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How to write effective AI website prompts
Building a website with artificial intelligence all comes down to the prompts you feed it. AI website prompts act like the blueprint, shaping how your site looks, feels, and works. The better your prompt, the better the site.
In this guide, we’ll cover how to write AI website prompts that actually work, share effective AI prompts for websites, and point you to a website prompt gallery for fresh ideas.
What are AI website prompts?
When you build a site with an AI tool, everything starts with the prompt you give it. AI website prompts tell the builder what kind of site you want and what’s critical to you.
A good prompt guides the design, title, layout, and even the features you need. For example, if you say, “Build a modern website for my law firm with a clean design, client reviews, and an easy appointment form,” the AI knows you want something polished that builds trust.
On the flip side, if you only type, “Make a website for my business,” you’ll probably end up with something plain or outdated, the kind of site many business owners complain about when they say it “looks like a college student made it.”
Bad prompt:
Good prompt:
The difference is huge. The first prompt makes the common mistake of being too vague. If your prompt is too vague, the AI can’t capture what makes you different as a person or business. Meanwhile, the second prompt gives the AI clear direction, so the end result looks and feels more like your brand.
The response you get back depends on how much detail and direction you provide. That’s why being specific makes such a big difference. Providing clear inputs helps the AI create a site that feels professional, reflects your brand, and works the way you need it to.
In fact, according to a study, nearly half of the improvement in AI-generated results comes from how users write and refine their prompts. So if you’re trying to look more credible, get more leads, or avoid a generic design, better prompts give you a head start.
How an AI prompt shapes your website
When you’re using AI to build a website, the prompts you give are basically your commands for how the site should turn out. Think of them like giving an in-depth guide to a designer.
1. Layout & structure
Your prompt can decide where everything goes, from menus and buttons to hero sections and service highlights. If you’re specific about what you want on the homepage versus a service page, the AI can organize it so visitors can easily find what they’re looking for. With a strong prompt, you can guide the AI effectively without touching a single line of code.
2. Design & branding vibes
Prompts also steer the look of your site. Want a sleek, modern feel or something colorful and bold? Saying it up front helps the AI pick colors, fonts, and images that match your brand, so the site feels consistent and polished.
3. AI content tone and focus
The words on your site matter just as much as how it looks. Your prompts can guide the AI to be casual, professional, friendly, or playful. That way, the copy speaks to online users in a way that feels natural and on-brand.
Strong prompts save you time and stress. They make sure the AI builds a site that’s closer to launch from the first draft, cutting down on extensive edits. They also help your site actually work for your business by streamlining content creation, highlighting the right services, guiding visitors, and boosting conversions.
5 elements of an effective AI website prompt
When you’re writing prompts for your AI-built website, the details you include can completely change the outcome. The more context you give, the more likely you’ll get a site that matches your business. Here are the must-have elements, with AI prompt examples to show how it works.
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Business description
Tell the AI what your business does and who it serves. This sets the stage for everything else. Include specific details, like your target customers’ age range or favorite products.
Example:
“I run a local bakery that specializes in sourdough bread and custom cakes. Most of my customers are families and young professionals in my neighborhood.”
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Tone of voice
Decide how you want your website to sound. Should it be formal, friendly, playful, or high-end?
Example:
“Use a warm, approachable tone — like you’re inviting someone into the bakery. Avoid jargon or overly technical language.”
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Design preferences
Explain the vibe you want your site to give off. Minimal, bold, modern, elegant; it’s your choice. Add details, like emphasizing white space, using specific color palettes, or highlighting certain visuals.
Example:
“I’d like a modern, minimal design with neutral colors and lots of white space. Photos of the bread and cakes should stand out as the main visuals.”
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Features you need
List the tools or functions you can’t go without (e.g., gallery layout, form fields, or payment options). This ensures the AI includes them in the first draft.
Example:
“Please include an online ordering form, a gallery of past custom cakes, a blog for baking tips, and a simple payment system.”
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Examples and inspiration
Show the AI what you like by pointing to other websites. Even a quick reference helps. Specifying elements (like a menu style, font choice, or layout feature) helps steer the design in the direction you want.
Example:
“I like the clean look of Blue Bottle Coffee’s website but want mine to feel more community-focused and cozy.”
AI website prompt examples by industry
Sometimes the easiest way to learn how to write better prompts is by seeing different types of prompts in action. Below are several examples from the B12 Prompt Gallery.
Consulting & coaching
Consulting and coaching websites are all about trust and expertise. The goal is to show professionalism while keeping things approachable.
Here’s a look at an example prompt you might use for a consulting or coaching website. It shows how a few clear details (like the business type, location, and style) can help the AI create a site that looks professional and fits the brand perfectly.
Why it works:
This prompt nails the industry vibe. Crypto is modern and data-driven, so the request for dark mode, clean visuals, and market commentary fits perfectly.
Final website includes:
A polished homepage, clear service listings, and an easy-to-use contact form.
Legal services
Legal service websites need to feel trustworthy and straightforward. The example prompt below shows how simple details (like listing practice areas and adding partner names) help the AI understand what matters most.
Why it works:
The prompt is short but specific. The AI knows exactly which practice areas to feature and who to spotlight on the team.
Final website includes:
Dedicated pages for practice areas, professional bios for each partner, and a straightforward contact form for leads.
Real estate
Real estate websites should feel welcoming and easy to explore. The example prompt below shows how adding a few details (like location, focus, and team members) helps shape a site that feels local and personal. It’s clean, modern, and gives visitors everything they need to learn about the firm and get in touch.
Why it works:
The prompt communicates the niche (sustainable properties), location, and style (minimalist) while giving the AI a clear list of must-have pages.
Final website includes:
A clean homepage, team bios, property listings, client testimonials, and a sleek contact form.
Financial & mortgage services
Financial and mortgage websites work best when they feel reliable and easy to navigate. The example prompt below shows how clear direction (like using calm colors and listing key services) helps the AI build a site that feels stable and approachable. It highlights expertise while keeping things simple for potential clients.
Why it works:
The prompt ties design (blue/white for trust), location, and service offerings into one cohesive ask.
Final website includes:
Service pages for planning and retirement, team bios, client testimonials, and a secure form for new clients.
Creative portfolios
Creative portfolio websites should instantly show off personality and style. The example prompt below highlights how adding details like location, color palette, and design vibe helps the AI create something that feels authentic and eye-catching. It’s all about making the work stand out while keeping the site easy to browse and inviting.
Why it works:
The details included in the prompt are all about visuals, which makes sense for a makeup artist. It highlights the need for style and personal branding.
Final website includes:
A stylish homepage, service menu, photo gallery, press clippings, and a booking form that makes it easy for clients to schedule.
4 tips to refine your AI website prompts
The trick in writing prompts is to treat it like a work in progress. Start simple, then keep adjusting until the AI gets it right. Every edit is helpful in refining your AI interactions and produces stronger, more accurate website drafts.
Here are a few ways to make your prompts sharper and more effective:
Start broad, then iterate
Don’t stress about nailing it on the first try. Begin with a general description of your business, then refine. For example, start with “I own a coffee shop” and build up to “I own a coffee shop in Austin that specializes in fair-trade beans and cozy, modern vibes.” You can also include your target audience. Each round gives you better results.
Keep a simple log of the prompts you’ve tried and the results you got. That way, you can spot what clicks, what flops, and keep tweaking as you go.
Use industry-specific terms
The AI will do a better job if you talk the way your industry does. A fitness trainer should mention “personal training programs” or “nutrition coaching,” while a lawyer might highlight “family law” or “estate planning.” These details help the AI quickly generate content that feels on-point instead of generic.
Include business goals
Think about your desired outcomes for your website. Do you want more leads, online sales, or just stronger brand credibility? Adding this into your prompt gives the AI direction beyond just looks and layout and helps it prioritize features and content aligned with your objectives.
Keep it conversational
Write your prompt like you’re describing your business to a friend. Think of it like a casual chat or conversation. Skip the jargon and keep it natural and engaging. The clearer and more relatable your description, the easier it is for the AI to capture your voice.
As B12’s content lead puts it, “When people get too formal in their prompts, the results can feel stiff. The best websites come from prompts that sound human, like you’re just telling your story out loud.” As you write more prompts, you’ll start noticing patterns that get you the best results.
Using B12’s prompt gallery for inspiration
Not sure where to start with your own prompt? The B12 Prompt Gallery is a great place to get ideas. You can browse real examples from all kinds of industries (law firms, real estate, creative portfolios, financial services) and see how different, new prompts lead to different website styles.
The best part? You don’t have to copy them word for word. Use the gallery as a jumping-off point, then tweak the details to fit your business. Maybe you love the layout of a real estate site but want to swap in your own services, team members, and brand vibe.
Even small adjustments, like updating headlines or reordering sections, can enhance your site’s final look and feel.
With the B12 platform, once you’ve got your prompt, the AI instantly generates a website for you. From there, you can fine-tune it yourself, ask the AI to make changes, or lean on human experts to polish things up. B12 has already powered more than 3 million websites.
It’s fast, flexible, and helps you go from idea to live website in way less time. Every B12 site also comes with secure hosting, HTTPS, and built-in TLS encryption, so your info and your customers’ data stay secure.
Conclusion
The whole point of writing strong AI website prompts is to get a site that actually feels like yours. The more detail you add, the better the results. Don’t be afraid to experiment. B12’s free Prompt Gallery makes it easy to test ideas, refine them, and see instant results.
Try writing your first AI website prompt with B12 today and watch your site come to life in minutes.
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