How to Use AI to Create Website & Blog Content That Attracts Clients

Many people worry that AI could be the death of creativity, and in certain creative spaces, it is rather alarming.

But when it comes to your business and - in this case - digital marketing, there is no point in putting your head in the sand. AI is here to stay and it's important to know how to leverage it the right way.

Am I using AI to help me with my clients? Absolutely! AI has been such a time saver and a great brainstorming partner when it comes to coming up with blog ideas and social media posts. Does it generate a usable idea every time? No, which is why I don't just copy and paste what it says. But it does usually get my wheels turning, and some pretty great things follow.

The thing about AI and marketing is that the original issue was never really about speed. Yes, AI can generate a blog in seconds, but marketing has always been about strategy, positioning, and knowing what to say in the first place.

In other words, faster content doesn’t mean better content. And it definitely doesn’t mean more clients.

Here's how I leverage AI to help with content creation.

Step 1: Start With the Right Strategy (Not Just a Prompt)

Most people open AI and type: “Write a blog about financial planning.”

But a content creator doesn't start with a prompt. We start with:

• Who you’re trying to attract

• What those people are actually worried about

• What you want to be known for

So, my prompt might go something like...

“Write a blog post for a financial advisor who works with female executives in their 40s managing both kids and aging parents…”

...and see what it generates.

Do I just slap it into a blog? Never. I have never once had AI generate a post that's 100% accurate, addresses the entire problem, or is in the voice of the specific advisor. (More about that below.) This just gets me started.

Step 2: Turn Real Client Patterns Into Content

AI doesn’t know your business. It doesn’t hear the questions your clients hesitate to ask. It doesn’t see the patterns across conversations.

But I do. And so do you. And that’s what turns generic content into something that actually connects. This is where content starts to feel specific, relevant, and worth reading.

Prompt:

I might ask AI, "My client has had several people ask her about stock options. Give me 10 blog ideas that would address those questions. Her ideal client is..."

Step 3: Add Perspective (This Is the Differentiator)

AI is built on aggregated information. It pulls from what already exists: what’s been written, repeated, and reinforced across thousands of sources.

Which means if you rely on it alone, your content will sound like everyone else’s.

And when your content feels familiar, it doesn’t stop the scroll. It doesn’t create recognition. It doesn’t make someone think, “this person gets me.” It also doesn't build in:

• Your point of view

• Your tone

• Your angle

It just blends in with everything else they’ve already seen.

So, use what AI generates as your first draft. Then get to work on making it yours.

Step 4: Write for Conversion, Not Just Information

Here’s where most AI content completely misses: It informs, but it doesn’t move people.

It answers the question, checks the box, and maybe even sounds polished, but it stops there. There’s no shift. No moment where the reader feels seen or understood. And without that, there’s no reason to take the next step.

Good content isn’t just about delivering information; it’s about creating connection and momentum. It’s knowing how to take someone from casually reading to recognizing themselves in what they’re reading to thinking, “this is exactly what I’ve been trying to figure out.”

People don’t take action just because they learned something. They take action when something clicks. Content that doesn't lead anywhere doesn't build a business.

Step 5: Structure It So It Gets Found (SEO + AEO)

Yes, AI can help format content. But knowing what topics to focus on, how to structure them, and how to build authority over time - that’s strategy.

It’s understanding what your ideal clients are actually searching for (and what they’re really asking underneath the surface), then organizing your content in a way that answers those questions consistently and clearly. It’s not just writing one good blog - it’s knowing what comes next, how pieces connect, and how each post builds on the last.

Authority isn’t created from a single piece of content. It’s built over time, through intentional, connected content that reinforces what you want to be known for.

Step 6: Make It Sound Like You

AI-generated content is easy to spot when it hasn’t been shaped. You know - you've seen it.

It might be clear, grammatically correct (although not always), even well-structured, but it often lacks rhythm, personality, and the subtle nuance that makes something feel real.

Please don’t just hit “generate” and publish. Use AI as a starting point and then layer in your own writing, insights, and instincts so it actually feels human.

One More Thought Before You Go

We've all heard the saying that we "invest in people that we like, know, and trust." While AI can be a great tool, used the wrong way, it can also plant a seed of mistrust.

Your content is the first step potential clients take in getting to know you. If you're not representing yourself accurately through your website and blogs...this might make them hesitate. We're getting more and more savvy when it comes to sniffing out AI content and - I don't know about you - but when I see it, it's a big turn off.

I love how AI is making me more efficient, but when it comes to the end product, it's important to remember that the goal with marketing isn't just to publish faster.

It’s to create content that makes the right person stop and think, “This is exactly who I’ve been looking for.”