Chili Piper — AI Website Conversion Platform

# Build brief — an original marketing website in the taste of Chili Piper

> Reference: https://www.chilipiper.com · UIDiscovery: https://uidiscovery.com/sites/chili-piper · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/chili-piper/full.webp) · [scroll video](https://uidiscovery.com/media/captures/chili-piper/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Chili Piper — 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 Chili Piper: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Chili Piper'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
- Chili Piper (chilipiper.com): AI marketing website, light, serif.
- 14 sections: Hero → Content → Logo cloud → Features → Content → Features → Content → Integrations → Content → Statement → Footer.
- Spacing: about a screen per idea (median section ≈759px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: Recoleta headings over Calibre body. Imagery: mostly product UI screenshots/mockups, some illustration.

## 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. About one full screen (796px at 1440), page background; 11 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~7 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Turn visitors into pipeline with AI-led experiences”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (375px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-02.webp)

### 3. 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 (360px at 1440), own dark band #131624; 31 image elements (icons, logos, product UI — not 31 photos); 5 text links instead of buttons.
- 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): “The hottest GTM teams run on Chili Piper”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-03.webp)

### 4. 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. About one full screen (1013px at 1440), own light band #fcfaf8; 5 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~8 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Everything between a click and a booked meeting”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-04.webp) · imagery: slot 2

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (758px at 1440), own light band #f4f4f0; no images (type-led); no interactive controls.
- Slots: Heading (~12 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Your website used to wait for visitors to convert. Now it acts.”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-05.webp)

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~10 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “A visitor raises their hand. Chili Piper is already moving.”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-06.webp)

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (371px at 1440), own light band #fcfaf8; 52 image elements (icons, logos, product UI — not 52 photos); no interactive controls.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “LIVE: HAPPENING ACROSS CHILI PIPER RIGHT NOW”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-07.webp) · imagery: slot 2

### 8. 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 (641px at 1440), own light band #fcfaf8; 2 image/graphics; one primary button.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Your always-on conversion assistant”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-08.webp) · imagery: slot 2

### 9. 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 (759px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 4 text links instead of buttons; 5 headings → ~4 items under a title.
- Slots: Section title (~6 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “The engine behind every booked meeting”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-09.webp) · imagery: slot 2

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1093px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 11 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “AI-powered experiences for every GTM play”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-10.webp) · imagery: slot 1

### 11. Integrations — show that it fits the tools the visitor already uses.
- Layout: a grid of app icons around a short explanation. Compact band (347px at 1440), own light band #fcfaf8; 5 images/icons (a set of cards or a small gallery); 6 text links instead of buttons.
- Slots: Title + explanation; Icon grid of tools you truly integrate with; Text link action.
- Topic (tone/length only — never reuse): “Works with your stack”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-11.webp)

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (874px at 1440), own light band #ff5721; 27 image elements (icons, logos, product UI — not 27 photos); 22 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “How people use Chili Piper”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-12.webp) · imagery: slot 2

### 13. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (720px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~10 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Your website is your best pipeline rep. Let’s prove it.”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-13.webp) · imagery: slot 1

### 14. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (858px at 1440), own dark band #131624; 10 images/icons (a set of cards or a small gallery); inline form (1 field, e.g. email capture), primary + secondary button, 36 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “// SOLUTIONS”
- [Screenshot](https://uidiscovery.com/media/captures/chili-piper/s-14.webp)

Inner pages also captured (Pricing, Product, Customers, About, Blog, Enterprise, Careers, Contact, Security): https://uidiscovery.com/sites/chili-piper?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#131624` | body text, headings | 18.0:1 |
| accent | `#ff5721` | primary buttons, links, highlights — sparingly | 3.2:1 (large text / UI only) |
| surface | `#fcfaf8` | cards, inputs, alternate bands | text on it 17.3:1 |
| muted | `#f4f4f0` | secondary text, borders | 1.1:1 — borders / large text only |

Captured palette: `#ffffff` `#fcfaf8` `#131624` `#ff5721` `#f4f4f0` `#474f70`. Section bands top→bottom: `#ffffff` → `#131624` → `#fcfaf8` → `#f4f4f0` → `#ff5721`. 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: #131624;
  --accent: #ff5721;
  --surface: #fcfaf8;
  --muted: #f4f4f0;
  --font-heading: "Fraunces", ui-serif, Georgia, serif;
  --font-body: "Manrope", 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: **Fraunces** (Google Fonts) — reference uses Recoleta. “Recoleta” is a licensed face — use Fraunces (or Instrument Serif) as the free stand-in, or license the original.
- Body: **Manrope** (Google Fonts) — reference uses Calibre. “Calibre” is a licensed face — use Manrope (or Figtree) as the free stand-in, or license the original.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.5rem, 5vw, 4.25rem), 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.

### Spacing & rhythm
Sections run ≈759px tall at 1440 (median; range 347–1700px, captures cap at 1700px) — roughly a screen per idea. Start with 96–120px vertical padding per section on desktop and about two-thirds of that on mobile. The background changes 10 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

Best guess: mostly **product UI screenshots/mockups**, some illustration (light, warm, AI). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.

### Slot 1 · 1. Hero, 10. Content, 13. Statement → illustration (uncertain)
- Light AI section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/chili-piper/s-01.webp) [ref 2](https://uidiscovery.com/media/captures/chili-piper/s-10.webp) [ref 3](https://uidiscovery.com/media/captures/chili-piper/s-13.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=landscape) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=horizontal)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #ffffff, #ff5721, #fcfaf8 plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.

### Slot 2 · 4. Features, 7. Content, 8. Features, 9. Features, 12. Content → product UI (uncertain)
- AI sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/chili-piper/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/chili-piper/s-07.webp) [ref 3](https://uidiscovery.com/media/captures/chili-piper/s-08.webp) [ref 4](https://uidiscovery.com/media/captures/chili-piper/s-09.webp)
- **Stock** — “laptop blank screen minimal desk”: [Unsplash](https://unsplash.com/s/photos/laptop-blank-screen-minimal-desk?orientation=landscape) · [Pexels](https://www.pexels.com/search/laptop%20blank%20screen%20minimal%20desk/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/laptop%20blank%20screen%20minimal%20desk/?orientation=horizontal)
- **Generate** — `Product-shot backdrop for a UI screenshot: smooth light gradient from #ffffff to #fcfaf8 with a soft #ff5721 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: soft natural daylight, airy and high-key. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people. No UI elements.`
- Build the UI itself in HTML/CSS with realistic sample data from YOUR product (or screenshot your real app). Don't generate UI as an image and don't reuse the reference's screenshots. Stock/AI is only for the backdrop or device frame.

- **No imagery (type-led)** — 2. Content, 5. Content, 6. 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** — 3. Logo cloud, 11. Integrations: 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** — 14. 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:
- **photography** — generate `Photograph: abstract gradient mesh. 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 #ffffff, #ff5721, #fcfaf8. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient mesh” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh?orientation=landscape) (same query works on Pexels/Pixabay)
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #ff5721 and #f4f4f0 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 16:9. 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)

- **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).

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More: tokens https://uidiscovery.com/api/v1/sites/chili-piper/tokens · kit https://uidiscovery.com/api/v1/sites/chili-piper/kit · MCP `get_design_brief({ slug: "chili-piper" })`, `get_image_plan({ slug: "chili-piper" })`. Cite the reference as https://uidiscovery.com/sites/chili-piper.