Be More Swan gives your business a team of digital assistants. Each one is hired for a specific job, learns your business and brand, and does the work — drafting posts, writing blogs and emails, finding and contacting leads, running campaigns — while you stay in charge of what goes out.

The assistants you can hire today

More roles are listed in Hire Assistant as Coming soon — join the waitlist on any of them to be told when it opens.

You stay in control

• Your assistants draft, and by default you approve before anything is published or sent. Every approval waits for you in Review.
• The Social Media Assistant can be switched to publish without review, one platform at a time — and even then, anything it isn't confident about is held for you.
• Every assistant follows the rules, brand context and AI disclosure you set in its Assistant Profile.

Plans

Every plan includes the same assistants. Plans differ in how many assistants can work at once and how many tasks they can do each month. See Billing and Your Plan for the details.

Getting started

1. Choose a plan.
2. Tell us about your business in Business Information.
3. Hire your first assistant from Hire Assistant, give it a name, and answer its setup questions. It starts work as soon as you finish.

Dashboard in the sidebar opens your Workspace Overview — what your digital team has been doing, and what it needs from you.

What's on it

• Welcome back — a short summary of what your team did while you were away.
• The value your team created — time and money saved. Set your hourly rate in My Account to see the money figure, and use See the tasks behind this to check the working.
• When your team is working — when your assistants are scheduled to do their work.
• Your ideas and suggestions — things your assistants suggest doing next. One tap and the assistant gets started.
• Your workspace — widgets you choose yourself.

Arranging your widgets

Open the Widget library to switch widgets on or off, then drag the cards into the order you want. The widgets are:

Finding your way around

Leads, posts, blogs, emails and connections all live inside an assistant. Open the assistant from My Assistants to work with them.

Everything your assistants want you to know is in one place: Notifications in the side menu. The bell at the top of every page shows the same count and opens a quick view.

The three tabs

The count

• A red number is how many things need you.
• A grey dot means nothing needs you, but there is something new to read.

Answering a question

Press one of the answers on the question. Your assistant's reply appears straight away. For anything a button can't say, press Open conversation to write to them in Messages.

Finding something

Use From to see one assistant, or Be More Swan's own notices, and Group by to sort by type, assistant or day. Combine platforms shows a post that went to several platforms once rather than once per platform.

Choosing what you're told about

Choose which notifications you get under My Account ▸ Notification Preferences, or for one assistant under Assistant Profile ▸ Notifications.

When you first sign in, the setup guide opens on the right of your workspace. It's a checklist of everything your first assistant needs, in order. Each step opens the page where you do it, and ticks itself once that page is filled in. Nothing is typed into the guide itself.

The steps

Steps unlock one at a time. If Onboard your assistant looks stuck, the guide shows which setup is still open and who started it, with buttons to resume or cancel it.

Recommended for you

Under the steps, the guide suggests extras that make your assistants better, picked for the assistants you've hired. None of them hold anything up, and each ticks itself when it's done:

They stay in the guide after your assistant goes live, so you can come back to them from My Account ▸ Resume setup guide.

Why products and services matter

Every assistant reads your products and services list. With it, posts, articles, emails and outreach name what you sell correctly and quote only the prices you give. Without it, they can only describe your business in general terms. See Business Information and Products & Services.

Closing and reopening the guide

Close the guide and a Resume button stays in the corner for the rest of your visit. You can reopen it any time from My Account ▸ Profile Information ▸ Resume setup guide. Hiring another assistant later walks you through the assistant steps again for that one only.

This guide walks you through setting up a Lead Generation Assistant, the most common starting point for new Be More Swan users. Every step below is something you will actually be asked for.

Step 1: Hire the assistant

Go to Hire Assistant, choose the Lead Generation Assistant, and give it a name. It appears in My Assistants straight away. Everything after this happens inside the assistant itself.

Step 2: Answer the setup questions

Setup asks a short set of questions and nothing more. There is no rules editor and no scoring sliders — these answers are the configuration, and your assistant is given them verbatim every time it judges a company.

You can change any of these later from the assistant's Profile ▸ Operational set-up.

Step 3: Add your business postal address

Go to Business Information and fill in Business postal address.

Outreach cannot be sent without it. Anti-spam law in the US (CAN-SPAM) and Canada (CASL) requires a physical postal address in every marketing email, so your assistant will refuse to send until one is saved. Use your registered business address — prospects see it in the email footer.

Step 4: Connect a mailbox (optional)

On the assistant's Connections tab, connect Gmail or Outlook. Approved outreach then sends from your own mailbox, with replies routed back into the assistant.

Without a mailbox you still get everything else — the assistant drafts each email and hands it to you to send yourself.

Step 5: Start your first search

Open the Searches tab and press Find New Leads. Describe who you want to find in plain English ("boutique hotels in Southern Europe without an online booking system").

Your assistant drafts a search plan and shows it to you before spending anything. Read the queries, edit them, then approve. The run searches the public web, scores what it finds against your setup answers, and files the results.

Step 6: Work the results

Leads left undecided in Outreach for 30 days move to the Deleted section of the All leads tab — you are warned three days beforehand, nothing is destroyed, and one button puts a lead back.

Business Information and Products & Services

My Account ▸ Business Information is what every assistant knows about your business. It's split into tabs, and everything saves as you type.

Not sure what to type? Hover over (or tap) the pink i beside any field. It explains what the field is for and shows an example in the format we expect.

Business Profile

• Business name, industry and website.
• Business postal address — your registered address on one line. It's added to the footer of outreach emails, and the law in the US and Canada requires one, so the Lead Generation Assistant can't send without it. Don't use a home address — prospects see it.
• Social media accounts — each box already shows the start of the platform's address (for example instagram.com/ or tiktok.com/@). Type only your handle, the part that comes after it. For LinkedIn, first choose company/ for a business page or in/ for a personal profile. Pasting a full link works too — it's tidied into the handle when you leave the box. Adding a platform here is what lets you connect it to an assistant later.
• Other links — Linktree, booking pages, review pages, one per row.
• What your business does and Target audience — a couple of specific sentences each. Your assistants read these before they write anything.

Products & Services

Press Add Product or Service and fill in:

Use the arrows to put your most important products first. Archive stops your assistants using one without deleting it, and Restore brings it back.

Legal & Billing

Your legal company name, billing email, VAT number and billing address. These appear on your invoices.

Team Members

Inviting colleagues, managers or clients to review and approve your assistants' work is coming soon to the Busywork Buster. Anyone already in your workspace keeps their access. If your team needs to work together through the same assistants today, ask us about a Bespoke Assistant.

Brand Assets

• Brand style — accent, background and text colours, a wordmark, a footer line, a font and an optional logo, used on branded text cards. The preview shows a real card.
• Picture guidelines — the photo style you want, what to include where it fits, what must never appear, and up to four extra colours. Every AI image follows these.
• Brand assets — upload files or add links (brand guides, price lists, brochures) and choose a category so your assistants know how to use each one.

Your assistants read a short list of the pages on your website, so a post, an article or an email links the page it is about instead of your homepage. You'll find it in Business Information ▸ Website Pages.

What's on the list

For each page: its address, its title, one line about it and up to four things it offers. Everything comes from your own pages (their description, first paragraph and headings). Nothing is written by AI and nothing is invented.

Where it comes from

We follow your site's robots.txt. Our reader is called bemoreswan-sitedirectory, so you can block it on its own if you want to.

How your assistants use it

• Social posts and emails link the page that matches the post.
• Blog articles add two or three links to your own relevant pages.
• Lead outreach points a prospect at the service they need, when the email allows a link.
• Your Business Mentor points out what your site is missing, for example a service you sell that no page mentions.

Business Information always wins. If a page on your site says something different, your assistants follow Business Information. Prices are never taken from your website, only from Products & Services.

Keeping it up to date

• It is read again every week by itself.
• Press Re-read my site after you change your website (once an hour at most).
• Press Leave out on any page your assistants should never use or link to. It stays left out after every re-read. Put back undoes it.

You can also ask any assistant in chat to re-read your site or leave a page out. It shows a card for you to confirm.

Reading your website never uses any of your tasks.

Everything to do with help lives in Help & Support in the sidebar. It has four tabs.

Knowledge Base

Guides like this one. Search, or filter by topic. If an article doesn't answer your question, Still stuck? Open a support ticket at the foot of every article takes you straight to a ticket.

Report an Issue

Use this when something is broken — a button that does nothing, a page that won't load, a wrong figure.

1. Pick where it happened. It's pre-filled with the page you were on before opening Help & Support.
2. Describe what went wrong and what you expected.
3. Attach a screenshot if you can (PNG, JPG, GIF or WebP, up to 5 MB).

Your reports are listed beside the form with their status. When the team needs more from you it's marked More Info Required, and when a fix is ready it's marked Fixed & Ready to Test — press Confirm fix works, or Still broken — reply to tell us it isn't.

Support Tickets

Use this for questions and account help — how to do something, why an assistant is behaving a certain way, or billing.

• You get an email confirming your ticket, and the team replies within 1–2 business days.
• Select any ticket in Your Ticket History to read the replies and answer in the same thread.
• A ticket marked Awaiting your reply is waiting on you. Replying reopens it for the team.

Feature Requests

Have an idea? Search the Board first — if someone has already asked for it, vote for theirs instead (the form suggests similar ideas as you type). Ideas you submit are reviewed before they appear on the Board, and Roadmap shows what's planned.

Ask Your Team Anything

The button at the top of Help & Support (or ⌘K anywhere) asks your assistants directly. It's often the quickest answer to "how do I…?".

You can download a copy of your data at any time, yourself — no need to ask us.

How to export

1. Open your account menu (your initials, top right) and choose Account settings.
2. Go to the My Agreements tab and find the Your data card.
3. Press Export my data.

Your export is prepared in the background — usually a minute or two. When it is ready, a Download export button appears on the card and we email you the link too.

What is in it

The export is a single machine-readable JSON file.

• Everyone gets their own records: your account and profile, the agreements you have accepted, your support tickets and issue reports, your activity log and your chats with your assistants.
• Owners and admins also get the whole workspace: your assistants, posts, blogs, leads, audience, email, campaigns, products, goals, website, bookings, connections, plan and invoices, and the list of team members.

If you are not an owner or admin, ask one of them for the workspace export.

What is left out

• Passwords, access tokens, secrets and internal storage keys are removed from every record.
• Media files themselves (images, videos, sound) are not inside the file. Each one is listed by name and type — download the files from your media library.

Good to know

• You can request one export a day.
• The download link lasts 24 hours. You can download it as many times as you like until then. After that the link stops working and the file is deleted.
• Need a spreadsheet of your audience contacts or leads instead? Use the Export option on those pages — this account export is the full copy of your data.

Your Assistant's Page

Open any assistant from My Assistants to reach its own page — where its work is reviewed, its goals are tracked and its settings live.

The header

• The name — click it (or the pencil beside it) to rename your assistant. Suggest a name offers ideas.
• The icon — click the pencil on the icon to change its letter and colour. The colour is used everywhere the assistant appears: cards, the calendar and notifications.
• The role and status under the name show what it does and whether it's working, paused or waiting for you.
• Chat opens a conversation with the assistant. Ask it a question, give it a task or steer its work.
• Assistant Profile opens everything the assistant knows and follows — see The Assistant Profile Pane.

The overview

• The main action — the big button below the header. It's different for each assistant: Create a Post, Write Blog Post, Write Email, Set an Objective.
• Goal Progress — your targets for this assistant and how close it is. Check again now re-measures them on the spot. See Goals.
• Performance Metrics — the last 30 days of the measures that matter for this role.
• Autopilot and connections (Social Media Assistant) — what's being drafted and scheduled, and which platforms it posts to.

The tabs

Each assistant has tabs for its own work — for example Review, Calendar, Goals and Activity, plus role-specific ones such as Content Library and Inspo for content assistants, or Searches, All leads, Outreach and Results for the Lead Generation Assistant.

Press Assistant Profile on an assistant's page to open its profile — the brief it works from. It opens with a summary of your setup answers, then the Operating File: a card for each part of the brief. Everything here saves automatically.

Mandate

The bottleneck this assistant was hired to solve. The more specific you are, the better it prioritises. Quick Start Suggestions give you a starting point.

Operational Setup

When the assistant runs and where its content comes from.

• Trigger — on demand, when new data arrives, or on a fixed schedule.
• Content source — you provide the material, the assistant researches it, or a mix.
• Posting schedule (content assistants) — how many posts a week, on which days, at what times, and how far ahead to keep Review stocked with drafts.
• Autopilot mode (Social Media Assistant) — per platform, either hold every draft for review (the default) or publish without review. Even in publish mode, a draft is held for you if its caption isn't confidently factual, or it uses an AI-generated image you haven't allowed to auto-publish.
• Media sources — where images and video come from.

Creative Brief

Objective and message, audience and voice, reference and visual style, and a strategy for each platform. Some assistants call this card something that fits their job better.

Connections

The platforms and apps this assistant uses. Emergency: Revoke All Connections cuts every connection at once if you ever need to.

Rules

• Strict Rules — hard MUST DO / NEVER DO constraints. These override everything else.
• Assistant Rules — anything else you want written into its brief.
• What you rejected, and why — the reasons behind drafts you turned down.
• Learned Directives — rules it has learned from your corrections. Toggle one off to pause it, or delete it.

Brand Safety and Legal

Background knowledge and brand context, the AI disclosure shown with its work (required before the assistant can be activated), and what to do when your content library is empty.

Notifications

How you're alerted about this assistant — approvals, finished work, content and connections — and how urgently to chase you when drafts are waiting. These start from your workspace-wide settings, and a change here applies to this assistant only.

Goals tell an assistant what success looks like — and it reads them when it decides what to write and which calls to action to use.

Setting a goal

Open the assistant's Goals tab (or Manage goals on the Goal Progress card) and add a goal. Every field makes it SMART:

1. Goal name — so you can tell your goals apart.
2. Objective — Grow my Audience, Increase Interaction, Drive Traffic, or a Business Outcome.
3. Target metric — the list depends on the objective and on what you've connected. For example Instagram or LinkedIn followers, engagement rate, reach, link clicks, search clicks, qualified leads or email subscribers.
4. Target value and target date.
5. Context — anything that should steer the work toward this goal.

How progress is measured

• Most metrics are measured automatically from your connected accounts by a background check. How often depends on your plan — hourly at best, daily on the entry plan. The Goal Progress card says when the next check is due.
• Check again now re-measures every goal on the spot.
• Some figures only you have (revenue, enquiries). These are reported by you — enter the latest figure on the card and we'll remind you when one is due.

When a goal falls behind

If a goal is off pace, the assistant offers a One-Click Fix and its own Recommendations for getting back on track. Nothing changes until you choose one.

Every workspace has a Business Mentor, on every plan. It doesn't take one of your plan's assistant places, and you don't need to hire it.

Your Mentor is your guide and coach. It looks across your whole workspace, tells you what it would sort out first, helps you plan, and checks your team's week with you. It never writes your posts or emails itself. Your other assistants do that.

Getting started

Open your Mentor from Your Assistants and go to its Chat tab. On your first visit it asks whether you run an established business or are starting something new:

• An established business: it starts from what's already set up here and tells you the few things it would fix first.
• Something new: it starts with an idea check, asking who buys, why they'd buy, and how to test it cheaply.

To give your Mentor its own name, rename it on its page, the same way you rename any assistant.

It never changes anything without your click

When your Mentor suggests a change, it shows a card. The card says what would change, which assistant it changes, and Why?: the figures it's based on. Nothing happens until you press the button on the card.

• It makes at most 3 suggestions a week. Anything you ask for directly doesn't count towards that.
• Dismiss a suggestion with a reason. Not now holds that kind of suggestion back for 14 days. Disagree and Not relevant stop it until you bring it back. Dismissed suggestions are listed on its Overview tab, each with Bring back.
• Suggestions waiting for an answer are on the Overview tab and in your Inbox under Needs you. Review all lets you tick the ones you want. Nothing is pre-ticked.
• It only points you at assistants that are active. If you ask for one you don't have, it says so and tells you what you could do yourself.

What it can see

Every time you chat, it sees:

• Your business: Business Information, Products & Services and your offers
• Your team: each assistant, whether it's active or paused, and its set-up answers
• Goals and how close each one is
• Brand Knowledge documents and links
• What your assistants did in the last two weeks and what's booked next
• Your Lead Generator's forum watching: what it watches and how many threads are waiting (never the threads or replies themselves)
• Your plan and the tasks used this month
• Its own work: your plans, what it has looked up for you, its suggestions, weekly reviews, commitments and track record

When you ask, and in the weekly review, it can also look at results such as goal measurements, post performance and email totals, and at your customers through your active assistants (counts, names of won customers, and ratings with short excerpts from reviews).

It never sees passwords, connection keys or other secrets, your contacts' personal details, the emails and messages your leads send, or card details and payments. It never reads your chats with your other assistants, or anyone else's chat with it.

The full list is on its Overview tab under What I can see.

Quiet mode

Your Mentor can't be paused or archived, because it's included with your workspace. If you'd rather it stayed in the background, turn on Quiet mode on its profile, under When and how I work (or ask it in chat). It then answers your questions but makes no suggestions, health checks or weekly review until you ask.

Does it use tasks?

Chatting with your Mentor doesn't use tasks under fair use, and neither does Get feedback on its Overview tab. Three things use 1 task each, and only when they deliver: looking something up with sources, Draft it for me on a plan, and a written weekly review. See What Counts as a Task.

You can ask your Business Mentor how to do anything in Be More Swan, and it will tell you the page and the button to use.

When something isn't working

Tell your Mentor what happened in your own words, for example "the calendar won't load" or "I keep getting logged out". It shows a card ready to send:

• Report a problem to Be More Swan goes to the team as an issue report. Follow it under Help & Support ▸ Report an Issue.
• Message Be More Swan support is for a question, billing, or help with your account. The team replies by email and in Help & Support.

You can read and change what it wrote before you press Send report or Send.

What is sent

Only what's written on the card is sent, with the page you were on. Nothing else from your workspace. Never put passwords, card details or other people's personal details in a report.

Your Mentor never says a problem is fixed. The team does that, in Help & Support.

You can still raise an issue or ticket yourself from Help & Support. See Getting Help: Issues, Tickets and Feature Requests.

Your Business Mentor keeps your plans on its Plan tab. You can work on them there, or in chat. Both save to the same place.

Your plans

• Idea check: the questions an experienced mentor would ask about a new idea, one step at a time (Back and Next save as you go). Then a Lean Canvas with nine boxes you can edit, and your Riskiest assumptions, each with a cheap way to test it.
• Business plan and Marketing plan: edit each section and press Save draft. When nothing is saved yet, the sections start from what your workspace already says.

Draft it for me has your Mentor draft a whole plan in the background, using 1 task. It waits under Your Mentor's draft until you press Use this draft. Nothing is saved before then.

Approving a plan

An owner or admin presses Approve. If the draft still has a question your Mentor left for you, answer it first. Changes shows what's different from the approved version, and Earlier versions keeps the old ones.

Once a plan is approved, your other assistants read it when they draft, so your posts, blogs and emails follow it.

Break-even calculator

Ask "If I spend £500 on ads, how many sales do I need?" and the calculator works it out. Your Mentor doesn't guess the number. Every input is shown with where it came from, and anything you didn't give it is marked as an assumption.

Look this up

Ask a research question and your Mentor searches the web, then answers in about two minutes with the links it used. It only keeps links the search actually found. If it finds nothing, it says so rather than guess, and nothing is charged. A delivered answer uses 1 task. Every past answer stays on the Plan tab.

The playbook

The playbook I'm using shows the reviewed guide your Mentor follows for your kind of business, or says there isn't one yet.

The weekly review

Once a week your Business Mentor compares what happened with your plan and goals. It looks at results from your active assistants (this week against last), your goals, your approved plans, last week's commitments and your customers.

• It writes its review in each owner's and admin's chat with the Mentor, and tells you by your own notification settings.
• It suggests up to 3 changes, each as a card naming the assistant it changes and why. Nothing changes until you press the button. The same cards are in your Inbox under Needs you, and answering one in either place answers it in both.
• It also checks your set-up for things that don't fit together, such as a call to action that can't be used, or a goal for a platform that isn't connected. It tells you where to fix each one.
• If there isn't enough data yet, it says so, names what's missing and asks one coaching question instead. That review uses no task.

A written review uses 1 task.

Choose the day (Monday unless you change it) or switch the review off on your Mentor's profile, under When and how I work. An owner or admin can press Review my week now on its Overview tab at any time. There's no weekly review in Quiet mode or without a paid plan.

The morning summary

At 7am in your business's time zone, your Business Mentor posts a short summary in each owner's and admin's chat with it:

• Yesterday: sales and booking deposits taken on your website, and deals marked won in your Lead Generator
• Today: your bookings, and booking requests waiting for your yes
• Enquiries from your website that haven't been answered
• Waiting for you: posts to review, actions waiting for approval and your Mentor's suggestions
• Make next: your best post of the last two weeks, and which assistant can make another like it

It only reports what Be More Swan can see: things booked, bought or marked won. It can't see phone calls or sales made elsewhere. On a day with nothing to say, nothing is sent. It's put together from your figures without AI, so it uses no tasks.

You're told in the app. To get it by email too, switch on Business Mentor morning summary in My Account ▸ Notifications. If you get it by email, you won't also get the separate "actions waiting" email that morning.

Switch it off on your Mentor's profile, under When and how I work, or ask your Mentor. There's no morning summary in Quiet mode or without a paid plan.

Commitments

Each week, pick 1 to 3 things you'll do. They're at the top of your Mentor's Results tab, and you can set them in chat too. Everyone in the workspace can see everyone's, with your own first.

At the end of the week, mark each one Done, Missed or Drop. A missed one asks why: No time, Didn't know how, Priorities changed, Waiting on someone else, Decided against it, or Other. Your Mentor learns from the reasons. If "No time" keeps coming up, for example, it suggests fewer commitments or an assistant to take the work.

Track record

The Track record panel on the Overview tab lists the suggestions you accepted and what has changed since. It says "since", not "because", because many things change in a week. When it's too early or the numbers are too small, it says that plainly.

Plans, writes and schedules on-brand posts for the social accounts you connect.

How it works

1. Connect the platforms you post to, on the assistant's Connections card or under Assistant Profile ▸ Connections.
2. Set a posting schedule under Assistant Profile ▸ Operational Setup — posts per week, days and times.
3. The assistant keeps Review stocked with drafts on that schedule. Open one, edit it, and approve it to schedule it.

Creating a post yourself

Press Create a Post, choose the platforms and formats (only platforms switched on for this assistant are offered), and the post editor opens. See Creating and Editing a Post.

Where things live

Publishing without review

By default every draft waits for you. Under Autopilot mode you can let a platform publish without review. Posts still appear on the calendar first, so you can change or cancel one before it goes out, and anything the assistant isn't confident about is held for you regardless.

Sales posts

About once a week the assistant writes a Sales post (labelled "Sales post" on the Review card) — a direct "here's how to work with me" post built from your service offerings, with a clear call to action. The rest of your posts stay value-first. You review it like any other draft.

The post editor opens full-page when you create a post or open one from Review. Breadcrumbs at the top take you back to where you came from.

The steps

The rail on the left walks you through a post. You can do them in any order.

Platforms and formats

The tabs above the preview are the platforms this post goes to — each with its own caption and media. Change platform and format switches between formats (a feed post or a Reel, for example) or adds and removes platforms. A format only accepts the media it can carry, so switching from a video format to an image one asks you for a picture.

Editing video

Each clip has its own row under Timeline:

• Drag either end of the green bar to trim the clip.
• Drag the pink playhead to find a frame, then press Split to cut the clip in two there. Trim, move or remove either half.
• Duplicate adds a copy of the clip straight after it.
• ▶ plays just that clip, from the playhead.
• + Add text puts text on that clip, and Suggest asks the assistant for a line.
• + Add another clip joins more footage into one video.

Your cut is applied when you approve the post.

AI images

Generating an image uses 1 task from your monthly allowance. Posts with AI-generated images are marked so you can spot them.

Researches and writes long-form posts in your voice, on a cadence you set.

How it works

1. Tell it what to cover during setup — topics, tone and how often to publish.
2. It drafts posts and sends them to Review. Press Write Blog Post to ask for one on a subject of your choice.
3. Open a post in Blog Studio to edit it, then approve it. Approved posts are scheduled into the next free slot of your cadence — you never pick a date by hand.

Where your blog appears

• Your own website — add the blog widget to a page on your site. See Publishing Your Blog to Your Own Website.
• LinkedIn — as an article, once LinkedIn is connected.
• The Swan Index — Be More Swan's own publication, if you choose to syndicate there.

Search performance

Connect Google Search Console from Blog setup on the Blogs tab to see impressions and clicks for each post. The assistant flags a post for a refresh when its traffic starts to slide.

Where things live

Your Blog Writing Assistant researches, drafts and schedules long-form posts. Once you approve one, it goes live in two places at once:

You do not need a developer, a plugin, or a website rebuild. You need one line of code on one page.

Step 1: Get your embed snippet

1. Open your Blog Writing Assistant. On its Blogs tab, click Blog setup.
2. Open the Blog widget section.
3. At the bottom is your Embed snippet. Click Copy.

What you copied looks like this:

<script async src="https://bemoreswan.com/widget.js"
        data-bms-key="wgt_your_key_here" data-bms-mount="#bms-blog"></script>

The wgt_ value is your own private identifier. It is created automatically the first time you open Blog Studio, it never changes, and it only ever shows your published posts.

Step 2: Add it to your website

Paste two things onto whichever page should hold your blog:

1. <div id="bms-blog"></div> where you want the posts to appear.
2. The snippet you copied, anywhere on the same page.

That is the whole installation. The embed brings its own styling and cannot clash with your site design, because it renders in an isolated container.

What if I do not have a blog page yet?

This is the most common situation, and it is a fair bit easier than it sounds. You are not building a blog — you are making one nearly-empty page for the embed to sit on.

• Website builder (Wix, Squarespace, Shopify, Webflow): add a new blank page called Blog, drop in an Embed or Custom Code block, and paste both lines into it. Then add Blog to your menu.
• WordPress: add a new Page, use a Custom HTML block, paste both lines, publish.
• Hand-built site: create a new page, paste both lines into the body, and add a link to it in your navigation.

If your builder offers a "code" or "HTML" block anywhere, that is the one you want.

Step 3: Make it look like yours

Back in the Widget panel you can set:

• Accent colour — used for links and buttons in your posts.
• Font family — System, Serif, or Inter.
• Show AI transparency badge — whether posts your assistant drafted carry a small "AI-assisted content" label. Posts you wrote yourself are never labelled either way.

Click Save settings. Changes apply to your live blog straight away.

Being found on Google

The embed is designed for your readers. Search engines are handled separately, and automatically: every published post also gets its own standalone page at an address like

https://bemoreswan.com/b/wgt_your_key_here/your-post-title

These pages carry proper titles, descriptions, social-sharing previews and structured data. They are what search engines read, and they are what you should share on social media or in a newsletter.

To help Google find them faster, submit this address in Google Search Console:

https://bemoreswan.com/b/wgt_your_key_here/sitemap.xml

You can also connect Search Console from the assistant's Connections tab, or from the Search performance section of Blog setup on the Blogs tab — they are the same connection, so either will do. Your assistant will then spot posts that are losing search traffic and flag them for a refresh, and the Search Impressions and Organic Clicks figures on its Overview start filling in.

The Your site URL and Post URL pattern settings

These two optional fields tell search engines to credit your domain for a post instead of ours.

Fill in both, or neither. They only take effect together, and this is not a technicality: the pattern must contain {slug} so that each post gets its own distinct address. Setting only the site URL would point every post at the same page and tell Google your entire blog is duplicate content.

Only fill them in if your website genuinely serves each post at its own address, for example https://yoursite.com/blog/a-post-title. If your blog lives on one page with the embed on it — which is the normal setup described above — leave both blank.

Sharing each post further

Your blog is always the original. From the assistant's Connections tab you can also send every published post to:

• LinkedIn — each post is shared to your feed as a short lead-in linking back to the full article, so the reading (and the search credit) stays on your own page. It uses the same LinkedIn connection as the rest of your workspace, and turning it off here never disconnects LinkedIn.
• The Swan Index — our own business magazine. Posts are submitted under your byline for an editor to review, again linking back to you as the original.

Both are optional and both are per-post: open a post in Blog Studio and untick anywhere you would rather it did not go.

Publishing straight into a blog you already own elsewhere — WordPress, Ghost and the like — is built but not switched on yet. It is not in the Connections tab today, and we will say so here when it is.

If something is not working

The blog area is empty. Check the page actually contains <div id="bms-blog"></div> — the embed needs something to render into, and the id must match exactly. Also confirm your builder did not strip the script tag — some page builders only allow scripts inside a dedicated Embed or Custom Code block.

It says "No posts yet." The embed is connected and working — you simply have no published posts. Drafts and scheduled posts do not appear until they go live. Check the Review Queue for posts waiting on your approval.

It says "Unable to load posts." The key is usually wrong or incomplete. Copy the snippet again rather than retyping it.

A post looks wrong or you want it taken down. Open it in Blog Studio and use Unpublish. It disappears from your site immediately.

Writes newsletters and email flows for your Audience, and helps you grow it.

Writing an email

Press Write Email to open Email Studio. Ask the assistant to draft it, or write it yourself, then preview it. When it's ready, Approve for sending — or Send now — and it goes to the audience or segment you chose. Nothing is sent until you approve it.

Email flows

An email flow is a planned sequence of emails with a shared aim — welcoming new subscribers, for example. Describe what you want and the assistant plans the whole sequence and drafts each email. Campaigns can start automatically when someone joins through one of your sign-up forms.

Who receives your emails

Your emails go to your Audience — the people who have agreed to hear from you. Only contacts who can be emailed receive anything. Anyone who unsubscribes is never emailed again. See Your Audience.

Growing your list

Sign-up forms (on the Audience page) give you a form to embed on your website or a hosted page to share. By default, new sign-ups confirm their address by email before they can be emailed — you can switch that off for a form.

Measuring it

Opens and clicks are recorded where they can be measured, and the assistant's Performance Metrics and Goals track audience growth and engagement.

Your Video Producer makes short vertical videos for Instagram Reels, YouTube Shorts and Facebook Reels. Tell it what a video should say. It writes the script from your business details and Products & Services, plans the scenes, adds a voiceover and captions, and puts the finished video in your Review Queue.

You check the storyboard before anything is made, and you approve the finished video before it goes out. Nothing posts on its own.

Setting it up

When you hire it, it asks:

• Which voice should read your voiceovers? Choose by ear, from women's and men's voices in eleven languages. Press Listen to hear each one.
• Should your videos show captions that follow the voice? Yes or no.
• How should the captions look? Optional. Style, position, size, font and colours.
• How long should your videos usually be? 15, 30 or 60 seconds.
• What should viewers do at the end? Optional. Used as the call to action unless you give a different one on a video.
• Should it plan videos for you each week? No, or one, two or three a week. See Weekly Videos, Video Versions and Campaign Videos.
• Where should scenes come from by default? Stock first with AI where stock won't fit, stock and your own pictures only, or lean on AI.

Every one of these can be changed on any video, and later from its Assistant Profile. You can also ask it in chat to change one.

What a video is made of

Each video has 3 to 8 scenes. A scene can be stock footage, a stock photo, one of your own pictures, a branded card in your colours with your logo, an AI picture or an AI clip.

• Your products are shown with your own pictures. It never uses AI to picture your product. Upload product photos to My Content so it has them to use.
• AI pictures and clips have no words in them. Words go on screen as text over the scene, or on a branded card.
• Still pictures move. A slow push-in, pull-out or pan, so a photo doesn't sit still.
• Captions show the words as they're spoken, with the word being said picked out.

What it can't do yet

• It doesn't watch footage you give it or pick the best moments from it.
• It makes videos up to 60 seconds. It doesn't make long YouTube videos.
• It doesn't post to TikTok.

Which plans include it

Making videos is on plans that include AI video, the Busywork Buster plan. See Pricing for what each plan includes.

Turns one objective into coordinated work across your other assistants — so your posts, blogs, emails and outreach all pull the same way.

How it works

1. Set an objective — tell it what the campaign is for and who it's aimed at.
2. It plans the campaign and writes briefs for your other assistants.
3. Their work still comes back to you for approval, as usual.

The tabs

Staying within your allowance

During setup you choose how much of your monthly task allowance one campaign may use — up to a quarter, a half or three quarters — and when it must ask you before acting. That keeps room for your everyday work.

Measuring success

Each campaign measures what you chose — new leads found, replies from prospects, or pieces published — and its Performance Metrics show what it actually produced and what that cost.

It works best alongside the assistants it coordinates. Hire those first, then set an objective.

Everything happens on your Video Producer's Videos tab. You can start the same way in chat: tell it what the video should say and press Plan this video on the card it shows.

1. Ask for a video

Press New video and fill in:

• What should it say? A sentence or two, in your own words.
• Length, Call to action, Voice, Captions and Pictures from. These start from your set-up answers. Press Listen to hear the voice and Change to pick another. A voice in another language gets a script in that language.
• Post it as: Instagram Reel, YouTube Short, Facebook Reel, or more than one.

Press Plan this video. Planning is free.

2. Check the storyboard

In about a minute the storyboard appears: each scene with its voiceover line, any words on screen, and where its picture or footage comes from. If it changed anything to keep to the rules, such as the length or the number of AI clips, a note under the title lists what it adjusted.

• Change on a scene lets you rewrite its line or words on screen, or change where its picture comes from.
• Plan it again writes a new storyboard. Say what should be different and it follows your notes. This is free too.
• Cancel drops the video.

3. Make the video

Make the video shows what it will use before you press it. Planning never uses anything. Making the video uses tasks from your monthly allowance only for:

Making takes a few minutes and you can leave the page. If it stops part-way, the scenes already made are kept and you aren't charged for the rest. Press Make the video again to finish it. If something takes longer than 20 minutes, it is stopped and what wasn't made isn't charged.

4. Approve it

The finished video lands in your Review Queue, one post for each platform you chose, like any other post. Open it to watch it, change the caption or edit it further in the post editor, then approve it. The Show captions switch on the voiceover turns the captions off if you don't want them. Nothing goes out until you approve it.

Your Video Producer's Results tab counts Videos Published.

Your Brand Designer makes printable flyers in your brand colours, with your logo. You approve the one you like, and a print-ready PDF is saved to My Content, ready to print at home or send to a print shop.

Start a flyer

1. Open your Brand Designer and go to the Briefs tab.
2. Press New flyer.
3. Give it a name, say what the flyer is for, and choose the paper: A5 (the usual handout), A4 (a poster or notice), A6 (a postcard) or DL (a slim leaflet). Every flyer is portrait and one-sided.
4. Choose a photo: a stock photo, an AI photo, or untick both for a words-only flyer.
5. Press Next: draft the words for me (1 task) or Next: I'll write the words.

You can also ask your Brand Designer in chat, for example "make me an A5 flyer for our November open day".

The words

A flyer prints exactly the words you save: a headline, an optional subheading, up to three points, an offer, a call to action, a date or opening times, your contact details and a QR code link.

• Draft the words for me writes the headline, subheading, points and call to action from your Business Information and Products & Services. It never invents a price, a date or a review.
• Your offer is filled in only from the introductory offer you recorded under Business Information ▸ Products & Services.
• Your contact details are never written by AI. The first time, only your website is filled in. Type your phone, email and address once, and every later flyer starts from them.

Check every word, especially phone numbers and prices, before you print.

Choosing a page

Press Save and ask … for pages. Your Brand Designer draws up to three pages from your words: Photo at the top, Full-page photo and Words only. Press Use this flyer on the one you like, or Not this with a reason, and ask for more.

• If the words are too long for the paper, that page is left out and the brief says which part to shorten. Words are never cut off.
• If a photo would look soft when printed, the page says so. Try a smaller paper size or another round.

Printing it

Approving a page makes two PDFs, saved together as a Flyer in My Content.

What it costs

What it can't do yet

• Print or post flyers for you, or send them to a print shop for you
• Double-sided flyers or folded leaflets

Besides the videos you ask for, a video can start in three other ways. Each one arrives on your Video Producer's Videos tab as a storyboard for you to check, marked with where it came from. None of them makes a video or uses any tasks until you press Make the video.

Weekly videos (autopilot)

Answer Should it plan videos for you each week? with one, two or three a week, in set-up or on its Assistant Profile. You can also ask it in chat.

• It plans a storyboard about one of your Products & Services, the one featured least recently first. With none listed, it plans a useful tip from your business description. With neither, it plans nothing.
• One a week waits a week between storyboards, two a week waits three days, three a week waits two days.
• It adds no more while two of its storyboards are still waiting for you.
• These are marked Planned by autopilot.

A video version of a post

Open any post in your Review Queue and press Make a video version. Your Video Producer plans a storyboard saying what the post says. You can also ask your Social Media Assistant in chat to hand a post over.

• The post itself stays as it is.
• The video goes to the post's own platform when that platform takes vertical video (Instagram, YouTube or Facebook). Otherwise it goes to Instagram.
• Each post gets one video. Pressing it again opens the one already started.
• These are marked From one of your posts, and the finished video shows Requested by the assistant whose post it was.

The button only appears when your Video Producer is active and your plan includes video.

A video for a campaign

Your Campaign Assistant can include Commission a video in a campaign plan: one short video on the campaign's message, using 2 of the campaign's tasks. Approving the plan starts the storyboard. It never makes the video.

• The storyboard is marked For a campaign.
• When you approve the finished video in the Review Queue, the campaign marks that work done and starts anything that was waiting for it.
• The finished video shows Requested by your Campaign Assistant.

A voiceover is an AI voice reading your words over a post. Captions show those words on the video as they're spoken, so the post still makes sense with the sound off.

Choosing a voice

Wherever you pick a voice, the voice picker opens. Choose a language, then Female, Male or All, and press Listen to hear each voice. Listening is free. Press Use this voice on the one you like.

There are voices in English (British, Scottish, Irish, American and Australian), French, German, Spanish, Italian, Portuguese, Dutch, Polish, Arabic, Hindi and Japanese. A voice reads your script in the language it's written in, and sounds most natural in its own.

Adding a voiceover to a post

1. Open the post in the post editor.
2. Press Add a voiceover.
3. Write what it should say. Leave out web links, because they sound wrong read aloud.
4. Check the voice, or press Change to pick another.
5. Press Make the voiceover. It uses 1 task.

Any music already on the post is turned down under the voice. A photo post with a voiceover is published as a short video.

Captions

Click the voiceover on the timeline to see its settings.

• Show captions turns them on or off.
• How the captions look sets the style, where they sit, their size, the font, the text colour and the colour of the word being spoken. Tick Dark band behind the words to make them easier to read on busy footage. The sample shows your choices.

The style can be the spoken word picked out in colour, a whole phrase at a time, or one large word at a time. Moving the captions to the top or middle doesn't move your text boxes, so move any that would sit under them. Captions are added when the video is made, so they don't show in the editor's preview. Changing them is free.

Text that follows the voice

If the post has text boxes, press Time the text to the voice. Each box then shows while its words are being said. A box whose words aren't said keeps its own timing, and the message under the button names it. This is free.

Asking your assistant instead

You can ask in chat, for example "add a voiceover to Thursday's post in a British man's voice", "make the captions bigger and put them at the top" or "make the text follow the voice". A card shows what will happen, with a Listen button for the voice. Nothing changes until you press the button on the card.

Video Producer videos

Your Video Producer asks for a voice, whether to show captions and how they should look when you hire it. Every New video can change them. Choose a voice in another language and the script is written in that language.

Hearing your writing voice

On an assistant's profile, the Voice builder's Preview writes samples in your chosen voice. Press Read aloud to hear one in a real voice. Press Change voice or language to choose who reads them. In another language, the samples are written in that language. You can hear 40 new readings a day, and ones you've already heard always play again.

Tell it what a picture or video is for, and it puts options in front of you: free stock photos and videos, graphics in your own brand colours and logo, and AI images or video when you want something unique. Pick the ones you like and they're saved to your library for every assistant to use.

How it works

1. Write a brief — what the picture is for, what it should show, the mood, and anything to avoid.
2. See the options — stock, branded cards and AI side by side. Untick a source on the brief and it's never used for that brief.
3. Pick, or ask again — approve the ones that fit, or turn options down with a reason and the next round reads it.
4. Use it anywhere — approved pictures land in My Content, ready for every assistant.

Nothing is used anywhere until you approve it.

Where the options come from

Your picture guidelines

Set your photo style, what to include, what never to show and any extra colours under Business Information ▸ Brand Assets ▸ Picture guidelines. Every AI image follows them. Stock search can't filter by them, so check stock picks yourself.

Why did a round miss?

Open How the designer read your brief to see the exact words it used for the AI, the stock search and the cards. Turn the misses down with a reason and the next round takes it into account.

Finds companies that match your ideal customer, scores them against what you told it, finds their published contact details, and drafts a personal outreach email for each one. You approve every email before it's sent.

The tabs, in the order you use them

Review Lead Ideas suggests where to find your next customers. Approve one and the assistant runs the search.

Before your first send

• Add your business postal address in Business Information — the law requires it in every outreach email, so nothing sends without it.
• Connect Gmail or Outlook to send from your own address. Without one, you get each draft to send yourself.

Read next

• Setting Up Your First Assistant
• Finding Leads: How a Search Works
• How Lead Scoring Works
• Sending Outreach and Handling Replies

A search (your assistant calls them saved searches, and they live on the Searches tab) is one hypothesis about where your next customers are. Everything the Lead Generator does starts here.

Creating one

Press Find New Leads and describe who you want, in plain English. Add a short name, and optionally words or domains to avoid.

You can also let the assistant propose ideas: Review Lead Ideas suggests a few target segments drawn from your profile, and approving one turns it into a real search.

The search plan comes first

Your assistant drafts the actual search queries and shows them to you before spending anything. Read them. Edit them. Delete the ones that will not work.

This step exists because a real run once spent its whole budget searching job boards and review sites — every result useless, and invisible until the money had gone. You now see the queries first.

What a run does

1. Searches the public web with the approved queries.
2. Resolves each result to the company it is actually about, and drops articles, directories and duplicates.
3. Scores every surviving company against your profile.
4. Looks for a published contact address on the hot and warm ones.
5. Files every scored company as a lead, and tells you when it has finished.

Each company appears in the All leads tab as it is scored, so the tab fills while the run is still going.

Cadence and limits

A search can run once, daily or weekly. Every run has built-in ceilings on how many leads and how much searching it will do, and a workspace can have up to 10 searches running at once — pause one to start another. Paused and draft searches do not count.

Reading the results

The Searches tab states what each search is doing — queued, searching, finished, or failed with a Run again button. Open a finished run to see exactly what it found.

If a run finished and found little, the queries are usually the reason. Edit the search, or start a narrower one: the assistant is only ever as good as the description of who you want.

Your Lead Generator scores every company it finds from 0 to 100. The score answers one question: how well does this company match the profile you described at setup?

What the score is

There is no formula and no weighting to tune. Your assistant reads what a search turned up about a company — its own website copy, the search result, and anything a deeper look found — and judges it against your setup answers: target industries, minimum headcount, and who is not a customer.

Every score comes with reasons, and each reason names the criterion it met or missed. If the reasons do not mention your criteria, the assistant did not have enough to go on — which is a signal about the search, not about the company.

Score bands

Hot and warm leads get a drafted outreach email. Cold leads deliberately do not — nor does anything flagged do-not-contact. A lead with no drafted email in the Outreach tab is telling you something about the lead, not hiding a broken feature.

The gate that runs before the score

Before scoring, the assistant decides what a result is. Only an actual target business can score above 10, whatever else matches:

This exists because suppliers describe your market in exactly the words their customers use, so they scored hot repeatedly until the judgement was separated from the score.

What can change a rating

A score is formed from whatever was known at the time — often a single search result. Two things can move it, both in the All leads tab:

• Research this lead — reads the company properly (site, buying signals, decision makers) and re-scores on what it finds. This is the only action that can turn a cold lead warm.
• Send back for enrichment — for a lead in the Deleted section: restores it, looks for a contact address, and researches it in the same press.

Both cost real money per press, which is why neither runs automatically on every lead.

Where it disagrees with you

Reject a lead and you are telling the assistant the targeting was wrong. Those reasons are kept and grouped on Profile ▸ Rules, where you can see what you have been rejecting and why — and, for the reasons that support it, exclude that company's domain from future searches.

Why Can't This Lead Be Emailed?

Outreach is email only, and many small companies don't publish an address. So "we can't reach this one" is a normal state for some leads, not a fault.

What a search looks for

For every company it keeps, a search tries to find a named person, their job title and an address. It goes in this order, free sources first:

1. Their own website. The home page and the pages it links to: contact, about, team and policy pages. It keeps every address printed there, and keeps reading past info@ to find the owner's own address.
2. Companies House, for UK companies. The register lists who runs a limited company. It has names but no email addresses. A company is only matched when the name is the same and either their website prints the registered postcode or it is the only active company with that name.
3. A paid lookup, last. Only when the free steps left a gap, and only for companies the search judged you could sell to. It first looks up the named person's own address. Only if there is still no address at all does it look up the company's addresses.

The companies worth it are also researched in the same search: recent news, hiring and growth, and who is named on their team pages. Their rating is set from that, so there's no button to press afterwards.

Nothing is guessed. A name is only kept if it was printed on their site, is on the register or came from the lookup service. If a company has several directors and nothing says which one runs it, no name is chosen. An address like firstname@ is never made up.

Reading the Contact section

Open a lead on the All leads tab and look at Contact:

• The named person, with their job title and where the name came from: named on their website, from Companies House or from Hunter. Click it to see the page or register entry.
• Their own address, when one was found. A general inbox like info@ stays the address your email goes to, because it's the safe first contact. To write to the person instead, put their address in with Edit.
• The general address the email will go to.

The Contact column on the table tells you which case you're in:

Hover over a chip to see the named person and the address.

The other reasons a send is refused

Approving a lead runs several checks, and each one that stops a send tells you which:

Every one of these is checked on our side, not just in the browser, so none of them can be skipped by clicking twice.

Duplicates

A search can't file the same company twice. Results are matched to a website and checked for duplicates before anything is scored, so a company's blog post and its home page can't arrive as two leads.

The Outreach tab holds every lead you email, laid out left to right as the steps it goes through:

1 To approve → 2 Following up → 3 Replied → 4 Finished, plus Archived.

Each lead is in exactly one step, and moves along by itself as things happen.

1. To approve

Each lead here shows the email your assistant drafted for it. Read it, edit it if you want, then approve.

Leads arrive two ways: automatically, once a search has scored a company and written its draft, or because you pressed Move to Outreach on a lead in the All leads tab. Neither route sends anything.

Approve & send email does exactly that — the email goes immediately, from your own connected mailbox. There is no queue to release and no undo.

To approve several at once, tick them (or Select all) and press Approve & send.

If you have no inbox connected, an approved lead stays here under Approved — send it yourself, with its draft ready to copy. Use Send email now once you connect Gmail or Outlook, or Mark outreach sent if you sent it another way.

2. Following up

The email has gone and no reply has come back yet.

If your assistant is set to chase, approving also starts its follow-up plan — three more emails to start with: after 3 days, then a week, then a short sign-off. Each is written in the context of the conversation, and each lead shows which follow-up is next and when. They stop the moment the prospect replies, and the last one always says it is the last.

Your follow-up plan

Press Follow-up plan on the Outreach tab to see and change it:

• Chase leads who don't reply — switch it off and approving sends one email only. You choose whether leads already being followed up stop too.
• How many — one to five follow-ups.
• How long each waits — 1 to 30 days after the email before it.
• What each says — a sentence or two about what that email should do. Your assistant writes the email itself, in the context of the conversation.

New wording applies to every follow-up not yet sent. A new wait applies from each lead's next follow-up to be booked. You can also ask your assistant in chat — it shows you a card to confirm, and nothing changes until you press Save this plan.

Preview a follow-up

Want to see what a follow-up would actually say? Two ways, and nothing is sent either way:

• In Follow-up plan, pick a lead under Preview with, then press Preview this one under any follow-up. It uses the wording on screen, so you can try a change before saving it.
• Open a lead under Following up and press Preview the next one.

You can also ask your assistant — "what would the next follow-up to Acme say?" — and press Write the preview on its card.

A preview is written exactly the way the real one is, from the conversation so far. The real follow-up is written fresh when it is due, so it can differ a little. Previews only work for leads you emailed from here who haven't replied yet.

Open a lead to read everything sent so far, send the next follow-up early, or stop them.

Two groups to know about:

• Contacted outside the app — leads you marked as sent yourself. The assistant never saw that email, so it cannot see a reply or send follow-ups. Record how it ends when you know.
• Needs attention (in red) — the follow-ups stopped because your mailbox disconnected or sending kept failing. Reconnect your mailbox in Connections.

3. Replied

When a prospect replies, three things happen at once:

• follow-up emails to that prospect stop
• you get a notification — Read the reply opens it here
• the lead moves to Replied

Open it to read the thread and write your answer there. It sends from the same mailbox, keeps the same subject thread, and their next reply comes back to the same place.

A reply written from your own email client instead of here still reaches the prospect, but this assistant will not know about it. If they answered your own inbox, press They replied to me directly so the follow-ups stop.

4. Finished

A lead lands here when you record its outcome — won, lost or disqualified — or when the follow-up plan runs out with no reply, or when they ask not to be contacted.

• Won — the form has Add them to my Audience, ticked to start with. Leave it ticked and they join your Audience as a customer, so your Email Marketing Assistant can write to them.
• Leads with no reply are never added to a marketing list. They stay on the normal 30-day clock.

You can record an outcome from any step, including on the phone after a first email. Doing so stops any follow-ups still running.

Archived

Leads you turned down before anything was sent. The reason feeds your targeting.

What is in every email

Your assistant's draft, plus a footer added at send time: who the email is from, your business postal address, and a working unsubscribe link. The footer is added by the system rather than written by the assistant, so it cannot be paraphrased away or deleted while editing a draft.

If a prospect clicks unsubscribe — or replies with the word "unsubscribe" — they are recorded immediately, any follow-ups stop, and nothing in the product will email that address again.

Where the Conversations tab went

It is now steps 2 to 4 of the Outreach tab. Everything it did — the thread, your replies, the follow-up controls, notes and the deal outcome — is in the same place, one step at a time.

The All leads tab holds every lead this assistant has scored, in every state, plus anything you imported from a spreadsheet. It is where a lead is worked up and triaged: you improve what is known about a company here, then decide whether it is worth approaching. Judging the email happens one tab along, in Outreach.

What you can do to one lead

There is no "research everything" button, deliberately: one click across a full lead list would be several hundred searches, so each press is a decision you make per lead.

The columns

Lead, approval state, contact state, score, rating, the suggested next step, how long until it is retired, and when it last changed. You can filter, sort and group the table by any of them, and the filters read the same values you see on screen.

The 30-day clock, and the Deleted section

A lead left sitting in Outreach ▸ Review or ▸ Archived for 30 days without a decision is moved to the Deleted section at the foot of this tab. So is any lead you delete yourself.

• Nothing is destroyed. The lead, its research and its history all stay; it leaves your working queue and stops appearing as though it were new next time.
• The reason is kept with it — never reviewed, rejected, no contact address ever found, or deleted by you.
• Any action on a lead restarts its clock, and Send back for enrichment returns it to the pipeline outright.
• You are warned three days before, once per assistant, not once per lead.

Approved leads and leads awaiting a reply are never swept — an email has already gone to a real person, and their conversation is not on a timer.

Importing your own leads

Use the spreadsheet import for a list you already have: one row per lead, with name, company, email, website, industry, headcount and notes. Imported leads are scored on arrival like any other, but they have no discovery history, so Look again does not apply to them — use Send back for enrichment, which can work from the website on the record itself.

Getting leads out

Export from the All leads tab. Nothing is exported automatically and nothing is pushed into a CRM on its own — an export happens when you ask for one.

The two CRM layouts are column shapes, not connections: there is no CRM sync to set up, no credentials to hold, and nothing to break silently. Deliberately absent from both: any lead status column (both CRMs model status as a customisable picklist, and a value outside yours fails the row on import — your approval state goes in the description instead) and any field we do not actually hold, such as phone number or job title. A blank cell is correct; a plausible guess is not.

The other direction: your existing customers

If you connect a CRM as an integration, your assistant reads it for one purpose — building a suppression list of companies you already work with, so cold outreach never lands on an existing customer. That check runs before every send.

Recording what happened

When a deal ends, record it on the lead or in its conversation: Won (with a value), Lost, or Disqualified — each with a reason.

This is worth the ten seconds. It is what turns the Overview cards from activity counts into a funnel:

• Qualified Leads — how many you cleared for outreach
• Qualification Rate — of the leads you ruled on, the share you kept
• Reply Rate — prospects who wrote back, out of those actually emailed, with opt-outs beside it
• Deals Won — closed-won value, and how many contacted prospects became customers

All four read the last 90 days, because a B2B cycle runs in weeks and months.

Lost is not the same as Archived. Archived (rejecting a lead) says the targeting was wrong — this company should never have been found. Lost or Disqualified says you pursued a real prospect and it went nowhere. Using the second for the first puts a dead deal in your revenue numbers for a company nobody ever contacted, and files the complaint where no search can learn from it.

Every day, people ask for recommendations on public forums: "can anyone recommend a bookkeeper for a small café?" Your Lead Generator's Discussions tab finds those threads and drafts a helpful reply for each one. You read it, change it if you want, and post it yourself.

You post, not us

Be More Swan never posts anything on these sites. You copy the reply, open the thread and post it from your own account.

Every reply ends with a line like (Full disclosure: I work at Your Business, so I'm biased.). Please keep it in. The forums' own rules and UK consumer law both expect you to say when you're recommending your own business. If you delete it while editing, the card warns you.

Setting it up

Open your Lead Generator and go to Discussions. Under What to watch:

• Topics: up to 5, one per line. Write each one the way a customer would ask for help, not your business name. "Best wedding photographer in Bristol" works far better than "Smith Photography".
• Sites: Reddit, UK Business Forums, Quora and LinkedIn posts. The first three are ticked to start with.
• Scan every morning: leave it ticked and your assistant looks for new threads each morning.

Press Save, or press Scan now to look straight away. New threads appear in a minute or two.

You can also ask your Lead Generator in chat, for example "watch Reddit for people asking for a florist in Leeds". It shows a card with the topics, and nothing changes until you press its button.

What it finds

Each scan looks at threads from the last week and keeps only the ones where your business could genuinely help. Most threads that mention a keyword aren't a real fit, so it's normal for a scan to keep only a few, or none at all.

Each card shows:

• the thread's title, site and when it was posted
• why it's worth replying to, and whether the person is asking for what you sell or asking for advice you can give
• the drafted reply, which you can edit in the box. Press Save my changes to keep your edits.
• a short note about that site's rules on mentioning your business

Some sites, such as Reddit and Quora, don't let us read the thread page itself. Then the reply is drafted from the search result's short summary, and the card says so. Read the whole thread before you post.

Replying

1. Press Copy reply & open thread. The reply is copied and the thread opens in a new tab.
2. Paste the reply, check it reads right, and post it.
3. Come back and press Mark replied.

Want a different reply? Press Redraft and say what should change, or leave it blank to just improve it. Not worth replying to? Press Dismiss. Threads you've replied to or dismissed are kept under Replied and Dismissed, and Put back in New brings one back.

Your Lead Generator can do these from chat too. Ask it to redraft a reply, mark one as replied or dismiss one, then press the button on its card.

Good to know

• One scan costs one task, whether you press Scan now or it runs in the morning. Redrafting a reply doesn't use a task.
• The same thread is never shown twice.
• Read the community's rules before you reply. Many subreddits ban self-promotion or only allow a little. The most useful answer, with your business mentioned once, works best everywhere.

Connecting Apps & Integrations

Connections belong to an assistant. Each one asks for what it needs: the Social Media Assistant needs your social accounts, the Lead Generation Assistant needs a mailbox, and the Blog Writing Assistant can connect LinkedIn and Google Search Console.

Connecting an app

1. Open the assistant from My Assistants.
2. Use its Connections card, or Assistant Profile ▸ Connections.
3. Press Connect next to the app and sign in to it.
4. Grant the permissions it asks for. You're returned to Be More Swan and the connection is confirmed.

Most connections use OAuth, so Be More Swan never sees your password.

When a connection needs attention

A connection can lapse — a password change, expired permission or revoked access. The assistant shows Reconnect on that connection. Press it and sign in again.

Work and school Microsoft accounts may need your IT administrator to approve the connection.

What a mailbox does

For the Lead Generation Assistant, connecting Gmail or Outlook lets it send the outreach you approve from your own address, with replies coming back into its Outreach tab. Without one, every approved lead still gets a drafted email for you to send yourself.

What a CRM does

A connected CRM is read to build your suppression list of existing customers, so cold outreach never lands on someone you already work with. Leads are not pushed into your CRM — export them as a CSV when you want them there.

Connection limits

There is no limit on how many apps you connect. Link whatever your assistants need to do their jobs — how many tools you use depends on which assistants you hire, not on your plan. You can disconnect or swap an account at any time.

Disconnecting

Press Disconnect on the connection. Your data in the other app is untouched — only Be More Swan's access is removed. Assistant Profile ▸ Connections ▸ Emergency: Revoke All Connections removes every connection at once.

Billing & Your Plan

Be More Swan is a monthly subscription. There are two plans. The Workflow Saver runs one assistant of your choice; the Busywork Buster runs every assistant in the library. Both share one monthly task allowance.

The plans

The Digital Employee plan is no longer offered to new customers. If you are already on it, nothing changes: you keep its limits and price.

Need more than 2,750 tasks a month? Book a call about Custom Enterprise from the pricing page.

The pricing page lists everything else each plan includes — app connections, AI video, reporting and support.

One task allowance

Since 17 October 2026 there is just one allowance. A task is one finished piece of work — a social post, a blog article, a lead search, an email or email flow, an outreach email, a website audit or draft, or the words for a printable flyer. A post that goes out to several platforms counts once. Work is counted only once it's delivered, so a failure or a retry never costs you a task.

AI media comes out of the same allowance. An AI image is 1 task, an AI video or music track is 20, and a post to X with a link is 10. See What Counts as a Task for the full list.

Chatting with your assistants is free, and so are the editing helpers, under a daily fair-use limit.

Bonus tasks

Bonus tasks are extra tasks that never expire. They're used only after your monthly allowance runs out. If you had AI media credits or unused X posting credits on 17 October 2026, they became bonus tasks — 4 tasks for each media credit and 1 for each X credit. Your bonus balance is on the billing page.

What happens at the limit

We notify you at 80% of your monthly allowance. Once the allowance and any bonus tasks are used, your assistants pause and new work isn't started. Lead searches you've started wait and begin by themselves when the allowance resets. You are never charged for going over.

Your allowance resets on the 1st of each month. It doesn't roll over. If you upgrade, the higher allowance applies straight away, and paused assistants start working again overnight.

Managing your subscription

Open My Account ▸ Billing & Subscription to:

• see your active plan, tasks used this month and your bonus tasks
• change your plan — a downgrade shows you what will change before you confirm
• update your payment card
• download invoices and see your payment history

Your legal company name, billing email and VAT number for invoices are under Business Information ▸ Legal & Billing.

If a payment fails

We email you to let you know. Update your card under Payment Method on the billing page to settle it.

Pausing or cancelling

Cancelling offers to pause instead — your assistants and data are kept, you aren't charged while paused, and you can reactivate any time. If you do cancel, you keep access until the end of the period you've paid for.

Your plan has one monthly task allowance. A task is one finished piece of work. A few things cost far more to make than words, so they count as several tasks from the same allowance.

How many tasks each thing uses

By assistant

Free, under fair use

These never use tasks:

• Chatting with any of your assistants
• Editing helpers — rewriting a post, suggesting hooks or overlay text, a quality review, applying suggestions, and compliance checks

To keep the service quick for everyone, each workspace has a daily fair-use limit of 300 chat messages and 200 helper actions in any 24 hours. If you reach it, chat or the helpers pause for a while and free up again within a day. You are never charged for them, and they don't touch your task allowance.

What doesn't use tasks at all

Browsing, approving or scheduling something already drafted, editing a draft yourself, changing settings, connecting apps, uploading your own media, stock photos and videos, and branded text cards.

When something fails

Nothing is counted until the work is delivered. A draft or an AI image that fails and retries, or never arrives, costs no task.

Bonus tasks

Bonus tasks never expire and are used only after your monthly allowance runs out. See Billing & Your Plan (from October 2026).

Seeing your usage

My Account ▸ Billing & Subscription shows tasks used this month, what they were used on, and your bonus tasks.

Know another business owner who would get hours back from Be More Swan? Send them your link and you both get a month free.

What your friend gets

• The usual 14-day free trial, with no card needed
• Then their first paid month free when they choose a plan

What you get

For every friend who becomes a paying customer, you earn one free month of your own plan — the monthly price of the plan you are on, taken off your next bill.

• Your friend's first paid month is free, so your free month is earned when they make their first payment after it.
• It is ready to claim 14 days after that payment (their refund window). Until then it shows as on the way.
• There is no limit — five paying friends is five free months.

How to refer someone

1. Open Refer a Friend in the side menu.
2. Copy your link, or use Email a friend to send it from the page. It is one reusable link — share it as often as you like.
3. Your friend signs up through the link. You can follow each invite and referral on the same page.

Claiming a free month

When a free month is ready, the Your free months card on Refer a Friend shows it. Press Claim a free month and the credit is added to your account straight away — it comes off your next bill.

• You need to be on a paid plan to claim. Free months earned during your trial wait for you.
• On an annual plan, the credit is held on your account and used against your renewal.

Partners

If you are a Be More Swan partner, people you invite earn you cash commission instead of free months. Your link and earnings are on your Partner page.

Common Issues: Symptoms, Causes & Fixes

Find your symptom, read the most likely cause, and follow the quick fix.

Across your workspace

Lead Generation Assistant

Still stuck?

Go to Help & Support. Use Report an Issue if something is broken (add a screenshot), or Support Tickets for a question. You'll get a reply within 1–2 business days.

Audience in the sidebar is everyone who has agreed to hear from you. The Email Marketing Assistant sends to it, and an unsubscribe here also stops your Lead Generation Assistant from contacting that address.

The page

• On the left — your Segments, Tags, Custom fields, API keys and Export history. Click a segment or tag to see who is in it. Everyone shows your whole audience.
• On the right — the status counts (click one to show just those people), a New contacts per week chart, and the list itself.

Contact statuses

Finding people

• Search by name, email or company.
• Filter by status and how they joined. More filters adds the date they joined, a custom field (has any value, or contains some text) and engagement — opened an email in the last 90 days, not opened in 180 days, emailed at least once, or never emailed.
• Group by status, how they joined, company, email domain, month joined or tag. Click a column heading to sort.
• Columns ▾ chooses which columns show, including Last opened, Opens (for example 2 of 5) and your custom fields. Your choice is remembered on this browser.

Saving your filters as a segment

When a filter is on, Save as segment turns it into a rule-based segment that keeps itself up to date — new people who match join it automatically. A rule can't include search text, a status or a joined up to date, so those are named and left out before you save.

Acting on several people at once

Tick contacts (the box in the heading ticks the whole page), then use the bar that appears: Add to segment, Tag, Remove tag, Set field (fill in or clear one custom field for all of them), Export, Unsubscribe or Delete.

Adding people

• Add contact — one at a time. Only add people who have agreed to hear from you. This is recorded against your account.
• Import CSV — you confirm that everyone in it gave you permission, and when and how.
• Sign-up forms — a form for your website, or a hosted page to share. By default people confirm their own address (double opt-in), which you can switch off per form.
• API keys — let your own website, shop or booking system add subscribers.

Do my leads appear here?

Not while they're prospects. Leads found by your Lead Generation Assistant are companies you might contact once, and they haven't agreed to receive your newsletter, so they stay in that assistant's own tabs.

When a lead becomes a customer, you can add them. Mark the lead Won (Record outcome, on the lead or its conversation) and leave Add them to my Audience ticked. They join as Subscribed, with Became a customer as how they joined. The law allows you to email existing customers about similar products as long as every email lets them unsubscribe — and every email from your Email Marketing Assistant does. Untick the box for a customer who shouldn't get marketing.

A won lead is not added if it has no email address, or if that person asked not to be contacted. Someone already in your Audience keeps their status — an unsubscribe is never undone.

What does cross over is a refusal. Someone who unsubscribes or pauses emails here is not sent cold outreach either, and a lead who opts out of outreach is never sent a newsletter.

Segments, tags and custom fields

• Tags describe people (Bought something, for example).
• Rule-based segments (◆) are worked out from a rule every time, so they never go stale.
• Manual segments are lists you choose yourself.
• Custom fields store anything else you want to know about a contact.

Removing someone

Unsubscribing or deleting a contact keeps their opt-out on record, so a sign-up form can't add them again by mistake.

You can download your contacts as an Excel file (.xlsx) that opens in Excel, Numbers or Google Sheets.

How to export

1. On the Audience page, press Export to Excel (or tick some contacts and press Export in the bar).
2. Choose who: the contacts you ticked, everyone matching your current filters and segment, or your whole audience.
3. Tick the fields you want. Email, name, company, status, how they joined, tags and date added are ticked to start with. You can add phone, consent details, confirmation and unsubscribe dates, last emailed, last opened, emails sent and opened, timezone, email frequency and any of your custom fields. Your choice is remembered next time.
4. Press Download .xlsx.

The file has a bold header row that stays in place as you scroll, with filters already switched on. Large audiences are fetched in batches, so an audience of any size exports in full.

Export history

Every export is recorded — who exported, when, how many contacts and which fields. Open Export history on the left of the Audience page to see it. The data itself is never stored, only the fact that it was exported.

Look after the file

An export contains personal data. Store it somewhere secure, share it only with people who need it, and delete it when you're done. Anything you do with it outside Be More Swan is your responsibility under data protection law.

Audience in the sidebar is everyone who has agreed to hear from you. The Email Marketing Assistant sends to it, and an unsubscribe here also stops your Lead Generation Assistant from contacting that address.

The page

• On the left — your Segments, Tags, Custom fields, API keys and Export history. Click a segment or tag to see who is in it. Everyone shows your whole audience.
• On the right — the status counts (click one to show just those people), a New contacts per week chart, and the list itself.

Contact statuses

Finding people

• Search by name, email or company.
• Filter by status and how they joined. More filters adds the date they joined, a custom field (has any value, or contains some text) and engagement — opened an email in the last 90 days, not opened in 180 days, emailed at least once, or never emailed.
• Group by status, how they joined, company, email domain, month joined or tag. Click a column heading to sort.
• Columns ▾ chooses which columns show, including Last opened, Opens (for example 2 of 5) and your custom fields. Your choice is remembered on this browser.

Saving your filters as a segment

When a filter is on, Save as segment turns it into a rule-based segment that keeps itself up to date — new people who match join it automatically. A rule can't include search text, a status or a joined up to date, so those are named and left out before you save.

Acting on several people at once

Tick contacts (the box in the heading ticks the whole page), then use the bar that appears: Add to segment, Tag, Remove tag, Set field (fill in or clear one custom field for all of them), Export, Unsubscribe or Delete.

Adding people

• Add contact — one at a time. Only add people who have agreed to hear from you. This is recorded against your account.
• Import CSV — you confirm that everyone in it gave you permission, and when and how.
• Sign-up forms — a form for your website, or a hosted page to share. By default people confirm their own address (double opt-in), which you can switch off per form.
• API keys — let your own website, shop or booking system add subscribers.

Do my leads appear here?

Not while they're prospects. Leads found by your Lead Generation Assistant are companies you might contact once, and they haven't agreed to receive your newsletter, so they stay in that assistant's own tabs.

When a lead becomes a customer, you can add them. Mark the lead Won (Record outcome, on the lead or its conversation) and leave Add them to my Audience ticked. They join as Subscribed, with Became a customer as how they joined. The law allows you to email existing customers about similar products as long as every email lets them unsubscribe — and every email from your Email Marketing Assistant does. Untick the box for a customer who shouldn't get marketing.

A won lead is not added if it has no email address, or if that person asked not to be contacted. Someone already in your Audience keeps their status — an unsubscribe is never undone.

What does cross over is a refusal. Someone who unsubscribes or pauses emails here is not sent cold outreach either, and a lead who opts out of outreach is never sent a newsletter.

Segments, tags and custom fields

• Tags describe people (Bought something, for example).
• Rule-based segments (◆) are worked out from a rule every time, so they never go stale.
• Manual segments are lists you choose yourself.
• Custom fields store anything else you want to know about a contact.

Removing someone

Unsubscribing or deleting a contact keeps their opt-out on record, so a sign-up form can't add them again by mistake.

You can download your contacts as an Excel file (.xlsx) that opens in Excel, Numbers or Google Sheets.

How to export

1. On the Audience page, press Export to Excel (or tick some contacts and press Export in the bar).
2. Choose who: the contacts you ticked, everyone matching your current filters and segment, or your whole audience.
3. Tick the fields you want. Email, name, company, status, how they joined, tags and date added are ticked to start with. You can add phone, consent details, confirmation and unsubscribe dates, last emailed, last opened, emails sent and opened, timezone, email frequency and any of your custom fields. Your choice is remembered next time.
4. Press Download .xlsx.

The file has a bold header row that stays in place as you scroll, with filters already switched on. Large audiences are fetched in batches, so an audience of any size exports in full.

Export history

Every export is recorded — who exported, when, how many contacts and which fields. Open Export history on the left of the Audience page to see it. The data itself is never stored, only the fact that it was exported.

Look after the file

An export contains personal data. Store it somewhere secure, share it only with people who need it, and delete it when you're done. Anything you do with it outside Be More Swan is your responsibility under data protection law.