Site Generator Rewrites
My role: UX Writer (Collaboration)
Type of project: Product/feature improvements
Project overview
Shortly after launching the AI chat funnel, Wix introduced the AI Site Generator, a novel feature that used the user’s site profile to create a live, editable first draft of their website. Users could customize this draft via a “site brief” to better tailor their site. Despite strong conversion metrics, feedback from the CEO highlighted that the product’s content felt too terse and lacked a conversational, friendly tone.
As the Head of UX Writing, I led efforts alongside the product’s UX writer and editor to refine the content, making it more explanatory and engaging while maintaining clarity.
Challenges
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High visibility and pressure due to direct CEO feedback and multiple stakeholder reviews.
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The product had evolved significantly from concept to launch, but content had not kept pace with changes such as the addition of a “past versions” feature.
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Limited developer resources constrained UI or behavior changes—text alone had to resolve some awkward product flows and decisions.
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Needed to balance increased content volume with user engagement and clarity.
Process
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Conducted a thorough review of the entire current user flow, annotating with questions and observations.
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Facilitated a full-day brainstorming session with the team to clarify uncertainties and define content goals based on prior testing data.
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Independently drafted alternative content versions focusing on tone, terminology (e.g., “site name” vs. “business profile”), and narrative voice (first person, second person, neutral).
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Collaboratively selected key content strategies and iterated through multiple review cycles.
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Implemented final content in an A/B test to measure impact.
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Rolled out the successful variant to all users after positive results.
Results
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2.2% increase in users starting the domain purchase process.
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2.9% uplift in Premium plan purchases.
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5.1% increase in user interaction with the site brief (users who interact with the site brief typically show higher satisfaction and success).
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Support ticket volumes remained stable, indicating no increase in user confusion or issues despite changes.
A vs. B (final screens)
