LawnStarter — Book Lawn Mowing Near You

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

> Reference: https://www.lawnstarter.com · UIDiscovery: https://uidiscovery.com/sites/lawnstarter · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/lawnstarter/full.webp) · [scroll video](https://uidiscovery.com/media/captures/lawnstarter/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as LawnStarter — 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 LawnStarter: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse LawnStarter'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
- LawnStarter (lawnstarter.com): Lifestyle marketing website, light, colorful.
- 11 sections: Hero → Content → How it works → Features → Content → Features → Content → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈501px).
- Hero headline: 10 words — a full sentence; keep yours to one thought.
- Type: Montserrat headings over Arial 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 (406px at 1440), page background; 3 image/graphics; form with 3 fields, primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~10 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Affordable lawn care services at the click of a button”
- [Screenshot](https://uidiscovery.com/media/captures/lawnstarter/s-01.webp)

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (262px at 1440), page background; 2 image/graphics; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/lawnstarter/s-03.webp) · imagery: slot 1

### 3. How it works — show the path from sign-up to value as numbered steps.
- Layout: numbered steps in a row or vertical timeline. Half to one screen (641px at 1440), page background; no images (type-led); 3 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “How It Works”
- [Screenshot](https://uidiscovery.com/media/captures/lawnstarter/s-04.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. Half to one screen (501px at 1440), page background; 4 images/icons (a set of cards or a small gallery); no interactive controls; 4 headings → ~3 items under a title.
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Total Flexibility, One Tap”
- [Screenshot](https://uidiscovery.com/media/captures/lawnstarter/s-05.webp) · imagery: slot 2

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (307px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/lawnstarter/s-06.webp)

### 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 (863px at 1440), page background; 31 image elements (photo collage/gallery + small graphics); no interactive controls; 4 headings → ~3 items under a title.
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Our Services”
- [Screenshot](https://uidiscovery.com/media/captures/lawnstarter/s-07.webp) · imagery: slot 3

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (478px at 1440), own light band #0ab463; 3 image/graphics; primary + secondary button.
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/lawnstarter/s-08.webp) · imagery: slot 4

### 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. Compact band (354px at 1440), page background; 3 image/graphics; 2 text links 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): “Take your lawn on the go.”
- [Screenshot](https://uidiscovery.com/media/captures/lawnstarter/s-09.webp) · imagery: slot 5

### 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 (520px at 1440), own light band #0ab463; 5 images/icons (a set of cards or a small gallery); 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): “About Our Service Pros”
- [Screenshot](https://uidiscovery.com/media/captures/lawnstarter/s-10.webp) · imagery: slot 6

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (936px at 1440), page background; no images (type-led); 68 links (link lists / navigation).
- Slots: Heading; Body copy; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/lawnstarter/s-11.webp)

### 11. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (520px at 1440), own dark band #111827; no images (type-led); 24 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/lawnstarter/s-12.webp)

Inner pages also captured (About, Sign up, Blog, Contact, Security): https://uidiscovery.com/sites/lawnstarter?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 | `#fd9802` | primary buttons, links, highlights — sparingly | 2.2:1 ⚠ not for text; use as a fill with #111111 text (8.7:1) |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#0ab463` | secondary text, borders | 2.7:1 — borders / large text only |

Captured palette: `#ffffff` `#0ab463` `#111827` `#000000` `#fd9802` `#fb923c`. Section bands top→bottom: `#ffffff` → `#0ab463` → `#111827`. 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: #fd9802;
  --surface: #ffffff;
  --muted: #0ab463;
  --font-heading: "Montserrat", 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: **Montserrat** (Google Fonts) — reference uses Montserrat. Free to use — load it directly.
- Body: **Inter** (Google Fonts) — reference uses Arial. “Arial” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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.

### Spacing & rhythm
Sections run ≈501px tall at 1440 (median; range 262–936px, 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 5 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
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 8 section screenshots: mostly **typography with little or no imagery**, some photography (light, warm, Lifestyle). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 2. Content → photography
- Photography, seen in the capture (vehicle, automobile, motorhome). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/lawnstarter/s-03.webp)
- **Stock** — “hands holding coffee cup”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #fd9802. 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 2 · 4. Features → photography
- Photography, seen in the capture (land, grass, people). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lawnstarter/s-05.webp)
- **Stock** — “cozy home interior morning light close up”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light close up. 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, #fd9802. 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 · 6. Features → photography (uncertain)
- Lifestyle references lean on photography; 31 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lawnstarter/s-07.webp)
- **Stock** — “plants on windowsill close up”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill close up. 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, #fd9802. 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 · 7. Content → photography
- Photography, seen in the capture (land, grass, path). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/lawnstarter/s-08.webp)
- **Stock** — “cozy home interior morning light wide shot”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: cozy home interior morning light wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #0ab463, #fd9802, #ffffff. 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. Features → product UI
- Product UI — screenshots or mockups of the app, seen in the capture. (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/lawnstarter/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 #ffffff with a soft #fd9802 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.

### Slot 6 · 9. Features → photography
- Lifestyle references lean on photography. Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lawnstarter/s-10.webp)
- **Stock** — “plants on windowsill wide shot”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill 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 #0ab463, #fd9802, #ffffff. 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)** — 1. Hero, 3. How it works, 5. Content, 10. 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.
- **Icons** — 11. 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 #fd9802 and #0ab463 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: cozy home interior morning light, friendly simplified shapes, limited palette of #ffffff, #fd9802 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: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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).

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