optimization (SEO), two key aspects of a great website.
So, when you hire a website copywriter, you’ll have two human brains thinking together about your business and your website, not just one.
3. A website copywriter brings real insights
As part of her research process, a website copywriter can interview you and your clients to uncover golden nuggets you’re not even aware of.
One of my clients, a coach, hired me to work on the relaunch of her website. She had written her first website herself, and, back then, had emphasized her intuition as part of her coaching approach. As I interviewed one of her corporate clients, he explained he appreciated her analytical skills and structured approach to work. That’s something he experienced with her, but he didn’t find it on her initial website.
I raised that point with her, and we adapted the message of her new website accordingly. That point wouldn’t have made it into the copy otherwise because it wasn’t on her radar. She took this aspect of her work for granted and hadn’t realized how much clients valued it. Without the Voice-of-Customer interviews I had led, that’s an important insight she would have missed.
ChatGPT doesn’t know what your clients think—it can at best guess.
4. A human voice for a human connection
Well-written copy feels human. It builds trust, and trust leads to action.
ChatGPT copy can feel robotic. It may use all the right ingredients, but it’s missing something that makes it authentic. It can easily feel generic and salesy, like something you’ve read on many other websites (because you have, that’s where it’s coming from).
And your voice, what makes your message essentially you, disappears. If you’re a service provider, keep in mind that people want to work with people (even more so in the health and wellness world) and who you are as a person or a brand needs to come across in your copy.
Personally, I love a conversational tone. It’s engaging, which is precisely what you need on many websites to keep the visitor interested. And yes, ChatGPT can do conversational, but only up to a point. At the end of the day, it’s a machine, not a human.
5. Ethical Awareness
A professional website copywriter understands how to write responsibly, especially when talking about sensitive topics.
ChatGPT has been trained to extract content from various websites, and that can include questionable messaging. GenAI will have no qualms making bold, unrealistic statements about the results of coaching or a treatment, statements that can make you sound like a snake oil salesperson. And you need to ask yourself: Is that what you stand for? Is that how you want to come across on your website?
Of course, you can edit the BS out of the copy, but if the logic of the whole page relies on it, what are you going to do? Completely rewrite the page yourself? Then what was the point of having ChatGPT write it in the first place? You’ve just wasted your time.
So, when should I use ChatGPT to write my website copy?
If you urgently need a website—perhaps because you’re about to give a presentation at an event and want to direct attendees to it—GenAI is the way to go. It will provide you with something you can put up online quickly.
But in the mid-to-long term, you’ll gain greater value at investing in a website copywriter who will come up with a strategy, a message, and copy that will shine a beautiful light on your unique business—the kind of light that attracts and helps convert your ideal clients.
And if cost is your primary concern, it’s worth checking with website copywriters to see if they offer budget-friendly options. For instance, my Website Copy Guide service provides you with strategic guidance and feedback on the copy you write at a fraction of the cost of my full website message and copywriting service. Check it out! 😉
PS: All the em-dashes (—) in this blog were intentionally typed by a human, me. 😉 I love em-dashes, and GenAI has ruined that for me! Oh, the infamy!
