AI is everywhere at the moment.
Whether it’s ChatGPT, Wix AI, Squarespace AI or one of the dozens of other website builders now on the market, it’s never been easier to create a website in a matter of minutes.
So it’s no surprise that one of the questions I’m being asked more and more is:
“Can AI just build my website instead?”
The answer might surprise you.
Yes, it can.
But whether it should depends entirely on what you want your website to achieve.
AI has changed web design forever
There’s no point pretending otherwise.
I use AI almost every day.
It helps me speed up development, brainstorm ideas, improve code, organise content, write the first draft of blog posts and even spot issues I might otherwise miss.
It’s become another tool in my toolkit.
The key difference is that it’s a tool—not the finished product.
Just like a good carpenter still needs a saw, a professional web designer can use AI to work more efficiently without letting it replace experience and good judgement.
If you just need a simple website…
If you’re starting a hobby, promoting a local club or creating a personal portfolio, AI could be exactly what you need.
Modern AI website builders can create:
- A clean homepage
- Contact forms
- Basic service pages
- Image galleries
- Blog sections
For many people, that’s perfectly adequate.
If your website isn’t responsible for generating business, it may not make sense to spend thousands on a custom-built website.
And that’s perfectly okay.
But most business websites have a different job
A business website shouldn’t just exist.
It should generate enquiries.
It should answer customers’ questions.
It should build trust.
It should appear in Google when people search for your services.
Most importantly, it should persuade someone to pick up the phone or fill in your contact form.
That’s where the real work begins.
Looking professional isn’t enough
One thing AI does exceptionally well is producing websites that look modern.
The problem is that looking good doesn’t automatically make a website successful.
Over the years I’ve rebuilt dozens of websites that looked perfectly fine but simply weren’t producing enquiries.
Sometimes the navigation was confusing.
Sometimes visitors couldn’t find important information.
Sometimes the calls to action were buried halfway down the page.
Sometimes there was no SEO at all.
A nice-looking website without a strategy is a bit like opening a beautiful shop in the middle of nowhere.
AI only knows what you tell it
One of the biggest differences between using AI and working with an experienced web designer is the conversation that happens before any design work starts.
When I begin a new project, I’m asking questions like:
- Who are your ideal customers?
- What makes your business different?
- Why do people choose you instead of your competitors?
- What services make you the most profit?
- What questions do customers ask before getting in touch?
- What do you want visitors to do once they land on your website?
Those answers shape the entire website.
AI can only work with the information it’s given.
If you don’t know your business inside out, AI certainly won’t.
Generic content is becoming a problem
We’ve all seen it.
“We pride ourselves on excellent customer service.”
“We are committed to quality.”
“Our experienced team delivers outstanding results.”
The problem is that hundreds of thousands of websites say exactly the same thing.
Customers skim straight past it because it doesn’t tell them anything meaningful.
Good website content should sound like your business—not everybody else’s.
That’s something AI still struggles with unless someone takes the time to rewrite and personalise everything.
SEO is more than adding keywords
A lot of AI tools promise “SEO-friendly websites.”
That’s a good start—but SEO goes much deeper than inserting a few keywords into a page.
A properly optimised website considers things like:
- Site speed
- Mobile usability
- Page structure
- Internal linking
- Image optimisation
- Accessibility
- Local SEO
- Metadata
- Technical SEO
These are often the things that make the difference between appearing on page one of Google and disappearing into page five.
Don’t forget about accessibility
Accessibility has become much more important over the last few years.
Your website should be usable by everyone, including people using screen readers or keyboard navigation.
While AI can help create accessible code, it doesn’t always recognise the bigger picture.
Accessibility often needs testing, adjustments and human judgement to ensure the website works properly for every visitor.
A website isn’t finished when it goes live
One mistake many businesses make is thinking the website is complete once it’s launched.
In reality, that’s when the work starts.
Websites need:
- Security updates
- Plugin updates
- Backups
- Performance monitoring
- Content updates
- SEO improvements
Without ongoing maintenance, even the best website will gradually become slower, less secure and more difficult to manage.
So… will AI replace web designers?
Personally, I don’t think so.
I think AI will replace some of the repetitive work that web designers used to spend hours doing.
That’s a good thing.
It means I can spend more time focusing on what actually matters—understanding a client’s business, improving the user experience, refining content and creating websites that generate enquiries.
AI is already making good web designers more efficient.
It’s also making it much easier for businesses to create a basic website themselves.
Both of those things can be true.
My advice
If you’re launching a hobby project or simply want an online presence, try an AI website builder.
You might be pleasantly surprised.
But if your website is responsible for bringing in new customers, generating leads or selling your products and services, I’d still recommend investing in a professionally designed website that’s built around your business rather than a prompt.
Technology will continue to evolve.
The fundamentals won’t.
People still buy from businesses they trust.
And your website plays a huge role in creating that trust.
Thinking about a new website?
Whether you’ve built your own website with AI, started using an online website builder or simply feel your current site could perform better, I’d be happy to take a look.
Sometimes a few small improvements are all that’s needed. Other times, a fresh approach can make a real difference.
If you’d like honest advice, feel free to get in touch—I’d be happy to point you in the right direction.