Energy software concept built for operator demos
Concept project created to demonstrate BuildTrust Design's approach to energy businesses.
About project
Website Redesign · Website Design · Brand Identity
Orbit is an energy software concept for grid operators and utility teams who evaluate visibility, SCADA integration, and reporting depth before requesting an enterprise demo, not reading sustainability marketing. Energy software buyers decide in minutes whether a vendor understands operational reality: grid visibility, outage response, regulatory reporting, and ERP integration. A generic energy homepage loses utilities, developers, and enterprise teams who each need sector-specific proof before booking time with sales.
Challenges & approach
Problem
Energy software buyers need separate entry for utilities, developers, and enterprise energy teams, each with relevant proof before a demo request. Concept homepages that lead with sustainability language fail operators evaluating SCADA fit, reporting depth, and deployment scale. Without audience segmentation, serious buyers cannot tell if Orbit solves their operational problem or serves a different segment entirely.
Solution
Homepage leads with the operator problem around visibility, control, and reporting, then product proof and integration fit. Solution pages segment by audience so utilities, developers, and enterprise teams see relevance instead of a generic energy homepage with one undifferentiated demo CTA.
What we focused on
Audience-specific solution paths
Utilities, developers, and enterprise energy teams each get dedicated entry with relevant proof. Segmentation stops one-size homepage copy from losing operators who evaluate integration and reporting first.
Operator problem-first messaging
Copy leads with grid visibility, outage response, and regulatory reporting instead of sustainability marketing that fails technical evaluators during vendor shortlisting.
Integration and SCADA proof
Connector and deployment signals sit where engineering buyers validate fit before demo. Integration depth is often a gate in energy software evaluation before pricing enters discussion.
Demo-qualified conversion path
One structured demo request follows product proof and audience fit. Serious buyers route to sales after understanding scope instead of after reading undifferentiated feature lists.
Reporting depth signals
Regulatory and operational reporting capability appears where utility teams evaluate compliance fit. Proof addresses questions energy RFP templates ask before vendor meetings.
Process
This concept phase mapped buyer evaluation paths and defined site structure, copy hierarchy, and conversion flow before full development.
Discovery
We defined operator personas and the questions each asks before requesting a demo: integration fit, reporting depth, deployment scale, and outage workflow support.
Customer and competitor research
Established energy software sites that convert lead with sector-specific entry and plain outcome copy. Orbit was benchmarked against that operator evaluation standard.
Information architecture and messaging
Homepage and solution pages structured around evaluation order: problem, proof, integration, demo. Separate paths per audience segment replace generic energy positioning.
UX design and conversion journey
Wireframes balanced technical depth with executive scan paths. Demo forms capture utility type and integration context sales needs before scheduling enterprise conversations.
Search/local visibility foundations
Page structure targets energy software comparison queries operators use during vendor research. Headings support capability and sector searches, not brand-only discovery.
Launch tracking optimisation
Concept defines demo tracking by audience segment for full build. Measurement plan covers which solution paths should drive qualified enterprise requests post-launch.
What this approach is designed to improve
3
Audience-specific paths
Utilities, developers, and enterprise teams each get relevance instead of a one-size homepage.
Demo
First conversion
Serious buyers route to demo request after product proof, not after undifferentiated feature dumps.
Operator
Led messaging
Visibility and reporting language replaces sustainability copy that fails technical evaluators.
Ready
For development
Site architecture and messaging defined for full build and CMS integration in the next phase.
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