Improve your website content
Improve the language on your website so it clearly communicates and resonates with your audience.
Steps
1. Describe the task
Your website is often the first place someone encounters your organisation - whether they're looking for support, considering a donation or exploring a partnership. But website copy is easy to let slip. It gets written quickly, added to over time, and rarely reviewed in full.
AI can help you look at your website content with fresh eyes: identifying where language is unclear, spotting jargon that might confuse visitors, and suggesting more direct or compelling alternatives. Think of it as a critical friend who reads your site as an outsider would.
You can use this approach for a single page - your homepage or 'About us', for example - or work through several pages at once. You'll get the most value if you share the actual text you want to improve and tell the AI who your website is really for.
Copy and paste this prompt into the chat box, then send it as is - there's nothing to edit first. The AI will respond with questions rather than a draft. That's by design as it needs context before it can produce something useful. Answer as if you're briefing a colleague, and if you're unsure of an answer, just say so - working it out together is part of the process.
Using Worthwhile Chat?
This prompt is ready-made: just select it in your chat box and it will self-populate.
Act as a plain-English copywriter with experience writing for UK charities and nonprofits. Please review the text I share and suggest improvements that:
- Make the language clearer and more direct
- Remove jargon or sector-specific terms that a first-time visitor might not understand
- Better reflect who we are and who we're here to support
- Use accessible language (aim for roughly a Year 9 reading level)
Start by asking me questions about who the primary audience is for this page; which page I'd like to improve, our organisation (our name and what we do); and the tone we're going for; if I have any drafts or notes to upload. Then draft the improved copy.
As you draft, watch out for and avoid: any language that might unintentionally stereotype or speak 'about' people rather than alongside them. Suggest alternatives where needed.
2. Provide context
When the AI asks if you have any copy or notes, you can upload documents or paste in information to help it understand your work more deeply. And then add in some more context, to help refine the feedback. The more context you share about your organisation and your audience, the more useful the feedback will be. Don’t worry if it’s not neatly organised - rough notes and bullet points work fine.
Important context (add as much of this as you can)
- The current page text - copy and paste it directly into the chat, or upload a document
- What you want visitors to do - is there a clear call to action? (e.g. get in touch, donate, refer someone)
- Any known problems - if you already suspect something isn't working, say so
Additional context to add depth and detail
- Your tone of voice guide or brand guidelines: helps the AI match your existing style
- A page or piece of writing you're happy with: gives the AI a reference point for your voice
- Feedback from visitors or staff: if people have said something is confusing or off-putting, share that
- Your key messages: if you have these written down, they help the AI stay on-brand
Before you upload files: check for sensitive data
Review your documents for personal or sensitive information about beneficiaries. Anonymise names and identifying details before uploading. Even though Worthwhile Chat is privacy-first, good data practice starts with you. If you're using other AI tools, check their data settings too — many train on your data by default. How much you share depends on your existing privacy and data policies, and how much control you have over the tools you use.
If you’re unsure, ask yourself: “If this document were seen by someone outside our organisation, could anyone be identified or harmed?” If yes, anonymise first.
Here's the current text from our [page name]. Please review it and suggest improvements based on the brief I gave you. Where possible, show me a revised version alongside your feedback so I can see exactly what the change would look like.
3. Review the output
The AI will work through your page content and return one or more of the following: suggested rewrites, plain-English alternatives for jargon, observations about tone or structure, and questions about things it wasn't sure about.
It may also ask you to clarify who a particular audience is, or what a specific programme or term means. This is normal - answering those questions helps it give you more relevant suggestions.
Read through the suggestions and ask yourself:
- Does this still sound like us?
- Is the meaning accurate? Does the AI understand what we do?
- Would someone new to our organisation understand this immediately?
- Are the people we support described in a way they'd be comfortable reading about themselves?
- Has the AI removed anything important, or added anything we wouldn't say?
- Does the suggested tone feel right for this particular page and audience?
- Are any calls to action clearer now - do they tell visitors what to do next?
If something doesn't feel right, that's fine - you can refine it in the next step.
4. Follow up prompts
Good website copy rarely comes from a single pass. Treat this as a conversation - you can keep adjusting until the content feels right. If the first draft isn't quite there, try one of the follow-up prompts below.
Tone
- "This still feels quite formal. Can you make it warmer and more conversational?"
- "The opening paragraph is too passive. Make it more direct - lead with what we do."
- "Rewrite the section about [programme name] in a way that focuses on the person receiving support, not the service we provide."
Length and clarity
- "There are still some sector terms in here. Can you flag them all and suggest plain-English alternatives?"
- "Shorten this to around [X] words without losing the key message."
- "The call to action at the bottom of the page is weak. Suggest three stronger alternatives for different audiences."
Representation
- "The language here feels a bit 'done to'. Can you rewrite it so the people we support come across as active agents in their own lives?"
- "Can you check whether this page speaks to all the communities we work with, or whether it's inadvertently focused on one group?"
Add what only you know
AI works with what you give it - it can't know everything about your organisation. Once you have a solid draft, work in the Google or Word document, and fill in the detail:
- Specific stories or examples that bring your work to life
- Recent news or programme changes the AI doesn't know about
- The particular phrasing your community uses and recognises
- Your organisation's personality - the warmth, humour or directness that makes you, you
5. Tips and good practice
Work one page at a time
It's tempting to paste your entire website into a single prompt. You'll usually get better results by focusing on one page - or even one section of a page - at a time. This gives the AI room to focus and gives you something manageable to review and approve.
Give the AI a reference point for your voice
If you have a page or document you're already happy with - a newsletter, a case study, a previous version of your 'About us' - paste it in and ask the AI to match that tone. This is especially helpful if your brand guidelines are informal or incomplete. Charities that have done this consistently find the output much closer to their voice from the start.
Always check your facts
AI can occasionally misread figures, misinterpret what your organisation does, or fill gaps with plausible-sounding but inaccurate information. Before anything goes live, check every specific claim against your original source - especially statistics, service descriptions, and anything about the people you support.
Get a colleague - or a beneficiary - to read it
A fresh pair of eyes catches things you miss, especially when you've been staring at the same content for a while. Ideally, ask someone from the communities you serve whether the language feels right and whether they'd recognise themselves in it. Never publish AI-assisted content without human review.
Be transparent about AI use
You don't need to put a disclaimer on every page, but it's worth being open within your team - and with funders or partners if asked - about how AI tools are used in your communications work. This is in line with Worthwhile AI values and is increasingly common across the sector.
