HTML view of a simple content page:
<html><body>
<h1>Home</h1>
<div class='text'>Welcome to our website!</div>
</body></html>

JSON view of a simple content page, rendered with the same client code:
{
"title": "Home",
"text": "Welcome to our website!"
}

HTML view of a product page, same client code:
<html><body>
<h1>Star Wars, episode1</h1>
<div class='text'>A long time ago in a galaxy far, far away...</div>
<img src='/images/star-wars.jpeg'>
<a href='/cart/add/123'>Add to cart</a>
</body></html>

JSON view of a simple content page, with the same client code:
{
"title": "Star Wars, episode1",
"text": "A long time ago in a galaxy far, far away...",
"img": "/images/star-wars.jpeg",
"link": {"href": "/cart/add/123", "title": "Add to cart"}
}