Preview the prompt +
# Build brief — an original marketing website in the taste of Kelly Roofing
> Reference: https://kellyroofing.com · UIDiscovery: https://uidiscovery.com/sites/kelly-roofing · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/kelly-roofing/full.png) · [scroll video](https://uidiscovery.com/media/captures/kelly-roofing/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Kelly 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 Kelly Roofing: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Kelly 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
- Kelly Roofing (kellyroofing.com): Real Estate marketing website, light, colorful.
- 12 sections: Hero → Features → Content → Call to action → Showcase → Features → Blog → Features.
- Spacing: about a screen per idea (median section ≈549px).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: Minion Pro headings over Lato body. 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 (720px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Eyebrow / announcement pill (optional); H1 (~3 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): “Top-Rated Florida Roofers”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-roofing/s-01.webp) · imagery: slot 1
### 2. 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 (444px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Helping Florida Homeowners Since 1972!”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-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 (460px at 1440), page background; 3 image/graphics; 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): “Top 100 Roofers in the Country”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-roofing/s-03.webp) · imagery: slot 3
### 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. Half to one screen (513px at 1440), page background; 3 image/graphics; 3 text links instead of buttons; 3 headings → ~2 items under a title.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Roof Assured Program”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-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 (513px at 1440), page background; 2 image/graphics; 2 text links instead of buttons.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Roof Accessories”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-roofing/s-05.webp)
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (755px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Why Choose Us?”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-roofing/s-06.webp)
### 7. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (173px at 1440), page background; no images (type-led); one primary button.
- Slots: Headline (~7 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Have Questions? We Want to Hear Them.”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-roofing/s-07.webp)
### 8. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Tall, ≈1.4 screens (1220px at 1440), page background; 13 images/icons (a set of cards or a small gallery); 12 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Our Projects”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-roofing/s-08.webp)
### 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. About one full screen (766px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Helping Homeowners all Over Florida”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-roofing/s-09.webp)
### 10. 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. Compact band (372px at 1440), page background; 2 image/graphics; no interactive controls.
- Slots: Section title (~7 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Experienced Florida Roofers You Can Rely On”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-roofing/s-10.webp)
### 11. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (973px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 9 text links instead of buttons; 4 headings → ~3 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “Our Roofing Blog”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-roofing/s-12.webp)
### 12. 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 (549px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Start Your Roof Repair Today!”
- [Screenshot](https://uidiscovery.com/media/captures/kelly-roofing/s-13.webp) · imagery: slot 4
Inner pages also captured (About, Blog, Contact, Security): https://uidiscovery.com/sites/kelly-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 | `#274205` | primary buttons, links, highlights — sparingly | 11.2:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#3f800d` | secondary text, borders | 4.9:1 |
Captured palette: `#ffffff` `#3f800d` `#0a0a0a` `#000000` `#274205`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, natural, earthy) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #000000;
--accent: #274205;
--surface: #ffffff;
--muted: #3f800d;
--font-heading: "EB Garamond", ui-serif, Georgia, serif;
--font-body: "Lato", 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: **EB Garamond** (Google Fonts) — reference uses Minion Pro. “Minion Pro” is a licensed face — use EB Garamond (or Libre Caslon Text) as the free stand-in, or license the original.
- Body: **Lato** (Google Fonts) — reference uses Lato. Free to use — load it directly.
- 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 ≈549px tall at 1440 (median; range 173–1220px, 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. One continuous background — separate sections with space and type, not colour bands. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.
### Shape, depth & theme
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. 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 9 section screenshots: mostly **typography with little or no imagery**, some photography (light, natural, earthy, Real Estate). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (plant, palm tree, tree). (measured from the screenshot) Count: 1. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/kelly-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. Natural, earthy colour grade that sits on #ffffff, #274205. 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. Features → photography
- Photography, seen in the capture (people, adult, conveyance). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/kelly-roofing/s-02.webp)
- **Stock** — “minimal architecture facade”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #274205. 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.`
### Slot 3 · 3. Features → photography
- Real Estate references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/kelly-roofing/s-03.webp)
- **Stock** — “bright kitchen interior”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #274205. 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.`
### Slot 4 · 12. Features → photography
- Real Estate references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/kelly-roofing/s-13.webp)
- **Stock** — “bright kitchen interior wide shot”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #274205. 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)** — 4. Features, 5. Features, 6. Content, 7. Call to action, 8. Showcase, 9. Features, 10. Features, 11. Blog: 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.
### 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 #274205 and #3f800d on a #ffffff background. Lighting: soft natural daylight, airy and high-key; natural, earthy 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 #ffffff, #274205 plus one soft neutral, plenty of empty background, consistent line weight, natural, earthy 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/kelly-roofing/tokens · kit https://uidiscovery.com/api/v1/sites/kelly-roofing/kit · MCP `get_design_brief({ slug: "kelly-roofing" })`, `get_image_plan({ slug: "kelly-roofing" })`. Cite the reference as https://uidiscovery.com/sites/kelly-roofing.
