In January I gave up on building my website with AI. In June I built one I love, with the same AI.

Back in January I was using ChatGPT, the way most people are, and when I asked it to help me develop a website for my fractional COO services it immediately had outputs to work with. What came back was completely generic, both the copy and the design. It didn't sound like me and it definitely didn't feel like me. I figured I'd need to hire a communications specialist and a website developer to get something I could stand behind, and I didn't have the budget for either, so I gave up.

AI amplifies. It amplifies clarity and it amplifies ambiguity, and in January it was beautifully amplifying my ambiguity.

Five months later I published the site you are on now, and I'm extremely proud of it. Two things were different. I had clarity about what I do, who it's for, and the problem I solve, because months of building AI systems for myself and my clients had shown me. And I was working with an operating system I'd been building in Claude Code the whole time, where everything about my work, my decisions, and my positioning lives in files the AI can read, rather than starting fresh in a chat window.

Working through it felt like sitting next to a brand specialist and a website designer who already knew me. I've paid for that experience several times over the years, and this was very similar.