How to Write a Brief That Gets a Good AI-Generated Website

Think of the brief as a conversation with a smart newcomer

The AI is capable but knows nothing about you. Imagine briefing a talented copywriter and designer on their first day. They would need to know what you sell, who buys it, why you are different and how you want to sound. That is the whole job of the brief.

The business description

This is the most important field. Cover five points in plain sentences.

1. What you do and for whom.
2. Where you work: city, region, online.
3. What makes you different: method, experience, guarantee, speed.
4. How a customer works with you: the steps from first contact to result.
5. The main action you want visitors to take.

Weak and strong examples

Weak: “We are a cleaning company. We do quality cleaning.” Strong: “Cleaning service for apartments and small offices in Dnipro. We use fragrance-free products suitable for families with children. Fixed price agreed by phone before we arrive. Customers book by calling or leaving a request, and we confirm within one hour during working days.”

Only include claims that are true. The AI will repeat what you say, and you are the one responsible for it on the live site.

Tone of voice

A tone of “professional” is too vague to help. Describe it with a contrast or a reference.

• “Warm and plain-spoken, like a neighbour who happens to be an expert. No jargon.”
• “Formal and precise. Short sentences. We serve lawyers and accountants.”
• “Playful, short punchlines, we talk to people under 30.”

Also say what to avoid: exclamation marks, superlatives, slang, anything that would sound out of character for you.

Pages

Resist the urge to ask for everything. Four or five focused pages almost always beat ten thin ones.

• Home: who you are and the main action.
• Services or products: one page, or one page per major service if each has its own audience.
• About: people, story and proof of experience.
• Contacts: phone, e-mail, address, hours, map.
• Optional: price list, portfolio, FAQ.

If you plan to rank for several distinct services, give each its own page; the logic is explained in SEO basics for a new small-business site.

Blocks

Blocks are the building pieces inside each page: hero, list of services, benefits, steps, reviews section, FAQ, contact form, map. Choose them by the job of the page, not by habit.

• Home: hero, short services overview, why us, how it works, FAQ, contact call to action.
• Services: the list, details, price hints, FAQ.
• About: story, team, values.
• Contacts: details, form, map.

Include a reviews section only if you have real reviews to put into it. A placeholder section with nothing real in it is worse than none.

Language, palette and corners

Pick the site language your customers read. Choose a palette that matches your brand: if you have a logo, take its main colour. Rounded corners feel friendly and modern, sharp corners feel precise and serious. These are quick choices, and you can change them later in the editor.

The reference screenshot

A reference lets you show instead of tell. Pick one site that has the structure or the mood you want, not necessarily from your industry, and upload a screenshot. The AI uses it as inspiration for layout and feeling, it does not copy the content. Choose a screenshot of the whole page, not only the top. The reference feature is part of the Pro and Agency plans; check the pricing page for details.

Contacts and facts

Put real contact details in the brief, or you will have to fill them in by hand afterwards. Add working hours, the service area and anything a visitor needs before calling. If you have prices you are happy to publish, list them.

A checklist before you press generate

• Does the description state what, for whom and where?
• Is there at least one thing that sets you apart?
• Is the tone described with an example or contrast?
• Are the pages few and focused?
• Are the facts true and the contacts real?
• Did you attach a reference if your plan includes it?

Still, no brief is perfect on the first try. Generate, read, adjust and, if needed, redo a single block rather than the whole site. The full flow from sign-up to publishing is in How to create a business website with AI in one evening.

A worked example

Imagine a small physiotherapy practice. A strong brief might say: “Physiotherapy clinic in Odesa, two therapists, appointments for back pain and sports injuries. We explain each exercise and give a short home plan. Booking by phone or online request. Tone: calm, reassuring, plain language, no medical jargon. Pages: Home, Services, Team, Contacts. Home blocks: hero, services, how a visit works, FAQ, contact call to action.”

In four sentences it fixes the audience, the place, the method, the tone and the structure. The result will not be perfect, but it will sound like that clinic rather than like any clinic.

When to keep it short

A long brief is not always better. Repeating yourself or adding vague adjectives dilutes the useful facts. Prefer concrete details over adjectives, and one clear instruction over three overlapping ones. If a sentence does not change what the site should say or how it should look, cut it.