Preview the prompt +
# Build brief — an original marketing website in the taste of Bone Dry Roofing
> Reference: https://bonedryroofing.com · UIDiscovery: https://uidiscovery.com/sites/bone-dry-roofing · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/bone-dry-roofing/full.png) · [scroll video](https://uidiscovery.com/media/captures/bone-dry-roofing/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Bone Dry Roofing — same structure, rhythm and polish, entirely new identity and content.
## 2. Originality rules
- Build an ORIGINAL design for the user's own brand in the same *taste* as Bone Dry Roofing: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Bone Dry Roofing's logo, name, product imagery, illustrations, icons, screenshots or copy. Write new copy for the user's product.
- If the user hasn't said what their product is, ask first (or use clearly marked placeholders like [Brand], [Product], [Audience]).
- Reference screenshots are for looking at, not for embedding or tracing.
## 3. The taste, in short
- Bone Dry Roofing (bonedryroofing.com): Real Estate marketing website, light.
- 16 sections: Hero → Content → Features → How it works → Features → Content → Call to action → Features → Content → Logo cloud → Footer.
- Spacing: short, dense bands (median section ≈323px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (Avenir Next). Imagery: mostly typography with little or no imagery, some photography.
## 4. Page structure (top to bottom)
### 1. Hero — state what the product is and for whom in one glance, and offer the primary action.
- Layout: headline-led stack: eyebrow → H1 → supporting line → actions, with a visual beside or below. Half to one screen (520px at 1440), own dark band #cf2131; no images (type-led); no interactive controls.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; Primary action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “FAMILY OWNED. LOCALLY OPERATED.”
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (265px at 1440), own dark band #cf2131; 1 image/graphic; form with 26 fields, 1 text link instead of buttons.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Let Our Team Earn Your Trust”
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-02.webp) · imagery: slot 2
### 3. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (453px at 1440), page background; 2 image/graphics; 1 text link instead of buttons.
- Slots: Section title (~6 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “RESIDENTIAL ROOFING CONTRACTOR OF THE YEAR”
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-03.webp)
### 4. How it works — show the path from sign-up to value as numbered steps.
- Layout: numbered steps in a row or vertical timeline. Compact band (336px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “ALL UNDER ONE DOG-GONE GOOD ROOF”
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-04.webp)
### 5. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (632px at 1440), page background; 20 image elements (photo collage/gallery + small graphics); no interactive controls.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “General Roofing Services”
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-05.webp)
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (264px at 1440), page background; 10 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-06.webp) · imagery: slot 3
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (264px at 1440), page background; 10 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-07.webp) · imagery: slot 4
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (264px at 1440), page background; 10 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-08.webp) · imagery: slot 5
### 9. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (244px at 1440), page background; 10 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-09.webp) · imagery: slot 6
### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (244px at 1440), page background; 10 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-10.webp)
### 11. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (323px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~11 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “ALL THE COMFORTS OF HOME START WITH A BONE DRY ROOF”
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-11.webp)
### 12. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (164px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Headline (~9 words, like the reference); One sentence of support; Primary action.
- Topic (tone/length only — never reuse): “TAKE ADVANTAGE OF THESE GREAT OFFERS FROM BONE DRY”
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-12.webp)
### 13. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (503px at 1440), page background; 3 image/graphics; no interactive controls; 3 headings → ~2 items under a title.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Free Estimates & Inspections”
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-13.webp) · imagery: slot 7
### 14. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (559px at 1440), own light band #cebe9c; 1 image/graphic; no interactive controls.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “PROUD TO SERVE OUR LOCAL COMMUNITIES”
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-14.webp)
### 15. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (316px at 1440), page background; 30 image elements (photo collage/gallery + small graphics); no interactive controls.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- Topic (tone/length only — never reuse): “AWARDS AND RECOGNITION”
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-15.webp)
### 16. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (548px at 1440), own dark band #222021; 1 image/graphic; 40 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/bone-dry-roofing/s-16.webp)
Inner pages also captured (About, Sign up, Blog, Careers, Contact, Security): https://uidiscovery.com/sites/bone-dry-roofing?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#cf2131` | primary buttons, links, highlights — sparingly | 5.4:1 |
| surface | `#cebe9c` | cards, inputs, alternate bands | text on it 11.5:1 |
| muted | `#838281` | secondary text, borders | 3.8:1 — borders / large text only |
Captured palette: `#ffffff` `#222021` `#cf2131` `#cebe9c` `#000000` `#838281`. Section bands top→bottom: `#cf2131` → `#ffffff` → `#cebe9c` → `#222021`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #000000;
--accent: #cf2131;
--surface: #cebe9c;
--muted: #838281;
--font-heading: "Jost", ui-sans-serif, system-ui, sans-serif;
--font-body: "Jost", ui-sans-serif, system-ui, sans-serif;
--radius: 12px; /* calibrate from the screenshot */
}
/* Tailwind v4 — in globals.css after @import "tailwindcss"; */
@theme {
--color-background: var(--background);
--color-foreground: var(--foreground);
--color-accent: var(--accent);
--color-surface: var(--surface);
--color-muted: var(--muted);
--font-heading: var(--font-heading);
--font-sans: var(--font-body);
}
```
### Typography
- Headings: **Jost** (Google Fonts) — reference uses Avenir Next. “Avenir Next” is a licensed face — use Jost (or Outfit) as the free stand-in, or license the original.
- Body: same family — a single-family system; create contrast with size and weight, not a second face.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.75rem, 6vw, 5rem), h2 clamp(1.75rem, 3vw, 2.5rem), h3 1.25rem, body 1rem–1.125rem / 1.6, small 0.875rem. Headings: tight tracking (-0.02em), line-height 1.05–1.15.
### Spacing & rhythm
Sections run ≈323px tall at 1440 (median; range 164–632px, captures cap at 1700px) — short, dense bands. Start with 64–80px vertical padding per section on desktop and about two-thirds of that on mobile. The background changes 4 times down the page — use band changes to mark chapters. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.
### Shape, depth & theme
Radii and shadows weren't measured. Read exact corner radius, border and shadow treatment from the screenshots. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.
## 6. Imagery plan
Measured from 10 section screenshots: mostly **typography with little or no imagery**, some photography (light, warm, Real Estate). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people, adult, child). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/bone-dry-roofing/s-01.webp)
- **Stock** — “modern living room natural light”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #cf2131, #cebe9c. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 2. Content → photography
- Real Estate references lean on photography. Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/bone-dry-roofing/s-02.webp)
- **Stock** — “minimal architecture facade”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade/?orientation=vertical)
- **Generate** — `Photograph: minimal architecture facade. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #cf2131, #cebe9c. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 3 · 6. Content → photography
- Real Estate references lean on photography. Count: a set of ~10 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/bone-dry-roofing/s-06.webp)
- **Stock** — “bright kitchen interior close up”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: bright kitchen interior close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cf2131, #cebe9c. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 4 · 7. Content → photography
- Real Estate references lean on photography. Count: a set of ~10 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/bone-dry-roofing/s-07.webp)
- **Stock** — “modern living room natural light wide shot”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: modern living room natural light wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cf2131, #cebe9c. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 5 · 8. Content → photography
- Real Estate references lean on photography. Count: a set of ~10 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/bone-dry-roofing/s-08.webp)
- **Stock** — “minimal architecture facade wide shot”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: minimal architecture facade wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cf2131, #cebe9c. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 6 · 9. Content → photography
- Real Estate references lean on photography. Count: a set of ~10 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/bone-dry-roofing/s-09.webp)
- **Stock** — “bright kitchen interior wide shot”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: bright kitchen interior wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cf2131, #cebe9c. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 7 · 13. Features → photography
- Photography, seen in the capture (people, adult, safety vest). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/bone-dry-roofing/s-13.webp)
- **Stock** — “modern living room natural light wide shot”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #cf2131, #cebe9c. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 3. Features, 4. How it works, 5. Features, 10. Content, 11. Content, 12. Call to action, 14. Content: No imagery needed — type, spacing and colour do the work. If the screenshot shows a background graphic, rebuild it in CSS (gradient, grid, noise) or a short muted video, not a stock photo.
- **Logos** — 15. Logo cloud: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).
- **Icons** — 16. Footer: Use one open-source icon set at one stroke weight — Lucide, Phosphor or Heroicons (MIT) — tinted with the text or accent token. Social icons: Simple Icons.
### If the screenshots show a different style
Open the refs first and name what you actually see (photo / product UI / illustration / abstract gradient or 3D / type only). If it differs from the guess, switch routes — UI is built in code, type-only needs no image, otherwise:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #cf2131 and #838281 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: modern living room, friendly simplified shapes, limited palette of #cf2131, #cebe9c plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“home interior flat illustration” on Unsplash](https://unsplash.com/s/photos/home-interior-flat-illustration?orientation=landscape) (same query works on Pexels/Pixabay)
- **Licences:** Unsplash and Pexels images are free for commercial use under their own licences; Pixabay under the Pixabay Content License. Check each image's page before use, credit the photographer when asked (good practice anyway), and skip images showing logos, trademarks, branded products or identifiable people without a release.
- **AI generation:** the prompts work with any image model (GPT Image, Imagen, Flux, Midjourney, Firefly, SDXL…) — check its commercial-use terms. Never put the reference brand's name or “in the style of <brand>” in a prompt.
- **Never** download, trace or re-host the reference's own images, illustrations, product shots or logos.
## 7. Build steps
1. Confirm brand, product, audience and the primary action with the user.
2. Set up the tokens (CSS variables / Tailwind @theme) and load the fonts.
3. Build the sections in order, mobile-first, with each reference screenshot open.
4. Write original copy for every slot — match length and tone, never the words.
5. Source every image via the imagery plan (stock or generated); compress it and record credits.
6. Run the checklist at 390 / 768 / 1440px and fix what fails.
## 8. Acceptance checklist
- [ ] Responsive at 390px, 768px and 1440px — no horizontal scroll, tap targets ≥ 44px on mobile.
- [ ] Colour contrast WCAG AA: 4.5:1 body text, 3:1 large text and UI; visible focus states; full keyboard navigation.
- [ ] Semantic HTML: one <h1>, ordered headings, landmarks (header/nav/main/footer), labelled form fields, alt text on meaningful images.
- [ ] Performance: modern image formats with width/height set, lazy-load below the fold, ≤ 2 font families with font-display: swap, LCP < 2.5s.
- [ ] prefers-reduced-motion respected; animations under ~300ms and never blocking content.
- [ ] Originality: no copied logos, images, illustrations or copy from the reference; every image licensed or generated; credits recorded.
## 9. If you use Next.js + Tailwind
Paste the @theme block into globals.css, load fonts with next/font/google, make each section a server component in components/sections/, use next/image with explicit sizes, and keep client components for interactive bits only (menus, toggles, accordions).
---
More: tokens https://uidiscovery.com/api/v1/sites/bone-dry-roofing/tokens · kit https://uidiscovery.com/api/v1/sites/bone-dry-roofing/kit · MCP `get_design_brief({ slug: "bone-dry-roofing" })`, `get_image_plan({ slug: "bone-dry-roofing" })`. Cite the reference as https://uidiscovery.com/sites/bone-dry-roofing.
