Using AI to Improve Web Content

Web users typically scan web content quickly, searching for the info most relevant to them. Concise, skimmable, jargon-free content is easier for users to find and comprehend quickly. You can prompt a tool like ChatGPT to make your content more web-friendly and to target a specific audience. 

To demonstrate, we asked ChatGPT to redraft actual admissions-related John Jay web content. We prompted ChatGPT to assume the persona of a prospective John Jay student -- an 18 year old high school senior student living in New York City -- and redraft the content based on the needs of that audience.

Original content

Submit your non-refundable $65 application fee

Submit your non-refundable $65 application fee online with a credit or debit card or by sending a check or money order to CUNY/UAPC.  Students sending a check or money order, may submit a money order payable to “CUNY” to the address listed below. Write your CUNYfirst ID number on your money order. You can find your CUNYfirst ID number (an 8 digit number) on your Application Summary.

CUNY UAPC Lockbox
Mail Code: 8770
P.O. Box 7247
Philadelphia, PA 19170-8770

Students may submit an application fee waiver in lieu of the application fee, if provided by their high school counselor. Veterans of the United States Military Service, currently on Active Duty or members of the National Guard or Reserves may obtain an application fee waiver by answering the US Military Status question on the CUNY application and submitting proof of their Veteran/Military status (ie., DD-214, Current Military ID Card or Deployment or Pre-separation orders).

What are some potential concerns about this content?

  1. It's organized as two blocks of text, which is harder to skim and understand, especially on mobile
  2. It sounds like internal policy copy and pasted to the web
  3. It's missing info on where to find the online payment link
  4. It buries the fee waiver (the most important info for many students)
  5. It misses an opportunity to build trust at a critical/stressful moment (college application process)

Revised content

Application fee

There’s a one-time, non-refundable $65 application fee to submit your CUNY application.

How to pay

You will be prompted to pay the application fee when you reach the "Review and Submit" section of the CUNY application.

The easiest way is online using a credit or debit card. 

You can also pay by check or money order:

  • Make it payable to CUNY
  • Write your CUNYfirst ID number (8 digits) on it
    (Your CUNYfirst ID number is on your Application Summary)
  • Mail it to
    CUNY UAPC Lockbox
    Mail Code: 8770
    P.O. Box 7247
    Philadelphia, PA 19170-8770

Fee waivers (you may not have to pay)

You can submit an application fee waiver instead of paying the $65 if you qualify.

You’re eligible if:

  • Your high school counselor provides you with a fee waiver or
  • You are a U.S. military veteran on active duty or a member of the National Guard or Reserves

You can request a waiver by answering the U.S. Military Status question on the CUNY application and uploading proof (such as a DD-214, military ID or deployment/pre-separation orders).


Why is the revised content web-friendly and relevant to the target audience (an 18 year old high school senior living in New York City)?

  • Breaks info into clear sections instead of blocks of text
  • Writing is more conversational and includes commonly-used verbs (“pay,” “upload,” “find”)
  • Includes institutional requirements without sounding institutional
  • Reduces cognitive load at a high-stress moment (the admissions process)
  • Respects audience preference to scan, not study
  • Centers affordability without shaming