Many small business owners choose AI website builders like Wix ADI, Squarespace, or the latest AI generators because they promise fast, affordable websites in minutes. The appeal is understandable: tight budgets, limited technical knowledge, and the pressure to get online quickly.
But here's what happens next: the website goes live, and then... nothing. No enquiries. Poor Google rankings. Visitors leave within seconds. The "cheap" solution becomes expensive when it fails to generate business.
This case study examines what actually happens when businesses choose AI-generated templates versus professionally built websites, and provides a framework for making the right decision for your business.
An honest look at AI-generated websites
"This site was generated in under 10 minutes using an AI website builder."
"Strategically designed and built to achieve specific business goals."
Side-by-side performance analysis
| Factor | AI Website Builder | Custom Development |
|---|---|---|
| Page Load Speed | 4-8 seconds (often fails Core Web Vitals) | Under 2 seconds (optimised code) |
| Mobile Responsiveness | Template-based, may break on some devices | Built mobile-first, tested across devices |
| SEO Foundation | Basic meta tags only | Schema markup, semantic HTML, full optimisation |
| Unique Design | Same as thousands of other sites | 100% unique to your brand |
| Conversion Elements | Generic contact forms | Strategic CTAs, booking systems, lead capture |
| Code Ownership | Locked to platform, can't migrate | You own everything, host anywhere |
| Scalability | Limited by platform features | Unlimited growth potential |
| Local SEO | Basic support | Full geo-targeting, Google Business integration |
What you can expect from a professionally built website
Load Time
vs 4-8s for AI builders
PageSpeed Score
Google Core Web Vitals passed
SEO Ready
Schema, meta tags, headings
Better Conversions
Strategic CTA placement
Honest note: These metrics represent typical performance differences between optimised custom sites and AI-generated templates. Individual results depend on content quality, target market, and ongoing marketing efforts. We don't promise specific revenue numbers because that depends on many factors beyond website design.
We're not here to trash AI website builders. They have legitimate use cases, and being honest about this helps you make the right decision for your situation.
The bottom line: If your website needs to generate business, an AI builder is likely costing you customers and revenue every day it's live.
Every website decision is made with purpose
Every page is structured for search engines from day one. Proper headings, schema markup, semantic HTML, and technical SEO built into the foundation.
We map out the user journey and place calls-to-action where they'll actually get clicked. Every section has a purpose in moving visitors toward becoming customers.
Clean, efficient code that loads fast on any device. We optimise images, minimise requests, and ensure your site passes Google's Core Web Vitals.
For South African businesses, we implement geo-targeting, local schema, and Google Business integration to help you dominate your local market.
Get a free website audit or comparison. We'll analyse your current site (or your competitors') and show you exactly what's working and what's holding you back.
No obligation | Honest assessment | Actionable insights