I’m Mike Brajkovich, and this is the short version of what’s worth knowing about HammerScript. It’s my content studio, and it writes for construction software companies and nobody else. I started it because I grew up around construction, spent 25 years as a working copywriter, and got tired of reading construction software content that sounded like it had never been near a job trailer.
Why it exists
Most construction software is sold to people who can tell within two sentences whether the writer has stood on a slab. In July 2026 I scored the homepages of 111 construction software companies against seven signals of field-specific writing. Only 19% read as written by someone who knew the work. The rest could have been describing a hospital scheduling tool.
That isn’t a talent problem. The people writing for these companies are good writers who have never been handed a submittal log or sat through a Friday afternoon when the hardware schedule didn’t match the plans. You can’t write around that. You have to go and ask.
How the work gets done
Every piece I write starts with recorded material from both sides of the sale. On the product side: the founder, the sales lead, the demo recordings, the support tickets. On the field side: the client’s own customers, when they can make the introduction, plus a standing library of practitioner voice built from field interviews already on file and from the podcasts, YouTube channels and forum threads where estimators, PMs and supers say what they actually think. I write from that material, not from a topic prompt.
A customer interview runs about twenty minutes, by phone, on their schedule, and it is recorded with their permission. The library side is reading and listening: a superintendent explaining on a podcast why his crew still runs the group text, an estimator describing in a forum thread the takeoff that blew up on him. That material is public, attributable and specific in a way no marketing team invents.
The method is laid out on the services page. The measurement side, which tracks whether each article actually gets cited by ChatGPT, Perplexity and Google’s AI answers, is on the AI search page.
Who I am
I’ve been a freelance copywriter for about 25 years. I grew up around construction, with contractors in the family. I’ve been on job sites and I’ve worked bids. I am not a superintendent and I don’t claim to be. What I do is get the people who are on the phone, record what they say, and write from it.
HammerScript is a one-person studio with a standing library of field interviews behind it. That’s deliberate. The value is in the sourcing, and the sourcing doesn’t scale by hiring more writers who haven’t been in the trailer either.
The rules I work by
Four of them, and they don’t bend.
No fabricated quotes or statistics. Every quote traces to a recorded interview, and every outside number has a publisher, a date and a link, or it comes out of the piece.
No generic content. If a sentence could appear in any company’s blog about any industry, I rewrite it with a named role, a real project type or a specific figure until it couldn’t.
No claims about field experience I don’t have. See above.
Everything measured. Each article gets a baseline before it publishes and a check four to eight weeks after, so a client sees what moved and what didn’t.
Where to find the work
The blog is where the public writing lives, and it will tell you more about HammerScript than this page can. Field Notes is the newsletter: every two weeks, one observation from a real estimator, PM or super that changes how you’d write about your product. The State of Construction SaaS Content 2026 study is the piece most people arrive through.
If your construction software content reads like it was written from the office, write to me at howdy@hammerscript.io.