Standard Operating Procedure (SOP)

Guide for improving website copy using A.I.

How to use BetterWriter.ai to write better copy and increase conversion

Getting Started

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For this guide, we are going to work on the website copy of a small motel we found on Google. Here is a screen shot of their home page copy.

The original copy is also pasted below for reference:

"Accommodation

Shades of Arrowtown offers superb motel-style accommodation in a beautiful garden setting.

Located in the heart of the historic Otago township of Arrowtown, and blending
perfectly with the existing historic architecture, we are situated on Arrowtown’s famous tree-lined avenue.

We are the closest motel to the centre of the scenic township of Arrowtown, so
everything is within easy walking distance.

Shades of Arrowtown is a minute’s stroll from the boutique shopping area and famous historic sites, such as the Chinese miners cottages, Dorothy Brown’s famous cinema, restaurants and cafes.

We are only 20 minutes drive from Queenstown. We are also conveniently located for skiing holidays and are close to an international-standard golf course, 4WD areas, mountain biking courses, world-renown fishing sites, and award-winning wineries.

We provide affordable, modern accommodation and a warm welcome. All our units are comfortable, cosy and tastefully furnished and we offer a range of different accommodation options that include studio, 1-bedroom apartments, and superior units (with spa bath).

Ten units are positioned in a beautiful garden setting, and one unit has direct access to Merioneth Street helping to make your stay with us a peaceful, and relaxing one."

This copy contains a lot of useful information, but it can be improved. We will use our A.I. tools to make it better.

1 – Improve the heading

The original heading just says "Accommodation". We can make it more appealing by summarizing the first two paragraphs of the original copy, which says:

"Shades of Arrowtown offers superb motel-style accommodation in a beautiful garden setting.

Located in the heart of the historic Otago township of Arrowtown, and blending
perfectly with the existing historic architecture, we are situated on Arrowtown’s famous tree-lined avenue."

Our Summarize tool can shorten a paragraph into a sentence, in a "Too long; didn't read" style.

Running the Summarize tool with the above as input a few times gave us some good ideas for the heading.

We are going to modify the second result and use it as the new heading. "Best place to stay in Arrowtown".

2 – Structuring the main copy

Now, we can work on the main copy. There are lots of details in the original copy that we can reuse. Some things we should cover are:

  • Prime location
  • Accommodations available
  • Nearby attractions

For the first sentence of the new copy, we should state the most appealing feature of this motel, its prime location. Combining two sentences of the original copy, we get this.

"Shades of Arrowtown is the closest motel to the centre of the township of Arrowtown, and we are only 20 minutes drive from Queenstown."

This will be the seed for our A.I. tools to expand on. Here is what we have so far.

3 – Generate ideas with Complete

Complete is a tool that will expand on an input. We can use it to generate ideas of what to write next. The first run of Complete with our first sentence "Shades of Arrowtown is the closest motel to the centre of the township of Arrowtown, and we are only 20 minutes drive from Queenstown." gave a decent result.

Available accommodations is often the second most crucial information for travellers, after location. So this is what we will write next.

Our A.I. tool doesn't actually know about the types of accommodation our motel provides, so we need to put in the actual details ourselves. Also note that whenever our A.I. tool generates facts or data, we should fact check them before using it in published content.

We will put the paragraph about accommodations from the original copy through our Summarize tool and use that for the new copy.

"We are a small boutique hotel with a friendly and relaxed atmosphere. We have a variety of different accommodation options, all of which are comfortable, cosy and tastefully furnished."

Removing the first sentence and adding details from the original copy and we get this.

"We have a variety of accommodation options, including studios, 1-bedroom apartments, and superior units with indoor spas. All of which are comfortable, cosy, tastefully furnished, and positioned in a beautiful garden setting."

4 – Use Summarize to extract key ideas

For the next part, we will talk about nearby attractions of the motel. The original copy has two paragraphs on this, we will put them through our Summarize tool to generate a new paragraph.

Rewriting the output, and adding in details plus one of the paragraphs from the original copy to get this.

"The motel is located in a quiet, friendly and safe neighbourhood, with easy access to Arrowtown’s boutique shopping area, restaurants, and famous historic sites.

We are also conveniently located for skiing holidays and are close to an international-standard golf course, 4WD areas, mountain biking courses, world-renown fishing sites, and award-winning wineries."

Finally we will use Complete to finish our copy. Using the last three paragraphs as the input, we got a couple decent generations we can work on.

First generation is "If you are looking for a quiet and relaxing getaway, or an adventure in the outdoors, we have something to suit everyone. All our", and the other is "We look forward to having you stay with us at the Arrowtown Motor Lodge."

Combining the two and changing the details to get this.

"If you are looking for a quiet and relaxing getaway, or an adventure in the outdoors, we have something to suit everyone. We look forward to having you stay with us at the Shades of Arrowtown."

Here is a screenshot of the new copy inserted into the original web page.

Here is the text of the new copy written with the help of BetterWriter.ai.

"Best place to stay in Arrowtown

Shades of Arrowtown is the closest motel to the centre of the township of Arrowtown, and we are only 20 minutes drive from Queenstown.

We have a variety of accommodation options, including studios, 1-bedroom apartments, and superior units with indoor spas. All of which are comfortable, cosy, tastefully furnished, and positioned in a beautiful garden setting.

The motel is located in a quiet, friendly and safe neighbourhood, with easy access to Arrowtown’s boutique shopping area, restaurants, and famous historic sites.

We are also conveniently located for skiing holidays and are close to an international-standard golf course, 4WD areas, mountain biking courses, world-renown fishing sites, and award-winning wineries.

If you are looking for a quiet and relaxing getaway, or an adventure in the outdoors, we have something to suit everyone. We look forward to having you stay with us at the Shades of Arrowtown."

5 – Use other tools on BetterWriter.ai to help you write faster

Besides Summarize tool and Complete tool, there are also a few others:

  • Elaborate: Elaborate on a sentence/topic. Make it engaging.
  • Blog Outline: Generate a blog content outline based on your chosen topic.
  • Blog Topic Ideas: Create new blog topic ideas that's engaging.