Which tool to choose
To grow a website without technical skills, the generic AI assistant (the latest free model of ChatGPT, Claude or Gemini) covers almost everything: it writes texts, analyzes pages, suggests words to use. The specialized site-analysis tools come later, when you already have traffic to understand.
- You have a website but don't know where to start: generic AI assistant, for diagnosis and rewriting the texts.
- You want to understand what people search for in your field: assistant with web search turned on, which gives you your audience's real questions.
- You already have traffic and want the numbers: add a website statistics tool (many are free) and have the AI explain the data.
How to do it
- Open the AI assistant. For the work on content that needs to get found, turn on web search, so the AI works on what people search for today and not on old data.
- Give it the site's context: what you offer, to whom, which is the page you'd like to sell more.
- Paste the text of a page and ask for the diagnosis, then the rewrite.
- Publish one page at a time and give it time: results on search engines come in weeks, not days.
The operational syntax for diagnosing a page:
Act as an expert in websites and content that gets found.
Here is the text of a page on my site: "[paste the text]".
The site sells: "[what]" to "[which audience]".
Tell me without beating around the bush:
1. In the first 5 seconds, is it clear what I offer and to whom? If not, why.
2. What words would someone who wants what I offer search on Google, and does the page contain them?
3. What's missing to convince the reader to take the next step (buy, contact me, sign up).
4. The 3 priority changes, in order of impact.
The operational syntax for rewriting a page:
Rewrite this page of my site to make it clearer and easier to find.
Current text: "[paste]".
Audience: "[who they are]". Action I want them to take: "[buy / contact / sign up]".
Rules:
- Put at the top the answer to what I offer and why it's worth it for them.
- Use the words people actually search for, integrated into natural sentences, never accumulated.
- A single clear action to take.
Constraints: write for people, not for the search engine. No fancy words, no filler.
After the rewrite, read the page as if you were a customer opening it for the first time: in five seconds do you understand what it offers and why you should stay? If not, the problem is the clarity at the top, and it's fixed by moving the main answer there.
A concrete example
Chiara has a small site that sells live cooking classes. The home page said "Welcome to the world of cooking with Chiara". Nice, but mute: nobody searches for "the world of cooking with Chiara". She asked the AI for the diagnosis, and point two was merciless: the words people type ("cooking class in Bologna", "learn to make fresh pasta") weren't anywhere.
The AI rewrote the home page putting at the top what she offers, where and for whom, with the real words of the searches. Chiara added a photo and a single button to book. Within a few weeks she started getting requests from people who had found her searching for "cooking class" in her city, something that had never happened before.
When it does NOT work (and how to fix it)
If you don't see results after a week
Search engines aren't instant: they index and reposition in weeks, sometimes months. Don't rewrite everything in a fit of anxiety. Publish the changes, give it time, and meanwhile work on other pages. Haste here is enemy number one.
If the AI fills the page with keywords and it sounds artificial
Accumulating terms for the search engine was a tactic of years ago, today penalized. Add to the prompt "write for people, integrate the keywords naturally, never in a list". A page a person reads gladly is also the one the engines reward: the two goals coincide more than it seems.
If you don't know what words your audience searches for
Ask the AI with web search turned on: "what are the questions and the words searched by someone who wants [your product or service]?". If you can't find the web search function, look for the globe icon or the option "search the web" in the assistant's menu; the name changes, the function is almost always there.
A tip from someone who actually uses it
Don't redo the whole site in a day: choose the page that brings the most value (usually that of a key product or service) and perfect only that one, until it's truly good. One excellent page that gets found is worth more than twenty mediocre pages redone in a hurry. Then you move to the next. Growing a site is a marathon of well-made pages, one at a time.
Frequently asked questions
Do I have to know how to program to improve my site with AI?
No. The work that moves the results is on the content (what the pages say, how clear they are, whether they contain the right words), and the AI does that with you in words. You apply the changes from your site's panel (modern builders are visual, no code). Code is only needed for advanced customizations you don't need at the start.
Can the AI publish the changes directly on my site?
Generally no: the AI writes the text, you paste it into your site's panel. There are integrations that connect the AI to some platforms, but they're a step further ahead. To start, copy-paste is simple, safe and keeps you in control of what goes online.
Does Google penalize sites with AI-written texts?
No, and this is the misconception that blocks many people. Search engines have stated that they judge the quality and usefulness of the content, not who wrote it. What they penalize is useless, copied or empty-keyword-stuffed text, whether written by a person or a machine. A page generated by AI, made specific to your case and truly useful to the reader, is perfectly in order. The judge is the value to the reader.