Why AI Website Builders Are Costing Your Business More Than You Think

ByThe Plopjoy Team October 10, 2026October 10, 2026

The projects that go smoothest have one thing in common: the client came prepared. Not with a finalized design in their head — with the right information organized before kick-off. The most common project delay? “I’ll write the copy as we go.” Designers can’t layout a page they don’t have words for. The design serves…

The projects that go smoothest have one thing in common: the client came prepared. Not with a finalized design in their head — with the right information organized before kick-off.

The most common project delay? "I'll write the copy as we go." Designers can't layout a page they don't have words for. The design serves the content — not the other way around. Gather your content before you kick off, or budget for copywriting as part of the project.

Brand Assets — What You Already Have

Logo filesSVG or AI format. PNG with transparent background is acceptable. Never JPEG for a logo.

Color codesHEX for web (#2D6A4F), Pantone or CMYK for print. Don't know yours? Say so — your designer can extract them.

TypographyFont names + where they're licensed (Google, Adobe, purchased).

Brand guidelines / mood boardIf you have it, send the whole thing.

Existing marketing materialsBusiness cards, flyers, social templates — anything showing how your brand currently presents.

Content — Copy, Photos, and Proof

Page copyWritten text for every page you're building. If you need help writing it, budget for copywriting — "I'll write it as we go" is the phrase that delays 80% of projects.

Headshots and team photosReal photos. Not stock. Minimum 1MB. Natural light or professional shoot. For personal brands: non-negotiable.

Product or service photosHigh-res (at least 1500px wide) for any featured images.

TestimonialsWritten, with client names and title/company. Specific before-and-after quotes outperform generic praise. Even 3 strong ones are enough to start.

Client logo permissionsIf you want a logo wall, confirm in writing you have permission to display each one.

Technical Access and Accounts

Domain registrar loginGoDaddy, Namecheap, Google Domains — wherever your domain lives. Needed to update DNS.

Current hosting accesscPanel or server access if migrating an existing site.

Google Analytics — Editor accessSo tracking gets installed correctly from day one.

Google Search Console — User accessFor sitemap submission at launch.

Email provider API keyMailchimp, Klaviyo, ConvertKit — if contact forms need to pipe leads somewhere.

CRM accessHubSpot, Salesforce, or wherever leads go. Needed if you want form submissions to flow directly.

Reference Sites and Direction

3–5 sites you likeNote specifically what you like: the layout, color palette, photography style, typography. Be specific — "I like how the hero flows into the services section" tells more than "it looks clean."

1–2 sites you hateSometimes easier to articulate what you don't want. Say why.

Competitor sitesNot to copy — to differentiate. Your designer needs to know the landscape.

3–5 brand adjectives"Bold, warm, and approachable" tells a designer far more than "professional." The more specific, the better the result.

Goals, Metrics, and Must-Haves

Primary goal of the siteGenerate leads? Sell products? Drive bookings? Build an email list? One primary goal — stated clearly. Everything else is secondary.

Target audienceNot "everyone." The more specific you are (HVAC contractors in Texas, coaches charging $3K+/mo), the better the site serves them.

Must-have featuresBooking integration, payment processing, membership portal, multilingual support — surface these at the start so they're scoped in from the beginning.

Hard launch dateIf you need it live by a specific date, say so at kick-off. Deadlines shape everything: scope, pacing, and what gets deprioritized.

BudgetDon't make your designer guess. A clear budget lets them scope the right project and tell you honestly what's possible within it.

Come to kick-off with this checklist and your project goes faster, costs less, and ends with a site that actually does what you need it to do. Getting ready to start a web project?

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