Preview the prompt +
# Build brief — an original marketing website in the taste of Ladder
> Reference: https://www.joinladder.com · UIDiscovery: https://uidiscovery.com/sites/ladder · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/ladder/full.png) · [scroll video](https://uidiscovery.com/media/captures/ladder/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Ladder — 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 Ladder: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Ladder'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
- Ladder (joinladder.com): Health & Fitness marketing website, dark.
- 12 sections: Hero → Features → Content.
- Spacing: about a screen per idea (median section ≈900px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (EKModena Extended Heavy). Imagery: mostly photography, some typography with little or no imagery.
## 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 (848px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Text link action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “HILARY DUFF TRAINS ON LADDER”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/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. Compact band (347px at 1440), page background; 2 image/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): “FEATURED ON”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/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 (680px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls; 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.
- Topic (tone/length only — never reuse): “FOR BUSY PEOPLE WHO PRIORITIZE FITNESS”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/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 (900px at 1440), page background; 15 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Section title (~8 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Know exactly what WORKOUT to do, eVERY day”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/s-04.webp) · imagery: slot 3
### 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. About one full screen (893px at 1440), own light band #fafafa; 1 image/graphic; no interactive controls.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “SAVE TIME & TRAIN ON YOUR SCHEDULE”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/s-05.webp) · imagery: slot 4
### 6. 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 (1022px at 1440), own light band #fafafa; 3 image/graphics; no interactive controls; 5 headings → ~4 items under a title.
- Slots: Section title (~5 words, like the reference); 4 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “EXPERIENCE AN APP BUILT FOR”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/s-06.webp)
### 7. 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 (806px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “LEARN FROM THE BEST”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/s-07.webp) · imagery: slot 5
### 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 (609px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “TRACK YOUR PROGRESS”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/s-08.webp) · imagery: slot 3
### 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. Tall, ≈1.4 screens (1266px at 1440), own light band #ffffff; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “TRACK NUTRITION”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/s-09.webp) · imagery: slot 6
### 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. About one full screen (1132px at 1440), page background; 24 image elements (photo collage/gallery + small graphics); 24 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~5 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “ONLY THE BEST STRENGTH COACHES”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/s-10.webp) · imagery: slot 7
### 11. 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. Tall, ≈1.4 screens (1297px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “FIND THE PERFECT PLAN FOR YOU”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/s-11.webp) · imagery: slot 8
### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (944px at 1440), page background; 13 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “WHAT PEOPLE LIKE YOU ARE SAYING”
- [Screenshot](https://uidiscovery.com/media/captures/ladder/s-12.webp)
Inner pages also captured (Pricing, About, Security): https://uidiscovery.com/sites/ladder?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#0e0e0e` | page background | — |
| foreground | `#ffffff` | body text, headings | 19.3:1 |
| accent | `#e6ff00` | primary buttons, links, highlights — sparingly | 17.2:1 |
| surface | `#010000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#bcbcbc` | secondary text, borders | 10.2:1 |
Captured palette: `#0e0e0e` `#fafafa` `#e6ff00` `#bcbcbc` `#ffffff` `#010000`. Section bands top→bottom: `#0e0e0e` → `#fafafa` → `#ffffff`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #0e0e0e;
--foreground: #ffffff;
--accent: #e6ff00;
--surface: #010000;
--muted: #bcbcbc;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
--font-body: "Inter", 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: **Inter** (Google Fonts) — reference uses EKModena Extended Heavy. “EKModena Extended Heavy” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈900px tall at 1440 (median; range 347–1297px, 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 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
On dark, separate layers with 1px borders at ~8–12% white and soft glows instead of drop shadows. Read exact corner radius, border and shadow treatment from the screenshots. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 11 section screenshots: mostly **photography**, some typography with little or no imagery (dark, warm, Health & Fitness). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/ladder/s-01.webp)
- **Stock** — “calm person meditating daylight dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20dark/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #0e0e0e, #e6ff00, #010000. 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.`
### Slot 2 · 2. Features → photography
- Health & Fitness references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/ladder/s-02.webp)
- **Stock** — “runner at sunrise dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20dark/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #0e0e0e, #e6ff00, #010000. 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 · 4. Features, 8. Features → product UI
- Health & Fitness 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/ladder/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/ladder/s-08.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 dark gradient from #0e0e0e to #010000 with a soft #e6ff00 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: low-key, moody directional light with deep shadows. 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.
### Slot 4 · 5. Features → photography
- Photography, seen in the capture (dial, timepiece, watch). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/ladder/s-05.webp)
- **Stock** — “runner at sunrise close up dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #fafafa, #e6ff00, #010000. 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 5 · 7. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/ladder/s-07.webp)
- **Stock** — “calm person meditating daylight wide shot dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #0e0e0e, #e6ff00, #010000. 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 6 · 9. Features → photography
- Photography, seen in the capture (tableware, utensil, bowl). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/ladder/s-09.webp)
- **Stock** — “healthy breakfast bowl wide shot dark”: [Unsplash](https://unsplash.com/s/photos/healthy-breakfast-bowl-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/healthy%20breakfast%20bowl%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/healthy%20breakfast%20bowl%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: healthy breakfast bowl wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #ffffff, #e6ff00, #010000. 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 7 · 10. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/ladder/s-10.webp)
- **Stock** — “calm person meditating daylight wide shot dark”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #0e0e0e, #e6ff00, #010000. 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 8 · 11. Features → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/ladder/s-11.webp)
- **Stock** — “runner at sunrise wide shot dark”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Warm colour grade that sits on #0e0e0e, #e6ff00, #010000. 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, 6. Features: 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, glossy glass-like shapes and a smooth gradient in #e6ff00 and #bcbcbc on a #0e0e0e background. Lighting: low-key, moody directional light with deep shadows; 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 dark gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: calm person meditating, friendly simplified shapes, limited palette of #0e0e0e, #e6ff00, #010000 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.` · stock: [“wellness flat illustration” on Unsplash](https://unsplash.com/s/photos/wellness-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/ladder/tokens · kit https://uidiscovery.com/api/v1/sites/ladder/kit · MCP `get_design_brief({ slug: "ladder" })`, `get_image_plan({ slug: "ladder" })`. Cite the reference as https://uidiscovery.com/sites/ladder.
