Be More Swan is an AI-powered business automation platform that gives you a dedicated Digital Assistant trained to handle the repetitive tasks that slow down your day.

How it works

Your assistant lives in your Be More Swan workspace. You describe what good work looks like in plain English — no coding required — and the assistant carries out tasks based on those instructions.

Workspace tiers

Be More Swan is available on two tiers:

Assistant roles

Each assistant has a specific role. The current roles available are:

• Lead Generation Assistant: Searches the public web for companies matching your ideal customer profile, scores them, finds published contact details, and drafts a personalised outreach email for each one. You approve every email before it is sent.
• Social Media Assistant: Drafts and schedules content across your connected social channels.
• Blog Writing Assistant: Researches, drafts and publishes long-form posts on a cadence you set.

Getting started

1. Choose a plan from the pricing page.
2. Complete the onboarding flow to describe your business.
3. Hire your first assistant from the catalogue and answer its setup questions — it is ready to work as soon as you finish, with nothing to wait for.

Your Be More Swan dashboard is the control centre for your workspace. Here is what you will find on it.

Workspace summary

The top of the dashboard shows your current workspace at a glance:

• Active assistants — how many assistants are currently running versus your tier limit.
• Plan tier — Standard or Premium, with a link to upgrade if you need more capacity.
• Plan gate — if you have not yet chosen a plan, a prompt will appear asking you to select one before you can use the workspace.

ROI card

The persistent ROI card below the header tracks the value your assistant has generated:

• Hours saved this week and this month
• GBP value of that time at your hourly rate (set in Account Settings)
• Tasks completed in the current period

Navigation

Use the left-hand sidebar to move between sections:

Leads, searches, conversations and connections all live inside an assistant, not in the sidebar. Open your Lead Generator from My Assistants and you will find its tabs across the top: Searches, Enrichment, Outreach, Conversations, Calendar and Goals.

Trial and tier indicators

If you are on a free trial, a countdown badge appears at the top of every page showing how many days remain. When your trial expires, a full-page gate appears — choose a paid plan to restore access.

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 Enrichment tab — you are warned three days beforehand, nothing is destroyed, and one button puts a lead back.

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 Enrichment 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.

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 Enrichment 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 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 and click Write Blog Post. This opens Blog Studio.
2. On the left, find the Widget panel.
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 panel in Blog Studio — 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.

Why Can't This Lead Be Emailed?

Outreach is email only, and most companies do not publish an address. On UK small-business websites roughly one in three does — so "we cannot reach this one" is the normal state of a lead list, not a fault.

The Contact column in the Enrichment tab tells you which case you are in.

How addresses are found

1. Their own website, free: the home page, /contact, /contact-us and /about are read for a published address. We identify ourselves honestly and honour robots.txt.
2. A paid lookup, only for hot and warm leads whose site published nothing, and only when your workspace has that turned on.

Nothing is guessed. An empty address field is always the truth; an invented one would be worse than useless.

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 cannot file the same company twice — results are resolved to a domain and deduplicated before anything is scored, including a company's blog post and its home page arriving as separate hits. There is no merge queue to work through.

Approving is sending

The Outreach tab holds each lead with the email your assistant drafted for it. Read the email, edit it if you want, then approve.

Leads arrive here 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 Enrichment 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.

If your assistant is set to chase, approving also starts the follow-up sequence: up to three more emails — after 3 days, then a week, then a short sign-off — each written in the context of the conversation. They stop the moment the prospect replies, and the last one always says it is the last. Turn the whole thing off with Chase leads who do not reply? in the assistant's operational setup.

The five columns

A lead whose email has gone appears in both Approved and Awaiting reply, because each states something different and true about it. That is why the column counts add up to more than the total.

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 running cadence stops, and nothing in the product will email that address again.

When they reply

The reply arrives in the Conversations tab, and three things happen at once:

• follow-up emails to that prospect stop;
• you get a notification (it is the one alert from this assistant worth interrupting you for);
• the conversation moves to Replied.

Open the conversation 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. You can also send the next chaser early, stop the cadence, add a note, or record how the deal ended.

A reply written from your own email client instead of here still reaches the prospect, but this assistant will not know about it — the transcript stops at their message, and any chaser it writes next will not know what you said.

The Enrichment 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 Enrichment 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.

Connecting Apps & Integrations

Go to Integrations in the sidebar to connect external apps to your Be More Swan workspace.

How connections work

Most integrations use OAuth — a secure, standardised authorisation flow that never exposes your password to Be More Swan.

How to connect an app:

1. Open the assistant that needs the connection and go to its Connections tab.
2. Find the app you want to connect and click Connect.
3. You will be redirected to that app's login page.
4. Log in and grant the requested permissions.
5. You are redirected back to Be More Swan and the connection is confirmed.

Connections belong to an assistant, not to the workspace sidebar — a Lead Generator needs a mailbox, a Social Media Assistant needs social accounts, and each asks for what it needs on its own Connections tab.

If the connection fails, you will see an error message with a suggested fix. Common causes are expired sessions or revoked permissions — simply disconnect and reconnect.

What a mailbox connection does

For a Lead Generator, connecting Gmail or Outlook is what lets it send the outreach you approve — from your own address, with replies routed back into the assistant's Conversations tab. Without one, every approved lead still gets a drafted email; you send it yourself.

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

What a CRM connection does

Connecting a CRM does not export leads to it. Nothing in Be More Swan pushes leads into a CRM, and leads are exported only when you ask, as a CSV (see Exporting Leads and Recording Outcomes).

A connected CRM is read for one purpose: building your suppression list of companies you already work with, so cold outreach never lands on an existing customer. That check runs before every send.

Connection limits

Each workspace tier has a limit on the number of active connections. If you reach the limit, disconnect an unused integration before adding a new one.

Disconnecting an integration

1. Go to Integrations.
2. Find the connected app.
3. Click Disconnect.

Disconnecting an integration does not delete your data in that external app — it only removes Be More Swan's access.

Billing & Your Plan

Be More Swan uses a monthly subscription model. Your plan controls how many assistants you can run simultaneously and which integrations you can access.

Plan tiers

Billing cycle

Your subscription renews monthly on the same day you first subscribed. You will receive an email reminder 14 days before each renewal.

Changing your plan

To upgrade, go to Settings → Billing and select a new plan. Upgrades take effect immediately — you are charged the difference pro-rated for the remainder of your billing period.

Downgrades take effect at the end of your current billing period.

Payment failure

If a payment fails, your plan enters a Past Due state. Your assistants continue running during a 7-day grace period. Update your payment method in Settings → Billing before the grace period ends to avoid interruption.

Cancelling

You can cancel at any time from Settings → Billing → Cancel Subscription. Your access continues until the end of your current billing period — you will not be charged again after cancellation.

Common Issues: Symptoms, Causes & Fixes

Use this table to diagnose common problems quickly. Find your symptom in the left column, read the most likely cause, and follow the Quick Fix.

Still stuck? Contact our support team with your workspace ID and the lead ID (both visible in the URL when viewing a lead) and we will investigate within one business day. Email: hello@bemoreswan.com