The problem
Launches stall waiting for client copy. If an agency finishes 3 sites a month with 8 pages each and drafts 40 minutes of copy per page when the client supplies none, that's 960 minutes, 16 hours a month.
What the AI does
Send the client a short questionnaire (what you do, who for, what makes you different, proof you can show, the call to action) and paste their answers into ChatGPT, Claude or Gemini. Ask for a draft of each page that uses only what the client has told you. The designer edits the draft, removes any claim that has not been confirmed, and sends it to the client to approve. The client owns the facts: awards, qualifications, testimonials and prices come from them, not from the assistant.
A worked example
A five-person web design agency in Sheffield finishes about 3 small-business sites a month, each with 8 pages. The clients rarely supply copy.
Before
3 sites x 8 pages x 40 minutes of copywriting: 960 minutes, 16 hours a month
After
If a draft plus an edit takes about 20 minutes a page: 480 minutes, 8 hours a month
What it's worth
About 8 hours a month saved (480 minutes), worth about £280 at £35 an hour, if the edit really takes half the time (an assumption to test on one site). The free plans of ChatGPT, Claude and Gemini can do this; a paid plan costs up to about £20 a month for one person if you hit usage limits.
How to set it up
- Write a short questionnaire for clients and ask them to answer it in writing.
- Paste each client's answers into ChatGPT, Claude or Gemini and ask for page-by-page copy that uses only what they said.
- Edit for the client's voice, and check names, services, opening hours and prices against the client's own answers.
- Delete any award, accreditation, number or testimonial the client has not confirmed.
- Send the copy for written approval before it goes into the design.
What goes wrong
- Assistants add awards, years in business and testimonials that sound right but are not true. The business is responsible for what its website claims.
- Copy that makes health, legal or financial claims needs the client's professional check, and ASA and CAP rules apply to business websites.
- Don't paste confidential client plans or customer data into a consumer AI plan without the client's agreement and suitable business terms.
- Check the output is not copied from another site; run a few sentences through a search before publishing.