Preview the prompt +
# Build brief — an original marketing website in the taste of LendingTree
> Reference: https://www.lendingtree.com · UIDiscovery: https://uidiscovery.com/sites/lendingtree · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/lendingtree/full.webp) · [scroll video](https://uidiscovery.com/media/captures/lendingtree/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as LendingTree — 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 LendingTree: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse LendingTree'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
- LendingTree (lendingtree.com): Finance marketing website, light, serif.
- 8 sections: Content → How it works → Features → Stats → Blog → Features → FAQ.
- Spacing: about a screen per idea (median section ≈566px).
- Type: DM Serif Display headings over Lato body. Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (420px at 1440), page background; 95 image elements (icons, logos, product UI — not 95 photos); 9 buttons (tabs, toggles or per-card actions), 45 links (link lists / navigation).
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Stop guessing. Start comparing.”
- [Screenshot](https://uidiscovery.com/media/captures/lendingtree/s-01.webp) · imagery: slot 1
### 2. 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 (707px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title (~4 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Here's how it works”
- [Screenshot](https://uidiscovery.com/media/captures/lendingtree/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. Compact band (341px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- 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 smarter way to compare rates”
- [Screenshot](https://uidiscovery.com/media/captures/lendingtree/s-03.webp) · imagery: slot 1
### 4. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. About one full screen (782px at 1440), page background; 9 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “Don't just take our word for it”
- [Screenshot](https://uidiscovery.com/media/captures/lendingtree/s-04.webp)
### 5. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. Half to one screen (566px at 1440), page background; 6 images/icons (a set of cards or a small gallery); inline form (1 field, e.g. email capture), one primary button, 20 links (link lists / navigation).
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “What's new in auto loans business loans home loans insurance personal loans”
- [Screenshot](https://uidiscovery.com/media/captures/lendingtree/s-05.webp) · imagery: slot 3
### 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. Half to one screen (600px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons; 4 headings → ~3 items under a title.
- Slots: Section title (~8 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Stay a step ahead with the LendingTree app”
- [Screenshot](https://uidiscovery.com/media/captures/lendingtree/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. Compact band (367px at 1440), page background; 8 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~3 words, like the reference); 8 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “The LendingTree Standard”
- [Screenshot](https://uidiscovery.com/media/captures/lendingtree/s-07.webp) · imagery: slot 4
### 8. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Half to one screen (566px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Common questions”
- [Screenshot](https://uidiscovery.com/media/captures/lendingtree/s-08.webp)
Inner pages also captured (About, Docs, Enterprise, Shop, Security): https://uidiscovery.com/sites/lendingtree?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 | `#034d30` | primary buttons, links, highlights — sparingly | 10.0:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#687073` | secondary text, borders | 5.1:1 |
Captured palette: `#ffffff` `#101f30` `#454545` `#000000` `#687073` `#034d30`. 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: #034d30;
--surface: #ffffff;
--muted: #687073;
--font-heading: "DM Serif Display", 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: **DM Serif Display** (Google Fonts) — reference uses DM Serif Display. Free to use — load it directly.
- 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(2.5rem, 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 ≈566px tall at 1440 (median; range 341–782px, 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
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 6 section screenshots: mostly **photography**, some typography with little or no imagery (light, natural, earthy, Finance). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Content, 3. Features → product UI (uncertain)
- Finance sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/lendingtree/s-01.webp) [ref 2](https://uidiscovery.com/media/captures/lendingtree/s-03.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 #034d30 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 4:5. 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 2 · 2. How it works → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lendingtree/s-02.webp)
- **Stock** — “small business owner at counter”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #034d30. 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 · 5. Blog → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/lendingtree/s-05.webp)
- **Stock** — “small business owner at counter editorial”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-editorial?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20editorial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20editorial/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter editorial. Composition: editorial crop with one clear focal point. Lighting: soft natural daylight, airy and high-key. Natural, earthy colour grade that sits on #ffffff, #034d30. 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 4 · 7. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/lendingtree/s-07.webp)
- **Stock** — “person paying with phone wide shot”: [Unsplash](https://unsplash.com/s/photos/person-paying-with-phone-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/person%20paying%20with%20phone%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/person%20paying%20with%20phone%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: person paying with phone 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, #034d30. 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. Stats, 6. Features, 8. FAQ: 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 #034d30 and #687073 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: person paying with phone, friendly simplified shapes, limited palette of #ffffff, #034d30 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: [“finance flat illustration” on Unsplash](https://unsplash.com/s/photos/finance-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/lendingtree/tokens · kit https://uidiscovery.com/api/v1/sites/lendingtree/kit · MCP `get_design_brief({ slug: "lendingtree" })`, `get_image_plan({ slug: "lendingtree" })`. Cite the reference as https://uidiscovery.com/sites/lendingtree.
