AI now shows up somewhere in the content process at many early-stage software companies. A founder drafts a blog post with it, a marketer turns a webinar into five LinkedIn posts, or a product lead asks it to rewrite a feature page. The drafts arrive quickly, and they usually read cleanly.
The hard part comes after the draft. Someone has to decide whether the claims are true, whether the page sounds like the company, and whether a buyer would trust it. At many seed-to-Series B companies, nobody owns that step. This checklist is for the person who ends up owning it.
Why the Review Step Matters More Now
When a first draft took a week, the writing itself forced some thinking. The writer had to decide what they believed, find the numbers, and choose the examples. A draft that arrives in a minute skips that work, so the work moves to review.
A software buyer comparing three vendors often reads their sites side by side. If all three describe themselves in the same smooth sentences, the buyer learns nothing and moves on to price. Content that holds up under a careful read says something only your company could say.
Five Things to Check
- Every claim that can be checked. Look at numbers, dates, customer names, product capabilities, and anything described as the first or the only. AI drafts can state an invented statistic with the same confidence as a real one. If you cannot find the source in a minute, find it properly or cut the claim.
- Sentences a competitor could publish. Read each paragraph and ask whether a competitor could post it by changing only the company name. If the answer is yes, add a detail only you have, such as a customer situation or a number from your own product.
- Patterns readers recognize as AI. Watch for openers such as Additionally and As such, contrast setups that knock down a claim nobody made, em dashes in every other sentence, and words such as seamless, robust, and cutting-edge. One of these is harmless. Several together tell a reader that nobody reviewed the draft.
- What the product does today. AI drafts tend to describe a product at its most ambitious. Check each capability against what a customer can use right now, and ask product or engineering when you are unsure. A sales call goes badly when a prospect quotes a feature from your blog that has not shipped.
- Whether it sounds like you. Read the draft aloud. If a sentence is something your founder or your team would never say in a meeting, rewrite it the way they would say it.
A Review Process a Small Team Can Keep
Name one owner. Anyone on the team can generate drafts, but one person should approve what goes live.
Review in two passes. The first pass checks facts and claims. The second checks voice and readability. Trying to do both at once usually means one of them gets skipped.
Keep a short list of phrases to cut. Start with the words your team is tired of seeing, and add to the list each time a reviewer catches something new. Over time it becomes a style guide that nobody had to sit down and write.
Take unverified claims to the person who knows. Fifteen minutes with the engineer or account manager who knows the answer usually settles several questions at once.
Date anything time-sensitive. If a post mentions a regulation or a price, note when it was checked so the next reviewer knows what to recheck.
What the Changes Look Like
Three sentences appear often on B2B SaaS sites. Each one below is followed by a more specific version. The rewrites are illustrations. The real details have to come from your team.
Before: Our platform streamlines workflows so teams can focus on what matters most.
After: Project managers approve change orders from one screen instead of three.
Before: We are trusted by industry leaders.
After: [Number] general contractors in [region] use us to track subcontractor compliance.
Before: Additionally, our robust reporting provides seamless visibility.
After: Weekly reports show which jobs are over budget, and you can send them to the owner in two clicks.
Each revised sentence makes a claim a reader can check. Specific claims also persuade better, because a buyer who can picture the product in use has a reason to keep reading.
Where to Start
Pick one page that buyers read often, such as your homepage or your most-visited blog post, and run it through the five checks. Note what you change. After two or three pages, the patterns your team repeats will be easy to see, and those become the first entries on your list of phrases to cut.
AI will keep making drafts faster. Before anything goes live, someone on your team should still read every sentence and ask whether it is true, whether it is specific, and whether it sounds like your company.