What to say when an AI builds your website

The biggest difference between a disappointing first build and a great one usually isn't the model doing the work. It's the sentence you gave it.

Describe the feeling, not just the pages

The most common mistake is to describe structure: "three pages with a contact form." That tells the AI what to assemble, but nothing about what it should feel like — so you get something generic and technically correct.

Try leading with the mood instead. "Calm and premium, for a yoga studio, with easy booking" produces something far closer to what most people actually want than a list of page names.

Say who it's for

A site for busy parents booking swimming lessons looks nothing like a site for art directors hiring a photographer. Naming your audience shapes the tone, the imagery, and how much explaining the page does.

Give one concrete detail

A single specific — a colour you love, a competitor whose vibe you like, the one thing visitors must do — anchors the whole design. Vague briefs produce vague sites.

Then refine in small steps

Once you have a first build, change one thing at a time:

• "Make the headline more confident, less salesy"
• "Warmer colours, softer edges"
• "Add a section explaining how the process works"

Small, specific instructions land better than a rewrite of everything at once, and it's much easier to tell what actually improved.

Don't be shy about starting over

If a direction isn't working, say so plainly and describe the alternative. Iterating is normal — it's how good sites happen, and it's exactly why we don't charge you per attempt.