Podcast
143 - Navigating AI in Website Design: The Future of Smarter and More Personalized Sites
Artificial intelligence is changing web design. With AI in website design, businesses can create a functional AI website in just a few minutes. AI tools now handle layouts, content, coding, and some UX elements. For startups, a free AI website builder or AI site builder provides a low-cost, fast way to test ideas. Many website builders include web hosting and a free plan, making it easy to start without a heavy investment.
In this episode of the SEOLeverage Podcast, Gert Mellak chats with Greg Merrilees, founder of Studio1 Design. They discuss the rise of AI-powered website builders, what works (and what doesn't), and how brands can utilize technology without losing the human touch.
Key Takeaways:
- AI is a tool, not a replacement. It speeds up website creation but does not replace strategy.
- Understand user behavior. Visitors now come from AI, social media, and search engines.
- Personalization matters. AI-powered customization can boost engagement and conversions.
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Table of Contents
The Rise of AI in Website Design
AI has made building websites faster than ever. Tools like Replit and Cursor can generate pages in minutes. But as Greg explains, that’s not always a good thing.
“If you’re just starting out,” he says, “AI is great for testing ideas. It’s fine to use templates or quick-build tools to see what works. But once your business grows and you’ve built real content and traffic, replacing everything with an AI-generated site is risky.”
Many businesses forget this. They see AI as a shortcut and skip over the basic principles of user experience, design psychology, and conversion strategy. Greg’s point is simple: AI doesn’t fix bad strategy. The best websites, even in the age of automation, still rely on fundamentals.
Why DIY Website Design Doesn’t Always Work
With so many tutorials and tools available, it’s easy for small business owners to think they can do it all themselves. Gert notes that many entrepreneurs try to build their sites using AI and free templates.
Greg agrees that this can work, but only for brand-new businesses. “If you’ve already built an audience and your content ranks on Google,” he says, “don’t throw it all away for a new AI site.”
Established businesses need a different approach. A redesign should build on existing results, not reset them.
Greg’s advice:
- Test before you rebuild. Use data like heat maps, analytics, and user feedback to see what’s actually working.
- Keep your SEO foundation. Replacing content or URLs can destroy years of ranking power.
- Work with experts who understand your audience. Design is not just about looks — it’s about how people feel when they land on your site.
The Shift in How Visitors Find You
In the past, websites were the first place potential customers discovered a business. Now, that’s changed.
People might first hear about you on social media, Reddit, or even through an AI tool like ChatGPT. By the time they land on your site, they might already know who you are — or at least trust the AI that recommended you.
That means today’s visitors are often warmer leads, but their expectations are higher. When they reach your site, they don’t want to be convinced you exist — they want proof that you’re the right choice.
To meet that need, Greg recommends creating personalized paths for visitors based on where they are in their buying journey. For example:
- Cold visitors might see a simple lead magnet or free resource.
- Warm visitors might get an interactive quiz or product selector.
- Returning customers might see loyalty offers or upsell suggestions.
In short, your site should adapt to user intent — not treat every visitor the same.
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Where E-Commerce Sites Go Wrong
When Greg analyzes e-commerce sites, one issue stands out: product pages that don’t sell.
A good product page should tell a story and answer every possible question a buyer might have. Greg recommends including:
- Reasons to choose your brand over competitors
- Comparison charts that highlight your strengths
- User-generated content (UGC) like real customer photos or videos
- Testimonials that show how your product works in real life
He also suggests using a sticky “Buy” button so customers can purchase anytime without scrolling back up. This approach transforms each product page into a self-contained landing page — one that educates, builds trust, and converts.
Using Data to Guide Design Decisions
Redesigning a site shouldn’t start with colors or layouts, but it should start with data.
At Studio1 Design, Greg’s team uses:
- Heat maps to see where users click or stop scrolling
- Session recordings to watch how visitors move through a site
- Surveys and polls to understand user intent
- Mobile behavior tracking to optimize for smaller screens
One overlooked area? The mobile menu.
Many sites just copy their desktop navigation into the mobile dropdown. But users behave differently on phones. “Most people on mobile are just looking for bestsellers or top categories,” Greg says.
This kind of testing also helps find what Gert calls “revenue leaks.” Every unnecessary click, confusing layout, or missing detail is a potential leak — and closing those gaps can lead to big gains.
The Role of Personalization
Personalization is no longer optional. Visitors now expect it.
Think about how Netflix, TikTok, or Amazon operate. Everything they show you feels tailored because it is. While small businesses can’t compete with that scale, they can still add small touches that make a difference.
Greg’s team uses AI chat tools like Delphi, an interactive assistant that helps website visitors find what they need. It remembers past conversations and guides them to the right service or product.
When to Redesign (and When Not To)
Every business owner wonders when it’s time for a redesign.
Greg’s advice is simple: don’t redesign just for the sake of it. Instead, look at your numbers. Are sales dropping? Are competitors doing something different? Is your brand starting to feel outdated?
If yes, it might be time to refresh. But don’t start from scratch. “Be careful,” Greg warns. “If you completely reinvent your site, you could alienate existing customers.”
As Gert puts it, “Your website is never finished.” There’s always room to test, refine, and improve.
Smarter, More Human AI-Powered Websites
AI will keep shaping how websites are built and personalized. But web design still comes down to understanding people.
Visitors want to feel understood. They want a smooth experience. They want to know they can trust you.
That’s something AI can’t fully automate, but at least not yet.
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