Switch on what you have
Features already inside your CRM, your AI plan and your website that nobody has turned on or set up properly.
AI engineering
Workflows that run themselves, with a person where it matters.
We turn the work your business repeats into workflows: agents chained together, connected to your tools, running on request or on a schedule, and stopping for a person wherever you want one.
Build or switch on
The right mix, not the most code.
Most of the value is in tools you already pay for. We build only where nothing fits.
Automate the plumbing
Data moved between systems, reports assembled, follow-ups triggered. Work that needs no judgement at all.
Agents where judgement counts
Writing, research, scoring and checking, done the way your best person would, with a person approving the result.
How we engineer a workflow
Five steps, from the work you do today.
Map the work
Sit with the person who does it best, and write down every step, decision and hand-off.
Connect the tools
Link the systems it touches, read only first, with each write granted one action at a time.
Build the agents
Turn each step into an agent that reads your company brain before it starts.
Set the approvals
Decide where a person signs off, and name who. Nothing goes out under your name without it.
Measure and improve
Report on every run, and feed what worked back into the company brain.
A workflow, running
One request, start to finish: an outbound campaign.
Anyone in the business can ask. The OS reads the foundations it needs, picks the agents, runs the workflow, stops twice for a person, and keeps reporting once the campaign is live.
-
09:14:02
01 · Request from any employee
Priya Account executive · in Slack
Build an outbound campaign for clinics with 3 to 8 vets that downloaded the roster checklist but haven't booked a demo.
-
09:14:05
02 · Context reads 6 of 10 foundations
ICP · tier 1
Independent clinics, 3 to 8 vets, one practice manager building the roster by hand.
Customer pain points
The roster gets built on Sunday night, then fixed all Monday by text.
Prospect objections
"We roster in a spreadsheet and it mostly works."
Customer voice
"Ten texts to swap one shift."
Product FAQ · approved claims
- Imports an existing spreadsheet roster
- Shift swaps approved in one tap
- Award interpretation not approved to publish, left out
Brand voice
Plain clinic-floor language. Short sentences. Never "streamline" or "seamless".
-
09:14:09
03 · Agents selects 3
Outbound ideationPicks the segment and drafts angles from the ICP and the objectionsOutbound copywriterWrites the emails and the LinkedIn message in the brand voiceWriting rules checkGrades every line against the rubric before a person sees it -
09:14 to 11:05
04 · Workflow
- Segment46 clinics match, read from the CRM
- Signals31 downloaded in the last 30 days, 15 also viewed pricing
- AnglesThree drafted, two chosen to test: Sunday nights, and keep your spreadsheet
- SequenceThree emails and one LinkedIn message for each angle
- Graded92 out of 100. One line rewritten for being too long
- ApprovalApproved by Priya at 10:42
- LoadedInto the sending tools, paused, ready to start
- LaunchLaunched by Priya at 11:05
-
Output
05 · Output email 1 of 3, angle A
Subject Sunday nights and the roster
Hi {first name},
Most practice managers we talk to build the roster on Sunday night, then spend Monday fixing swaps by text.
Halcyra imports the spreadsheet you already use, so nothing changes on day one, and nurses swap shifts in one tap instead of ten texts.
Worth fifteen minutes before your next roster?
{sender}
Where each line came from
- Customer pain points
- Product FAQ, approved claims
- Answer to an objection
- Customer voice
- Brand voice
Rest of the sequence
- Day 3 Re: the spreadsheet you already have
- Day 4 LinkedIn: short note, no link
- Day 8 Last one, and a roster template
-
Every Monday
06 · Report outbound health, week 2
186Sent7.5%Reply rate9Positive replies4Meetings booked0.8%BounceReply rate by angle
A · Sunday nights9.8%B · Keep your spreadsheet5.1%Fed back into the foundations
New objection from three replies: "We're halfway through changing practice software." Filed to Prospect objections, with the answer Priya gave.
Angle A wins. Recorded in the company brain, so the next campaign starts from it.
A demo run for Halcyra, a fictional company. The stages, the two stops and the report are how the outbound workflow runs for clients.
Marketing
The marketing workflows.
Marketing is the first team built out in full. Each workflow is how one part of the job gets done, run the same way every time: which foundations it reads, which agents it runs, and the point where a person signs it off.
Logos show a sample stack. The workflows run on the tools you already use.
Output formats
Whatever format your team works in.
Every workflow ends in something your team can use. Ask in plain English and pick the format. The same company brain sits underneath every one, so a board deck and a weekly report never disagree.
The request
Summarise October's pipeline for the leadership meeting.Demo data · fictional company
Demo requests were up 58% in October, and the pricing page did most of the work.
- 19 demo requests against 12 in September. Nine came from the pricing page after the comparison table went live.
- Cost per demo fell from AUD 405 to AUD 264, though paid search still bids on downloads rather than demos.
- Free trials dipped by one. Not a trend yet, but worth watching.
What to do: switch the ads to bid on booked demos, and add the comparison table to the two feature pages with the most traffic.
Demo requests19Up 58%
Cost per demoAUD 264Down 35%
Free trials8Down 1
From the pricing page9Up from 2
October pipeline review
For the leadership meeting · draft for commentSummary
Demo requests rose 58% to 19, with the pricing page responsible for nine. Paid search became cheaper per demo but is still optimising for downloads.
Numbers
| Measure | October | September |
|---|---|---|
| Demo requests | 19 | 12 |
| Cost per demo | AUD 264 | AUD 405 |
Decisions needed
Approve the change to bid on booked demos. Agree which two feature pages get the comparison table.
| A · Week | B · Source | C · Demo requests | D · Spend AUD | E · Cost per demo | |
|---|---|---|---|---|---|
| 1 | Week 1 | Pricing page | 1 | 1,180 | 393 |
| 2 | Week 2 | Pricing page | 2 | 1,240 | 310 |
| 3 | Week 3 | Organic search | 3 | 1,300 | 260 |
| 4 | Week 4 | Pricing page | 6 | 1,300 | 217 |
| 5 | Total | 19 | 5,020 | 264 |
Insights
The two or three things that changed, and what to do about each. Short enough to read before a meeting.
For example: Weekly takeaways, meeting prep, a summary before a board call
MessageEmailPage
Reports
Weekly and monthly, every number pulled from the system it describes and tied to the decision it informs.
For example: Weekly lead report, monthly report, SDR performance
Live linkPDFPortal
Dashboards
Live numbers from your CRM, website and ad accounts in one view, refreshed on a schedule.
For example: Pipeline funnel, content plan forecast, ad spend against leads
Live linkRefreshes weekly
Audits
Scored against a fixed set of checks, with a roadmap ranked by what to fix first.
For example: SEO audit of 128 checks, Google Ads audit of 89, AI visibility score
PageRoadmapPDF
Slide decks
Board, client and pitch decks in your brand, built from the same numbers as the reports.
For example: Board update, client review, investor pitch
LinkPowerPointPDF
Documents
Proposals, briefs, plans and policies, ready for your team to edit and comment on together.
For example: Proposals, content briefs, AI policy, meeting talking points
Google DocsNotionWordPDF
Spreadsheets
Lists and models you can sort, filter and keep working in.
For example: Keyword maps, lead lists, ICP scorecards
Google SheetsExcelCSV
Designed assets
Guides, landing pages and case studies, designed in your colours, type and logo.
For example: Buyer's guides, cheat sheets, money pages, case studies
Web pagePDF
Films and graphics
Short product films and social graphics, built from your brand and your real screens.
For example: Product walkthroughs, LinkedIn carousels, ad creative
MP4GIFPNG
Examples
Real outputs, rebuilt with demo data.
Plans, audits, maps, briefs and proposals, in the formats clients receive. Each one is rebuilt around a made-up company so no client's numbers are on show. Open one to read it in full.
Pulls fromGA4Search ConsoleGoogle AdsHubSpotLinkedInChatGPTClaudeGeminiPerplexitySemrushPageSpeedAutocompleteWebflowGmailDriveNotion
Every report here uses demo data for Halcyra, a fictional company. The sections, checks and layouts are the ones clients receive, in their own brand.
The content plan
Demo data · fictional companyWhat the plan should earn At month 12
Conservative1,100clicks a month · 9 keywords top 10 · 4 demos
Expected2,300clicks a month · 16 keywords top 10 · 9 demos
Stretch3,900clicks a month · 24 keywords top 10 · 15 demos
Dashed: conservative. Solid: expected. Dotted: stretch. Dots: actual clicks from Search Console.
Progress against the forecast
| Refresh | Expected | Actual | Read |
|---|---|---|---|
| 14 August | 0 | 0 | Starting point |
| 14 September | 95 | 120 | Ahead |
| 14 October | 260 | 290 | Ahead |
The plan
| Article | Target keyword | Volume AU · NZ | Position today | Batch | Route |
|---|---|---|---|---|---|
| Vet rostering software compared | vet rostering software | 390 · 70 | 14 | 1 | SERVICE |
| How to build a vet clinic roster | vet clinic roster template | 260 · 40 | none | 1 | BLOG |
| Halcyra or a spreadsheet? | vet roster spreadsheet | 110 · 20 | 9 | 1 | BLOG |
| Locum vet booking, explained | locum vet booking | 170 · 30 | 38 | 2 | BLOG |
| Award rates for vet nurses in 2026 | vet nurse award rates | 880 · n/a | none | 2 | BLOG |
Volumes from Semrush and Keyword Planner, positions from Search Console. Planner's "under 10" is counted as zero.
Fast and well built. Thin where buyers search.
Demo data · fictional company61/ 100
94 checks pass, 21 warn, 13 fail. The fails cluster in content and schema.
By pillar
Remediation roadmap Ranked by impact, then effort
| # | Fix | Pillar | Impact | Effort | Severity |
|---|---|---|---|---|---|
| 1 | Pricing page has no indexable comparison content | Content | High | Medium | Critical |
| 2 | Twelve feature pages share one title tag | On-page | High | Low | High |
| 3 | No Organization or SoftwareApplication schema | Schema | Medium | Low | Medium |
| 4 | Blog posts are orphaned from the feature pages | Internal links | Medium | Medium | Medium |
| 5 | Two redirect chains on old feature URLs | Technical | Low | Low | Low |
Needs your approval to remove
Three thin tag pages with no search traffic. Each has its 301 target mapped. We recommend noindex first, because it can be undone.
Sources: crawl, Search Console, PageSpeed Insights (five runs per page), Semrush. A diagnostic: the deliverable is the roadmap, not edits to the site.
Brand and rostering searches pay their way. Generic scheduling does not.
A baseline read of the account. Tracking was verified first, so the demo counts below are booked demos, not page views.
Demo data · fictional companyAUD 14,880SpendAbout AUD 4,960 a month
1,960ClicksAll Google Search
41Demo requestsBooked, not form views
4 of 6Campaigns liveTwo paused since July
By campaign
| Campaign | Spend | Share | Avg CPC | Demos | Cost per demo |
|---|---|---|---|---|---|
| Brand | AUD 1,240 | 8% | AUD 1.90 | 17 | AUD 73 |
| Vet rostering | AUD 6,310 | 42% | AUD 4.80 | 19 | AUD 332 |
| Generic scheduling | AUD 7,330 | 49% | AUD 7.10 | 5 | AUD 1,466 |
What matters
Rostering terms are efficient and capped
They lose 35% of impressions to budget. The obvious place to grow.
Generic scheduling takes half the budget
Most of it matched salon and gym booking searches. Five demos in 90 days.
Broad match is steering the spend
31 of 34 keywords are broad. Whether to keep it is your call, with the evidence attached.
The 90-second version
Over 90 days Halcyra spent about fifteen thousand dollars across four live campaigns.
Brand and vet rostering do the job, at roughly 70 and 330 dollars a demo, and rostering is running out of budget.
Generic scheduling is the problem. Half the spend, mostly on people looking for salon and gym booking tools, for five demos.
Source: Google Ads API, read only. 89-check registry, tracking first. No change is made until a named approver gives a go on the plan.
Halcyra keyword map
Demo data · fictional companyRead this first
Demand is small and specific
Only 11 terms pass 100 searches a month. Every one of them names the job, not the software.
The volume is in award and roster terms
Clinic managers search for award rates and roster templates long before they search for software.
"Rostering software" alone is somebody else's
It is dominated by general workforce tools and hospital systems. Write for the vet version.
Fix what already ranks first
Four existing pages sit in positions 8 to 15. A rewrite beats a new page there.
To build
| Page | Primary keyword | Volume | Route | Priority |
|---|---|---|---|---|
| Vet rostering software | vet rostering software | 460 | SERVICE | 1 |
| Clinic roster template | vet clinic roster template | 300 | BLOG | 1 |
| Vet nurse award rates | vet nurse award rates | 880 | BLOG | 2 |
| Locum booking | locum vet booking | 200 | SERVICE | 2 |
Rejected With the reason kept
Outside what Halcyra sells: vet practice management software, vet billing software
No buyer value: vet nurse jobs, how to become a vet nurse
Needs a decision from Halcyra: dental clinic rostering (do you sell to dentists?)
Sources: Semrush, Search Console, Google and Bing autocomplete. Every row tagged BLOG goes to the article writers, every SERVICE row to landing pages.
Partnership meeting: talking points
Demo data · fictional companyWhat we want from the meeting
- Agreement to a joint referral page by the end of November.
- A named contact for co-marketing.
- Their view on a shared webinar in February.
Numbers to have ready
140Clinics on HalcyraApproved to quote
38Shared customersFrom the CRM, this week
4.2 hSaved per rosterFrom customer interviews
Talking points
1 · Our customers already use both
38 clinics run the two products side by side, with staff keying rosters in twice.
If they ask about integration effort: the API work is scoped at three weeks.
2 · We bring the content
The roster template guide is cited by AI assistants. A joint version puts their name on it.
Questions to ask
How do they choose referral partners today? Who owns partner marketing? What would make February too soon?
Every number here traces to an approved entry in the product FAQ or a live CRM count.
Publishing and maintenance: two ways to run the blog
You asked whether we should publish for you or hand the writing over. Both work. They differ in who presses publish and who keeps old posts current.
Demo data · fictional companyOption A
We publish, you approve
- Each month
- Four articles from the plan, staged as drafts in your CMS
- You
- Approve the words and press publish
- Upkeep
- We refresh any post that slips out of the top 10
- Report
- Monthly, against the forecast
Option B
You publish, we maintain
- Each month
- Four briefs your team writes from
- We
- Check every draft against the checklist before it goes live
- Upkeep
- Quarterly refresh list, ranked by lost clicks
- Report
- Quarterly
How it starts
| Week 1 | Audit of the 42 existing posts: keep, refresh, merge or retire |
| Week 2 | First four articles in review |
| Month 2 | First refresh pass and the first report against the forecast |
What we need from you
Editor access to the CMS as a draft-only role, one named approver, and a decision on whose name goes on the articles.
Fees are set per engagement and sit in the signed scope, not here.
Guardrails
Fast, and never unsupervised.
The rules are written into every workflow, and enforced in code wherever a tool allows it.
- Nothing is published, sent or spent without a named person approving it.
- Campaigns and ads are loaded paused or as drafts, for a person to launch.
- Every change to an account is planned, tested first, and recorded with a way to undo it.
- Clients approve in their own portal, so every decision is on the record.
Next
Every workflow reports on itself.
See what gets measured, and how results feed back into the system.