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Work

Client stories: the question each business couldn't answer, what we built and what changed.

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Built

Tools we built, for clients and for ourselves, when nothing we could buy did the job.

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AI

AI moves fast. Here's how we use it in our own work, and where to start in a business your size.

The AI hub
Approach

Every business is different, so we always start with a conversation.

How we work
  1. 15 minA quick callYour goals, your numbers, and whether we're a good fit.
  2. 1 hourDiscoveryWhere you're losing enquiries, and what's already working.
  3. ThenA clear planPaid ads, a custom build or both, as a one-off project or ongoing.

What we connect

About

We're a small London team of marketers, and we use AI to go faster.

About us
  • Cam BowenCam BowenCo-founder
  • Ben PowerBen PowerCo-founder
  • ElectraElectra
  • MahirMahir
  • NatashaNatasha
  • RahabaRahaba
  • ZobaerZobaer
In-house

Pacing Phone

Our own main line on Twilio. A caller picks a person, an AI assistant or a text with our website link, and the time of day decides where the call goes.

Talk numbers Everything we built
Live, in-house

Pacing's main line is answered by a small phone menu that we wrote ourselves, on Twilio. A caller can speak to a person, talk to an AI assistant, or get a text with the link to this website. Which of those they get depends on what they pick and on the time of day.

What a caller hears

  1. A short welcome and three choices. Press 1 for a person, 2 for the AI assistant or 3 for a text with the website link. The prompts are in British English. Option 2 is left out of the menu while ElevenLabs reports a Telephony or Conversations outage. If the AI line fails anyway, the caller hears that the assistant is not available and is sent down the same route as option 1.
  2. Human. Monday to Friday, 10am to 5pm UK time, the call is forwarded to a team phone. Whoever picks up hears "Call from the Pacing Agency main line" first, so they know what the call is. The caller does not hear that line. If nobody answers in about 15 seconds, the caller is asked to leave a message. Outside those hours they go straight to the message.
  3. AI assistant. The call is passed to an ElevenLabs voice agent (Claude Haiku 5.5) that reads the main sections of the live pacing.agency site, re-fetched daily. The call is recorded and transcribed in ElevenLabs. It collects the caller's name, company, what they need, and a callback number and time, texts us a summary after the call, and can run a conference transfer back to the main line so the caller hears the menu again and presses 1 for a person.
  4. Website. The caller hears that a text is on its way, the call ends, and a text goes out with the link to pacing.agency.

Voicemail messages can run to two minutes. When one is left, we get a text with a link to a Pacing-styled page that plays the message on a phone, then a second text with a Scribe transcript through n8n.

We built it so the AI line and every voicemail leave a paper trail: ElevenLabs records and transcribes assistant calls, Scribe transcribes voicemails, and summaries join the same call record in Twenty with campaign attribution, so follow-up does not depend on someone remembering the call. Calls answered by a person on option 1 are not recorded.

Texts to the main line and to our tracking numbers are forwarded to us. The sender gets one reply per 24 hours pointing them to the phone line and the website.

What runs where

  • Twilio Functions hold the logic: the menu, the hours check, the routing, the texts and the voicemail. They are a handful of small Node.js functions, deployed with the Twilio CLI.
  • Twilio owns the phone numbers, the text-to-speech, the keypad menu and the voicemail recordings.
  • ElevenLabs runs the AI assistant on its own imported number. The assistant's prompt and settings live in our phone-system repo and are pushed to ElevenLabs with a deploy script; the voice is a stock ElevenLabs voice. Site knowledge is synced from the live pacing.agency site.
  • Twenty and n8n turn Twilio events into call records in the CRM.
  • Settings, not code. The wording of every prompt, the opening hours, the time zone and the numbers are settings. Changing the hours or a line of the menu is a settings change and a redeploy.

Why we built it

We wanted to decide for ourselves what the menu says and where each option goes. Writing it ourselves means the hours, the wording and the routes are ours to change, and the AI line can be swapped for another without touching the rest. It is also a real Twilio build that we run on our own number, so we know how it behaves.

More

Other things we built

Everything we built Need one built? How we start

Next step

Bring your numbers.

We'll tell you if the spend makes sense.

  1. A 15-minute callYour goals, your challenges, and whether we're the right fit.
  2. A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
  3. A concrete planAds, a custom build or both, as a one-off project or ongoing.
Talk numbers
15 minutes · No pitch deck · A straight answer