Xero — Accounting Software for Small Businesses

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Xero — 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 Xero: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Xero'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
- Xero (xero.com): Finance marketing website, dark, colorful.
- 11 sections: Content → Statement → Logo cloud → Features → Pricing → Features → Content → Features → Content → Footer.
- Spacing: about a screen per idea (median section ≈569px).
- Type: one family (National2). Imagery: mostly photography, some typography with little or no imagery.

## 4. Page structure (top to bottom)

### 1. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (292px at 1440), page background; 31 image elements (icons, logos, product UI — not 31 photos); 6 buttons (tabs, toggles or per-card actions), 56 links (link lists / navigation).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/xero/s-01.webp) · imagery: slot 1

### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (569px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “The all-in-one to get your business done.”
- [Screenshot](https://uidiscovery.com/media/captures/xero/s-02.webp) · imagery: slot 2

### 3. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Half to one screen (583px 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): “Used by 5 million customers worldwide.”
- [Screenshot](https://uidiscovery.com/media/captures/xero/s-03.webp)

### 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 (732px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Section title (~6 words, like the reference); 4 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “AI you’ll love. Accountability you’ll trust.”
- [Screenshot](https://uidiscovery.com/media/captures/xero/s-04.webp)

### 5. Pricing — help the visitor pick a plan with minimal thinking.
- Layout: plan cards side by side, one highlighted, with a billing toggle if needed. Half to one screen (638px at 1440), page background; no images (type-led); 5 text links instead of buttons; 4 headings → ~3 items under a title.
- Slots: Title + billing toggle; 3 plan cards: name, price, 4–6 features, action; Highlight one recommended plan; Small print (tax, trial).
- Topic (tone/length only — never reuse): “Plans to suit your business”
- [Screenshot](https://uidiscovery.com/media/captures/xero/s-05.webp)

### 6. 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 (783px at 1440), page background; 3 image/graphics; 4 text links instead of buttons; 4 headings → ~3 items under a title.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “However you work, Xero works.”
- [Screenshot](https://uidiscovery.com/media/captures/xero/s-06.webp) · imagery: slot 3

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (562px at 1440), page background; 2 image/graphics; 2 text links instead of buttons.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “All your apps. All together.”
- [Screenshot](https://uidiscovery.com/media/captures/xero/s-07.webp) · imagery: slot 4

### 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. Half to one screen (564px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Less admin by all accountants.”
- [Screenshot](https://uidiscovery.com/media/captures/xero/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. Half to one screen (559px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Your first month, on us.”
- [Screenshot](https://uidiscovery.com/media/captures/xero/s-09.webp)

### 10. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (905px at 1440), own light band #ecf2f6; no images (type-led); 46 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Text link action.
- Topic (tone/length only — never reuse): “Accounting software”
- [Screenshot](https://uidiscovery.com/media/captures/xero/s-10.webp)

### 11. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (206px at 1440), own light band #ecf2f6; 7 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/xero/s-11.webp)

Inner pages also captured (Pricing, About, Sign up): https://uidiscovery.com/sites/xero?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#000856` | page background | — |
| foreground | `#ffffff` | body text, headings | 18.0:1 |
| accent | `#1f65d6` | primary buttons, links, highlights — sparingly | 3.3:1 (large text / UI only) |
| surface | `#000000` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#33395e` | secondary text, borders | 1.6:1 — borders / large text only |

Captured palette: `#000856` `#1f65d6` `#33395e` `#50dcaa` `#ffffff` `#000000`. 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: #000856;
  --foreground: #ffffff;
  --accent: #1f65d6;
  --surface: #000000;
  --muted: #33395e;
  --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 National2. “National2” 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(2.5rem, 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 ≈569px tall at 1440 (median; range 206–905px, 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. One continuous background — separate sections with space and type, not colour bands. 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. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.

## 6. Imagery plan

Measured from 6 section screenshots: mostly **photography**, some typography with little or no imagery (dark, cool, Finance). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Content → product UI (uncertain)
- Finance content with 31 image elements — most likely product UI screenshots/mockups plus icons. Count: 1–3 key visuals; the rest are icons/avatars. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/xero/s-01.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 #000856 to #000000 with a soft #1f65d6 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 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.

### Slot 2 · 2. Statement → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/xero/s-02.webp)
- **Stock** — “small business owner at counter dark”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-dark?orientation=portrait) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20dark/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20dark/?orientation=vertical)
- **Generate** — `Photograph: small business owner at counter. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000856, #1f65d6, #000000. 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 3 · 6. Features → photography
- Photography, seen in the capture (people). (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/xero/s-06.webp)
- **Stock** — “abstract gradient close up dark”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000856, #1f65d6, #000000. 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 4 · 7. Content → illustration (uncertain)
- Light Finance section with a few graphics — illustration, icon art or a product shot. Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/xero/s-07.webp)
- **Stock** — “finance flat illustration”: [Unsplash](https://unsplash.com/s/photos/finance-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/finance%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/finance%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: person paying with phone, friendly simplified shapes, limited palette of #000856, #1f65d6, #000000 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 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/xero/s-08.webp)
- **Stock** — “small business owner at counter wide shot dark”: [Unsplash](https://unsplash.com/s/photos/small-business-owner-at-counter-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/small%20business%20owner%20at%20counter%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/small%20business%20owner%20at%20counter%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: small business owner at counter wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #000856, #1f65d6, #000000. 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** — 3. 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)** — 4. Features, 5. Pricing, 9. Features, 10. 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** — 11. 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 #1f65d6 and #33395e on a #000856 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 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).

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