upowr.com

UPowr was missing a marketing function. The site was sparse, just a single landing page and a contact form, and a trade show was coming up. Without a credible site, we wouldn't carry weight in sales conversations there.

I made a case for rebuilding it. The issue was I had a full plate of product work, and a marketing site rebuild would normally need a team. But with Claude, the math was different. I could do the research, the writing, the visuals, and the build myself, in parallel with my day job, if I was deliberate about where I used AI and where I didn't.

I started with research. I gathered all the sales calls, customer interviews, and onboarding reports we had, and used Claude to scan external sources for voice-of-customer language and competitor positioning. From there, I distilled a messaging framework with positioning, core messages, and language preferences.

For the content, I used Claude as my junior copywriter. I'd brief, it would draft, I'd shape each draft into the final version. Then I created every image and graphic, pulled it all together, and built the site in Framer.

Six weeks after starting, the site went up at upowr.com, in time for the trade show.

Before wrapping up the project, I also built a marketing Confluence space for the research, the messaging framework, and the tone-of-voice guide, so the next marketing hire won't have to start from scratch.