What makes an AI-generated website feel specific to the business instead of generic?

This has been one of the hardest product questions I’ve worked through while building Instantsite.

Generating a website is relatively easy.

Generating one that actually feels like it belongs to that specific business is much harder.

The more I worked on it, the more obvious it became that visual style alone isn’t enough.

A website starts to feel specific when the business description changes real decisions:

• which pages should exist
• which sections actually matter
• what information deserves priority
• how the copy should sound
• what the calls to action should optimize for
• how the design should support the business rather than sit on top of it

A med spa, a plumbing company and an interior design studio shouldn’t feel like the same template with different colors and images.

They should have different priorities, different structure, different language and different visual direction.

That became one of the core ideas behind Instantsite V1: the business description isn’t just a prompt used to generate some copy. It becomes the brief for the whole website.

I’m curious how other makers and designers think about this:

What is the first thing that makes you look at an AI-generated website and think, “this feels generic”?