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Should I use AI to write my website?

Google doesn't rule it out. Its own guidance says it rewards helpful content however it was produced, and its spam policy covers pages made at scale to catch searches whether a person or a machine wrote them. The catch is what a model can know. It has never seen your town, your jobs or your prices, so on its own it writes what everybody else already has.

What Google says

Two things, and they fit together. It rewards content that helps people, however it was made, so there's no penalty for the tool. And its spam policy names pages produced in bulk mainly to catch searches, adding that writing them by hand doesn't get them out of it.

Its guidance on this also warns against content that recycles what others on the internet have already said, or that could easily be produced by a machine. That sentence is the test, and it's a test about the page rather than about the writer.

Where it fails on a contractor site

A model knows the general shape of your trade. It doesn't know that the soil on one side of the river moves, that one town's inspector wants the permit before the pour, or what you charged for the last three jobs like this one.

Those are the sentences that make a town page a real page. Take them out and you have twenty pages that differ by a town name, which is the exact thing that ends up read once and never kept.

Where it's genuinely useful

As a way to get your own knowledge onto the page faster. Talk through a job, have it tidy the wording, then read every line and put back what only you could say. The facts have to come from you or the page is worth nothing.

It's also good at the dull parts: cleaning up a description, keeping a heading consistent across forty pages, catching the sentence you wrote three ways. None of that touches what the page claims.

The order that works is you first. Say what you know about the job and the town out loud, get it written down, then let a tool tidy it. Starting from the tool and hoping to add your knowledge afterward almost never happens, because the page already looks finished.

The check before anything goes live

Read the page and find the sentence a company in another state couldn't have written. If there isn't one, the page isn't finished, whoever typed it.

Then check every fact on it. A model will state a price, a timeline or a code requirement with complete confidence and no source, and a wrong number on your own site is a problem you own.

One customer's before and after

A concrete coating company

River Falls, Wisconsin. Same 81 days before and after we rebuilt their site.

more often on Google
3,864 to 22,885
5.9x
more visits from Google
106 to 284
2.7x
Towns they show up in
Wisconsin and Minnesota
27

What this means for you

Pick your busiest town page and read it looking for one sentence only you could have written. If it isn't there, spend twenty minutes adding what you know: a job you did on a street somebody can picture, what the ground does there, what the work runs. That's the part no tool supplies.

Bindingstone writes from what you tell us about your work and your towns, so every page carries something only your business knows, and nothing goes up that anybody could have written.

Ready to show up in every town you work in?

Your site can be live in about ten days. After that, the towns you drive to can find you.