Hi, I'm Will Herbert. I build automation for small business.
Herbert AI is a solo automation & growth studio in Adelaide. I help small businesses grow and run themselves — ad campaigns, websites, dashboards, voice agents, workflow automation, whatever the business actually needs — for owners who want a thing built and don't want to hire an agency to do it.
Started with AI receptionists for tradies, which is where the voice-agent proof comes from. The same patterns transferred quickly into hospitality, property management, and anywhere else there's a repetitive process eating someone's week.
Three kinds of work, one builder.
Grow
Paid ads, SEO, landing pages, email + SMS, lead funnels — the systems that bring new business through the door.
Automate
Voice agents, chatbots, workflow automation, CRM setup — anything repetitive that a computer can handle without you in the loop.
Build
Websites, dashboards, customer portals, booking systems — custom software, built bespoke and yours to keep.
Three steps. No agency overhead.
We talk
30-minute call. You walk me through the bottleneck. I scope what would actually fix it — and what isn’t worth building.
We scope
I write up the plan and the price. Fixed quote on custom builds, productised plan on the off-the-shelf patterns. No surprises later.
I build, you keep
One to three weeks, usually. You see progress as I ship. When it’s live, it’s your system — direct line to me for tweaks, no retainer lock.
No agency. No template.
You talk to the person building it. Not a sales rep, not an account manager, not a junior who escalates to a senior. Me. That's the whole pitch.
No template either — your business doesn't look like the last one, and the system shouldn't pretend it does. Custom prompts, custom dashboards, custom workflows. Quoted once, shipped, done.
No retainer, no lock-in, no quarterly business review. If it's working, leave it running. If you need a tweak, message me.
A few things running live.
Blendz By Ben
Full-stack rebuild — custom site, owner dashboard, booking flow, SMS + email automation. Replaced a generic Setmore booking page on someone else’s domain.
Visit siteMaster Freeze
AI voice receptionist for a commercial refrigeration company. Qualifies callouts, books jobs, escalates emergencies.
See moreProperty manager AI
Productised voice + portal system for residential property managers. Handles tenant maintenance reports end-to-end.
See moreGot an idea? Get in touch.
30-minute call, no pitch. Tell me the bottleneck — I'll tell you whether it's worth building.