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AI receptionist for small firms and local businesses
Leads and appointments in real time.
Ema reads your website and answers your customers in their own language. Take enquiries 24/7 on your site and on WhatsApp, and get every enquiry and every appointment straight to your phone by SMS and email.
Run in the UK, by a UK company
We are PUGLIESEWEB LTD, registered in England and Wales. Ema runs on AWS in London (eu-west-2).
Answers you can check
Every answer comes from your own pages, with a link to the one she used. If your site doesn’t cover something, she won’t pretend it does.
Built like a payment system
Ema’s founder spent fifteen years building card and wallet systems for a bank. Client data is handled to that standard.
Keeps herself up to date
She re-reads your website every night or every week, whichever you choose, and learns from the documents you upload. Change a price on your site and her answers follow, without you telling her.
30 days free, no contract
Every plan starts with 30 days free, and you don’t need a card to start. Add one before day 30 to keep Ema answering, and cancel from the console at any time.
Nothing hidden
Where we host, who our sub-processors are, how we encrypt, how long we keep data and what happens if there’s a breach. It’s all published.
Read the trust pageEma Answers is built and run by PuglieseWeb, the Hampshire company that also builds SystemDox — and we run Ema on our own website every day.
Who Ema is for
Firms that handle confidential client data
A new client rarely rings twice. In January, or the week before a completion, the enquiry that lands at 9pm goes to whoever answers first. Ema answers it, captures it and, if you want, books the first call. And she does it without your client data going anywhere you can’t account for.
Businesses that are busy when the phone rings
You’re under a sink, up a ladder or halfway through a colour, and the phone goes. Most callers don’t leave a message; they try the next name. Ema answers on your website and WhatsApp, quotes what your site says, and books the slot into your calendar while the customer is still keen.
Build websites for other businesses? Put Ema on the sites you build and earn 20% of what each client pays for their first 12 months. The partner programme
What Ema does for you
It’s all one assistant, working from what you’ve told her about your business. Anything marked live is yours the day you sign up. Anything marked “set up with you” is something we switch on together.
She reads your website and any documents you give her, so she knows your services, hours, prices and terms. If something isn’t in there, she tells the customer that rather than guessing.
Each answer links back to the page it came from on your site. Someone asking about prices ends up on your pricing page, not somewhere else.
She replies in whatever language the customer writes in, and reports back to you in yours.
As soon as a customer leaves their details you get an email, and the enquiry sits in your console with the full conversation attached.
Late on a Sunday night, halfway through a job, or in the first week of January, she replies in seconds. The enquiry is waiting in your inbox when you get to it.
Booking offers a free slot from your calendar right there in the conversation and confirms it, out of hours included.
Recorded live
This is the console exactly as a business sees it, recorded on 20 September 2026: the Home page, Ema reading a website, a visitor booking an appointment in the live preview, and that appointment showing up on the calendar. It runs just over a minute and there’s no voice-over.
How Ema works
A visitor asks on your website. Ema answers from your own pages, in their language. The enquiry is in your Leads and in your inbox before they have closed the tab.
A visitor lands on your website and asks a question in their own language.
Ema understands the enquiry, answers in the customer’s language from your own pages, and links the one she used.
The enquiry is saved as a lead with the conversation behind it, and emailed to you, so you never miss it.
Scan your site, let her answer, get leads and appointments. Those are the three steps the console walks you through.
Create an account and pick a plan (no card needed for the first 30 days), then type in your website address. Ema finds your pages, reads the ones you pick and writes a summary of your business: services, prices, opening hours and the way you talk to customers. You can add documents for anything the site doesn’t cover. If the answer isn’t there, she says so rather than making one up.
Give her a name, a greeting and your colours, try her out in the live preview, then paste one snippet into your site. That’s the whole install. From then on she answers on your website around the clock, in whatever language each customer uses. WhatsApp and the phone are something we set up with you.
When a visitor leaves their details, the enquiry comes to you by email and by text, with the conversation behind it, and it waits for you in Leads. With Booking she offers free slots from your calendar inside the chat and confirms the appointment. You see it in the console the moment it’s booked.
The features
Every account starts with the Assistant on your own website. You can add the others when you’re ready for them. It’s the same Ema throughout, with the same knowledge and the same calendar.
Start here
The chat you install, and what every account starts with. One script tag on your website and she’s answering your customers day and night, in whatever language they write in, from the information you’ve given her.
IncludedEveryone who has got in touch, in one place: each person with their enquiries, a summary of what was said, a status and your own notes. Nobody who reached out gets lost in an inbox.
Growth, set up with youEvery conversation she has had, plus the channels your customers already use, starting with WhatsApp. Same knowledge, same tone, same calendar.
IncludedCustomers pick a slot inside the conversation and it’s confirmed against the calendar you already keep, with buffers between jobs and a reminder before each appointment.
Custom, set up with youEma picks up the phone when you can't, and books the job while she's on the line.
Coming soonThe same assistant behind a search box instead of a chat bubble. A search that understands an actual question rather than just matching keywords.
Coming soonA local directory where people find a business that can help them, with Ema answering on your listing before the customer has even got to your site.
One product, one Ema. Each feature is switched on and priced separately, but they aren’t separate things you have to buy into. They share the same conversation engine, the same knowledge you’ve taught her and the same calendar she books into. Nothing to migrate and nothing new to learn.
Pricing
Pick a plan and try it free for 30 days, no card needed. Add a card before the trial ends to keep Ema answering, and cancel from the console at any time. Need more than Growth? Talk to us.
£49 / month
Every enquiry answered and booked
Each month: 900 page reads, 100 documents saved, 100 texts and 1,500 emails.
Recommended
£99 / month
For a site that gets asked a lot, or a business that lives on WhatsApp
Each month: 3,000 page reads, 300 documents saved, 300 texts, 4,000 emails and 1,500 WhatsApp messages.
Talk to us
Everything in Growth, plus the phone, your own systems and work we do for you
Pay for the year and get two months free: Starter £490, Growth £990.
Every plan starts with 30 days free, and no card is needed to start. Add a card before day 30 and your first charge is on day 30; if you don’t, Ema pauses and nothing is deleted. You can cancel from Plan & billing at any time. If you run out of replies before the month does, add 100 for £10 in the console or move up a plan; Ema stops at the limit rather than running up a bill you didn’t agree to. WhatsApp is in pilot, so we switch it on with you, and Meta’s per-conversation fees are passed on at cost. Text notifications go to UK mobiles; email goes anywhere. No VAT is added to these prices: PUGLIESEWEB LTD is not currently VAT registered.
Before you start
Short answers. Where one needs backing up, the link is underneath.
No. The console gives you one line to paste into your site, and step-by-step instructions for WordPress, Wix, Squarespace and Shopify. If you can edit your own pages you can have Ema installed in a couple of minutes.
No. She only answers from your website and the documents you give her, and every answer links to the page it came from. If the answer isn’t there she says so instead of guessing. That’s usually a sign you have a page missing.
Whatever language the visitor writes in. Someone asking in Polish gets a reply in Polish, from the same English pages you already have. Your enquiry emails and your console stay in your language.
By email, the moment someone leaves their details, with their name, their contact details and the conversation behind it. You can have it by text as well if you give us a UK mobile number. The same enquiry also waits in your console with the whole exchange, so nothing hangs on one message getting through.
Nothing for 30 days, and you don’t need a card to start. Pick a plan, try it, and add a card before day 30 to keep Ema answering: your first charge is on day 30. If you don’t, she pauses and nothing is deleted. Plans are £49 or £99 a month, no setup fee, no VAT.
How plans, limits and your trial workAdd 100 for £10 from the console, or move up a plan. Ema stops when you hit the limit rather than quietly running up a bill, which is why you can leave her switched on without worrying.
What counts, when it resets, and what stopsOn AWS in London (eu-west-2): the application, its databases and its backups. We won’t tell you it never leaves the UK, because that wouldn’t be true. Incoming email is handled in Ireland, and the model that writes each answer is called through an EU inference profile. All of this, along with our sub-processors and how long we keep things, is set out on the trust page.
Hosting, sub-processors and retentionYes to both. Booking is in every plan. WhatsApp comes with Growth and is in pilot, so we set it up with you. Answering the phone comes with Custom, which starts with a conversation instead of a checkout.
Take the line of code out of your site and she stops straight away. There’s nothing to uninstall. Your plan is cancelled from the console’s Plan & billing page and won’t renew.
Got a question we haven’t covered? Write to us at info@emaanswers.com
The company behind it
Ema Answers is one of four product families from puglieseweb LTD. Two are live today and two are on the way.
The assistant that answers for your business, everywhere your customers are — it reads your website, replies in your customer’s language and emails you every enquiry.
See what it doesDocumentation that keeps up with the code — scanned from your repositories, published as a portal, staleness flagged before anyone trusts a stale page.
Visit the siteHeating and hot-water systems managed from one app — for installers and the homes they look after.
Visit the siteAn app, an automation or an AI tool built around how your business works — when nothing off the shelf fits.
Register your interestEvery plan starts with 30 days free. Add the rest when you need it.
Ema