By Kirby Mack, Vice President of Digital Media at Simplicity Lone Beacon
AI… It’s all the rage. It’s all anyone is talking about, from content writers, Hollywood, to Congress. AI is here, so what should we do about it? Of course, with all new technology, it’s ever-growing and ever-changing. So why wouldn’t someone figure out a way to have AI make a stunning professional website in minutes? Sounds great, but there are two problems with this promise:
- Stunning
- Professional
To prove my point, I tested some AI website-generating tools and asked them to create just what they promised: beautiful, stunning, state-of-the-art, professional websites. And here is what I found.
Don’t be fooled. AI-generated websites are websites that are powered by artificial intelligence (AI). They use computer algorithms to create web pages and content, eliminating the need for manual coding and design. AI-generated websites are said to provide users with a more personalized experience tailored to their individual needs and preferences. But really, all the tools I tried provided a very basic foundation. Think of it like a Word Document Template sprinkled with a lot of stock images.
I’m sure AI will eventually be able to outcode and out-design me and every top-notch developer out there in certain aspects. But today is not the day. Most AI-generated website tools that I used were not technically using AI to generate the website. Let me explain. These tools either use already premade templates or have you choose the theme first and then plug in the AI-generated content and stock images afterward. It appears to me the only real AI-generated part is the written content. And even then, in an industry such as financial planning, one that relies heavily on compliance and the personal human touch, AI-generated content could possibly be a liability.
So, let’s run down the glaring issue I have seen with these AI-generated websites:
- They Do The Bare Minimum.
- When creating these examples, I was typically only asked 3 questions. What industry are you in? What is your location? What is your company name? That’s not a lot of information given. Do you really want to stake your company on that little amount of knowledge and understanding? Only one of these tools asked me to provide a detailed description of my business and services. But even then, they limited the amount of characters I could use. Using these answers, the “AI” would pre-populate a layout and place the content in. The problem is there is no real creativity. They all seem to follow the same format/layout. Not to mention, all the content is as broad and generic as it can be. There is nothing tailored uniquely to you.
To put things into perspective, when we build a website for a client, the following happens: On average, there are at least 3 1-hour meetings dedicated to their business, their brand/messaging, their firm’s SWOT, specialty target audiences and services, etc. We conduct exercises, questionnaires, and studies with the client and review them one-on-one. We also include another couple of meetings specific to their email strategy, digital advertising strategy, content creation, etc. All in all, we dedicate dozens of hours worth of time and information so we can truly understand you and your brand. Allowing us to build the best possible website for you.
One example of an AI-generated site
- When creating these examples, I was typically only asked 3 questions. What industry are you in? What is your location? What is your company name? That’s not a lot of information given. Do you really want to stake your company on that little amount of knowledge and understanding? Only one of these tools asked me to provide a detailed description of my business and services. But even then, they limited the amount of characters I could use. Using these answers, the “AI” would pre-populate a layout and place the content in. The problem is there is no real creativity. They all seem to follow the same format/layout. Not to mention, all the content is as broad and generic as it can be. There is nothing tailored uniquely to you.
- They Lack Content.
- The content provided by these tools was very sparse, often not even meeting the necessary word count for SEO, which allows your website to rank on Google. And certainly, the content is missing your localized (location-based) SEO keywords. Typically, you want your home page to be at least between 400-600 words. And within that content, you want prominent keywords like your company name, specific services, and locations. You can see from the examples provided that even if you used AI for the layout, you would still need an expert to write and replace the copy to make your website organically rank.
Annother example of an AI generated site
- The content provided by these tools was very sparse, often not even meeting the necessary word count for SEO, which allows your website to rank on Google. And certainly, the content is missing your localized (location-based) SEO keywords. Typically, you want your home page to be at least between 400-600 words. And within that content, you want prominent keywords like your company name, specific services, and locations. You can see from the examples provided that even if you used AI for the layout, you would still need an expert to write and replace the copy to make your website organically rank.
- They Lack Options.
- The nice thing about custom websites is the bells and whistles. Interactive elements, moving parts, eye-catching graphics, branded pieces, etc… None of which exist with the AI tools. There is no brand message. No personalized photos. It’s as limited as it can be.
- There Is No Human Touch.
- The biggest thing missing with ANY AI-generated content is the human touch. This is why I firmly believe AI will never replace us. The human touch is a special thing that you can not reproduce. In the case of your website, the human touch refers to two things. First: you, your look, your brand, your voice. Second: the creator. AI won’t know what’s best for your client. They can’t provide them with the best user experience. You can just tell when things are made by a person or a robot.
A recent client gave us this feedback:
“We are receiving very positive feedback from our clients and prospects regarding our new website… specifically on it’s ease of use, it’s content, it’s design, etc…”
- The biggest thing missing with ANY AI-generated content is the human touch. This is why I firmly believe AI will never replace us. The human touch is a special thing that you can not reproduce. In the case of your website, the human touch refers to two things. First: you, your look, your brand, your voice. Second: the creator. AI won’t know what’s best for your client. They can’t provide them with the best user experience. You can just tell when things are made by a person or a robot.
- They Offer No Specialty Pages.
- Most tools only provided me with three pages. Home, About and Contact. What if I have a radio show or podcast? What about my events? I’m sure some of these offered options to add additional service pages. But I did not see those options within the parameters I was given. What about a secure file upload? Or a place to house my Market Update videos? Clearly, you still need the human mind to create these types of pages.
In the end, you should invest in a real website, custom-built for you and your needs. Biasedly, I say use Simplicity Lone Beacon. We have provided hundreds of websites for the financial industry. And if done properly, it will pay off in spades.
It’s said in today’s world that you must have a digital presence, and I agree. However, sometimes, no presence at all is better than a really poor attempt. Remember, we don’t get a second chance at a first impression, and perception is reality. Cliche, isn’t it…
Click On An Image Below To Review All AI-Generated Websites.
