How we could embrace AI to improve our website templates for new businesses in the future.
We don’t plan to replace our designs with AI, but to use AI to make each template faster to personalise, more conversion-focused, more accessible and better at generating the right content for the specific business. We currently list around 30 designs across sectors including hospitality, health, creative, professional services, property, weddings and e-commerce.
Below is our our traffic light assessment of Improvements AI could give you when you buy one of our website templates:
The Awesome🟢 Green The contemporary marketing/social-media positioning is already a strong fit for AI. AI could make it substantially more powerful by automatically generating a brand-specific homepage, social-proof messaging, service descriptions, SEO copy and calls-to-action from a short business questionnaire. AI could also suggest which sections to prioritise based on the user's target customer and improve mobile conversion copy.
The Fitness 🟢 Green AI could turn this from a generic fitness/wellbeing template into a personalised client-acquisition site by generating programmes, trainer bios, FAQs, transformation stories, class descriptions and personalised CTAs. A particularly useful feature would be an AI assistant that turns a trainer's existing Instagram/social content into website content, saving the customer significant setup time.
The Cafe 🟢 Green The one-page scrolling structure is ideal for AI-assisted content generation. AI could create the menu presentation, local SEO copy, opening-hours messaging, booking prompts and seasonal promotions, while an AI image/content assistant could help a café owner turn a handful of photographs and menu items into polished website sections.
The Pages 🟢 Green Because this is positioned for health, fitness, wellbeing and lifestyle businesses, AI could intelligently adapt the same structure to different practitioners—for example a nutritionist, therapist, coach or personal trainer. A short onboarding questionnaire could automatically populate the navigation, page hierarchy, service descriptions, FAQs and SEO metadata.
The Pie 🟢 Green Its simplicity is an advantage: AI could make the one-page site almost self-building. The customer could provide a business name, menu/services, location and a few photos, and AI could produce the headline, introduction, product descriptions, FAQs, CTAs and local SEO content. This would make the template particularly attractive to small businesses wanting to launch extremely quickly.
The Delicious 🟢 Green The hospitality/food focus and booking functionality create strong opportunities for AI. AI could generate restaurant descriptions, menu copy, event promotion, booking CTAs and blog content, while analysing the customer's offer to recommend the most persuasive homepage structure. AI could also help keep seasonal menu and promotional content fresh.
The Media 🟢 Green This template could benefit heavily from AI because creative businesses often have plenty of raw material but struggle to turn it into effective website copy. AI could analyse a portfolio, videos or existing social posts and generate project descriptions, case studies, service pages, bios and SEO titles while preserving the creator's tone of voice.
The Gorgeous 🟢 Green The stylish coaching/wellbeing positioning could be enhanced by an AI brand-personalisation layer. AI could take the customer's existing branding and recommend typography, imagery, messaging hierarchy and CTAs, then generate polished copy for coaching packages, testimonials, FAQs and about pages.
The Photographer's 🟢 Green AI could be particularly valuable here because the photography itself is the product. An AI portfolio assistant could categorise images, suggest portfolio groupings, generate accessible alt text, write project captions and create commercial case-study copy. AI could also identify which images are likely to work best in the homepage hero and portfolio sections.
The Hospitality 🟢 Green AI could transform this into a much more useful hospitality starter kit by generating accommodation descriptions, local-area guides, FAQs, booking copy and guest information. An AI assistant could also create different versions of the copy for hotels, B&Bs, holiday lets and restaurants, rather than leaving the buyer to adapt generic wording themselves
The Store 🟢 Green This is one of the strongest candidates for AI because e-commerce involves large amounts of repetitive content. AI could generate product descriptions, category copy, SEO metadata, FAQs, comparison content and promotional campaigns from basic product information. It could also recommend cross-sells and rewrite copy for different customer segments.
The Bonkers 🟡 Amber The animated/experimental design already provides visual differentiation, but AI should be used carefully so it doesn't add complexity simply for novelty. The best opportunity would be AI-generated creative direction—helping the customer choose imagery, motion concepts, headlines and brand language that fit the unusual visual style while checking that accessibility, performance and usability aren't compromised.
The Clouds 🟢 Green The distinctive scrolling/background movement could be paired with AI-generated visual storytelling. AI could analyse the business and recommend which sections should use imagery, video, testimonials or product shots, then generate the supporting copy. This would help prevent customers from simply inserting generic text into a highly visual template.
The Services Business 🟢 Green AI could make this much more effective for trades and outdoor/property services by generating service-specific landing pages, location pages, FAQs and quote CTAs. A simple questionnaire could produce tailored versions for landscapers, cleaners, gardeners, builders, maintenance companies and similar businesses, dramatically reducing customisation time.
The Tradesman's 🟢 Green This conservative property/interiors design could use AI to turn project photographs and rough notes into professional case studies. AI could also generate service descriptions, before-and-after narratives, trust messaging, local SEO pages and quote-request copy, giving traditionally less marketing-focused businesses a much stronger online presence.
The Wedding 🟢 Green AI could make the template much more personal by generating romantic but non-generic copy based on the couple's story, venue and style. For wedding businesses, AI could also produce supplier/service descriptions, FAQs, package information, planning guides and enquiry responses, reducing the amount of writing required from the customer.
The Wedding Services 🟢 Green AI could tailor the design automatically for photographers, florists, venues, planners, celebrants and other wedding suppliers. It could generate service/package descriptions, testimonials, FAQs, portfolio captions and enquiry CTAs while adapting the tone to the particular type of supplier.
The Lifestyle 🟢 Green AI could help lifestyle brands turn an attractive but potentially generic design into a distinctive brand experience. It could generate brand voice, product/service storytelling, editorial content, product descriptions and personalised CTAs, while recommending which content should appear above the fold.
The Event Planner 🟢 Green AI could be used to generate event-specific landing pages and proposals from a few inputs such as event type, audience, venue and objectives. It could also create packages, FAQs, timelines, testimonials and enquiry messaging, making the template much more useful for planners who need to demonstrate different types of events.
The Wellness 🟢 Green AI could personalise this template for therapists, wellbeing coaches, practitioners and lifestyle brands by generating service explanations, practitioner bios, FAQs and educational content. An AI content assistant could also make complex wellbeing information easier to understand while maintaining an appropriate professional tone.
The Healthcare 🟡 Amber/Green AI offers significant benefits here, particularly for explaining services in plain English, generating FAQs, improving accessibility and creating local SEO content. However, this template needs stronger guardrails than most because healthcare copy can become misleading or clinically inappropriate; AI should assist with content rather than independently creating medical claims.
The Spa 🟢 Green AI could generate treatment descriptions, package ideas, FAQs, booking CTAs, gift-voucher copy and seasonal promotions. A particularly useful feature would be an AI content wizard that asks about treatments, target clientele and location and then creates a complete first draft of the website rather than requiring the owner to write everything manually.
The Boutique 🟢 Green The hotel/Airbnb positioning is highly suited to AI-generated storytelling. AI could turn property details, photographs and local attractions into polished accommodation descriptions, room pages, local guides, FAQs and booking copy. It could also automatically create different messaging for luxury, family, romantic or business travellers.
The Office 🟢 Green AI could modernise the conventional corporate design by generating highly specific service pages, team profiles, case studies, FAQs and thought-leadership articles. For accountants, lawyers and professional firms, the biggest value would be turning technical information supplied by the client into clearer, client-friendly website copy without losing professionalism.
The Specialist's 🟢 Green The flexible property/interiors/construction structure is well suited to AI-assisted customisation. AI could identify the business type and automatically adapt the navigation, services, case-study structure and calls-to-action. It could also turn project notes and photographs into polished case studies and generate location-specific SEO pages.
The Cafe 🟢 Green AI could make the template particularly easy for independent cafés by automatically creating menu descriptions, location-based SEO content, event announcements, booking prompts and seasonal campaigns. The strongest opportunity is a “give us your menu and photos” workflow that produces most of the site's initial content automatically.
The The Pages / health & wellbeing positioning 🟢 Green AI could create different versions of the template for therapists, coaches, practitioners, fitness professionals and lifestyle businesses. Rather than simply changing placeholder text, AI could restructure the content according to the customer's business model and generate the relevant services, FAQs, testimonials and calls-to-action.
The Brand 🟢 Green This template is particularly suitable for an AI-powered brand setup tool. A user could upload a logo and existing brand material, and AI could recommend colours, typography, tone of voice, imagery and page messaging before automatically populating the template.
The Scrolling 🟢 Green/Amber The creative scrolling concept already differentiates the design, so AI should focus on making the storytelling more intelligent rather than adding more effects. AI could recommend the sequence of sections, generate concise scroll-friendly copy and select the strongest visual assets, while also checking mobile usability and performance.
Overall traffic-light view
🟢 Green — 24+ templates: Almost every template could benefit immediately from AI because the core opportunity is automated personalisation: ask the buyer a handful of questions, understand their business, and populate the existing design with appropriate copy, images, navigation, CTAs, FAQs and SEO.
🟡 Amber — Bonkers, Healthcare and the highly animated/visual designs: AI is still valuable, but it needs more human control. With Bonkers, AI should protect usability and performance; with Healthcare, it should protect accuracy and avoid unsupported medical claims.
🔴 Red — none of the templates need an AI redesign. The stronger commercial proposition would be to make the existing templates AI-ready.
The biggest strategic opportunity: Eventually we plan to add an AI Website Builder layer that sits across the whole template library. The customer selects a template → answers 8–10 questions → uploads a logo/photos if they have them → AI selects the appropriate sections → writes the copy → creates SEO titles/descriptions → suggests imagery → populates the template → gives the customer a “make it more professional / more friendly / more premium / shorter” editing assistant. That would make our existing £195.00 template proposition substantially more differentiated.