Insights

Every new website looks exactly the same. And that’s a problem

April 23, 2026- by Jasper Vanden Wyngaert

There is one rule in web design I’ve lived by for fifteen years: if you strip away the logo, users should still feel exactly where they are. The colors, the shapes, the tone of voice—everything needs to click, even without a name attached.

Try that test today with any of the ten random AI tools or SaaS products launched in the last year. Take a look at Getaltis, Finn HR, Sonix, Bolt, or Bubble. Remove the logo and try to tell them apart.

Good luck.

You’ll see the same oversized hero sections with gradient backgrounds. The same rounded cards with subtle shadows. The same purple-to-blue color transitions. The same three-feature grid with icons, the same tilted dashboard mockup, and the same "trusted by" bar with greyed-out logos.

The internet is flattening into one giant template.

The culprit: Vibecoding

This isn't a coincidence. Most of these sites are built using tools like Claude Code, Bolt, Lovable, or Cursor. You describe what you want, the AI generates a full page, and five minutes later, you’re live.

It’s impressive, but it’s also the problem. These tools are trained on the same data and learned the same patterns. They produce identical solutions. The result? Thousands of websites that look like they came from the same mold. Technically sound, but visually interchangeable.

For an MVP or an internal tool, that’s fine. Many of these startups aren't looking for "perfect branding" yet; they just want to validate their concept quickly. That’s a smart move—as long as there is an actual second step. Too many companies get stuck in their "temporary" website until, before they know it, that is their brand.

But for a company that is past the validation phase? One that needs to convince customers and build trust? "Fast and good enough" is no longer enough.

The real issue: We're asking the wrong questions

The problem isn't the technology; it’s what happens before the technology is even touched. An AI tool doesn’t ask: Who is your audience? What do they actually need? What feeling should your brand evoke? What actually sets you apart from the 300 other SaaS tools in your category?

Answering those questions requires context, nuance, and experience. There is no prompt for that.

Our approach at Born Digital

At Born Digital, we "vibecode" too. We use it to build working prototypes or proofs of concept in a matter of hours. That speed is invaluable—it gives us something tangible to test and discuss rather than just looking at endless PowerPoints.

But we would never put that prototype into production. The gap between a vibecoded prototype and a live product is exactly where we add value.

Where humans make the difference: Strategy and branding. We start with the fundamentals: audience needs, business goals, and visual language. This requires empathy and experience.
Where AI speeds us up: Translating that strategy into execution. AI helps us move from strategy to wireframes and from design systems to page-specific layouts faster and more consistently, without sacrificing quality.

The difference is the order of operations: Think first, build second. We use AI to build, but it’s always guided by a deliberate strategy and unique branding. Never the other way around.

Why it matters

A website isn't just a technical asset; it’s your brand’s digital storefront. It’s where trust is either built or lost. If your site looks like everyone else’s, you’re subconsciously communicating that you are replaceable.

Thoughtful branding creates recognition. It builds trust and makes your audience feel like they are in the right place.

The AI Paradox

Here’s the irony: the more companies use AI to automate their entire digital presence, the more valuable it becomes not to do that. Or rather, to use AI strategically instead of outsourcing the entire creative process to it.

The companies that will stand out in the coming years won't be the ones with the fastest website generators. They’ll be the ones investing in a real story, a real brand, and a deeply considered digital experience.

The question you need to ask yourself

Remember that logo test? Try it on your own site. If you remove your name and logo, would anyone still know it’s you?

If the answer is no, you don’t have a website problem. You have a brand problem. And you can't solve that with a prompt.