It’s hard to go a day without hearing some sort of messaging about AI. The “you’re already falling behind” scare tactics are all over social media, in email newsletters, and in conversations inside entrepreneur groups. This isn’t one of those posts!
Something that comes up a lot in conversation lately is AI websites.
We have had numerous people ask us our thoughts.
Everything from:
“Are you worried about your jobs?” (no, not yet)
“Can I build my whole website with AI?” (maybe, but we’ll get into when that may be a good idea vs not)
To the people who proudly share “I created a website in an afternoon using AI and I saved so much money” (these website ends up looking like exactly this: an AI website generated in an afternoon)
We never want to gate keep and we’ll be honest about where different tools can save you time and money, vs what tools are not right for your business goals. So let’s dive into this hot topic.
Should I use AI to create my website? Let’s break it down.
I (Andrea) was at a family event a couple of weeks ago and (as is common these days) the topic of AI came up, and more specifically, whether or not it is having an impact on my business.
Anyone who has chatted AI with me already knows that I have strong opinions about outsourcing your creativity, your voice, and what makes you uniquely you to AI. But what about websites?
After a chat about the state of the industry and how I’m actually not worried at this point in time, since I have 20+ years of experience to draw on and my clients value my strategic approach vs a generic one through AI, a side conversation caught my attention. Someone was sharing that they started a new business and used AI to create their logo and website in no time. When I got home curiosity got the better of me and I checked out the website. It was a functional website but I could tell immediately that it was a DIY effort vs a professional one.
How did I know it was AI? There were a lot of inconsistencies throughout the layout and in how the content was presented. The user experience felt clunky and the navigation was not well thought out. There were some accessibility concerns as well, with the logo and the site.
This got me thinking. When is an AI generated website worth it for someone? In this case, the person was trying out a new business idea, they already have a network of warm leads from their current day job, and they really only needed a place online to make themselves look legitimate. They are not selling a high ticket service or trying to connect with and convert cold leads, so the strategic need for their website is minimal. While I found it a bit painful to browse their website (the navigation was clunky, the spacing was inconsistent and accessibility guidelines were not being followed), it probably did the job for them. And, I was not the target audience.
Could they benefit from a professionally designed website? Yes. Is it necessary for them at this stage in their business journey? Probably not.
When might an AI website be the solution for you:
- Think of an AI website as an alternative to a DIY website or using a basic template to get yourself online quickly. If you were going to create your website yourself, AI can help make this quicker and easier for you.
- If you are validating a new idea and just need something online while you see if your business idea is viable.
- If you already have a warm audience that will buy from you no matter what, and won’t get turned off by a scrappy website.
When is an AI website likely to cause more harm than good:
- If you have an established brand with an audience that expects a certain level of professionalism from you.
- If you have a specific goal tied to visibility, revenue, or other conversions that require a strategic approach.
- If part of your strategy is to build authentic connections with visitors.
- If your customer journey is complex and takes into account different buyer patterns and audience types.
- If you want to ensure your website is compliant with accessibility guidelines.
So, what is our take on AI websites?
Currently AI doesn’t have the capability to replace a professionally designed, strategic website. Will it get there eventually? Probably. Can it do it now in some cases? We haven’t seen a successful case yet.
If you are looking for a website that reflects the professional, trustworthy, human quality of your business, AI is not yet at the point where it can deliver.
People are currently excited to see the opportunity for a cheaper alternative to a professionally designed site, and honestly? They are settling for mediocre sites. For high performing businesses, brand differentiation matters, and AI-generated sites tend to use the same layouts, copy patterns, and visual approaches, regardless of your unique goals. AI builds sites based on generic best practices, whereas a qualified, experienced web team has seen what converts, looks at the nuances of your industry, audience, and goals, and uses that to guide the design and build.
When it comes to conversions, the difference between ‘fine’ and ‘optimized’ on a high-ticket site can easily outweigh the cost of hiring an experienced team.
If you are thinking about using AI for your website, a new landing page, or a sales page, ask yourself these questions:
- What is the goal of my website?
- Who will be visiting my website?
- What do I want people to do on my website?
- What do I want people to feel when they are on my website?
- Is there the potential for lost revenue if my website is not well designed?
- Is there the potential for leads to have a negative experience on my website?
- Will leads be turned off if my website looks generic, cheap, or inaccessible?
Have you played around with AI on your website? Have you been impressed with the results? Once the novelty of “I created this myself!” wears off, ask yourself if it is aligned with your goals and if it is beautiful and strategic, or if you are settling for mediocrity.
There are cases where a basic AI site will be ok for you. But take the time to reflect on whether or not it is helping or hurting your brand’s image before diving in.
