When I landed a website redesign project for a historic nonprofit arts organization, I knew it would be complex. We're talking 150+ years of history, multiple galleries, artist programs, events, sponsors, and a community that deserved thoughtful, engaging content. Oh, and did I mention the timeline was tight?
Enter Claude, my AI writing partner for this project.
Before you roll your eyes and picture soulless, robotic copy plastered across a website, hear me out. This wasn't about replacing creativity or cutting corners. It was about working smarter so I could deliver higher quality work, faster, while staying deeply involved in every decision.
Here's how it actually worked.
The Challenge: More Than Just "Write Some Copy"
Redesigning a website isn't just about making things look pretty (though we did that too, thanks to an incredible brand designer I brought on). The real work is in the content strategy:
- How do we structure 15+ pages so visitors can actually find what they need?
- What's the right tone for talking to artists vs. donors vs. casual visitors?
- How do we make dense program details scannable and engaging?
- What CTAs (calls-to-action) actually move people to take the next step?
Traditionally, this means:
- Multiple rounds of stakeholder interviews
- Endless Google Docs with draft copy
- Back-and-forth revisions
- Me staring at a blank cursor wondering how to make "Annual Impact Report" sound exciting
With Claude, I had a thinking partner who could help me work through all of this in real time.
How I Actually Used AI (The Practical Stuff)
1. Rapid Prototyping of Page Structures
Instead of agonizing over whether a page needed 3 sections or 5, I'd describe what I wanted to accomplish and Claude would suggest structures:
"I need a landing page for artist opportunities: juried shows, gallery proposals, and a grant program. It should work for both emerging and established artists."
Within seconds, I'd have a complete page outline with sections, CTAs, and even FAQ suggestions. I could see the structure, react to it, and iterate quickly.
Time saved: Hours of blank-page syndrome eliminated.
2. SEO-Friendly Copy That Actually Sounds Human
Here's the thing about SEO: you need keywords, meta descriptions, and headers that Google loves, but readers need to actually want to read your content.
For every major page, I worked with Claude to:
- Craft headlines that were clear AND compelling
- Write meta descriptions under 160 characters that included location keywords (crucial for local nonprofits)
- Create intro paragraphs that welcomed visitors without sounding like a brochure
Example: Instead of "Learn About Our Programs," we went with "Opportunities for Artists" with a description that mentioned the specific city, the types of opportunities, and the organization's unique history, all in a natural, inviting way.
Quality boost: Copy that serves both humans and search engines.
3. Using Squarespace's Built-In AI, Then Refining It
Here's something that doesn't get talked about enough: Squarespace has its own AI tools built directly into the platform for generating page titles, meta descriptions, and image alt text. And it works fast, genuinely fast. For a site with 15+ pages and hundreds of images, that first pass saved a significant amount of time.
But fast isn't the same as right.
The Squarespace AI doesn't know this organization. It doesn't know the community it serves, the specific programs it runs, the language its audience uses, or the history that makes it distinct. Some of what it generated was close. Some needed real work.
That's where my organizational knowledge and Claude came in together. I'd take the Squarespace-generated metadata, identify what was generic or off, and refine it with Claude using the context I'd built up over the course of the project: the brand voice, the audience, the specific details that make this organization what it is. The result was metadata that was accurate, specific, and actually represented the organization well in search results.
The layered workflow: Platform AI for speed. Human knowledge and Claude for accuracy and voice.
4. Consistency Across Dozens of Sections
When you're writing content for 15+ pages, gallery descriptions, event listings, and program details, it's easy to lose consistency in tone and structure.
Claude helped me maintain a consistent voice across:
- Three different gallery pages (each with unique characteristics but similar structure)
- Multiple calls to action that needed to feel urgent but not pushy
- FAQ sections that answered real questions without corporate jargon
Time saved: No more hunting through old pages to remember how I phrased something similar.
5. Problem-Solving Technical Issues
Midway through, I needed to add custom CSS to underline links in FAQ sections (Squarespace limitations, don't ask). I also needed to auto-update copyright years and troubleshoot image caption sizing.
Instead of Googling for 30 minutes and sifting through outdated forum posts, I described the problem to Claude and got working code, with explanations of what each line did.
Time saved: Hours of troubleshooting frustration avoided.
6. Client-Friendly Options
Here's where AI really shined: giving clients choices without overwhelming them.
When we needed a homepage header, instead of presenting one option and hoping they liked it, I worked with Claude to generate 3-4 variations:
- One focused on urgency
- One warm and inviting
- One benefit-driven
- One that emphasized legacy
The client could react to real options, tell me what resonated, and we'd refine from there. This made feedback sessions faster and more productive.
Quality boost: Better client collaboration = better final product.
What AI Didn't Do
Let's be clear about what I didn't outsource to AI:
- Strategy: I decided what pages were needed, how they should flow, and what would serve users best
- Brand voice: The conversational-but-professional tone came from understanding the organization's personality
- Client relationships: I was still the one on calls, managing expectations, and making judgment calls
- Design: All visual design, layout, and user experience decisions were human-made
- Final approval: Every word was reviewed, edited, and approved by me before the client ever saw it
AI was the assistant, not the creative director.
The Results: Better Work, Delivered Faster
By the end of the project, we delivered:
- 15+ fully written pages with consistent tone and structure
- SEO-optimized content for every major page
- Multiple landing pages (sponsorships, artist opportunities, workshops) with clear CTAs
- Technical solutions (custom CSS, auto-updating elements) that enhanced user experience
- A happy client who felt heard and involved throughout
Timeline: What would have taken 6-8 weeks of content development was done in 3-4 weeks, without sacrificing quality. In fact, I'd argue the quality was higher because I had more time to refine and perfect instead of rushing to meet deadlines.
The Bigger Picture: AI as a Creative Amplifier
Here's what I learned: AI doesn't replace creativity, it amplifies it.
When I'm not spending hours staring at blank pages or Googling CSS fixes, I have more energy for:
- Thoughtful strategy
- Client collaboration
- Design refinement
- The creative problem-solving that actually requires human judgment
Think of it like hiring an incredibly fast, tireless junior writer who:
- Never gets writer's block
- Knows SEO best practices
- Can generate options instantly
- Doesn't mind revisions
But still needs you to direct, edit, and make the final calls.
Should You Work with a Designer Who Uses AI?
If you're a potential client reading this and wondering, "Wait, should I be concerned that my designer is using AI?"
Here's my take: You should be more concerned if they're NOT using modern tools to work efficiently.
Would you want your accountant refusing to use accounting software? Your architect drawing blueprints by hand instead of using CAD? Your developer writing code without any productivity tools?
The question isn't "Are you using AI?" It's:
- Are you using it thoughtfully?
- Are you still deeply involved in strategy and creativity?
- Is the final product better because of it?
For this project, the answers were yes, yes, and absolutely yes.
Want to Work Smarter on Your Next Project?
If you're a nonprofit, arts organization, or mission-driven business looking for a website that actually serves your community, not just checks boxes, let's talk.
I bring:
- Strategic thinking about what your users actually need
- Modern tools (including AI) to deliver quality work efficiently
- Collaborative process where you're involved and informed
- 15+ years of design experience making the final calls
Because at the end of the day, the best websites aren't built by humans or AI alone. They're built by smart humans using smart tools.
Contact me to discuss your project.
