Practice

Professional calm: navy, serif headings, credential-forward.

Small business/practicelight + dark

Exemplar: Professional-services firm sites

Studied from advisory and clinic sites. Original tokens and copy; no assets copied.

Live tokens

Colors

bg
#FFFFFF

surface
#F4F6F9

surface-alt
#EAEEF4

text
#17233A

text-muted
#52607A

border
#DAE0EA

primary
#1F3A63

on-primary
#FFFFFF

accent
#7F6226

on-accent
#FFFFFF

Type

Directionxxxl · 3.25rem

Design systemxxl · 2.5rem

Conversion notesxl · 1.75rem

Section headinglg · 1.25rem

Body copy for the pagemd · 1rem

Supporting textsm · 0.875rem

Meta labelxs · 0.75rem

Pack recipe 0123'Instrument Serif', 'Times New Roman', Georgia, serif

Pack recipe 0123'Geist', 'Inter', system-ui, sans-serif

Pack recipe 0123'Geist Mono', ui-monospace, 'SF Mono', Menlo, monospace

Spacing, radius, shadow

xs 0.25rem

sm 0.5rem

md 1rem

lg 1.75rem

xl 2.75rem

xxl 4.5rem

sm 4px

md 8px

lg 8px

Component samples

Clear advice, in plain language

Tax and advisory for small firms.

Outcome-shaped claim.

Licensed since 2011

Full name

We reply within one business day.

Year-end review

Two-hour review with a written plan

First consultation free

Recipe

Apply the rules, place the patterns, then tune the conversion notes against the rubric.

Rules

Use navy for structure and actions; keep the page white.
Set headings in the serif; keep body in the sans.
Show licenses, memberships, and years in a ruled strip.
Keep forms short and labelled above the field.
Avoid stock imagery; use one real team photo.

Patterns

Credential strip under the hero.
Services explained in three ruled rows with plain outcomes.
Team grid with role and license number.
Consultation form with a stated reply time.

Conversion notes

Offer a free first consultation with a stated duration.
State the privacy promise next to the form.
Answer fees honestly: range, not 'contact us'.

See this pack on your site.

Attach your URL. The audit maps your gaps to Practice or a better-fit pack.