AI website builders make it possible to go from a blank screen to a live website in minutes. Which is a great option if you want to get your website live, but don’t have the technical skills to get this done yourself. But there’s a catch most people run into: type in a vague prompt, you will get a generic result.

The prompt “Build me a website for my bakery” will get you a website. But it won’t get you your website. The one you envisioned with your style, brand colors, tone of voice, layout and the features needed to cater to your (online) customers.

The good news is that this is fixable, and it doesn’t require any technical skill. It requires learning to prompt like briefing a designer. Instead of throwing your request out there and hoping to get lucky with what the builder comes up with.

Why basic prompts produce generic websites

AI site builders, like Bluehost’s AI-powered website builder, are a powerful tool to create websites. However, they work by filling in any gaps themselves. If you don’t specify your industry, tone, brand, or features, the AI builder is left to their own devices. It will have to guess. And it guesses whatever is statistically average for a site like yours. That’s why a lot of AI-generated sites feel interchangeable: the same banner, same stock photography, and the same layout you’ve run into a thousand times already. 

The more specific and structured your prompt, the less guessing the AI tool has to do. Which increases the chance of output reflecting your actual business and features needed. 

The 5 parts of a well-thought out prompt

I will share a few examples of prompts that you can use to build your website. But before I do, it helps to know what a strong prompt actually consists of. You will probably not need all five in every prompt, but the best prompts usually contain the majority of them: 

• Who you are and what you do: your business type, niche, and what makes you different.
• Who the site is for: your target visitor and what they’re trying to accomplish.
• The pages and structure you need: the page hierarchy, type of pages needed and what goes on them.
• Tone and style: how you want it to feel and look (if you have a logo and/or brand guide, you can also include this)
• Functionality: the specific features that make the site actually work (booking forms, online ordering, galleries, contact forms, newsletter signups).

Real example prompts to copy and adapt

Example 1: A local service business (landscaping company)

Weak prompt: 

“Make a website for my landscaping business.” 

Strong prompt: 

“Build a website for a residential landscaping company called Greenery Design, serving homeowners in the Denver metropolitan area. The tone should be trustworthy and down-to-earth, not flashy. Think reliable neighbor, not luxury brand. Include a homepage with a strong hero section featuring a call-to-action for a free quote, a services page listing lawn care, garden design, irrigation installation, and seasonal cleanup, a photo gallery page to showcase before-and-after project photos, an about page introducing the owner and crew, and a contact page with a quote request form that asks for name, phone number, property size, and service needed. Use earthy greens and browns in the color palette, and make sure the quote form is visible on every page, not just the contact page.” 

Example 2: A personal portfolio (freelance photographer)

Weak prompt: 

“Create a portfolio site for a photographer.” 

Strong prompt: 

“Design a portfolio website for a freelance wedding and portrait photographer named Alina Barr. The site should feel elegant, warm, and editorial. Like a high-end wedding magazine, with lots of white space and large full-bleed photos rather than small thumbnails. Structure it with a homepage that opens on a full-screen image slideshow, a portfolio page organized into three categories (weddings, engagements, portraits), an about page written in first person with a friendly, personal tone, a pricing/packages page with three tiers, and a contact page with a simple inquiry form asking for event date, location, and event type. Use a serif font for headings and a clean sans-serif for body text, and keep the color palette neutral: cream, black, and a soft blush accent.” 

Example 3: A small ecommerce shop (handmade candles)

Weak prompt: 

“I need an online store for my candle business.” 

Strong prompt: 

“Build an ecommerce website for a small handmade candle brand called Amber & Ash. The vibe should be cozy and artisanal, with warm, moody photography and a rustic-meets-modern feel. Include a homepage that highlights the bestselling scent collection and a short brand story, a shop page with product categories for seasonal scents, everyday scents, and gift sets, individual product pages with scent notes, burn time, and size options, an FAQ page covering shipping, returns, and candle care tips, and a newsletter signup offering 10% off a first order. The checkout should be simple and mobile-friendly, since most customers will be shopping from their phones. Use a warm neutral palette (terracotta, cream, and charcoal) and avoid anything that looks too corporate or minimalist.” 

Example 4: A nonprofit or community organization

Weak prompt: 

“Make a website for our nonprofit.” 

Strong prompt: 

“Create a website for a nonprofit called Community Roots Youth Network, which provides after-school tutoring and mentorship for middle and high school students in underserved communities. The tone should be hopeful and human-centered, using lots of photos throughout the website. Structure the site with a homepage that leads with our mission statement and a prominent donate button, a programs page describing our tutoring, mentorship, and college-prep initiatives separately, an impact page with a few key statistics and short quotes from families we’ve helped, a volunteer page with a sign-up form, and a donate page with suggested giving amounts. Make the donate button sticky in the navigation bar so it’s visible from every page, and use a color palette of deep blue and warm yellow to feel both trustworthy and optimistic.” 

Example 5: A consultant or coach (business strategy consultant)

Weak prompt: 

“Build a website for my consulting business.” 

Strong prompt: 

“Design a website for an independent business strategy consultant named Ann Reyes, who works with small business owners on growth planning and operations. The tone should be confident and professional but approachable, not stiff or corporate. Include a homepage with a clear one-sentence explanation of who I help and how, a services page breaking down three offerings (one-time strategy sessions, monthly advising retainers, and workshop facilitation), each with a short description and price range, a case studies page with two or three short client success stories, an about page focused on my background and philosophy, and a contact page with a ‘Book a Free Consultation’ button linked to a calendar scheduling tool. Use a navy and gold color scheme, and keep the overall layout clean and uncluttered, with plenty of white space.” 

Quick prompting checklist

Use the examples above to write your own detailed prompt. But before you hit ‘generate’ it can’t hurt to run your prompt past this checklist: 

• Have I named my business/brand and described what it actually does? 

• Have I described who visits the site and what they want to do there? 

• Have I listed the specific pages and site structure I need, not just “a website”? 

• Have I described the tone or feeling I want? 

• Have I given any color or style direction? 

• Have I called out any must-have features/functionalities? 

• Are there files I can include to guide the tool in more detail, such as logos, brand guides, a mission statement, (product) photos? Make sure any files that you include are allowed to be shared externally.  

Don’t be afraid to iterate

One of the biggest advantages of AI website builders is that the first result doesn’t have to be the final one. Treat your first prompt as a rough draft and refine from there. If the homepage feels too busy, tell the AI directly: “Simplify the homepage: remove the testimonials section and make the hero image larger.” If the tone feels off, say so: “This feels too formal, make the copy warmer and more conversational.” 

That being said, do start out with a strong prompt. This not only saves the website builder a lot of resources, it also helps you get a clear idea of what you want and tweak instead of build from scratch. The AI is a collaborator, not a mind reader. The clearer and more specific you are, in your first prompt and in every refinement after it, the closer your site will get to something that actually feels like yours. 

AI builders vs custom design

AI powered website builders are incredibly useful to get a website up and running in no time. But it is also good to be aware of its limitations and the added value of hiring an expert to set up your website. A website designer or agency has experience with what works well and what doesn’t, and can come up with original ideas that exactly fit your needs. So if you have the time and funds to do so, consider this option and figure out what’s best for you. Especially if you need a more complex website or one that needs to be able to easily grow and have features added to it in the future. A human touch will always bring that unique touch to your website.

Also, on that note

This blog post aims to help you get the best result using an AI-powered website builder. Of course, as part of this, you can ask the builder to generate content and add photos to your website. But please, use these as placeholders until you’re happy with the structure and design. After that, be very critical of any content on there. Rewrite the text to reflect you and what your business does and use real photos or images that are on brand. These final touches are going to make the difference between just another website and your authentic, one-of-a-kind website.  

Read more: Prompts to programming: Vibe coding vs. traditional coding a website »

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