How AI Prompting Helps Website Owners Meet Brand and Customer Needs

While AI tools like ChatGPT and Google Gemini are increasingly used to create website, email and social media content, without the right prompts, that content often falls short of the mark. In this post, we explain how to prompt AI effectively, helping you generate content that better meets the needs of your customers while aligning with your brand identity and objectives.

The importance of AI prompting

While generative AI has built-in intelligence, it is essentially a tool that responds to user input. As it cannot read between the lines like a human, if those prompts are vague or unclear, the content generated is unlikely to meet either your brand’s or your customers’ needs.

Providing explicit prompts every time you use AI not only produces relevant content but also ensures the consistency of your brand’s message and voice. Moreover, clearer prompts reduce the amount of editing and reworking that the content needs.

Take your marketing to the next level, read: The Impact of AI on Digital Marketing

Key elements of an AI prompt

For your AI tool to generate the best results for your brand and customers, your prompts should include the following key elements:

1. Brand overview
   Provide your chosen AI tool with a clear description of your brand’s identity, audience and products or services. For example:
   •  Who you are (e.g., a local gym offering personalised workout programmes)
   •  Your key products/services (e.g., group classes, personal training and modern facilities)
   • Your target audience (e.g., fitness beginners, athletes, busy professionals)

   By providing this information, the AI will better understand your brand’s positioning and adjust the content accordingly.

2. Content purpose

   Every type of content will have a specific purpose, whether that’s to inform, argue a point of view or persuade readers to take action. Your prompt should always explain what the purpose is, for example:

   • A blog post to inform readers about fitness tips
   • A landing page to encourage sign-ups for a new class
   • An FAQ to address common customer questions
3. Tone and style

   Your brand should have a unique and distinctive voice that matches your identity and resonates with your audience. Importantly, this voice needs to be consistent across your website and other communications channels. To ensure your AI tool writes using this tone and style, your prompts should outline how the content should sound, for instance:

   • Friendly and supportive
   • Professional and expert but welcoming
   • Formal / informal
   • First person / third person

   You can help the AI to provide a more accurate voice by including examples of the phrases or tones you prefer in your prompts.

4. Key information

   Ensure your prompt includes details of any content you want it to include, such as:

   • Specific products or services
   • Unique selling points
   • Explanations of technical terms
5. Formatting guidelines

   Not only is the way you format your content part of your brand’s identity; it also helps users navigate it and understand it better. For this reason, your prompts should specify how the content should be formatted. Examples include:

   • Use H2 and H3 headings for better readability
   • Use short paragraphs and bullet points to break up text
   • Create a call-to-action (CTA) at the end to guide readers to the next step
6. Improved SEO

   Generative AI tools are able to optimise content for search engines. They will, if asked, even provide you with a list of possible keywords. However, a more reliable approach is to carry out your own keyword research and then prompt the AI to use these in your content in the most effective places.

7. Word count

   Finally, provide the AI with an indication of how long you wish each piece of content to be. This helps the AI provide the right level of detail to meet the content’s objectives.

   Run an online store? Read: 8 Ways Online Stores Can Use AI to Drive Success

A practical example of an AI Prompt

To illustrate the prompt writing process, here is an example blog writing prompt for a local gym.

1. Brand overview

   [Name] is a local gym based in Bristol, UK. We offer modern facilities, group exercise classes and personal training.

2. Brand guidelines
   • The tone should be professional, friendly and motivational
   • We are experts in providing personal training
   • Write in plain, easily understandable British English – avoid jargon
   • Make the brand voice consistent across all content
3. Formatting guidelines
   • Title: Engaging and relevant to the audience.
   • Introduction: Briefly introduce the topic and its importance.
   • Headings: Concise and formatted with H2/H3 tags to improve navigation.
   • Body: organise for readability and flow, use short paragraphs and, where appropriate, bullet points.
   • Optimise for SEO with naturally integrated keywords.
   • Include a CTA at the end
4. Tone adjustments

   Slightly adjust the tone depending on the audience (e.g., more approachable for fitness beginners or more technical for experienced athletes).

5. Specific content requirements

   Write an 800–1000-word blog post targeting busy professionals aged 25-45 on the topic of ‘The Benefits of Group Exercise Classes for Health and Motivation.’ The purpose of the post is to inform potential clients about the physical and mental benefits of taking part in group classes. Include sections on building a sense of community, working in a group and improving fitness.

   Looking for a faster way to produce content? Read: How Sitejet’s AI Text Generator Speeds Up Website Content Creation

Reusing prompts

Prompts like the one above can take a while to create, however, once finished, you can then reuse them as a template every time you create a new piece. The only thing you will need to change is the specifics of the content’s topic. By reusing prompts, you will ensure that your AI-generated content is always consistent with your brand’s identity and objectives.

Conclusion

As website owners make increasing use of generative AI, effective prompting is essential to ensure that content consistently meets their and their customers’ needs. This is best achieved by inputting clear and detailed prompts that include information about your brand’s voice, objectives and formatting preferences. Hopefully, from reading this post, you’ll now have a better understanding of how to write prompts more effectively.

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