Using AI for Content Without Sounding Like a Robot

You can tell instantly when a contractor's website was written by AI and never edited. It's the same handful of phrases every time and it reads like nobody was home.

Here's the workflow that avoids that.

Start with your own words

Record a voice memo explaining the topic like you're standing in a customer's driveway. Two minutes, unscripted, no notes.

Then have AI clean it up. You get structure without losing your voice, because it started as your voice.

Add what only you know

• Actual numbers from your market — material costs, typical job prices, timelines
• A specific job you did and what went sideways on it
• The local detail: your county's permit office, the soil, the salt air, the code inspector
• Your genuine opinion, including the unpopular ones

Cut the tells

• 'In today's fast-paced world'
• 'Unlock', 'elevate', 'leverage', 'seamless', 'cutting-edge'
• 'It's important to note that'
• Perfectly balanced three-item lists in every single paragraph
• Conclusions that summarize what you just read instead of saying anything

The test

Read it out loud. If you wouldn't say it to a customer sitting across the table from you, rewrite it.

That single test catches almost everything.