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upowr.com
UPowr was missing a marketing function, so nobody owned the website. It was sparse, just a single landing page and a contact form. A trade show was also coming up, and without a credible site, we wouldn't carry weight in sales conversations there.
Making the case. 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.
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.
Language preferences. These were key, setting out the words we'd use, the words we wouldn't, and why. For example,
Sold job, not lead. UPowr starts at execution, not sales.
Close-out, not completion. Industry-specific language the audience uses.
Workflow engine and system of record, not database or tracker. Names the two things UPowr is.
Your quoting tool, not Pylon. Keeps messaging integration-agnostic.
All four are in the first three sentences on the site.
Solar, batteries, EV chargers, and more. One system of record that connects to the tools you already use. From sold job to close-out and beyond.
Style. Our competitors' sites were busy and dense, and leaned on stock photography of tradespeople rather than the product. I went the other way. Everything got more room, and every screenshot showed the real product. Each key feature also got its own highlight colour, which carried through from the home page onto that feature's page, where it framed the screenshots.
Home page feature list
Feature pages
Writing and building. 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.
Launch. Six weeks after starting, the site went up at upowr.com, in time for the trade show.
Handover. Before wrapping up the project, I 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.