Should you use AI to write your website content?
AI can help with website content. It can also damage it. Here's the honest breakdown: when it works, when it hurts your SEO and your credibility, and how to use it without making your website sound like every other business online.
Should you use AI to write your website content?
Short answer: sometimes. With conditions.
The longer answer matters more, because how you use AI for content is everything. It saves time and gets you past the blank page. It also produces content that sounds like every other business's website if you let it run without a strong edit.
Here's the honest breakdown.
What AI is actually good for
Overcoming the blank page. If you know what you want to say but can't get started, AI is useful for producing a rough first draft you can then shape into something that actually sounds like you.
Generating structure. "Give me an outline for a page about my villa cleaning service in Javea" is a legitimate use. You get a skeleton. You fill it with real content.
FAQs and supporting pages. Answers to common questions, terms and conditions, basic service descriptions: AI handles these competently when the content is factual and low-stakes.
Meta descriptions. Short, structured, specific: AI writes decent meta descriptions with a clear prompt.
Where it goes wrong
Generic output. AI produces content based on what everyone else has already written. Ask it to write about your cleaning service on the Costa Blanca and it'll produce something that could apply to any cleaning service anywhere. It doesn't know your pricing, your specific area, your 8-year track record in Altea, your team, or the specific problems your clients had before they found you.
That specificity is what makes content convincing. AI doesn't have it.
No real experience. Google's E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) specifically rewards content written by someone with genuine first-hand experience. "I've been cleaning villas on the Costa Blanca for 8 years and here's what I've learned" scores differently from "Villa cleaning is an important service for property owners." One is written by someone who knows. The other is pattern-matching.
Hallucinations. AI invents facts. Not always, not obviously, but it happens. If you publish AI content without reading it carefully, you can end up with incorrect claims about your own services, wrong prices, or non-existent features on your website.
It reads like AI. There are specific patterns: certain sentence structures, certain vocabulary, a certain rhythm that's easy to recognise once you know what to look for. Clients on the Costa Blanca making significant decisions (buying property, hiring a contractor for months of renovation work, choosing a lawyer, picking a service business in a country where they don't speak the language) read more carefully than you might think. Generic, polished, hollow content doesn't build the trust you need.
What Google actually thinks about AI content
Google's position is clear: content written for people, demonstrating genuine expertise and first-hand experience, is fine regardless of how it was produced. Content that's thin, generic, and written primarily to fill pages and rank in search gets penalised.
The Helpful Content system specifically targets what Google calls content "produced primarily for ranking purposes rather than to genuinely help people." Mass-produced AI content without specific knowledge, real examples, and direct experience lands in that category.
For businesses on the Costa Blanca, where local SEO requires specific, structured, authoritative content to rank, thin AI-generated pages are a liability.
The trust problem specific to the Costa Blanca
Your clients are making significant decisions. Moving to Spain. Buying a second home. Hiring someone to renovate a property they can't always check on. Choosing a lawyer or accountant in a different legal system.
They read carefully. They look for someone who clearly knows the area, the market, the specific challenges. They look for a voice that feels real.
Generic AI content, however polished, doesn't give them that. It feels like a template. Templates don't inspire confidence in the kind of business that handles serious work.
The practical answer
Use AI to get started. The finished product needs to sound like you.
Let AI produce a draft. Then rewrite it in your own voice. Add specific examples from your actual work. Mention real places, real problems you've solved, real things you've noticed about the Costa Blanca market. Add the detail that only someone doing this work locally for years can add.
For your homepage, your about page, and your main service pages, the pages clients read when deciding whether to trust you: write those properly. Either yourself, or with someone who can write in your voice after understanding your business.
For FAQs, supporting pages, and basic informational content: AI can help, with a strong edit afterwards.
The pages that convert clients are the ones that feel like a real person wrote them because they knew something worth saying. AI alone can't produce that. You can.
If you want a website where both the content and the structure are built to work, send me a message on WhatsApp and I'll tell you what that involves.
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