Preview the prompt +
# Build brief — an original marketing website in the taste of Semrush
> Reference: https://www.semrush.com · UIDiscovery: https://uidiscovery.com/sites/semrush · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/semrush/full.webp) · [scroll video](https://uidiscovery.com/media/captures/semrush/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Semrush — 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 Semrush: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Semrush'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
- Semrush (semrush.com): Marketing marketing website, dark.
- 9 sections: Hero → Call to action → Showcase → Content → Blog → Footer.
- Spacing: about a screen per idea (median section ≈932px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Lazzer). Imagery: mostly illustration, 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 (525px at 1440), own light band #ffffff; no images (type-led); inline form (1 field, e.g. email capture), primary + secondary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; No image — let type and colour carry it.
- Topic (tone/length only — never reuse): “Be found everywhere search happens”
- [Screenshot](https://uidiscovery.com/media/captures/semrush/s-01.webp)
### 2. 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 (582px at 1440), own light band #c190ff; 1 image/graphic; one primary button.
- Slots: Headline (~7 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Get found in search and AI answers.”
- [Screenshot](https://uidiscovery.com/media/captures/semrush/s-02.webp) · imagery: slot 1
### 3. 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 (620px at 1440), own light band #ffffff; 1 image/graphic; one primary button.
- Slots: Headline (~4 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Bigger scale. Bigger advantage.”
- [Screenshot](https://uidiscovery.com/media/captures/semrush/s-03.webp) · imagery: slot 1
### 4. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. About one full screen (932px at 1440), own light band #ffffff; 27 image elements (icons, logos, product UI — not 27 photos); 22 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “SOLUTIONS ( 9 )”
- [Screenshot](https://uidiscovery.com/media/captures/semrush/s-04.webp) · imagery: slot 2
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.6 screens (1407px at 1440), own light band #ffffff; no images (type-led); one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; One primary action.
- Topic (tone/length only — never reuse): “STATS AND FACTS”
- [Screenshot](https://uidiscovery.com/media/captures/semrush/s-05.webp)
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.5 screens (1382px at 1440), page background; 1 image/graphic; 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): “AI VISIBILITY INDEX”
- [Screenshot](https://uidiscovery.com/media/captures/semrush/s-06.webp) · imagery: slot 3
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (704px at 1440), own light band #ffffff; 2 image/graphics; no interactive controls.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “OUR CUSTOMERS”
- [Screenshot](https://uidiscovery.com/media/captures/semrush/s-07.webp) · imagery: slot 1
### 8. Blog — signal an active, credible team through recent writing.
- Layout: 3-up card grid: image, title, meta. About one full screen (953px 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); 6 headings → ~5 items under a title.
- Slots: Title + “All posts” link; 3 post cards: cover image, title, date/author.
- Topic (tone/length only — never reuse): “RESOURCES ( 9 )”
- [Screenshot](https://uidiscovery.com/media/captures/semrush/s-08.webp) · imagery: slot 1
### 9. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Tall, ≈1.4 screens (1221px at 1440), own light band #ffffff; 1 image/graphic; 22 buttons (tabs, toggles or per-card actions), 45 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 SEMRUSH TODAY”
- [Screenshot](https://uidiscovery.com/media/captures/semrush/s-09.webp)
Inner pages also captured (Pricing, Product, Customers, About, Sign up, Log in, Blog, Docs, Enterprise, Contact): https://uidiscovery.com/sites/semrush?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#181e15` | page background | — |
| foreground | `#ffffff` | body text, headings | 17.0:1 |
| accent | `#c190ff` | primary buttons, links, highlights — sparingly | 7.0:1 |
| surface | `#181e15` | cards, inputs, alternate bands | text on it 17.0:1 |
| muted | `#d1d2d5` | secondary text, borders | 11.2:1 |
Captured palette: `#181e15` `#ffffff` `#c190ff` `#d1d2d5`. Section bands top→bottom: `#ffffff` → `#c190ff` → `#181e15`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #181e15;
--foreground: #ffffff;
--accent: #c190ff;
--surface: #181e15;
--muted: #d1d2d5;
--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 Lazzer. “Lazzer” 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(2.75rem, 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.
### Spacing & rhythm
Sections run ≈932px tall at 1440 (median; range 525–1407px, 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 4 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
Best guess: mostly **illustration**, some product UI screenshots/mockups (dark, cool, Marketing). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.
### Slot 1 · 2. Call to action, 3. Call to action, 7. Content, 8. Blog → illustration (uncertain)
- Light Marketing section with a few graphics — illustration, icon art or a product shot. Count: one consistent treatment across these sections. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/semrush/s-02.webp) [ref 2](https://uidiscovery.com/media/captures/semrush/s-03.webp) [ref 3](https://uidiscovery.com/media/captures/semrush/s-07.webp) [ref 4](https://uidiscovery.com/media/captures/semrush/s-08.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 #c190ff, #181e15 plus one soft neutral, plenty of empty background, consistent line weight, cool 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.
### Slot 2 · 4. Showcase → product UI (uncertain)
- Marketing showcase with 27 image elements — most likely product UI screenshots/mockups plus icons. Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/semrush/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 dark gradient from #181e15 to #181e15 with a soft #c190ff glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: low-key, moody directional light with deep shadows. Aspect ratio 16:10. 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 3 · 6. Content → abstract 3D / gradient (uncertain)
- Dark Marketing section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/semrush/s-06.webp)
- **Stock** — “abstract dark gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=portrait) · [Pexels](https://www.pexels.com/search/abstract%20dark%20gradient%203d/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/abstract%20dark%20gradient%203d/?orientation=vertical)
- **Generate** — `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #c190ff and #d1d2d5 on a #181e15 background. Lighting: low-key, moody directional light with deep shadows; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 1. Hero, 5. 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.
- **Icons** — 9. 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:
- **photography** — 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. Cool colour grade that sits on #ffffff, #c190ff, #181e15. 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.` · stock: [“abstract gradient mesh dark” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-dark?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/semrush/tokens · kit https://uidiscovery.com/api/v1/sites/semrush/kit · MCP `get_design_brief({ slug: "semrush" })`, `get_image_plan({ slug: "semrush" })`. Cite the reference as https://uidiscovery.com/sites/semrush.
