It’s a common problem right now. Your team’s excited about ChatGPT, and rightly so – it’s a powerful tool. But simply copying and pasting its output directly onto your website is a fast track to lower rankings, reduced trust, and ultimately, fewer conversions. We see this happening with Australian SMEs all the time, and it’s a critical issue to address for sustained online growth.
The core issue isn’t the *use* of AI, it’s the lack of strategic content optimisation. Google, and your potential customers, value original content that genuinely addresses their needs. ChatGPT generates text based on existing information; it doesn’t offer unique insights or demonstrate expertise. Duplicate content, or content that appears elsewhere online, is penalised by search engines. This means lower visibility in search results, and fewer people finding your business.
Here’s how we recommend tackling this:
- Focus on ‘Prompt to Publish’ workflow: Don’t let ChatGPT be the final step. Think of it as a research assistant. Use it to generate ideas, outlines, or first drafts, but *always* have a skilled content creator refine, expand, and personalise the output.
- Prioritise Keyword Intent: ChatGPT doesn’t inherently understand what your target audience is *trying* to achieve when they search. Your team needs to conduct thorough keyword research, understand search intent, and then guide ChatGPT’s output to align with those needs.
- Brand Voice & Tone: ChatGPT’s writing is…generic. It lacks the personality and unique voice that sets your brand apart. Ensure all content reflects your brand’s style and resonates with your ideal customer. This builds trust and recognition.
- Add Value Beyond Information: ChatGPT can summarise information, but it can’t offer unique perspectives, case studies, or local Australian insights. These are the elements that truly differentiate your content and attract conversions.
Ultimately, your website is a crucial conversion asset. Treating it as a dumping ground for AI-generated text will erode its effectiveness. By implementing a structured content process that leverages AI responsibly – as a tool to *enhance*, not replace, human creativity – you’ll protect your search rankings, build brand authority, and drive more qualified leads. The businesses that master this balance will be best positioned for growth in 2026 and beyond.
Your next step? Audit your recent website content. Identify anything that appears overly generic or lacks a clear brand voice. Then, refine it with original insights and a focus on user intent.
