A prompt that works tells an AI website builder five things: what the business is, who it serves, which pages to build, how it should sound, and the one action a visitor should take. Leave the look to a reference screenshot or link, which describes design far more precisely than adjectives can. The 20 prompts below follow that pattern, grouped by business type, each with a short note on why it works.
The five parts of a prompt that works
| Part | Weak | Strong |
|---|---|---|
| Business | "A bakery" | "A sourdough bakery with one shop and a Saturday market stall" |
| Audience | "Everyone" | "Locals who pre-order for the weekend, and cafes buying wholesale" |
| Pages | (not mentioned) | "Home, Bread, Wholesale, Visit" |
| Tone | "Professional" | "Warm and plain-spoken, short sentences" |
| Action | "Contact us" | "Pre-order through our ordering page by Thursday" |
Tone is the most underrated part: "plain-spoken, short sentences" changes a site more than any color. And a specific action means buttons say something useful instead of "Learn more".
What to leave out
- Visual adjectives. "Modern", "clean" and "sleek" give the AI nothing specific, so it falls back on the most common look. Attach a reference instead. In FNJ's AI website builder a new site needs one anyway: a screenshot, the link of a public site, or your project folder, up to three per prompt.
- Features a marketing site can't have. FNJ builds marketing websites, not apps, so ask for "a button linking to our booking page", not "a booking system". The same goes for forms, checkout and log-ins.
- Gaps. Give real prices, hours and credentials, or a placeholder like [price], because an AI tends to fill gaps with plausible-sounding filler.
20 prompts, grouped by business type
Each assumes you also attach a reference for the look. Replace anything in brackets.
Local services
1. Plumbing and heating
A family-run plumbing and heating company covering [town] and nearby suburbs. Customers are homeowners with an urgent leak or a furnace due for service. Pages: Home, Services, Areas We Cover, Reviews, Contact. Tone: reassuring and direct. Main action: call us; put the phone number in the header on every page.
Why it works: it names the emergency and the planned job, so the home page serves both, and calling is how urgent jobs get booked.
2. Mobile dog grooming
Mobile dog grooming from a van that parks in your driveway, serving [area]. Clients are busy owners of nervous or older dogs. Pages: Home, Services and Prices, How It Works, FAQ. Tone: gentle and a little playful. Main action: book through our booking link.
Why it works: "nervous or older dogs" gives the copy an angle a generic grooming site never finds.
3. House cleaning
A two-person cleaning service offering weekly cleans and move-out deep cleans in [city]. Pages: Home, Regular Cleaning, Deep Cleaning, Prices, Contact. Tone: tidy, no fluff. Main action: request a quote by email.
Why it works: two different services get two pages, so each can target its own search.
4. Garden design
A garden design and build company doing patios, planting and full redesigns for homeowners with mid-size back yards. Pages: Home, Services, Projects, Process, Contact. Tone: confident and practical. Main action: book a site visit. Leave large spaces for project photos.
Why it works: garden work sells on finished photos, so it asks for room for them up front.
Food and hospitality
5. Neighborhood restaurant
A 40-seat Lebanese restaurant open for dinner Tuesday to Sunday. Diners are locals and people searching for dinner nearby. Pages: Home, Menu, Private Dining, Visit. Show hours and address near the top of the home page. Tone: generous and warm. Main action: reserve through our reservations link.
Why it works: it tells the AI that hours and location, what diners check first, matter most. See the AI website builder for restaurants.
6. Campus cafe
A breakfast and lunch cafe next to a university campus. Customers are students and staff with half an hour to spare. Pages: Home, Menu, About, Find Us. Tone: friendly and quick. Main action: see the menu.
Why it works: the time pressure pushes the copy toward speed and the menu toward something you can scan in seconds.
7. Taco truck
A taco truck that rotates between three regular spots during the week and does private catering. Pages: Home, Menu, Where to Find Us, Catering. Tone: loud and fun. Main action: email us for a catering quote. Second action: follow our social account for today's spot.
Why it works: it answers the real question (where is it today?) without pretending a static page can update itself daily.
8. Bed and breakfast
A six-room bed and breakfast in a converted farmhouse. Guests are couples on weekend breaks. Pages: Home, Rooms, Breakfast, The Area, Book. Tone: slow and inviting. Main action: check availability through our booking engine link.
Why it works: "The Area" sells the location, half the reason anyone books a weekend away.
Professional services
9. Accounting firm
A two-partner accounting firm for freelancers and small LLCs. Pages: Home, Services, Pricing, About, Contact. Tone: clear, no jargon. Show our fixed monthly packages. Main action: book a 15-minute intro call through our scheduling link.
Why it works: fixed packages and plain language answer the usual reasons people put off hiring an accountant.
10. Family law practice
A family law practice handling divorce, custody and mediation. Clients are stressed and often reading on their phone late at night. Pages: Home, Practice Areas, Our Approach, Fees, Contact. Tone: calm and human, never salesy. Main action: call for a confidential consultation. Do not promise outcomes.
Why it works: "do not promise outcomes" is a guardrail any regulated profession should copy; the AI writes persuasive copy unless told otherwise.
11. Independent consultant
An independent consultant who helps B2B software companies fix their onboarding emails. Pages: Home, Services, Results, About, Contact. Tone: sharp, specific, first person. Main action: book an intro call through my scheduling link.
Why it works: a narrow niche and a first-person voice stop it reading like an agency template.
Health and wellness
12. Family dentist
A family dental practice taking new patients, open two evenings a week. Patients are parents booking for the family and adults nervous about the dentist. Pages: Home, Treatments, New Patients, Our Team, Contact. Tone: gentle and plain. Main action: book through our practice booking link.
Why it works: a New Patients page gives first-visit worries a home of their own.
13. Yoga studio
A small yoga studio with beginner-friendly classes and a few advanced ones. Pages: Home, Classes, Pricing, Teachers, Visit. Tone: grounded, not mystical. Main action: book a first class; link the timetable to our booking app.
Why it works: the changing schedule stays in the booking tool, so the site never goes stale.
14. Personal trainer
A personal trainer for women over 40 who want to start strength training. Pages: Home, How I Train, Packages, Results, Contact. Tone: encouraging, no shame, no before-and-after language. Main action: book a consultation call. Leave the Results page for real client stories I'll add.
Why it works: a specific audience gets specific copy, and proof is reserved for real testimonials.
Creative work
15. Wedding photographer
A wedding photographer in [city] who shoots relaxed, documentary-style weddings and travels within the region. Pages: Home, Weddings, About, Pricing, Inquire. Tone: warm and honest. Main action: check my date through the inquiry link. Leave large photo areas; I'll upload my own images.
Why it works: couples look for pricing early, so it gets its own page. FNJ's portfolio builder has starter prompts like this for 50 professions.
16. Architecture studio
A small architecture studio designing home extensions and new houses. Pages: Home, Projects, Process, Studio, Contact. Tone: quiet and precise. Main action: email us about your project.
Why it works: a Process page answers every first-time client's question: what happens, and in what order?
17. Music producer
A music producer and mixing engineer for independent artists. Pages: Home, Credits, Services and Rates, Studio, Contact. Tone: confident, a bit dry. Main action: send a track for a quote by email. Link each credit to the release.
Why it works: in this field the credits are the proof, so they get their own page.
Software and apps
18. B2B software
A scheduling tool for dental clinics that cuts no-shows with text reminders. Buyers are practice managers, not dentists. Pages: Home, Features, Pricing, About, Changelog. Tone: practical. Use only numbers I give you. Main action: start a trial through our app's sign-up link.
Why it works: it names the real buyer and forbids invented statistics. More in the AI website builder for SaaS.
19. Mobile app launch
A one-page site for a habit-tracking app launching next month. Sections: hero with phone screenshots, three key features, how it works, FAQ, and a waitlist button linking to our signup form. Tone: upbeat.
Why it works: with only one page, naming the sections is worth the extra words.
Community
20. Community garden
A volunteer-run community garden with 60 plots and weekend workdays. Pages: Home, Get Involved, Events, Donate, Contact. Tone: friendly and neighborly. Primary action: volunteer through our sign-up form link. Secondary: the Donate button links to our donation page.
Why it works: two actions are fine as long as you say which comes first.
Follow-up prompts that fix a first draft
- Structure: "Move the reviews directly under the hero and remove the stats section." "Split Services into three pages: Repairs, Installations, Servicing."
- Copy: "Rewrite the hero headline in under eight words, using the phrase [main service]." "Remove any number, award or claim I didn't give you." For deeper copy work, see writing website copy with AI that doesn't sound like AI.
- Visuals: "Make the hero darker and the headline larger." "Use the accent color only for buttons and links."
- Phones: "On phones, stack the pricing cards and put the most popular one first." "Shorten the navigation labels so they fit the phone layout."
Keep unrelated edits in separate prompts, so undoing one doesn't throw away a change you liked. For a single word or color, edit the element directly on the canvas.
Try these prompts in FNJ
Any prompt above works as a first prompt in FNJ: paste it, attach a reference, and watch the AI plan a design system and build each page at desktop, tablet and phone widths, ready to export as code you host yourself. Start with one of these prompts in FNJ's AI website builder.
Frequently asked questions
How long should an AI website builder prompt be?
Three to six sentences is enough for a first build if they cover the business, audience, pages, tone and main action. Detailed section-by-section changes work better as follow-up prompts once you've seen the first draft.
Can I ask an AI website builder for a contact form or booking system?
FNJ's builder makes marketing websites, so it doesn't build forms, booking systems, checkout or log-ins. Ask for a button that links to your form, scheduling or booking tool instead.
How do I stop the AI from inventing facts?
Give it the real facts, add "use only numbers and claims I give you" to the prompt, then search the draft for numbers, awards and testimonials and remove anything you didn't supply.