AmpUp Helping businesses go electric and never look back.

AmpUp had the technology. The challenge was helping every audience understand why it mattered.

AmpUp served fleets, installers, property owners, workplaces, municipalities, and utilities, each with different goals. Operators cared about utilization and ROI. Installers needed compatibility and simplicity. Property owners needed confidence in long-term value.

People don't buy EV charging software. They buy reliable infrastructure, predictable costs, and fewer operational headaches.

The opportunity was to position AmpUp around the outcomes it enables, not just the technology behind it. "We Get EV Power to Your People" became the foundation. It gave every audience a clear entry point while connecting back to the same core ideas: reliability, access, and control.

The voice followed the same direction: confident, optimistic, and human. Brand values moved beyond messaging documents and into website copy, campaigns, sales materials, and product experiences.

The visual system built on the existing green and purple palette. Since those colors were already established, I expanded the system with supporting colors, gradients, stronger typography, and photography that gave the brand more confidence and flexibility across channels.

AmpUp had one platform serving six very different audiences, but the website asked all of them to follow the same path.

A fleet operator evaluating uptime and cost savings has different questions than an installer looking for compatibility. A property owner needs to understand access and revenue opportunities, while a utility is thinking about grid impact and long-term energy management.

We rebuilt ampup.io around those decision points instead of the product structure. Each audience path (Fleet, Workplace, Multifamily, Municipalities, Hospitality, and Installers) now leads visitors through the information most relevant to them, connecting their challenges to AmpUp’s capabilities and proof points.

The goal wasn't to create more content. It was to create a clearer path from "Is this relevant to me?" to "This is the right solution."

AmpUp had a few years of earned search equity, so the goal wasn't to start over. It was to make the site work harder. We rebuilt the content architecture around the questions customers were already asking, mapping each product and use-case page to a specific audience, search intent, and conversion path.

Just as important, the site was engineered to be read by machines as well as people. Structured data (JSON-LD) across key pages makes AmpUp legible to Google and AI crawlers alike. Internal links were mapped deliberately, so authority concentrates on the pages that matter instead of cannibalizing between them. The technical foundation stayed fast, mobile-first, and fully crawlable.

The payoff shows up in a channel that barely existed a year ago. Since Google launched AI Overviews in May 2026, AmpUp's citations in those answers climbed 52%, and across the 312 buyer prompts we track, AmpUp gets cited in AI answers three times as often as its nearest competitor. Building for machines and people at once meant clicks kept growing, up 9%, even as AI Overviews pushed organic links down the page and compressed click-through rates industry-wide.

SEO wasn't a layer added after design. Google Search Console, Scrunch, and Ahrefs run continuously to track keyword performance, surface content opportunities, and prioritize updates based on what audiences actually search. AI-assisted workflows speed research, briefs, and optimization, while strategy stays human-led.

The redesign turned the site from a brochure into an acquisition engine. Search impressions nearly doubled year over year, up 92%, and average position jumped from page three to page one (28.4 to 8.9). That visibility brought people in: organic sessions grew 149% and engaged sessions rose 130%. Best of all, it converted. Form submissions rose 41%, from roughly 2,700 to nearly 3,700 inbound leads.

Because the site was engineered to be read by both search engines and AI models, AmpUp now surfaces in AI-generated answers and draws referral traffic from tools like ChatGPT and Perplexity, a channel that didn't exist before launch. AI Overview citations are up 52%, and AmpUp gets cited in AI answers three times as often as its nearest competitor across the buyer prompts we track.

Beyond the metrics, the biggest shift was operational. Marketing, sales, and product now share one brand system that supports campaigns, launches, and customer conversations, and the growth team reached its full-year acquisition target within the first five months of 2026.