Common Things to Look For

Common Things to Look For When Editing AI Content

Effective Date: February 1, 2026   Last Updated: February 1, 2026

There are a number of things that Copywriters and QA should look for when editing sites created by AI. 

  1. Ensure Clarity and Readability: Ensure that the AI-generated content is clear, coherent, and free of grammatical errors. Content should be engaging and persuasive.
  2. Optimize for SEO: Leveraging your SEO expertise, you should optimize the AI-generated content for search engines.
  3. Maintain Brand Voice: It's important to ensure that the edited content maintains the brand voice and tone of the client. Consistency in messaging is crucial for building a strong brand identity.
  4. QA: Conduct thorough quality checks to ensure that the edited content meets high standards of quality, accuracy, and relevance.


Whether your role is Copywriter or QA, it's crucial to use your expertise in copywriting and SEO to enhance the quality and effectiveness of content generated by AI for small and medium-sized business websites. Look for things such as:


  1. Repeated phrases & repetitive copy
  2. Hallucinations
  3. Consistency of language & NOB
  4. Applicable CTAs
  5. Appropriate & consistent tone written for the correct audience

Repeated Phrases

We’ve identified several phrases that get heavily overused by the AI tool. These phrases are usually fluff or “purple prose,” and do little to add quality content to our sites. While we instruct AI to not use them, it will still often slip them in throughout the text. Please eliminate as many of these as possible and replace with more appropriate text where necessary.


Some phrases that AI might overuse include: 

  • "Welcome to..."
  • "Unleash the power of..."
  • "Reap the benefits of..."
  • "In the heart of..."
  • "Top-notch"
  • "Top-quality"
  • "Top-tier"
  • "Picture this, ..."
  • "Your go-to..." 
  • "We're not just..."

If you see any other “fluff” phrases that don’t make sense or add value, feel free to eliminate or replace them as well.

Repetitive Copy

AI may repeat the same motivating factors and offers on the same page. While it's important to include Motivating Factors on each page, repeating the same ones verbatim on the same page can create a poor experience for the reader. Look for repeated or similar text throughout a page and edit as needed.


  • E.g. “Free estimates” being used 3 or 4 times on the same page is repetitive content, but being used once per page is not.

Repetitive Copy

AI may repeat the same motivating factors and offers on the same page. While it's important to include Motivating Factors on each page, repeating the same ones verbatim on the same page can create a poor experience for the reader. Look for repeated or similar text throughout a page and edit as needed.


  • E.g. “Free estimates” being used 3 or 4 times on the same page is repetitive content, but being used once per page is not.

CTAs

  • Each section of copy should include a CTA
  • The CTA will usually come at the end of the copy section
  • There should only be one CTA per paragraph
  • This will help avoid mistaken clicks when viewing in mobile
  • Most CTAs in the copy will be some variation of “Contact us today.”
  • Reach out to us
  • Get in touch with us
  • We’d love to hear from you
  • This will allow for injection of textable RCFs where necessary
  • Copy CTAs can link to either the Contact page or the Form page
  • Callout CTAs should be either the primary or secondary CTA
  • This is up to the writer/editor’s discretion, and should be based on what makes sense for the page and the callout
  • Refer to the Callout Training for examples and more details

Hallucinations

A hallucination occurs when AI misinterprets instructions or generates facts, services, or claims that were not provided. All page copy must be reviewed for hallucinations and corrected or removed as needed.


Common examples include:

  • Stating “In business for over 30 years” when the questionnaire only indicates “over 30 years of experience.”
  • Assuming a business offers a related service (e.g., “transmission installation”) because it offers another (e.g., “transmission repair”).
  • Adding unsupported claims such as “We offer emergency services” when this is not indicated by the client.
  • Incorrectly including commercial services when the business only offers residential services, or vice versa.
  • Any claim, service, or qualifier that is not explicitly supported by the client questionnaire or approved inputs must be edited or removed.

Consistent use of the NOB

Use the full NOB with extensions (e.g. LLC, PLL, Inc, etc.) once per site. Once per page, the full NOB without extensions should be used. All other instances of the NOB should use the short, informal version as dictated by the questionnaire. We recommend removing any extensions such as "Inc" or "LLC" before running the copywriter tool, and then manually adding the extension once per site (the first mention of the NOB is the best place to do this). It may also be useful to edit the NOB in the Copywriting Tool to use the shortened version of the NOB (if applicable) so that less editing needs to be done on the final site.

Know the Audience

The AI will often write its copy with a general consumer in mind, but many of our client target other businesses. When editing, make sure that the copy is writing to the correct audience, updating words like "residents" or "homeowners" as needed.

Consistency of Language

  • Occasionally, AI with return copy with British English spellings instead of American English. With the exception of certain affectations (e.g. “theatre” vs. “theater”) that may be by design, use American spelling.
  • “colour” should be “color”
  • “favourite” s/b “favorite”
  • Etc.
  • AI may confuses “warrantees” with “warranties.”
  • Warrantees: people to whom a warranty is given
  • Warranties: the plural of warranty, i.e., the actual written guarantees

Meta (Created by QA Using the SEO Tool in HWP)

With the exception of the Home Page Title Tag, use what the tool returns. Some editing may be required (removing pipes from descriptions, removing the phone number, other edits at the writer's discretion). As the tools in HWP are refined, this section will be updated to reflect any new processes and guidelines.

  • Home Page Title Tag: Edit to BAU per QAF 624
  • Other Title Tags: Use what HWP returns, but edit out phone number and NOB extensions if they are included
  • Ensure that the GEO location has been correctly returned by the SEO tool, and edit if necessary for applicable pages
  • Meta Descriptions: Use what HWP returns, but edit out the phone number and NOB extensions if they are included

Running Into Issues?

Collaborate with AI Hibu Process Team! Reach out to the Hibu Process Team to provide feedback on the quality of the content generated or for concerns when the AI system is not working as expected.

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