Roofr — Best Roofing Software

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Roofr — 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 Roofr: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Roofr'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
- Roofr (roofr.com): Real Estate marketing website, light.
- 12 sections: Hero → Logo cloud → Features → Content → Testimonials → Content → Features → Content → Features → Footer.
- Spacing: about a screen per idea (median section ≈600px).
- Hero headline: 8 words — short and punchy; keep yours under ~9.
- Type: one family (Circular). Imagery: mostly photography, some product UI screenshots/mockups.

## 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 (698px at 1440), own light band #e7f1fc; 3 image/graphics; form with 9 fields, one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~8 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “A suite of tools for roofing businesses to”
- [Screenshot](https://uidiscovery.com/media/captures/roofr/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 (273px at 1440), page background; 12 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): “FEATURED PARTNERS”
- [Screenshot](https://uidiscovery.com/media/captures/roofr/s-02.webp)

### 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. About one full screen (830px at 1440), own light band #e7f1fc; 14 images/icons (a set of cards or a small gallery); 21 buttons (tabs, toggles or per-card actions), 21 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Section title (~6 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Tools proven to win more jobs.”
- [Screenshot](https://uidiscovery.com/media/captures/roofr/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 (600px at 1440), page background; 3 image/graphics; primary + secondary button.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Make your truck the office”
- [Screenshot](https://uidiscovery.com/media/captures/roofr/s-04.webp) · imagery: slot 3

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (316px at 1440), own light band #ffffff; 9 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Leads”
- [Screenshot](https://uidiscovery.com/media/captures/roofr/s-05.webp) · imagery: slot 4

### 6. 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 (528px at 1440), own light band #e7f1fc; 10 images/icons (a set of cards or a small gallery); 10 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: Section title; 3 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Closed her first job on Roofr for $52k.”
- [Screenshot](https://uidiscovery.com/media/captures/roofr/s-06.webp) · imagery: slot 5

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (432px at 1440), own light band #ededed; 1 image/graphic; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/roofr/s-07.webp) · imagery: slot 6

### 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 (780px at 1440), page background; 7 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~8 words, like the reference); 7 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Have you met our @*#$ing amazing support team?”
- [Screenshot](https://uidiscovery.com/media/captures/roofr/s-08.webp) · imagery: slot 7

### 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. Compact band (373px at 1440), page background; 1 image/graphic; form with 9 fields.
- Slots: Section title (~9 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “First roof report is free. Sign up in seconds.”
- [Screenshot](https://uidiscovery.com/media/captures/roofr/s-09.webp) · imagery: slot 8

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (817px at 1440), page background; 9 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “FAQs”
- [Screenshot](https://uidiscovery.com/media/captures/roofr/s-10.webp)

### 11. 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 (487px at 1440), own light band #e7f1fc; 1 image/graphic; one primary button.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Evaluating software sucks. We get it.”
- [Screenshot](https://uidiscovery.com/media/captures/roofr/s-11.webp)

### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (690px at 1440), own dark band #0b0f12; 7 images/icons (a set of cards or a small gallery); primary + secondary button, 50 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/roofr/s-12.webp)

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

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f9f9f9` | page background | — |
| foreground | `#040506` | body text, headings | 19.4:1 |
| accent | `#0b0f12` | primary buttons, links, highlights — sparingly | 18.3:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 20.4:1 |
| muted | `#697478` | secondary text, borders | 4.6:1 |

Captured palette: `#f9f9f9` `#040506` `#e7f1fc` `#697478` `#ffffff` `#0b0f12`. Section bands top→bottom: `#e7f1fc` → `#f9f9f9` → `#ffffff` → `#ededed` → `#0b0f12`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #f9f9f9;
  --foreground: #040506;
  --accent: #0b0f12;
  --surface: #ffffff;
  --muted: #697478;
  --font-heading: "DM Sans", ui-sans-serif, system-ui, sans-serif;
  --font-body: "DM Sans", 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 Sans** (Google Fonts) — reference uses Circular. “Circular” is a licensed face — use DM Sans (or Plus Jakarta Sans) as the free stand-in, or license the original.
- 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 ≈600px tall at 1440 (median; range 273–830px, 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 9 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. 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 3 section screenshots: mostly **photography**, some product UI screenshots/mockups (light, neutral, desaturated, Real Estate). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Real Estate references lean on photography. Count: a set of ~3 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/roofr/s-01.webp)
- **Stock** — “modern living room natural light”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light?orientation=landscape) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light/?orientation=horizontal)
- **Generate** — `Photograph: modern living room natural light. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #e7f1fc, #0b0f12, #ffffff. 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 · 3. Features → photography
- Real Estate references lean on photography. Count: a set of ~14 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/roofr/s-03.webp)
- **Stock** — “bright kitchen interior”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #e7f1fc, #0b0f12, #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.`

### Slot 3 · 4. 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/roofr/s-04.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 #f9f9f9 to #ffffff with a soft #0b0f12 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. Content → photography
- Real Estate references lean on photography. Count: a set of ~9 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/roofr/s-05.webp)
- **Stock** — “minimal architecture facade close up”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: minimal architecture facade close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ffffff, #0b0f12. 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 · 6. Testimonials → portraits
- Portrait photography, seen in the capture. (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/roofr/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, soft natural daylight, airy and high-key, background tinted #ffffff, 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 · 7. Content → photography
- Real Estate references lean on photography. Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/roofr/s-07.webp)
- **Stock** — “modern living room natural light wide shot”: [Unsplash](https://unsplash.com/s/photos/modern-living-room-natural-light-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/modern%20living%20room%20natural%20light%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: modern living room natural light wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #ededed, #0b0f12, #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 7 · 8. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/roofr/s-08.webp)
- **Stock** — “minimal architecture facade wide shot”: [Unsplash](https://unsplash.com/s/photos/minimal-architecture-facade-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20architecture%20facade%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20architecture%20facade%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: minimal architecture facade wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #f9f9f9, #0b0f12, #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.`

### Slot 8 · 9. Features → photography
- Real Estate references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/roofr/s-09.webp)
- **Stock** — “bright kitchen interior wide shot”: [Unsplash](https://unsplash.com/s/photos/bright-kitchen-interior-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/bright%20kitchen%20interior%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/bright%20kitchen%20interior%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: bright kitchen interior wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #f9f9f9, #0b0f12, #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.`

- **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).
- **Icons** — 12. 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 #0b0f12 and #697478 on a #f9f9f9 background. Lighting: soft natural daylight, airy and high-key; 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 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: modern living room, friendly simplified shapes, limited palette of #e7f1fc, #0b0f12, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“home interior flat illustration” on Unsplash](https://unsplash.com/s/photos/home-interior-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/roofr/tokens · kit https://uidiscovery.com/api/v1/sites/roofr/kit · MCP `get_design_brief({ slug: "roofr" })`, `get_image_plan({ slug: "roofr" })`. Cite the reference as https://uidiscovery.com/sites/roofr.