Can’t I Just Use AI to Build My Website?

Not for the faint of heart: Angel’s Landing and the brave new world of AI.

This past week, I spent a joyous 4 days in Zion National Park (10/10 would recommend!). I was traveling with my big sister who recently retired, and in her newfound spare time, she’s committed, among other things, to not becoming a luddite, left behind as technology marches on. She’s a boomer (barely), and has two magnificent millennial daughters and a growing passel of grands, and she’ll never not be cool. So, in between hardcore workouts, epic backpacking trips, dancing her butt off to all the new music I’ve never heard of, and more, she’s boning on up tech.

AI: The Elephant In Every Goddamn Room Right Now

Needless to say, AI was a big part of our meandering conversations as we tromped through The Narrows (holy smokes!) and hauled our cookies up Angel’s Landing (<gulp>).

Somewhere along the trail, she asked “Can’t people just use AI to build their websites? Or won’t they be able to soon?”  And honestly, I’ve been asked this question a LOT lately, sometimes by prospective clients, by friends, by someone at a networking event. And now, by my big sis.

So, seems like it’s about time to put my thoughts into pixels on this.

Can AI Build A Website?

Short answer: Yes AI can build you a website, but….

Long answer incoming…

If you’re at all online, you’ve probably seen ads for the new AI tools included in platforms like Wix, etc. They claim that using their tools, you can “Create a beautiful website in 30 seconds with just a few clicks.” The ads feature lots of stock footage of smiling randos holding coffee mugs. Could it really be that simple?

As someone who’s been building sites since the 90s, I can tell you definitively that, technically, yes. AI can build you a website. The question is if it can build you the website you need to grow your organization – be it a nonprofit, small business, vanity site, etc.

The Website AI Can Build For You

Let’s say your goal is simply to have a website that exists. That’s all. It’s online. It loads. It has your logo or name and maybe a few paragraphs about what you do. If that’s all you’re after, AI might get you 80 percent of the way there, and fast. Heck, if you have low enough expectations, it might even get you 100% of the way there.

Photo of your AI-built website on its best day, and after your expectations were already in the basement.

At New Why, we almost never build websites that do next-to-nothing. A few times in our ten years, prospective clients have come to us asking for sites that simple, and on those rare occasions, we’ve encouraged folks to go to  Squarespace, Wix, or similar.  Their needs were super simple and didn’t merit a pro team. So. Not a match for us. But usually people want sites that are more than just some words on a page. People come to us when they need sites that do something.

And, the thing is, if you want that website to do something –  like build trust, bring in donations, explain your work clearly, or inspire someone to take action – you’ll need more than what AI can do.

What AI Website Builders Actually Do Pretty Well

To be clear, we’re not AI haters here at New Why. We’ve embraced it, and we’ve built a slew of custom GPTs that we’ve meticulously trained up to support our work according to our own standards, industry best practices, etc. We’ll give AI credit where it’s due. And AI website builders have their place – they can be helpful especially for folks on tight timelines and even tighter budgets. Here’s where they shine:

• Speed. You’ll get a site in minutes, not months.
• Design templates. Most platforms offer sleek, responsive layouts.
• Auto-generated content. Most offer filler text and image suggestions to keep you from having to face the dreaded blank page.
• Low cost. Most offer affordable plans, some even have free offerings.

If you’re launching a side hustle, testing a new idea, or creating a placeholder or “coming soon” page, AI builders might be the perfect fit. Ain’t no shame in the bootstrap game.

What AI Website Builders Can’t Do

But of course, they can’t do everything.

Your AI copy sharing a joyful moment with your audience on their journey through your website.

AI can mimic style, but not soul. And soul is exactly what most nonprofit and mission-driven organizations need front and center.

AI doesn’t know your audience’s lived experience. It won’t catch that your call to action should sound more like an invitation than a billboard. It won’t remind you to test your form so it doesn’t send user data into the void. It won’t ask you questions to find out what you really need. It won’t get to the heart of your offering. It won’t help you strategize.

Here’s where AI tools tend to stumble:

• Strategy
  What’s the user journey? What’s the goal? Who’s the site really for? Are you confident in your answers to those questions? Or are you just repeating what you’ve always assumed? A strong strategy isn’t about best guesses. It’s about surfacing real insight. A great consultative relationship with a web and marketing shop like New Why leads your organization through a bit of self-discovery. We don’t just take orders or regurgitate what you think your users want. We dig into the data. We ask uncomfortable (but hopefully clarifying) questions. We challenge assumptions. All so we can help you serve your audience in ways that are clear, thoughtful, and effective.
• Voice and Tone
  AI copy is fine. Like white rice, it will keep you going for a bit. You won’t starve, but you won’t thrive on it. And AI copy won’t make anyone say, “This organization gets me.” Generic copy makes your site feel like a clone of a clone. Real humans can tell the difference between placeholder language and something that actually sounds like you. Your audience deserves messaging that reflects your values, Chatbots and LLMs just spit out a milquetoast version of everything they’ve consumed. Blech.
• Conversion Design
  Good UX is more than good looks. It’s persuasion architecture. If you’re trying to convince perfect strangers to give you money – whether through donations, purchases, or memberships – you need to meet them where they are. That means anticipating their questions, removing friction, offering clear next steps, and presenting real reasons to act. Strategy-driven websites use content hierarchy, layout, calls to action, and microcopy to gently lead people to “yes.” AI isn’t wired to understand what builds trust in your specific audience. You are. And so are we.
• Accessibility
  Accessibility isn’t optional. It’s essential – for inclusion, for equity, for SEO, and, yes, for legal compliance. AI-generated sites often skip alt text, lack keyboard navigation, or fail basic contrast checks. Accessibility is about making sure your site can be used by everyone, including people who rely on screen readers, navigate by keyboard, or have cognitive disabilities. If your audience includes the public, you need to plan for all kinds of bodies and brains. AI rarely does that – it centers the dominant/average, by design.
• Integrations
  This is where things get really messy. Need your website to connect with Salesforce, Mailchimp, Classy, or a specific donation plugin? Want to pull in event listings from a third-party system or sync form submissions to a CRM? AI site builders don’t do that. They’re often locked into limited ecosystems or offer clunky, one-size-fits-all integrations. If your team is constantly copy-pasting between tools, or dealing with broken donation tracking, it’s probably time to move beyond a quick fix and toward a real system that works for your workflow.

Why Strategy Still Wins

A strong website doesn’t just tell people what you do. It guides them toward caring about it. That’s a strategy job, not an AI job.

You most likely need a site that:

• Speaks directly to your audience’s needs and questions
• Reflects your organization’s voice and purpose
• Follows SEO and accessibility best practices
• Builds trust and encourages action
• Can grow and scale with you

Your website is not a set it and forget it kind of thing. It’s your most available, most visible team member. And I guarantee you, you want it to be sharp, strategic, and human.

Where AI Can Actually Help (With a Human in the Loop)

I mentioned it above, but I want to reiterate: We’re not AI skeptics. We use it all the time for drafts, for brainstorming, for clearing writer’s block. The key is knowing where it’s useful and where it’s not.

Here are some of the ways you might see us using – or suggesting that you use – AI in a web development project for your org:

• Generate first drafts of page content
• Suggest meta descriptions or alt text
• Offer ideas for headlines or page layouts
• Help adjust structure for content you create to make it more SEO-friendly or accessible

Used well, AI can help your team – and ours – move faster so we can all focus more of our time on the bigger decisions. But it still needs a human editor to not totally botch the job. We’ve all heard nightmare stories about folks trusting AI for important things and getting bitten by it. Don’t be those guys.

When AI Builders Might Be Good Enough

Not every project needs a strategic deep dive. Below are some situations I can imagine recommending a client try using an AI generated site.

• Personal blogs.
  A place to write and share your thoughts without worrying about design or structure.
• Simple one-page informational sites.
  Maybe you’re putting up a landing page with your contact info, hours, or a short description of what you do.
• Small events.
  If the platform includes basic event listings or RSVP tools, it might handle a fundraiser, workshop, or community meetup.
• Zero-budget projects.
  When you have more time than money, an AI tool can give you a digital placeholder until you’re ready to invest in something more robust.

If that’s what you’re up to, then AI-built tools might an okay option – for now. It’s okay to start small and scrappy. Just know that good enough is rarely enough for long.

When It’s Time to Call in a Pro

If your site needs to do more like bring in donations, build credibility, connect with diverse audiences, or integrate with your backend systems, then DIY probably won’t cut it.

You’ll want to hire a great web team when:

• Your organization is growing and your website isn’t keeping up
• You need integrations like CRM, analytics, email, or forms
• You want to refine your messaging and calls to action
• You’re trying to serve multiple audiences effectively
• You’re ready to invest in a site that serves your mission

That’s where we come in.

Just Because You Can Doesn’t Mean You Should

Zoom in and you might see some hikers making their way up the ridge to the spot on the left!

If you haven’t hiked Angel’s Landing in Zion, it’s a super narrow ridge with chains locked into the rock to provide hikers with a slightly safer way of getting to the far edge. Technically, you can climb that narrow, exposed blade of rock without holding onto the chains. People do it. They survive. But is that a good idea? Probably not. Just because you can, doesn’t mean you should.

Same thing with websites. Just because you can build one with AI doesn’t mean it’s the smartest path. Sure, the tool will give you something that looks like a website, but without strategy, voice, accessibility, and integrations, it’s probably not bringing a ton of value to your org.

Your organization deserves intentional design, authentic voice, and a strategy that guides people from curiosity to connection.

If you’re ready to build a website that works as hard as you do, let’s talk.