There’s a content trap set right now that's easy to fall into. You can publish content that is accurate and polished, and still have it sound like every other program's website. It's common to do this without noticing, and AI has made it even easier.
Why generic content feels safe
It can be tempting to write generic content because it’s safe, meaning it’s hard to criticize and easy to get approved. It borrows credibility with soft claims rather than earning it with real examples.
- Our faculty are dedicated.
- Our program prepares you for success.
AI exacerbates this problem because it makes content faster to produce, and there’s more of it.
More content does not equal a stronger content strategy. Generic pages are quick to produce, but if visitors can't tell what makes your program unique, they may look elsewhere for answers.
Generic content could be contributing to creating a lack of authenticity on your website.
Test your content’s identity
Here’s how to test if your content is coming out generic.
Imagine you could remove the website title and branding, and then also remove the header, main navigation, and footer. Strip it down to just the meat and potatoes of your page.
Give this content a thorough reading. Don’t just scan it.
- Would a visitor struggle to tell which program this is about?
- Could any university or center put that content on their site and pass it off as theirs?
If you answer yes to these questions, it may be why your content isn’t meeting your website goals.
Write what only you could say
To build trust with your visitors, your content must be authentic. It should actually help them make decisions and answer real questions your audience is asking. Your goal for any piece of content should be to tell the story like no other could.
Instead of saying "Our faculty are dedicated," try something more specific: "Every first-year student is paired with a faculty mentor who reviews their study abroad plan."
Share what makes your program stand out. Maybe it’s a class requirement, or free popcorn on Fridays.
Share what makes your researchers different: a recent finding or specific breakthrough, not what’s been said a thousand times before.
Look past pageviews
You may be checking boxes on your content calendar, but are you measuring success beyond just pageviews? Are you seeing real goals achieved from this new content? If pageviews are your only metric, my post on Measuring What Matters is worth a read.
When auditing content on your site or creating any new piece going forward, begin with the purpose of the content in mind and then bring in your distinctive point of view. Try this test on one of your pages this week!