Paraform — The #1 Agentic Hiring Platform & Recruiter Marketplace

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Paraform — 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 Paraform: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Paraform'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
- Paraform (paraform.com): Productivity marketing website, dark, serif.
- 13 sections: Hero → Logo cloud → Statement → Stats → Call to action → Testimonials → Statement → Features → Call to action → Testimonials → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈540px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: Bureau Serif headings over Bureau Sans body. 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 (664px at 1440), page background; 3 image/graphics; inline form (2 fields, e.g. email capture), 3 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Hire the future. Hire with conviction.”
- [Screenshot](https://uidiscovery.com/media/captures/paraform/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 (332px at 1440), own light band #f5f8f6; 84 image elements (icons, logos, product UI — not 84 photos); 21 links (link lists / navigation).
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- [Screenshot](https://uidiscovery.com/media/captures/paraform/s-02.webp)

### 3. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (485px at 1440), own light band #f5f8f6; no images (type-led); no interactive controls.
- Slots: Heading (~10 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “A hiring partner that understands exactly what you're looking for”
- [Screenshot](https://uidiscovery.com/media/captures/paraform/s-03.webp)

### 4. 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 (540px at 1440), own light band #f5f8f6; 8 images/icons (a set of cards or a small gallery); 5 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: 3–4 numbers with short labels; Source/footnote if claims need it.
- Topic (tone/length only — never reuse): “The world's largest expert recruiter network”
- [Screenshot](https://uidiscovery.com/media/captures/paraform/s-04.webp) · imagery: slot 2

### 5. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (264px at 1440), own light band #f5f8f6; 1 image/graphic; inline form (2 fields, e.g. email capture), primary + secondary button.
- Slots: Headline (~9 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “See what your hiring partner can do for you”
- [Screenshot](https://uidiscovery.com/media/captures/paraform/s-05.webp)

### 6. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. About one full screen (1072px at 1440), own light band #f5f8f6; 9 images/icons (a set of cards or a small gallery); 6 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 6 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Don't just take our word for it”
- [Screenshot](https://uidiscovery.com/media/captures/paraform/s-06.webp) · imagery: slot 3

### 7. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. About one full screen (995px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading (~6 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “The fastest way to more placements”
- [Screenshot](https://uidiscovery.com/media/captures/paraform/s-07.webp)

### 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. Tall, ≈1.4 screens (1285px at 1440), page background; 5 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): “AI to supercharge you”
- [Screenshot](https://uidiscovery.com/media/captures/paraform/s-08.webp) · imagery: slot 4

### 9. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (328px at 1440), page background; 1 image/graphic; inline form (2 fields, e.g. email capture), primary + secondary button.
- Slots: Headline (~8 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “See how Paraform helps scale your recruiting business”
- [Screenshot](https://uidiscovery.com/media/captures/paraform/s-09.webp)

### 10. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Compact band (213px at 1440), own light band #f5f8f6; no images (type-led); no interactive controls.
- Slots: Section title; 3 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Trusted by the best teams”
- [Screenshot](https://uidiscovery.com/media/captures/paraform/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 (545px at 1440), own light band #f5f8f6; no images (type-led); no interactive controls.
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- [Screenshot](https://uidiscovery.com/media/captures/paraform/s-11.webp) · imagery: slot 5

### 12. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (400px at 1440), own light band #f5f8f6; 2 image/graphics; inline form (2 fields, e.g. email capture), primary + secondary button.
- Slots: Headline (~5 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Make hiring your competitive advantage”
- [Screenshot](https://uidiscovery.com/media/captures/paraform/s-12.webp) · imagery: slot 6

### 13. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (587px at 1440), own light band #f5f8f6; 4 images/icons (a set of cards or a small gallery); one primary button, 22 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/paraform/s-13.webp)

Inner pages also captured (Customers, About, Sign up, Log in, Blog, Enterprise, Careers, Contact): https://uidiscovery.com/sites/paraform?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#1a1a1a` | page background | — |
| foreground | `#ffffff` | body text, headings | 17.4:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#212121` | cards, inputs, alternate bands | text on it 16.1:1 |
| muted | `#000000` | secondary text, borders | 1.2:1 — borders / large text only |

Captured palette: `#1a1a1a` `#f5f8f6` `#000000` `#ffffff` `#010000` `#212121`. Section bands top→bottom: `#1a1a1a` → `#f5f8f6`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, neutral, desaturated) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #1a1a1a;
  --foreground: #ffffff;
  --accent: #ffffff;
  --surface: #212121;
  --muted: #000000;
  --font-heading: "Source Serif 4", ui-serif, Georgia, 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: **Source Serif 4** (Google Fonts) — reference uses Bureau Serif. “Bureau Serif” is likely a custom or licensed face. Source Serif 4 is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Inter** (Google Fonts) — reference uses Bureau Sans. “Bureau Sans” 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(2.75rem, 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.

### Spacing & rhythm
Sections run ≈540px tall at 1440 (median; range 213–1285px, 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
Radii and shadows weren't measured. 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 10 section screenshots: mostly **photography**, some typography with little or no imagery (dark, neutral, desaturated, Productivity). 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 ~3 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/paraform/s-01.webp)
- **Stock** — “abstract gradient mesh dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh. 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. Neutral, desaturated colour grade that sits on #1a1a1a, #ffffff, #212121. 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 2 · 4. Stats → photography
- Photography, seen in the capture (land, hill). (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/paraform/s-04.webp)
- **Stock** — “abstract gradient mesh close up dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh close up. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #f5f8f6, #ffffff, #212121. 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. Testimonials → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: a set of ~9 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/paraform/s-06.webp)
- **Stock** — “portrait headshot natural light”: [Unsplash](https://unsplash.com/s/photos/portrait-headshot-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/portrait%20headshot%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/portrait%20headshot%20natural%20light/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, plain soft background, low-key, moody directional light with deep shadows, background tinted #212121, neutral, desaturated 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 4 · 8. Features → photography
- Photography, seen in the capture (land, mountain, liquid). (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/paraform/s-08.webp)
- **Stock** — “3d glass shapes render wide shot dark”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #1a1a1a, #ffffff, #212121. 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 · 11. Testimonials → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: 1. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/paraform/s-11.webp)
- **Stock** — “portrait headshot natural light”: [Unsplash](https://unsplash.com/s/photos/portrait-headshot-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/portrait%20headshot%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/portrait%20headshot%20natural%20light/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, plain soft background, low-key, moody directional light with deep shadows, background tinted #212121, neutral, desaturated 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 6 · 12. Call to action → illustration (uncertain)
- Light Productivity section with a few graphics — illustration, icon art or a product shot. Count: a set of ~2 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/paraform/s-12.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=landscape) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=horizontal)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #f5f8f6, #ffffff, #212121 plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 21:9. 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.

- **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)** — 3. Statement, 5. Call to action, 7. Statement, 9. Call to action, 10. Testimonials: 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** — 13. 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, glossy glass-like shapes and a smooth gradient in #000000 and #212121 on a #1a1a1a background. Lighting: low-key, moody directional light with deep shadows; neutral, desaturated 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 dark gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?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/paraform/tokens · kit https://uidiscovery.com/api/v1/sites/paraform/kit · MCP `get_design_brief({ slug: "paraform" })`, `get_image_plan({ slug: "paraform" })`. Cite the reference as https://uidiscovery.com/sites/paraform.