Client brief

Eplug Web — Client brief

Client

Eplug

Website

eplug.com — WordPress 7.1.3, custom theme eplug, built on our 2026 design

Source

the Eplug document "Eplug Website Changes" (SOW, .docx), received 28 Oct 2026

Brief date

28 Oct 2026

Everything below comes from that document. Text in quotes is Eplug's final copy and goes on the site exactly as written. Lines marked (need to confirm) stay off the live site until Eplug confirms them in writing. Our own reading of the work is kept apart, in section 4.

Section tags show what kind of work it is — edits to existing copy, edits with layout design, new design, images, or reference:

EditsEdits + designNew designImagesReference

1What the project is

Reference

Eplug builds privately financed, publicly accessible DC fast-charging hubs in New York. The flagship is 353 Berry Street in Williamsburg, at the Brooklyn foot of the Williamsburg Bridge.

The live site eplug.com leads with profit, retail and the app. Eplug wants it to lead with infrastructure for New York drivers, because officials, driver groups and reporters are now the main visitors. The commercial information stays, but moves into a separate business section (Partner With Us) and stops leading.

"when someone from the city, a driver group or a reporter lands on our site, the first thing they should see is that we're building charging infrastructure for New York drivers." — Eplug, 28 Oct 2026

Every public page follows this order:

1. Why New York needs fast charging in the city
2. Who needs it: taxi, rideshare and delivery drivers, fleets, and people who can't charge at home
3. How big the Williamsburg hub is
4. How it helps the city's transportation and climate goals
5. That it's privately financed
6. Business benefits last, and only on the partners page

2What stays as it is

Reference

• Brand colors, logo and fonts.
• Every offering: property, retail, fleet and municipal partnerships, the app, the loyalty program and fleet tools. Only how they are described and where they sit on the page changes.
• The lines Eplug calls the best on the site: "The Charging Infrastructure Modern Cities Deserve", "Make Fast Charging as Essential as Streetlights", the 15–25 minute charging and "20 minutes vs 4 hours".

3Eplug's working rules

Reference

• Anything in quotes is final copy. Paste it in exactly as written, no rewording.
• Anything marked (need to confirm) stays off the live site until Eplug sends the answer in writing.
• No numbers, stats, testimonials or company names that are not in the SOW or in the Eplug fact sheet.
• Most sections exist twice in the code (desktop and mobile). Edit and check both.
• Everything goes to staging first. Nothing goes live without Eplug's sign-off.
• Four stages. At the end of each: a staging link, before and after screenshots of every changed page on desktop and mobile, the list of everything still marked (need to confirm), and confirmation that no link goes to # or to eplug.memo.ua. The next stage starts only after the previous one is approved.
• One person at Eplug signs off on all copy and numbers. All numbers come from one fact sheet. If the SOW and the fact sheet disagree: stop and ask, never pick one.
• Google indexing stays off until Eplug gives a date in writing.

4Scope — what is on us

Reference

The SOW is written for whoever edits the WordPress site. Split by trade, it looks like this:

Stage 1 · Remove and fix

Bugs, typos, dead links, claims, 2026 dates, company names.

• Design: almost none — one icon swap.
• Front-end and WordPress: all of it.
• From Eplug: the phone number, the emails, the two-day reply promise.

Stage 2 · Rewrite the existing pages

Home, About, Locations, Partner With Us, Contact, header, footer, SEO, alt text.

• Design: layout changes on every page (list below).
• Front-end and WordPress: desktop and mobile versions of every changed section.
• From Eplug: nothing — all copy is in the SOW.

Stage 3 · New pages

Williamsburg Hub, Newsroom, FAQ, Driver waitlist.

• Design: four new pages, desktop and mobile.
• Front-end and WordPress: four page templates, forms, the waitlist export to a spreadsheet.
• From Eplug: the fact sheet, press releases, media kit photos, FAQ answers.

Stage 4 · Images

The inventory PDF of every image and video, then the swaps.

• Design: the inventory PDF, the image direction, the replacement picks.
• Front-end and WordPress: the swaps.
• From Eplug: keep / replace marks, real photos and renderings.

Design inside stage 2, page by page

• Home — new section order; a fourth audience card "For Neighbors" (three cards become four); the Williamsburg flagship block replaces "Charging With Us in 2026"; a new "I'm a Driver" button; a hidden section "The Gap We're Filling"; Uber icon and two photos replaced.
• About — the mission headline becomes the biggest text on the page; a "See the Williamsburg Hub" button after principle 06.
• Locations — the 353 Berry card bigger or pinned first with a "Flagship" tag; empty fields hide with their labels; a map-pin graphic instead of the same placeholder photo on every card.
• Partner With Us — sections reordered (Municipal, Fleet, Property, Retail); testimonial space left empty; the Ideal For list without company names; the Revenue Boost block removed.
• Contact and the Write Us pop-up — a required "I am a..." dropdown; two new contact lines.
• Header and footer — six menu items instead of four (desktop and mobile menu); new footer links and a press line.

⚠️ Who implements is the open question that changes the price. The SOW is addressed to the developer of the live site (eplug.memo.ua is "your site, not ours"). Our core part is design: stage 2 layout changes, the four new pages of stage 3 and the image work of stage 4. Front-end in the eplug theme we can offer as a separate line.

5Sitewide fixes — stage 1

Edits

Header menu

Edits + design

Today: About, Locations, Partners, Contact. New order:

1. About
2. Williamsburg Hub (new page)
3. Locations
4. Newsroom (new page)
5. Partner With Us (the Partners page renamed, keeps the /partners/ address)
6. Contact

The purple Contact Us button in the header stays as is.

Bugs

Typos

Other sitewide changes

• Take out every "2026" promise: "Coming in 2026", "Charging With Us in 2026", "Download App(2026)". Replacement copy is in the page sections.
• Footer Navigation column: add Williamsburg Hub and Newsroom. Add a "Press inquiries" line with the press email. (need to confirm the email)
• Almost every image has no alt text. Give each a plain description of what is in it, for example "Eplug fast chargers at 353 Berry Street with the Williamsburg Bridge behind".

Page descriptions (SEO settings)

6Homepage

Edits + designNew design

The strongest infrastructure sections are already on the homepage but sit under the app and retail content. New order, top to bottom:

1. Hero (rewritten)
2. What Is Eplug? (kept, small edits)
3. We Believe Cities Should Work for Everyone (moved up, currently 6th)
4. Why We Focus on DC Fast, with the audience cards (edited)
5. Williamsburg flagship block (replaces Charging With Us in 2026)
6. App and Loyalty Program (moved down, currently 4th)
7. The buttons at the bottom

New design

A hidden section "The Gap We're Filling" is built between sections 3 and 4. The results of an independent driver-demand study go there later. It stays empty until Eplug sends the numbers.

6.1 Hero

Edits + design

• Headline: "Urban Fast Charging" → "Fast Charging Infrastructure for the Drivers Who Keep New York Moving"
• Subhead: "For The Future Of America" → "Eplug builds privately financed, publicly accessible DC fast-charging hubs for taxi, rideshare and delivery drivers, fleets, and New Yorkers without a place to charge at home."
• Main button "See the Williamsburg Hub" → /williamsburg/
• Second button "View Locations" → /network/
• Background (11-121.jpg): a daytime shot or rendering of the Williamsburg site with the chargers, street and bridge. Until there is one, the current image stays.

6.2 What Is Eplug?

Edits

• Headline "The Charging Infrastructure Modern Cities Deserve" stays.
• The Urban Reality tab: the 80%-of-Americans-in-cities-by-2050 claim has no source. Unless Eplug sends one, the sentence becomes "While others build for highways and suburbs, we're building for the people who live and work in cities."
• What Makes Us Different list stays, two lines change: "Integrated retail & community spaces / charging becomes a destination" → "Amenities for drivers / a safe, comfortable place to wait while you charge", moved to the end of the list; "Fleet-grade reliability / because downtime costs money" → "Fleet-grade reliability / because downtime costs drivers their income".

6.3 We Believe Cities Should Work for Everyone

Edits

Moves up to third. The Cleaner, Fairer, Stronger, Smarter cards and the scrolling words stay. Three edits:

• Stronger: "Supporting the Uber, Lyft, rideshare and delivery drivers who keep cities running." → "Supporting the taxi, rideshare and delivery drivers who keep New York running."
• Smarter: "Modern infrastructure that attracts businesses, boosts retail, and lights up public spaces." → "On-site battery storage that charges off-peak and eases pressure on the grid when demand is highest." The cafe photo (cafe_410x510.webp) is replaced by a photo of chargers or batteries.
• Closing line: "We're the first network built for cities, not adapted to them." → "A network built for cities, not adapted to them."

6.4 Why We Focus on DC Fast

Edits + design

Headline "15–25 Minutes. Urban-Ready. Built for Movement." and the Level 2 vs DC Fast line stay. Cards rewritten, a fourth one added:

• The Fleets card icon is the Uber logo (tabler_brand-uber.svg). Replace it with a plain car or van icon from the same set: the logo suggests a deal with Uber that does not exist.
• The photo on these cards (businesspeople_409x470.webp) shows people in suits. Replace it with a driver at a charger.
• The line under the cards "Charge while you shop, work, or grab a coffee." → "Open 24/7. No membership required."

6.5 Williamsburg flagship block

Edits + design

Replaces the whole Coming in 2026 / Charging With Us in 2026 section. Layout and images stay, words change:

6.6 App and Loyalty Program

Edits

Moves down to sixth. All three columns and every feature stay. Fix the spacing in the headline, point "Join the App Waitlist" to the new waitlist form, no launch date anywhere.

6.7 Bottom buttons

Edits + design

"I'm a Property Owner" and "I'm a Fleet Operator" stay (the fleet link is fixed, see Bugs). A new first button "I'm a Driver" goes to the waitlist form.

7About page

Edits + design

The mission line stays. The hero talks about shopping centers and rest stops and does not match the city focus.

• Hero headline: "Fast Charging, Wherever You Go" → "Charging Infrastructure Built for How New York Works"
• Hero subhead: the line about city streets, shopping centers, fleet hubs and rest stops → "DC fast charging for working drivers, fleets and city residents, where they already live, work and drive."
• "Find a charger. Plug in. Get back on the road." stays; remove the extra spaces before "Get back".
• Mission headline "Make Fast Charging as Essential as Streetlights" stays exactly as is and becomes the biggest text on the page.
• Mission text: "American cities are going electric faster than anyone predicted. But the infrastructure is failing them." → "New York's drivers are going electric. Fast-charging capacity has not kept up, especially for the taxi, rideshare and delivery drivers who need it most. Eplug exists to close that gap with private capital and public access."

The six principles keep their numbers, layout and pictures:

• A "See the Williamsburg Hub" button after principle 06, going to /williamsburg/.
• The page has two videos (IMG_0650.mp4, IMG_0649.mp4): send Eplug a screenshot from each so they decide whether they stay.

8Locations page

Edits + design

The 353 Berry card says 44 charging ports; the project is 88 charging spaces. Most other cards show labels with nothing next to them. Facts first, then layout.

• Headline: "Where We're Building the Future" → "Where We're Building"
• Subhead: "We build where drivers actually need to charge, not where it's easiest to build."

The 353 Berry card is bigger than the others, or pinned first with a "Flagship" tag:

• The label shows as "Maximum Power up to kW" with the number on another line. Fix the template so it reads "Max power: 180 kW".
• Other cards (199 Varet, 663 E. Crescent, 2440 Fulton) show empty labels such as Charging Ports and Operating Hours. An empty field hides together with its label.
• One spelling for addresses across the page:

• All eight sites must be confirmed as active; a paused site comes off. (need to confirm)
• Every card uses the same placeholder picture (Frame-1000011420.png). Real photos go in where Eplug sends them; elsewhere a simple map-pin graphic instead of the same image eight times.
• "How We Scale Faster" → "How We Choose Sites". The four items stay; a new first item "Proven demand from professional drivers", the rest renumbered.
• Bottom: "Have a property? Let's move fast" → "Have a site in New York? Talk to us." Same button.

9Partner With Us page

Edits

This is the business section: revenue and zero upfront cost are fine here, promises that can't be proven are not. All four offerings stay. The page moves to fifth in the menu.

• Menu name "Partners" → "Partner With Us", same address.
• Headline "We Don't Build Alone. We Build With Partners." stays.
• Subhead: "Public agencies. Fleets. Property owners. Local businesses. Building New York's charging network together."
• New order: Municipal, Fleet, Property, Retail. Anchors #card0–#card3 (by position, which is how the fleet button ended up on retail) become #municipal, #fleet, #property, #retail; every link pointing here is updated (4 in the footer, 2 on the homepage).

9.1 Municipalities and Developers (now first)

• Intro: "Cities that don't invest in EV infrastructure today will lose residents, businesses, and competitiveness tomorrow." → "Eplug helps cities and public agencies meet their charging and climate goals with private capital and public access."
• Turnkey deployment text: "we handle design, permitting, installation and operations, in full coordination with city agencies"
• Job creation, Equity-focused site selection, Revenue generation for public land leases and Climate action plan compliance stay.
• New last item: "Safety first / every hub is built to meet FDNY and DOB requirements"
• The Municipal Partnership Inquiry button opens the contact form with "Government or agency" already picked.

9.2 Fleet Operators (now second)

• Headline: "Charging Infrastructure That Pays for Itself" → "Fast Charging Built Around Your Drivers' Shifts"
• Intro paragraph stays.
• "Predictive uptime monitoring / 99%+ reliability guaranteed" → "Predictive uptime monitoring / every charger tracked in real time"
• "Lower TCO than ICE fleets / fuel + maintenance savings" → "Lower operating costs / electricity and maintenance typically cost less than gas"
• DC Fast turnaround, Fleet-exclusive pricing, Reserved stall access, Consolidated billing and Locations optimized for pickup/drop-off zones stay.
• The testimonial ("We switched our 50-vehicle delivery fleet to Eplug..." from "Fleet Manager, Major Delivery Co") is deleted. The space stays empty; real quotes with names come later.
• Ideal For: five categories and icons stay, every company name goes (Amazon Flex, UPS, USPS, FedEx, DoorDash, UberEats, Grubhub, Zipcar, Enterprise):

9.3 Property Owners and Landlords (now third)

• Headline: "Turn Parking Into Profit. Zero Upfront Cost" → "Add Fast Charging to Your Property at Zero Upfront Cost"
• Intro stays.
• "New Recuring Income / Profit-sharing ore lease payments" → "New recurring income / profit-sharing or lease payments"
• "Increased property value / EV-ready buildings command premium rents" → "A stronger building / EV-ready properties are more attractive to tenants"
• "Fast instalation / weeks, not months" → "Managed installation / we handle design, permits and construction"
• Zero CapEx, Higher tenant satisfaction, Code compliance and Full-service operations stay.

9.4 Retail Businesses (now fourth)

• Headline: "Charging Brings Customers. Customers Spend." → "Bring EV Drivers to Your Door"
• Intro: "Drivers don't just charge. They spend." → "Drivers spend 15 to 25 minutes on site while they charge. Partner businesses get visibility on site and in the Eplug app."
• "1 Predictable conversion / 'while charging' purchases are impulse-driven" → "1 Nearby foot traffic / drivers stay close by while they charge"
• Items 2–4 (Loyalty integration, High-visibility branding, Co-marketing) and the Ideal For list stay.
• The whole Revenue Boost Data block is deleted, heading and all (the 20–40% more transactions line has no source).
• Retail Partnership Inquiry button stays.

Bottom of the page: "Have a property? Let's move fast" → "Have a site in New York? Talk to us."

10Contact page and the Write Us pop-up

Edits + design

Today the page talks only to business partners; drivers, reporters, community groups and government offices have no obvious way in.

• Headline "Let's Build the Future Together" stays.
• Subhead: "Drivers, fleets, property owners, community groups, press and public agencies: we want to hear from you."
• A required dropdown after Email, "I am a...", options in this order: Driver, Fleet operator, Property owner, Local business, Government or agency, Community organization, Press, Other.
• Routing: Press → the press email; Government or agency and Community organization → a named person at Eplug (need to confirm who); everything else → info@eplug.com.
• Two contact lines: "Press inquiries" and "Government and community relations", with emails. (need to confirm)
• Email link and phone fixed (see Bugs).
• Headquarters shows Miami Beach, FL, while the footer says Built in New York and every site is in New York. Stays as is until Eplug decides between a New York office or both. (need to confirm)
• Send Eplug a screenshot from the video on this page (IMG_0651.mp4).
• The Write Us pop-up in the header uses the same form: it gets the same dropdown.

11New page — Williamsburg Hub (/williamsburg/)

New design

The most important page on the site: the link Eplug will send to officials, driver groups and reporters. Same header, footer, fonts and colors as the rest of the site. No revenue, retail, investor or customer-spending language anywhere on it.

12New page — Newsroom (/newsroom/)

New design

• Press releases and news, newest first, each with a date, headline and link. Eplug sends past announcements to load in.
• A "Fact Sheet" PDF download. Eplug sends it; every number on the site must match it.
• A "Media Kit" download: logo files, five approved daytime photos or renderings, a one-paragraph company description.
• Media contact with name, email and phone. (need to confirm)
• A hidden spot "Independent Study" for when the report comes out.

13New page — FAQ (/faq/)

New design

The footer already links to an FAQ that does not exist. A dropdown (accordion) page with these questions; Eplug approves every answer before it goes up.

14New page — Driver waitlist

New design

• A simple form, its own page (/waitlist/) or a pop-up.
• Fields: Name, Email, Phone (optional), "I drive for" dropdown (Taxi, Rideshare, Delivery, Fleet, Personal vehicle, Other), Zip code.
• Every Join the Waitlist button on the site points here.
• Export to a spreadsheet: the list feeds the demand study.

15Images

Images

The colors stay; how they are used changes. Purple and magenta work for an infrastructure brand as accents next to real daylight photos. Filling the whole screen behind neon renderings reads as nightlife, not infrastructure.

• Purple and magenta for buttons, headlines, icons, borders and number tiles, not as full-screen backgrounds behind photos.
• Daytime images over night images. Real streets, real chargers, real scale.
• People in photos are working drivers (taxi, rideshare, delivery), not shoppers, not people in suits.
• Cafe and retail photos only in the Retail section of Partner With Us and in the app section on the homepage.
• No other company's logos anywhere without written permission.

Before any image changes: one PDF with a thumbnail of every image and video on the site, its file name and its page. Eplug marks keep or replace. Already known to go:

Also check every image, video, rendering and PDF on the site and in the media library for "They Charge. You Profit", "Guaranteed Customers" and "This Location Will Print Money". They are not in the page text but may be in graphics. Any file found comes down, and Eplug is told which one.

16Claims coming off the site

Edits

Not on the site yet: any number from Eplug's internal demand research (residents nearby, daily rideshare pickups, number of nearby fast chargers, "eleven times" the capacity). Those go up only after the independent study confirms them.

17Order of work and sign-off

Reference

18Open questions

Reference

Marked (need to confirm) in the SOW

1. Go-live date, when indexing gets switched on.
2. The phone number (844) 443-7584.
3. The "within two business days" promise in the pop-up thank-you message.
4. The press email (footer, Contact page, routing).
5. The named person for Government or agency and Community organization messages.
6. Emails for "Press inquiries" and "Government and community relations".
7. Headquarters: New York office, Miami Beach, or both.
8. Max power 180 kW at 353 Berry.
9. Neighborhood for 663 E. Crescent St; town for 2580 Pine Bush Rd.
10. Whether all eight locations are still active.
11. Restrooms, lighting and a safe place to wait as commitments (About, principle 03; Williamsburg Hub commitments).
12. Grid-storage wording, with engineering.
13. Media contact: name, email, phone.
14. FAQ answers: hub opening date, pricing, battery storage safety.

Materials Eplug will send

1. The fact sheet (PDF) — every number on the site is checked against it.
2. A daytime shot or rendering of the Williamsburg site (homepage hero, Williamsburg Hub top).
3. The NYC DOT link for the 88,000-vehicles figure.
4. Real location photos, past press announcements, media kit photos, the company description.
5. A source for the 80%-by-2050 claim, or it stays replaced.
6. Study results, supporter quotes with permission, real fleet quotes with names — later.

Ours

1. Who builds it: the developer of the live site, us, or both. This sets whether the offer is design only or design plus front-end.
2. Access: WordPress admin and the staging address — where "staging first" lives.
3. Does the live site still match the Figma file (last edited 18 Jun 2026), or did the build drift? The new pages and changed sections are designed on top of the live site, not the old file.
4. Waitlist export: which spreadsheet — Google Sheets, CSV from WordPress, or the CRM they already use.