Preview the prompt +
# Build brief — an original marketing website in the taste of LloydsPharmacy Online Doctor
> Reference: https://onlinedoctor.lloydspharmacy.com · UIDiscovery: https://uidiscovery.com/sites/lloydspharmacy-online-doctor · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/lloydspharmacy-online-doctor/full.webp) · [scroll video](https://uidiscovery.com/media/captures/lloydspharmacy-online-doctor/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as LloydsPharmacy Online Doctor — 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 LloydsPharmacy Online Doctor: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse LloydsPharmacy Online Doctor'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
- LloydsPharmacy Online Doctor (onlinedoctor.lloydspharmacy.com): Health & Fitness marketing website, light.
- 7 sections: Features → Content → Team → Features → Logo cloud → Footer.
- Spacing: about a screen per idea (median section ≈546px).
- Type: one family (Neulis neue). Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. 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; 8 images/icons (a set of cards or a small gallery); 8 text links instead of buttons.
- Slots: Section title (~5 words, like the reference); 8 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Popular tests, treatments and services”
- [Screenshot](https://uidiscovery.com/media/captures/lloydspharmacy-online-doctor/s-02.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (943px at 1440), page background; no images (type-led); 33 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “All our services”
- [Screenshot](https://uidiscovery.com/media/captures/lloydspharmacy-online-doctor/s-03.webp)
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (276px at 1440), page background; 3 image/graphics; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/lloydspharmacy-online-doctor/s-04.webp)
### 4. Team — put faces behind the product.
- Layout: portrait grid with name and role. Half to one screen (546px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Title; Portrait grid: name, role; Hiring link (optional).
- Topic (tone/length only — never reuse): “Meet our clinical team”
- [Screenshot](https://uidiscovery.com/media/captures/lloydspharmacy-online-doctor/s-05.webp) · imagery: slot 2
### 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 (589px at 1440), page background; 3 image/graphics; 6 text links instead of buttons; 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; Text link action.
- Topic (tone/length only — never reuse): “Our latest advice”
- [Screenshot](https://uidiscovery.com/media/captures/lloydspharmacy-online-doctor/s-06.webp) · imagery: slot 3
### 6. 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 (266px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 4 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): “Regulated and certified”
- [Screenshot](https://uidiscovery.com/media/captures/lloydspharmacy-online-doctor/s-07.webp)
### 7. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (647px at 1440), own dark band #19191a; 3 image/graphics; one primary button, 25 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/lloydspharmacy-online-doctor/s-08.webp)
Inner pages also captured (Product, About, Blog, Docs, Contact, Shop, Security): https://uidiscovery.com/sites/lloydspharmacy-online-doctor?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#19191a` | body text, headings | 17.6:1 |
| accent | `#5f003d` | primary buttons, links, highlights — sparingly | 13.5:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 17.6:1 |
| muted | `#1e473f` | secondary text, borders | 10.4:1 |
Captured palette: `#ffffff` `#5f003d` `#19191a` `#1e473f`. Section bands top→bottom: `#ffffff` → `#19191a`. 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: #19191a;
--accent: #5f003d;
--surface: #ffffff;
--muted: #1e473f;
--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 Neulis neue. “Neulis neue” 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(2.5rem, 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 ≈546px tall at 1440 (median; range 266–943px, 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 1 time 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
Measured from 6 section screenshots: mostly **photography**, some typography with little or no imagery (light, warm, Health & Fitness). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Features → photography
- Photography, seen in the capture (people, adult). (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/lloydspharmacy-online-doctor/s-02.webp)
- **Stock** — “calm person meditating daylight”: [Unsplash](https://unsplash.com/s/photos/calm-person-meditating-daylight?orientation=landscape) · [Pexels](https://www.pexels.com/search/calm%20person%20meditating%20daylight/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/calm%20person%20meditating%20daylight/?orientation=horizontal)
- **Generate** — `Photograph: calm person meditating daylight. 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, #5f003d. 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 2 · 4. Team → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/lloydspharmacy-online-doctor/s-05.webp)
- **Stock** — “team portrait office candid”: [Unsplash](https://unsplash.com/s/photos/team-portrait-office-candid?orientation=portrait) · [Pexels](https://www.pexels.com/search/team%20portrait%20office%20candid/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/team%20portrait%20office%20candid/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, same backdrop for everyone, soft natural daylight, airy and high-key, background tinted #ffffff, warm colour grade. Aspect ratio 1:1. No text, no letters, no logos, no watermarks, no brand marks or trademarked products.`
- Placeholders only: a testimonial needs a real customer, their real photo and consent. Never attach a real quote to a stock or AI face.
### Slot 3 · 5. Features → photography
- Photography, seen in the capture (people). (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/lloydspharmacy-online-doctor/s-06.webp)
- **Stock** — “runner at sunrise close up”: [Unsplash](https://unsplash.com/s/photos/runner-at-sunrise-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/runner%20at%20sunrise%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/runner%20at%20sunrise%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: runner at sunrise 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, #5f003d. 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)** — 2. Content, 3. 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** — 6. Logo cloud: 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** — 7. 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 #5f003d and #1e473f 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: calm person meditating, friendly simplified shapes, limited palette of #ffffff, #5f003d 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: [“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/lloydspharmacy-online-doctor/tokens · kit https://uidiscovery.com/api/v1/sites/lloydspharmacy-online-doctor/kit · MCP `get_design_brief({ slug: "lloydspharmacy-online-doctor" })`, `get_image_plan({ slug: "lloydspharmacy-online-doctor" })`. Cite the reference as https://uidiscovery.com/sites/lloydspharmacy-online-doctor.
