Starting from scratch — a manual description

The prompt structure

With no website or socials to import, your typed description is the source. Because Avago's copywriting is source-locked, the quality of what you write here sets the ceiling for everything the AI produces. A loose sentence gives a generic site; a clear, specific brief gives a site that sounds like you.

The structure that works best is four short paragraphs:

1. Who you are — the business name, what you do, and where you operate.
2. What you offer — your main services or products, in plain terms.
3. Who it's for — your typical customer and the problem you solve for them.
4. What makes you different — proof, experience, guarantees, the way you work.

What to include

Be concrete. Specifics give the AI something real to write from:

• Your trade and the area you cover ("a family-run plumber in Leeds").
• Named services ("boiler servicing, bathroom installs, emergency call-outs").
• Real numbers ("15 years' experience", "Gas Safe registered", "same-day response").
• Your opening hours and how people reach you.
• A word or two on tone — friendly, no-nonsense, premium.

What to leave out

Keep it clean so the AI doesn't ground on the wrong thing:

• Don't pad with marketing adjectives. "Leading", "world-class" and "best-in-class" tell the AI nothing useful and tend to leak into the copy.
• Don't invent claims you can't stand behind. The AI will faithfully repeat them, and you'll have to delete them later.
• Don't write the website for it. You're giving facts, not finished headlines — let the AI draft, then refine.
• Don't bury the essentials in one long block. Short paragraphs are easier for the AI to read accurately.

Treat the description like briefing a new copywriter who has never met you. Everything true and important should be in there; nothing you'd be embarrassed to see in print should be.