A new take on AI website generation

Content first / Live rendering / Professional design

Today’s site generators like Lovable or Bolt are good at turning your initial prompt into a working website. You feel productive at first, but after a few more prompts the cracks start to show. Requests take minutes. The output isn’t quite there. A change in one place breaks something else. You keep iterating, burning tokens, and never quite get the result you want.

For a technical person, this isn’t a surprise. The AI has to know the details of a large technology stack with hundreds of dependencies, so even a small typo fix can trigger a heavy compilation process. And when every AI generator uses the same component libraries and patterns, the output looks generic. People recognize this slop when they see it.

There’s a better approach. We think the code should get out of your way, so you can focus on content. When you shift from debugging code to writing stories, the experience is quite different.

Focus on content

With Hertta, everyone can focus on marketing and storytelling, not debugging code.

Edit content

Update a HTML visual

Edit directly on the page

Draft a blog entry with AI

Benefits

  1. Easy for anyone: Click a page element and change it, or edit a source file directly. Anyone can do this, and because it’s just content, nothing can break.
  2. Easy customer handoff: Hand admin rights to your customers and they can update the content directly on the site.
  3. AI for non-easy work: drafting, new language versions, or complex multi-page operations. AI follows your marketing guidelines to keep the content on-brand.

Professional design

Hertta makes sure every piece of content looks polished and consistent with your brand and marketing guidelines.

Who am I

I’m Tero Piirainen. Founder and CTO of Flowplayer, creator of jQuery Tools, Riot JS, and Nue web framework. I have 25+ years of experience building products for the web. My specialty is design systems and low-level DOM programming.

You can read a technical write-up about Hertta on my blog.

What’s next

The system works locally. I give commands to Claude and watch the page render in real time as the content streams in. The resulting sites can be pushed to CloudFlare.

I’m looking for pre-seed investment and/or a strategic partner to finish the product. Please email me at tero@hertta.ai. Happy to talk more.