Getting the most out of AI written content – quality of the prompt makes all the difference
Using AI to get a first draft of your latest blog is now common across Australian businesses, including professional services and law firms. However, the quality of the output depends almost entirely on the prompt you give it. A vague or generic prompt leads to generic content. A clear, detailed prompt produces useful, accurate and SEO-friendly blogs that reflect searcher intent, audience expectations and best-practice content structure.
This article explains why prompts matter, what strong prompts include, and how to improve results when using AI to draft online content.
Using AI to draft blogs - why prompts matter
AI writing tools do not independently research, analyse or apply judgment to the content they serve up. They generate text based on patterns and instructions. The prompt is the instruction, and it sets the boundaries for what the AI can and cannot do.
When prompts are unclear or overly brief, AI will fill in the gaps using assumptions, or worse, not provide very much detail at all. Assumptions made are often based on overseas content, particularly from the United States. For Australian businesses, this can create content that feels generic, misaligned with local expectations or simply wrong.
In practice, weak prompts often lead to content that:
- defaults to a global or US audience;
- overlooks Australian federal or state-based legislation;
- lacks depth or practical explanation;
- ignores SEO structure and readability (for an Australian audience);
- opens with vague commentary rather than a clear explanation.
None of these issues are flaws in the technology itself. They are the direct result of poor prompting.
What typically goes wrong with weak prompts
A weak prompt is usually short and convenient (and some may say, a little lazy), but it leaves too many decisions to the AI. This almost always reduces the usefulness of the final content.
Common outcomes include:
- references to legislation that does not apply in Australia;
- American spelling, terminology or examples;
- long blocks of text with no subheadings;
- an opening paragraph that does not explain what the article is about;
- missed opportunities to target relevant search terms.
For regulated industries such as law, these issues can affect credibility and compliance. For all businesses, they reduce engagement and search performance.
Example of a poor prompt
A typical poor prompt might look like this:
“Write a blog about parental responsibility.”
This prompt provides no guidance on:
- the intended audience;
- the specific area of law (i.e. family law);
- geographic location;
- industry context;
- length or depth;
- SEO requirements;
- formatting expectations.
As a result, the AI is forced to guess, and it usually guesses poorly for Australian use.
Example of a strong prompt
Now compare that with a more detailed instruction:
“Write a blog article. It is for an Australian audience, referencing Australian law. It should be approximately 1,000 words long.
It should include sub-headings with keywords and bullet points where suitable for user experience. Use plain English and optimise for SEO. The opening paragraph should be SEO-ed (search engine optimised), include relevant keywords and give readers a clear and concise understanding of what the blog is going to be about and then lead into the more detailed components of the blog. It should be, wherever possible, no longer than about 80 words.
Please provide three alternate titles related to this topic. Where suitable, include an FAQ nearer the end.”
At the end of this prompt, you could also include your formatting requirements.
This prompt works because it removes ambiguity. It tells the AI exactly what success should look like.
Needless to say, once you get your first draft from the AI, it will likely still need finessing; your voice, your tone, adding unique points missed by the AI, deleting inaccuracies, correcting ambiguities, etc.
Why specifying an Australian audience matters
If you do not explicitly state that content is for an Australian audience, AI will often default to global or US-centric assumptions, language and nuance. This can affect tone, terminology and legal references.
For example, without guidance, AI may:
- reference US federal or state laws;
- use American spelling and phrasing;
- cite regulatory bodies that do not exist in Australia.
Specifying “Australian audience” helps anchor the content in the correct legal, cultural and commercial context.
Referencing Australian or state-based legislation
Where blogs touch on legal or regulatory topics, prompts should clearly state the jurisdiction. Australia operates under both federal and state systems, and AI will not reliably select the correct framework without instruction.
Strong prompts should clarify whether the content relates to:
- Australian law generally;
- federal legislation only;
- a specific state or territory.
This is particularly important for law firm blogs, compliance content, and professional advice articles.
The role of a solid explanatory opening paragraph
The opening paragraph plays two roles. It tells readers, at a quick glance, whether the article is actually what they’re after, and it signals to search engines what the page is about.
A good prompt should instruct the AI to write an opening that:
- clearly explains the topic in plain English;
- includes primary keywords naturally;
- sets expectations for what the article will cover.
Without this instruction, AI often starts with general commentary rather than substance.
Prompting for SEO-optimised content
AI does not automatically optimise content for search engines. SEO needs to be explicitly requested.
Effective prompts should mention:
- keyword-focused sub-headings;
- logical content hierarchy;
- scannable formatting;
- content written for humans, not just algorithms.
This ensures the blog is not only readable and engaging but also discoverable.
Prompting for structure and readability
Online readers scan before they read. Content structure matters as much as content quality.
Good prompts should instruct AI to use:
- clear sub-headings that reflect search intent;
- bullet points where information can be grouped;
- short paragraphs written in plain English.
This improves user experience and keeps readers engaged.
A practical checklist for better AI prompts
Before using AI to draft a blog, your prompt should clearly define:
- the target audience and location;
- whether Australian or state-based law applies;
- desired word count;
- tone and language;
- SEO requirements;
- structural elements such as sub-headings and FAQs.
The more specific and detailed the prompt, the less revision is required later. Notably, though, you don’t have to reinvent every time you request new content. Create a standard prompt for your blogs, and then add specifics (title, jurisdiction, etc.) at the end of the prompt for each new article.
Frequently asked questions
Can AI replace human blog writers entirely?
No. AI is a drafting tool, not a strategic thinker. Human input is still required to ensure accuracy, relevance, engagement and usefulness.
Is AI-generated content ‘safe’ to use on my website?
It can be, provided the prompt specifies Australian context and the content is meticulously reviewed before publication. Unchecked AI output carries risk.
Does Google penalise AI-written content?
Search engines prioritise quality and usefulness. Well-prompted, well-edited AI content (adjusted for your tone, expertise and nuance) can perform as well as human-written content.
How detailed should an AI prompt be?
There is no fixed length, but it should remove ambiguity. Clear instructions lead to better outcomes.
In summary
Using AI to draft blogs can save time and improve efficiency, but the prompt determines the result. For Australian businesses, especially those operating under specific legal frameworks, strong prompts are essential. The better the prompt, the more accurate, useful and search-friendly the content will be.
Further reading
- Pros and cons of using AI for your law firm’s website content
- The impact of E-A-T; Expertise, Authoritativeness, Trustworthiness in law firm SEO
- Search engine optimisation (SEO) – can you over optimise?