Case study · PowerTrack
I made project software sound like it was built for $400 million electrical jobs
Word-level rules, written for contractors running multi-year electrical installations.
- Role
- What they do
- Project management for electrical contractors
What I walked into
PowerTrack is project management software built for electrical contractors, aimed at the kind of jobs that get complicated fast: projects with budgets of $400 million and up, where the paperwork alone can bury a team trying to run the work. Their own positioning names the problem directly: teams need transparency on projects that size without drowning in documentation to get it.
What I did
I wrote the messaging framework first, then designed and built the site on top of it. The rules were about words. “Purpose-built” was allowed where “customized” and “adapted” were not. “Solutions” and “platforms” were banned outright. The finished homepage promises “real-time visibility into progress, productivity, and potential problems across multi-year installations,” naming the buyer, the timescale, and the problem in one line. The copy names electrical contractors, multi-year installations, and the reporting problems those jobs create, in those words, throughout the site.
After the first work I did on Ian’s site, he said this:
It went super well. I had kind of high expectations coming in and it exceeded my expectations in all departments… your ability to pick up what I was putting down and make sense of it, and then translate it into something that was accessible… to package up what we were doing in that deeply accessible way, that quickly.”
Ian Robinson
Founder, PowerTrack and Enliven
For context
PowerTrack came out of a working electrical contracting business. Its longest-running adviser is a 50-year veteran of electrical construction management, and the site traces the 30-year evolution of the product. That history is why the language could get as specific as it did: the vocabulary was already in the building.
Every page, whole
A small, deliberate site: one long argument on the homepage, a pricing page that states the number plainly, and a blog carrying the thirty years of expertise behind the product.
The product itself
Five screens from inside the platform. This is the software the site is selling: dense, technical, and built for people who live in it all day.
Closer in
Full width, one at a time.
Straight answers. You’ll hear what the fix would cost, and if it isn’t worth the money, I’ll say so.
Or write to me: [email protected]
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