Sep 28, 2026 · 18 min · 11 segments
Is your website actually doing its job to convert clients? Or is it just ‘nice enough’ but secretly dropping the ball once you’ve sent people there from Instagram 👀. Your dream clients have a tonne…
And part of the reason why I wanted to talk about this is because there's a lot of obviously AI website generators popping up all over the place.
In fact, some of my clients even like send me mock-ups that they've designed with the help of Claude.
And then they're like sending me ideas based on that.
but it's obviously a useful way for people to be getting their ideas down in a more visual way.
And I'm just seeing more and more people using these tools.
And does it worry me as a website designer? Not really, to be honest, because I mean, we've had things like website templates be something that's available to people for years and years and years.
They are obviously quicker for people to create than using a template and having to fill in all the stuff and work out what to put where.
But it's still creating a very generic templated version of a website that, yes, the AI tools know more about your brand and everything.
but a lot of the outputs I'm seeing are just designed to look pretty or have cool features for just like the sake of having cool features or are just looking very bland and generic and the same as everyone else which is why as a website designer I'm not worried because clients come to me not for me to design them a pretty nice looking website but they want my you know nearly 12 years of expertise in not just website but the whole strategy behind the website and But I talk about strategy and website quite a lot.
And what does that even mean? For me, what that looks like is diving really deep on my clients, ideal clients and ideal customers, getting insights on who they are, what they're thinking at each stage of their buying journey, considering what they're doing before they're landing on the website, but also after they've been on the website as well like what is the goal of each of the pages of the site what do you want people to be doing after what does your customer journey and experience look like this is all stuff that i dig into with my clients when we first have a chat it's considering what journey are those specific people going to be taking on each of the pages of your website and throughout your website it's considering things like seo and accessibility um and also giving my clients the confidence in how to actually update their website easily without breaking things and how to actually get traffic to it and things like that so those are all the sorts of things that i include in my process that you're just not going to get with an AI website builder, because I'm approaching it with, as I say, nearly 12 years of experience doing this work, but also working with over nearly 180 businesses at this point and getting really in the weeds in some of those businesses as well to understand all of the different elements, not just of a website, but of the whole sort of marketing journey that that people go through and the sales journey as well that people's clients go through.
So essentially, you don't just need a website that looks nice and cool or just does the job that an AI tool will generate for you.
You need a website that is going to guide your dream people, the perfect people to actually convert with you.
And part of the reason why I wanted to talk about this is because there's a lot of obviously AI website generators popping up all over the place.
In fact, some of my clients even like send me mock-ups that they've designed with the help of Claude.
And then they're like sending me ideas based on that.
but it's obviously a useful way for people to be getting their ideas down in a more visual way.
And I'm just seeing more and more people using these tools.
And does it worry me as a website designer? Not really, to be honest, because I mean, we've had things like website templates be something that's available to people for years and years and years.
They are obviously quicker for people to create than using a template and having to fill in all the stuff and work out what to put where.
But it's still creating a very generic templated version of a website that, yes, the AI tools know more about your brand and everything.
but a lot of the outputs I'm seeing are just designed to look pretty or have cool features for just like the sake of having cool features or are just looking very bland and generic and the same as everyone else which is why as a website designer I'm not worried because clients come to me not for me to design them a pretty nice looking website but they want my you know nearly 12 years of expertise in not just website but the whole strategy behind the website and But I talk about strategy and website quite a lot.
And what does that even mean? For me, what that looks like is diving really deep on my clients, ideal clients and ideal customers, getting insights on who they are, what they're thinking at each stage of their buying journey, considering what they're doing before they're landing on the website, but also after they've been on the website as well like what is the goal of each of the pages of the site what do you want people to be doing after what does your customer journey and experience look like this is all stuff that i dig into with my clients when we first have a chat it's considering what journey are those specific people going to be taking on each of the pages of your website and throughout your website it's considering things like seo and accessibility um and also giving my clients the confidence in how to actually update their website easily without breaking things and how to actually get traffic to it and things like that so those are all the sorts of things that i include in my process that you're just not going to get with an AI website builder, because I'm approaching it with, as I say, nearly 12 years of experience doing this work, but also working with over nearly 180 businesses at this point and getting really in the weeds in some of those businesses as well to understand all of the different elements, not just of a website, but of the whole sort of marketing journey that that people go through and the sales journey as well that people's clients go through.
So essentially, you don't just need a website that looks nice and cool or just does the job that an AI tool will generate for you.
You need a website that is going to guide your dream people, the perfect people to actually convert with you.
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