EP 72: Heavily AI-Written Website Copy Is Killing Conversions with Brendan and Coral of Alchemy Digital Co
AI is everywhere right now. And while it can save time, it is also creating a new problem… businesses are starting to sound the same.
In this episode of The Meaningful Marketing Podcast, Chantal Gerardy is joined by Brendan and Coral from Alchemy Digital Co to unpack why heavily AI written website copy is hurting conversions and what businesses should do instead.
Because your website is not just there to look good.
It is there to connect, qualify and convert.
When AI removes your voice, your clarity and your point of difference, your marketing stops working.
Podcast Summary
In this episode, Chantal, Brendan and Coral discuss:
• Why AI written website copy often sounds generic
• How businesses are losing their point of difference
• Why storytelling and strategy still matter more than ever
• The balance between SEO, AI and human connection
• The structure of a homepage that actually converts
• Why your website should qualify and disqualify leads
• How better messaging leads to better quality clients
They also share real world examples of businesses improving conversions simply by improving website messaging, clarity and positioning.
Key Takeaways
1. AI Is Fast — But It Can Make You Sound Like Everyone Else
Many businesses are using AI to generate website copy quickly.
But when everyone uses the same prompts, the messaging becomes generic.
Examples like:
“Unlock Your True Potential”
“Transform Your Business Today”
“Helping You Achieve Your Goals”
These phrases may sound polished, but they don’t differentiate you.
If your message sounds like everyone else, it becomes harder to connect, harder to stand out, and harder to convert.
2. Your Website Needs Strategy Before Copy
Brendan from Alchemy Digital Co shared that their process starts with understanding:
• The ideal client
• The emotional drivers
• The problems being solved
• The positioning of the business
• The desired outcome
Without this clarity, AI generated copy becomes surface level and ineffective.
Your website should feel like your business, not like a template.
3. The Most Important Part of Your Website Is Above The Fold
Brendan explained that the first section of your homepage is the most important.
Within seconds, visitors should know:
• Am I in the right place
• Is this relevant to me
• Do I trust this business
• Should I keep reading
This is where clarity matters more than cleverness.
Your hook should speak directly to your ideal client and their desired outcome.
4. AI Still Needs Human Intelligence
AI works best when combined with:
• Strategy
• Positioning
• Voice
• Tone
• Experience
• Customer understanding
If you simply ask AI to:
“Write homepage copy for a plumber”
You will get generic copy.
But if you provide context, positioning and personality, AI becomes far more powerful.
About Alchemy Digital Co
Alchemy Digital Co is a website and digital strategy business founded by Brendan and Coral.
Their approach blends art and science.
Brendan brings storytelling and filmmaking experience, helping businesses connect emotionally with their audience.
Coral brings a quantitative science background, focusing on conversion, SEO and data driven decisions.
Together, they help businesses build websites that:
• Connect emotionally
• Build trust
• Improve conversions
• Support SEO
• Attract better quality leads
Their focus is not just creating websites that look good, but websites that perform.
Website Copy vs SEO — How They Work Together
A common misconception is that SEO is only about blogs.
Coral explained that SEO also includes:
• Website speed
• Image optimisation
• Metadata
• Page structure
• Keywords
• User experience
• Technical optimisation
Modern SEO is about clarity and relevance.
Your content needs to work for both:
• Humans
• Search engines
• AI search results
This is where strategy becomes critical.
Why AI Written Copy Can Hurt Conversions
When businesses rely too heavily on AI:
• Messaging becomes generic
• Voice becomes robotic
• Differentiation disappears
• Trust decreases
• Conversion rates drop
Brendan and Coral shared that businesses often see better results when:
• Copy is more personalised
• Messaging is more specific
• Storytelling is stronger
• Positioning is clearer
This leads to better quality leads, not just more leads.
The Role of Your Website
Chantal emphasised that your website should:
• Qualify the right clients
• Disqualify the wrong clients
• Build trust
• Capture leads
• Convert visitors
Your website is not responsible for traffic.
Traffic comes from:
• Social media
• Email marketing
• Partnerships
• SEO
• Content marketing
Your website’s job is to convert that traffic.
Website vs Funnel — Which Comes First?
It depends on your business.
Sometimes:
• A funnel works first
• Then a website supports growth
Other times:
• A website builds credibility
• Then funnels drive conversions
But for many businesses, especially higher value services, a website is essential for trust.
Real Example: Better Copy = Better Clients
Coral shared a case study working with a legal firm.
After updating ad copy and messaging:
• Lead quality improved
• Price shoppers reduced
• Conversion improved
• Better clients attracted
This shows how messaging directly impacts business outcomes.
AI Is Not The Problem — How You Use It Is
AI can:
• Save time
• Generate ideas
• Help structure content
• Support SEO
But it should support strategy, not replace it.
Your voice, your positioning and your understanding of your client are still what drives conversions.
Final Thoughts
Your website is one of the most important assets in your marketing.
AI can help you create content faster, but if it removes your personality, clarity and point of difference, it can hurt your results.
Meaningful marketing is not about doing more.
It is about saying the right thing, to the right person, in the right way.
Connect With Alchemy Digital Co
If you’d like expert eyes on your website:
Website
https://alchemydigitalco.com.au
They are currently offering Free Website & SEO Audits to help identify:
• What is working
• What is not
• Where you may be losing conversions