Ask five AI tools for a roofing homepage
You'll get five versions of "trusted, reliable, quality craftsmanship, free estimates." None of it is wrong. None of it is yours.
Why it happens
AI tools predict the most likely next words based on the web they learned from. For a contractor homepage, the most likely words are the ones every other contractor already uses.
What sameness costs you
When every site says the same thing, customers decide on price, or on whoever answers the phone first. Being specific is how you get chosen for reasons other than price.
What to say instead
- What your customers praise in reviews, in their words
- The kind of job you're best at, and where
- Proof: photos of real projects, before and after
- One thing you do that others in your area don't
Where AI does help
We use AI to work faster: research, first drafts, testing ideas. The story comes from you and your customers. That's the difference between "designed by humans, built by AI" and a site that sounds like everyone else.