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AI Content Trust-Building: Boost Engagement and Conversions with a Tiny Copyedit

Chris Velasco
Friday, 28th Apr 2023

By now, we know AI-generated content needs the human touch.

If you want it to rank, draw in your audience, nurture them, and eventually convert them, you can’t publish raw AI output.

It needs strategic edits to transform it from cold and generic to warm, personal, and human.

That’s why we started creating weekly tutorials on our YouTube channel about adding CRAFT to your AI content: to teach you those editing foundations.

Now, we’re bringing blogs into the mix, too. 🎉 Each blog will correspond to a video tutorial, including the examples and copy I created in the video. Hopefully, these blogs will give you an additional resource and reference for learning to implement CRAFT in your own content process.

In this first blog, we’ll look at strategies to help you foster confidence in your AI-generated content by focusing on the T in CRAFT: trust-building

Particularly, we’ll zero in on your blog conclusions and discuss techniques to engage and warm up your reader so they’re more likely to click your ending call to action (CTA).

These writing tricks are all about creating connections with your audience. Those connections ultimately will bring results!

Let’s talk about AI content trust-building.

Table of Contents:

T: Trust-Building in AI Content

For most of us, the ultimate goal in creating blog posts is to build trust with readers.

We want them to see us as the authority voice they can depend on. But — AI writers aren’t advanced enough to emulate your unique authority voice.

One effective way to remedy this is by applying the T in the CRAFT framework, which stands for Trust-building.  Specifically, we can apply the T to the conclusion of your content.

aio craft

Want to learn every step involved in our C.R.A.F.T. framework? You’re in the right place. To learn more about AIO and C.R.A.F.T, read our individual guides:

Additionally, subscribe to our blog, watch our C.R.A.F.T. and AIO tutorials on our YouTube channel, and read this blog to understand the AIO model.

Now, let’s learn how to create engaging conclusions that prime readers to click on your main CTA — the call to action at the end of your blog that represents the main action you want readers to take when they’re done reading. 

For example, you might ask them to sign up for your email list, download a lead magnet, or even check out your products/services. Some blogs can even lead to direct sales with the right circumstances and great content.

Crafting an Effective Conclusion to Get the Conversion

Creating a well-crafted conclusion is essential for building trust with your readers and encouraging them to take action. 

And, of course, your conclusion starts with your conclusion heading. Usually, this is an H2, and many, many people opt to simply use the obvious word here, “Conclusion.”

A conclusion paragraph with a plain heading.

However, that’s a BIG missed opportunity.

Consider: What do you think of when you hear the word “conclusion”? You probably know you’re in for a summary of what you just read — right?

Do you think many readers perk up when they read that word?

No. They know what’s coming when they see “Conclusion” (yawn). They’ll more than likely skip it.

This also means they’ll skip your main CTA — which means you just lost out on a conversion opportunity. That’s a giant waste, especially if the rest of the content was great and effectively nurtured their trust in you. (Sometimes the reader is ready to follow a CTA, but the conclusion loses them.)

That’s why we’re going to focus on punching up that unassuming little piece of copy.

Pay it the attention it’s due, and you can warm up readers towards clicking your CTA and converting. In this section, we will explore these techniques in detail.

Summarize the Blog Post in Your Conclusion Heading

By using H2 or H3 headings to encapsulate the main points of your blog post, you’ll help readers quickly grasp the key takeaways while also improving your on-page SEO.

For your last H2, the one that heads your concluding paragraph, consider going beyond “conclusion” and instead give your reader a lightbulb moment. In other words, give them another reason to keep reading so they’ll find, read, and click your last CTA.

Here’s how:

  • Sum up the point of your entire blog in a concise phrase: What’s the big idea that your blog encapsulates? After reading the blog, what should your reader go out and do with their newfound knowledge?
  • Use action verbs: Start with strong verbs that read like a command, like “optimize,” “improve,” “enhance”, “accelerate”, “change”, “clarify”, “plan”, or “strategize.”
  • Incorporate keywords: Your conclusion heading is a great place to reuse your primary keyword. This will give your post more SEO juice.

A conclusion paragraph with an improved H2 heading that sums up the point of the blog. This is good, but we can do better.

Emphasize the Benefits of Reading the Blog and Using the Information

If you implemented the above tips, your conclusion heading should look better — but we can take it further.

Now it’s time to emphasize the benefits of reading your blog post and implementing the knowledge, advice, tips, etc. you’ve shared.

  • What BIG, main benefit will your audience get from reading your blog and using the knowledge you share?
  • What good thing will happen to them if they take your advice and ACT?

Once you figure out this benefit, simplify it into a word or phrase. Then add it to your conclusion heading, like so:

ai content trust-building - editing the conclusion h2

Our conclusion H2, pumped up with the ultimate benefit for the reader.

Formatting your last heading this way will be much more effective at pulling your reader all the way down to your main CTA.


You’ve effectively told them, clearly and succinctly, what’s in it for them.

This is all the average reader cares about.

If you don’t continually answer the unspoken question, “What in it for me?”, you risk losing your reader. And if you lose them too soon, they’ll never convert.

By crafting effective conclusions that summarize key points and emphasize benefits, you can create a lasting impression on your audience and encourage them to engage with your CTAs.

How else can you encourage engagement? Command their attention with direct language.

Craft effective conclusions to build trust with your readers and encourage action. Summarize key points, emphasize benefits, and offer solutions for a lasting impression. #ContentMarketing #SEO #TrustBuilding Click to Tweet

Building Engagement with Direct, Actionable Language

To continue with the AI content trust-building, let’s talk about improving the words you use.

That means switching out indirect, suggestive, passive statements with direct, commanding, active statements. In particular, commanding statements are more effective than suggestions when it comes to capturing attention and driving action from readers.

Commanding vs Suggestive Language

In the world of content marketing, every word counts. By crafting your message carefully, you can shape how people perceive and interact with your brand. One crucial aspect to consider is whether to use commanding or suggestive language in your writing.

Commanding language, as the name implies, consists of phrases that directly instruct or command the reader to take a specific action. This form of expression is assertive and unequivocal, leaving no space for misinterpretation. (E.g., “Switch up the different types of emails you send.”)

On the other hand, suggestive language merely proposes an idea or gently nudges readers toward taking a particular course without explicitly telling them what to do. (E.g., “Maybe you should add more variety to your email content.”)

The key difference between these two approaches lies in their effectiveness in driving user engagement and conversions. Commanding language has been proven time and again to be more successful at motivating users to take action.

It’s like comparing a battle cry to a tenuous whisper. One is more powerful, confident, and attention-grabbing. The other has its place, but not in your content.

Examples of Direct Phrases for Increased Engagement

To help you understand how direct phrases can enhance user engagement in AI-generated content, here’s a list of examples:

  • “Download our free guide now”: A clear call-to-action (CTA) that encourages users not only to download but also emphasizes urgency by using “now.”
  • “Sign up today for exclusive access”: Another strong CTA that creates a sense of exclusivity while encouraging immediate action with “today.”
  • “Join our community and start learning”: This CTA highlights the benefits of joining a community while also emphasizing the opportunity to learn something new.

By incorporating these direct phrases into your AI-generated content, you can create a sense of urgency and authority that will ultimately lead to higher engagement rates. (For more tips on writing compelling CTAs, check out this comprehensive guide by HubSpot.)

Actionable Language

Using actionable language in your AI-generated content is how you turn writing that’s bland or uninspiring into something compelling and irresistible. Here are some tips to help you achieve this:

  1. Be specific and clear: Avoid vague or ambiguous statements, as they can lead to confusion and mistrust.
  2. Show empathy: Understand the reader’s pain points and address them directly, making it easier for them to relate to your content.
  3. Use action verbs: Emphasize what your audience can do right now with action verbs.
  4. Get rid of fluff: Fluff is unnecessary wordage that clogs up your sentences without adding any meaning. Cut them ruthlessly!

The combination of these techniques will not only make your AI-generated content more engaging, but also instill confidence in readers about the information you’re providing. Ultimately, that will lead them towards clicking on your CTAs and doing what you hope they’ll do.

So go ahead — be bold, clear-cut, and authoritative in your writing.

Key Takeaway: 

Boost engagement levels in your AI-generated content by using direct, commanding language that leaves no room for ambiguity. This type of language has been proven to be more effective at driving user engagement and conversions than suggestive language. Incorporate clear call-to-action phrases such as “download our free guide now” or “sign up today for exclusive access” to create a sense of urgency and authority in your writing.

Use Every Tiny Detail for Effective AI Content Trust-Building

AI content is here to stay — but you have to be able to use it to your advantage.

Building trust in artificial intelligence (AI) content is crucial for successful engagement with your audience. By applying the CRAFT framework and using actionable language tips, you can improve the effectiveness of your content and establish a trustworthy reputation.

Free Resources to Train Your Writers into AIO

I’ve been personally training agency owners and teams and helping them convert to the AIO way. Want these? You’re in luck – we’re giving them away.

Free Guide

We put together a full guide for AIO’s – an AIO writer’s worksprint, a job template to hire and find yours, links to our best tutorials and training, and more.

Want this awesome resource? It’s called the AIO Writer’s Worksprint. Download now for free.

Free Step-by-Step AIO Training Course

Additionally, after months of putting AIO and C.R.A.F.T. into action (over 40M words are produced each month by our users at Content at Scale, and our Done-for-You client side is another 500,000 words/month! Talk about AIO at scale 🤯 ) – we put together a step-by-step AIO C.R.A.F.T. tutorial.

Ideal for you, your writers, and any content creator ready to adapt to the CRAFT methodology and the AIO way.


New to the idea of AIO and CRAFT? Read this to understand the innovation behind AIO. 

Want a written guide that has all the CRAFT steps from the YouTube video? Your wish is our content command. Step-by-step AIO writing tutorial, blog version. 

Written by Chris Velasco

See more from Chris Velasco

Long Headline that highlights Value Proposition of Lead Magnet

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