Moz — SEO Software for Smarter Marketing

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

> Reference: https://moz.com · UIDiscovery: https://uidiscovery.com/sites/moz · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/moz/full.webp) · [scroll video](https://uidiscovery.com/media/captures/moz/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Moz — 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 Moz: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Moz'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
- Moz (moz.com): Marketing marketing website, light, colorful.
- 15 sections: Hero → Logo cloud → Content → Features → Content → Features → Stats → Testimonials → Content → Call to action → Blog → Footer.
- Spacing: about a screen per idea (median section ≈761px).
- Hero headline: 11 words — a full sentence; keep yours to one thought.
- Type: one family (Lato). 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. Half to one screen (704px at 1440), own dark band #1d6b87; 3 image/graphics; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~11 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Show up in search. Show up in AI. Own the results.”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-01.webp) · imagery: slot 1

### 2. 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 (215px at 1440), page background; 6 images/icons (a set of cards or a small gallery); no interactive controls.
- 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): “Trusted by 500,000+ brands and agencies”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-02.webp)

### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (797px at 1440), page background; 14 images/icons (a set of cards or a small gallery); inline form (1 field, e.g. email capture), 14 buttons (tabs, toggles or per-card actions), 14 links (link lists / navigation).
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Become the brand that AI recommends”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-03.webp) · imagery: slot 2

### 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 (761px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Take control of your AI search narrative”
- [Screenshot](https://uidiscovery.com/media/captures/moz/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. Half to one screen (613px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~9 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Moz Pro: the all-in-one SEO and AI search toolkit”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-05.webp) · imagery: slot 4

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (804px at 1440), page background; 12 images/icons (a set of cards or a small gallery); one primary button, 13 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); One primary action.
- [Screenshot](https://uidiscovery.com/media/captures/moz/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 (887px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “STAT: the ultimate large-scale rank tracking platform”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-07.webp) · imagery: slot 3

### 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. About one full screen (845px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~9 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Moz Local: the local SEO and reputation management tool”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-08.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. About one full screen (832px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~6 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Moz API: powering custom data solutions”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-09.webp) · imagery: slot 3

### 10. Stats — prove scale or impact with a few big numbers.
- Layout: 3–4 large numerals with short labels in a row. Half to one screen (591px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “Propel your business forward with Moz Data”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-10.webp)

### 11. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Half to one screen (658px at 1440), page background; 12 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title; 6 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Why marketers trust Moz Data & tools”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-11.webp)

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (851px at 1440), page background; 12 images/icons (a set of cards or a small gallery); 8 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Learn SEO from our experts”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-12.webp) · imagery: slot 2

### 13. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Half to one screen (544px 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): “Ready to get started with Moz Pro?”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-13.webp)

### 14. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (772px at 1440), own light band #f0f7f7; 6 images/icons (a set of cards or a small gallery); 15 links (link lists / navigation); 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): “The latest from the Moz Blog”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-14.webp) · imagery: slot 6

### 15. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (721px at 1440), page background; 8 images/icons (a set of cards or a small gallery); one primary button, 49 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “Get started with Moz Pro!”
- [Screenshot](https://uidiscovery.com/media/captures/moz/s-15.webp)

Inner pages also captured (Pricing, Product, Customers, About, Sign up, Log in, Blog, Docs, Changelog, Contact): https://uidiscovery.com/sites/moz?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#272733` | body text, headings | 14.7:1 |
| accent | `#1d6b87` | primary buttons, links, highlights — sparingly | 6.0:1 |
| surface | `#ffd262` | cards, inputs, alternate bands | text on it 10.3:1 |
| muted | `#606a7c` | secondary text, borders | 5.5:1 |

Captured palette: `#ffffff` `#424a4f` `#606a7c` `#272733` `#ffd262` `#1d6b87`. Section bands top→bottom: `#1d6b87` → `#ffffff` → `#f0f7f7`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #ffffff;
  --foreground: #272733;
  --accent: #1d6b87;
  --surface: #ffd262;
  --muted: #606a7c;
  --font-heading: "Lato", ui-sans-serif, system-ui, sans-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: **Lato** (Google Fonts) — reference uses Lato. Free to use — load it directly.
- 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 ≈761px tall at 1440 (median; range 215–887px, 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 3 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 6 section screenshots: mostly **photography**, some typography with little or no imagery (light, cool, Marketing). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → abstract 3D / gradient (uncertain)
- Dark Marketing section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: a set of ~3 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/moz/s-01.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=horizontal)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #1d6b87 and #606a7c on a #ffffff background. Lighting: soft natural daylight, airy and high-key; cool 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.`

### Slot 2 · 3. Content, 12. Content → illustration (uncertain)
- Light Marketing section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/moz/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/moz/s-12.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #ffffff, #1d6b87, #ffd262 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.

### Slot 3 · 4. Features, 7. Features, 9. Features → product UI (uncertain)
- Marketing 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/moz/s-04.webp) [ref 2](https://uidiscovery.com/media/captures/moz/s-07.webp) [ref 3](https://uidiscovery.com/media/captures/moz/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 #ffd262 with a soft #1d6b87 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 4 · 5. 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/moz/s-05.webp)
- **Stock** — “3d glass shapes render close up”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #1d6b87, #ffd262. 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 · 8. 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/moz/s-08.webp)
- **Stock** — “3d glass shapes render wide shot”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #1d6b87, #ffd262. 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 · 14. Blog → photography
- Photography, seen in the capture (people, adult). (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/moz/s-14.webp)
- **Stock** — “3d glass shapes render editorial”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-editorial?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20editorial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20editorial/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render editorial. Composition: editorial crop with one clear focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #f0f7f7, #1d6b87, #ffd262. 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.`

- **Logos** — 2. 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).
- **No imagery (type-led)** — 6. Content, 11. Testimonials, 13. Call to action: 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** — 10. Stats, 15. 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.
- **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/moz/tokens · kit https://uidiscovery.com/api/v1/sites/moz/kit · MCP `get_design_brief({ slug: "moz" })`, `get_image_plan({ slug: "moz" })`. Cite the reference as https://uidiscovery.com/sites/moz.