Squarespace — Website Builder

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

> Reference: https://www.squarespace.com · UIDiscovery: https://uidiscovery.com/sites/squarespace · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/squarespace/full.webp) · [scroll video](https://uidiscovery.com/media/captures/squarespace/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Squarespace — 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 Squarespace: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Squarespace'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
- Squarespace (squarespace.com): AI marketing website, light, minimal.
- 9 sections: Hero → Content → Features → Logo cloud → Features → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈820px).
- Hero headline: 5 words — short and punchy; keep yours under ~9.
- Type: one family (Clarkson). Imagery: mostly typography with little or no imagery, some photography.

## 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. Tall, ≈1.5 screens (1374px at 1440), own dark band #000000; 18 image elements (icons, logos, product UI — not 18 photos); 3 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~5 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “A website makes it real”
- [Screenshot](https://uidiscovery.com/media/captures/squarespace/s-01.webp) · imagery: slot 1

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1091px at 1440), page background; 37 image elements (icons, logos, product UI — not 37 photos); 11 buttons (tabs, toggles or per-card actions), 18 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Grow your business”
- [Screenshot](https://uidiscovery.com/media/captures/squarespace/s-02.webp) · imagery: slot 2

### 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 (776px at 1440), page background; 30 image elements (icons, logos, product UI — not 30 photos); primary + secondary button; 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): “Everything you need on one platform”
- [Screenshot](https://uidiscovery.com/media/captures/squarespace/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. About one full screen (1097px at 1440), page background; 23 image elements (icons, logos, product UI — not 23 photos); 9 buttons (tabs, toggles or per-card actions), 17 links (link lists / navigation); 4 headings → ~3 items under a title.
- Slots: Section title (~8 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Getting started has never been easier with AI”
- [Screenshot](https://uidiscovery.com/media/captures/squarespace/s-04.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. Compact band (381px at 1440), own dark band #000000; 2 image/graphics; inline form (1 field, e.g. email capture), one primary button.
- Slots: Section title (~7 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Find the perfect domain for your website”
- [Screenshot](https://uidiscovery.com/media/captures/squarespace/s-05.webp)

### 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 (306px at 1440), own dark band #000000; 10 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 14 million entrepreneurs worldwide”
- [Screenshot](https://uidiscovery.com/media/captures/squarespace/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 (820px at 1440), own dark band #000000; 2 image/graphics; 41 links (link lists / navigation).
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Websites made with Squarespace”
- [Screenshot](https://uidiscovery.com/media/captures/squarespace/s-07.webp)

### 8. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. About one full screen (900px at 1440), own dark band #000000; 6 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Headline (~6 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Start your free website trial today”
- [Screenshot](https://uidiscovery.com/media/captures/squarespace/s-08.webp)

### 9. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (710px at 1440), own dark band #000000; 14 images/icons (a set of cards or a small gallery); 16 buttons (tabs, toggles or per-card actions), 93 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/squarespace/s-09.webp)

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

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#000000` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#dddddd` | cards, inputs, alternate bands | text on it 15.5:1 |
| muted | `#898989` | secondary text, borders | 3.5:1 — borders / large text only |

Captured palette: `#ffffff` `#000000` `#898989` `#5a5a5a` `#dddddd`. Section bands top→bottom: `#000000` → `#ffffff`. 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: #ffffff;
  --foreground: #000000;
  --accent: #000000;
  --surface: #dddddd;
  --muted: #898989;
  --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 Clarkson. “Clarkson” 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 ≈820px tall at 1440 (median; range 306–1374px, 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 2 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
Flat surfaces, hairline 1px borders in the muted colour, small radii (4–8px), almost no shadow. 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 4 section screenshots: mostly **typography with little or no imagery**, some photography (light, neutral, desaturated, AI). 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: 1–3 key visuals; the rest are icons/avatars. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/squarespace/s-01.webp)
- **Stock** — “abstract gradient mesh”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh. 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 #000000, #dddddd. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 2. Content, 3. Features, 4. Features → product UI (uncertain)
- AI sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/squarespace/s-02.webp) [ref 2](https://uidiscovery.com/media/captures/squarespace/s-03.webp) [ref 3](https://uidiscovery.com/media/captures/squarespace/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 #ffffff to #dddddd with a soft #898989 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 4:5. 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.

- **No imagery (type-led)** — 5. Features, 7. Features, 8. 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.
- **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** — 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:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #898989 and #dddddd on a #ffffff 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 16:9. 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: abstract gradient mesh, friendly simplified shapes, limited palette of #000000, #dddddd plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“technology flat illustration” on Unsplash](https://unsplash.com/s/photos/technology-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).

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More: tokens https://uidiscovery.com/api/v1/sites/squarespace/tokens · kit https://uidiscovery.com/api/v1/sites/squarespace/kit · MCP `get_design_brief({ slug: "squarespace" })`, `get_image_plan({ slug: "squarespace" })`. Cite the reference as https://uidiscovery.com/sites/squarespace.