AI tools like Claude and Cursor can build a functional website in an afternoon. The problem is that most AI-generated websites look identical: the same layout patterns, the same generic copy, the same stock-photo aesthetic. You can spot one in two seconds.
What Makes AI Sites Look AI-Generated
Generic hero sections with "Transform your business" headlines. Three feature cards with icons and one-sentence descriptions. Testimonials that sound like they were written by someone who has never experienced anything. No specific details about the actual business. Colour palettes directly from Tailwind defaults.
What to Do Instead
Feed the AI your actual business details, real metrics, real client names (with permission), real process steps. Write your own headline first, then let AI help clean it up. Use your own photography. Specify the colour palette before AI picks something generic. Review every sentence and ask: does this say something specific, or could any business say this?
The Rule
AI is a production tool, not a creative director. Use it to build what you have designed, not to decide what the site should say and look like. The thinking needs to come from you.