Don’t Let Your Business Sound Like Everyone Else’s
Try this experiment. Visit five different B2B websites. I’ll bet you a tenner they all promise to “leverage cutting-edge solutions” to “drive innovation” and “deliver seamless experiences”, or phrases that are remarkably similar. Why does everyone sound identical? We’ve fallen into a trap of safe, generic, and often AI-generated, language and customers have started to notice.
Everyone Sounds the Same Now
When ChatGPT burst onto the scene, marketing departments rejoiced. Finally, instant copy at the click of a button! No more writer’s block. No more agency fees. Just prompt, generate, publish.
Eighteen months later, we’ve created a digital dystopia where every website sounds like it was written by the same polite but bland robot. Because, well, it was.
The irony? In trying to save time and money, businesses have created the most expensive problem of all: invisibility.
The Tell-Tale Signs Your Competitor Uses AI
1. The Adjective Avalanche
“Our comprehensive, innovative, cutting-edge platform delivers robust, scalable solutions…”
Real people don’t stack adjectives like a wedding cake. AI does, because it’s trying to sound impressive without understanding that less is more.
2. The “Seamless” Epidemic
Count how many times you see “seamless” on B2B websites. It’s AI’s favourite word, like a verbal tic it can’t shake. Everything’s seamless. Integration? Seamless. Experience? Seamless. Transition? You guessed it.
3. The Structure Giveaway
- Opening with a question? Check.
- Three neat bullet points? Check.
- Conclusion starting with “In conclusion”? Check.
- Subheadings that could be in any business article? Check.
It’s painting-by-numbers writing: functional but forgettable.
4. The Hedge Fund
“May enhance,” “could improve,” “potentially delivers.” AI hedges more than a countryside garden centre. It’s been trained to avoid definitive statements, resulting in copy with all the conviction of a politician’s promise. And we all know what we think of those!
5. The Personality Vacuum
Try to picture the person who wrote it. If you’re struggling, that’s the problem. Whether it’s AI or just playing it safe, too much copy these days sounds like it was written by a committee. No opinions, no personality, no edge. It’s the business equivalent of magnolia paint – inoffensive but … meh!
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Why This Matters More Than You Think
Here’s what happens when everyone sounds the same:
Price becomes the only differentiator. When customers can’t tell you apart, they’ll choose whoever’s cheapest. Congratulations, you’ve turned your expertise into a commodity.
Trust evaporates. People are wired to detect authenticity. We’ve evolved sophisticated B*** S*** detectors, and they’re pinging like mad when they hit generic copy – whether that’s AI-generated sameness or the badly spelled, grammar-mangling attempts that scream “we don’t care enough to check.”
Google notices. Search engines are getting better at detecting AI content. They’re not penalising it… yet… but they’re prioritising “helpful, original content created for people.” Guess what doesn’t qualify? Yep, you’re getting the gist of this!
The Real Advantage (Use It or Lose It)
If you think it’s all doom and gloom out there, here’s the good news: while your competitors are racing to the bottom with badly written copy and AI-generated nonsense, you can stand out by being unashamedly yourself.
Try my top tips, as a starter:
1. Write Like You’re Explaining It in the Pub to a Friend
Would you say “leverage synergies” over a pint or gin and tonic? No. You’d say “work better together.” Your website shouldn’t sound different from how you actually speak.
AI writes: “Our solution facilitates enhanced communication protocols.”
You write: “Your team will actually talk to each other.”
2. Get Specific (AI Can’t)
AI deals in generalities because it doesn’t know your business. You do.
AI writes: “We help businesses grow.”
You write: “We helped Sarah double her Manchester bakery’s online orders in 6 weeks.”
3. Take a Stand
AI is trained to please everyone, offend no one. Result? Copy as basic as a bread and butter pudding. (Although, I will defend bread and butter pudding with proper cinnamon, brown sugar, crème anglaise and a dash of Grand Marnier for those who like a tipple – it can be absolutely spectacular. But most website copy? They forgot to add anything that makes it special.)
AI writes: “We believe in delivering quality solutions.”
You write: “We think most software is unnecessarily complicated. So we built something your granny could use.”
4. Embrace Your Weird
What makes your company different? Lean into it. Don’t be afraid to give your brand a real personality.
5. Tell Stories AI Can’t
Think back to the origins of why your company started, how it has evolved and how it helps your customers. Your customers should be your focus and AI doesn’t know your customer pain points, you do.
The Smart Way to Use AI (Without Sounding Like It)
I’m not anti-AI. I use it myself. But here’s the difference: AI is my intern, not my copywriter.
Use AI to:
- Research topics quickly
- Overcome blank page paralysis
- Generate headline variations to test
- Check for grammar errors
Never use AI to: Replace your voice, your personality, or the experiences of your customers.
Your Stand-Out Strategy
Make a cuppa and spend some time reading your website aloud.
If you stumble, cringe, or think “this could be anyone’s website”, you’ve got a problem. But it’s not unfixable! The question is whether you want to spend weeks figuring it out yourself, or get an expert to sort it properly and start converting visitors before your competitors do.
Here’s What It All Comes Down To
While your competitors are racing to sound professionally generic, you can sound refreshingly real.
In a world of AI-generated sameness, the most radical thing you can be is yourself.
Yes, it takes more effort. Yes, it requires actual thought. But your customers can tell the difference. They’re craving real connection in an increasingly artificial world.
Ask yourself this: What would you say if your customer was sitting right across from you now?
Write that instead.
Need help finding your authentic voice in an AI world? Book a tone-of-voice discovery session with Joanna Aitkens at Aitkens Media.
About the Author
Joanna Aitkens has been writing copy since before the internet existed (really). She’s watched businesses go from Yellow Pages ads to AI prompts, but knows one thing hasn’t changed: people buy from people.
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Sources & Further Reading
On AI Content Detection:
Google’s Helpful Content Guidelines – Google’s stance on AI-generated content and what they prioritise
How Google’s Helpful Content Update Works – Search Engine Land’s analysis of content quality signals
On Generic Copy Impact:
Stanford Web Credibility Research – How users evaluate website credibility
Related Reading:
The Psychology of Web Copy – Nielsen Norman Group on how users actually read online
Voice and Tone in Writing – Mailchimp’s excellent guide on developing brand voice
