Building with AI · Websites

Kennel de Zeta Centauri

A 40-page kennel site designed to help prospective owners decide, not to sell puppies.

What the site needed to do

This is the website for our small Polish Hunting Spaniel kennel. Most breeder websites are designed to reassure and sell. I wanted ours to help prospective owners decide whether our dogs, our breeding choices and our way of doing things genuinely suit them, even when the answer is no.

That meant treating the site as decision support rather than promotion. The content needed to be candid, detailed and useful enough for someone to rule themselves in or out.

Directing content and AI

I wrote a formal content guide that rejects generic sales language, virtue claims and empty reassurance, then used it to direct the writing across the 40-page site. I developed the wider editorial and visual identity, structured the information, selected and directed the photography, and made the final decisions about what belonged.

AI handled much of the coding, image processing and technical implementation. Even so, the site took around 40 hours because AI repeatedly pulled towards something more generic, polished and commercial than I wanted. Making it pretty was comparatively easy. Making it honest required considerably more supervision.

Skills in this project

Skill	What it involved
Content strategy	Designed the site to support an informed decision rather than maximise enquiries.
Writing standards	Created a formal guide that ruled out sales language, virtue claims and empty reassurance.
Information architecture	Structured a 40-page site around the questions prospective owners actually need answered.
Editorial and visual identity	Developed the voice, typography, colour system and overall visual character.
Photography direction	Selected, organised and processed imagery to support the content rather than decorate it.
AI-assisted implementation	Directed coding, image work and repeated corrections to the model’s commercial defaults.

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