Line Ware - What Can You Do For My Trade Business
What Is A Managed Service Provider?
Line Ware is a Managed Service Provider, or MSP. A Managed Service Provider is a company that sets up, runs, and maintains technology on your behalf, so you never have to touch it yourself. Rather than handing you a set of tools and leaving you to figure it out, an MSP takes full responsibility for making sure everything works, stays up to date, and gets fixed when something goes wrong. You get the result without doing the technical work.
For a trade business, that means your website, your professional email address, and your business phone number are all handled by one person, on one monthly bill, with one number to call if you ever need anything changed or fixed. No logging into dashboards. No calling three different companies. No spending your evenings trying to work out why your email has stopped working. You just use it.
How Does That Help Your Business?
Every hour you spend troubleshooting technology is an hour you are not on the tools, not quoting a job, and not earning money. A managed service removes that friction entirely. Your digital presence, the website a potential client finds on Google, the email address your quote arrives from, the phone number on your van, all of it is set up properly, maintained consistently, and updated whenever you need it, without you being involved in any of it.
The result is a business that looks and operates professionally from day one, without requiring you to become a technical expert to get there.
How Our Service Works
Line Ware operates on a simple flat monthly fee. You choose the plan that suits your business, pay one amount each month, and everything covered under that plan is handled for you, no surprise invoices, no hidden costs, and no additional charges for the things your plan includes.
Your website updates, your email configuration, and your call costs are all managed within your monthly fee. If your business number needs to route calls to your mobile, that is covered. If you are on a higher tier and making outbound calls from your business number, those call costs are included too. You do not need to think about what each individual thing costs because it is all wrapped into one predictable monthly payment.
As your business grows or your needs change, you can add to your plan with optional addons that sit on top of your base package. You only pay for what you actually need, and you can adjust as your business develops.
This is what being a Managed Service Provider means in practice,one relationship, one bill, and one number to call when you need anything. Everything else is our problem, not yours.
LW Pro
LW Pro is the foundation of every Line Ware service. Included in the base plan is a professionally built and managed website, a business email address on your own domain that forwards directly to your existing inbox, and a dedicated business phone number that diverts inbound calls straight to your mobile. Even on the base plan your phone number comes with a professional greeting that reassures the caller they have reached the right company before the call connects. Automatic call recording is included as standard, as soon as a call ends, a recording is sent directly to your email so you can listen back at any time. If you cannot answer, voicemail to email ensures the caller can leave a message which is then sent straight to your inbox as an audio file. You also get a whisper message when you pick up, which plays a short prompt asking you to press 1 to accept the call, so you always know whether an incoming call is a business enquiry or a personal call before you answer. Flexible forwarding means you can divert to multiple numbers, choosing whether calls ring simultaneously or one after another. For example, if two business owners are both on site, calls can ring both at once so whoever is free picks up first. Alternatively you can set calls to ring the office contact first and divert to the person on site if there is no answer, with voicemail as the final fallback if nobody is available.
For your business, LW Pro means that the next time a potential client searches for a carpenter, plumber, or electrician in your area, they find a professionally built website rather than a Facebook page or nothing at all. They can see your services, your operating areas, and examples of your previous work. When they are ready to get in touch they have three ways to do it, a phone number they can call, a business email address they can write to, and an enquiry form they can fill in directly from the site. Having your own domain email address also means your clients see a professional address on your van, your invoices, and your quotes rather than a generic free address, which matters more than most people realise before they have one. Your website also works alongside your Google Business Profile rather than in competition with it. Linking the two means potential clients can see your reviews and your listed services on Google, and then click through to a full professional website that presents your work exactly the way you want it presented. No website means you are only as visible as your Google profile allows. With one, you have two separate surfaces working together to bring in enquiries.
LW Plus Addon
LW Plus transforms your phone system from an inbound service into a fully operational business communications platform. The centrepiece of the addon is the 3CX mobile app, which allows you to make outbound calls from your business number directly from your phone, so when you call a client back, they see your business number on their screen rather than your personal mobile. The same app handles your inbound calls, your voicemail, and your call recordings all in one place. Rather than receiving recordings by email as you do on LW Pro, with LW Plus you can open the recordings tab in the app and listen back to any call directly. Voicemail works the same way, messages appear in the app and can be played back instantly without needing to check your email. You also gain full control over when you are available to take calls. By logging in and out of ring groups you can stop business calls reaching you outside of working hours while still remaining reachable on your direct extension for existing clients or emergency contacts. For those moments when you want complete silence, Do Not Disturb turns off every incoming call from every source with a single tap.
LW Plus also adds a live chat widget to your website, connected directly to your mobile app. A visitor on your site can send a message which arrives on your phone instantly, and if the conversation develops to a point where a call makes more sense, the client can escalate from chat to a voice call through the website without either of you needing to dial a number. This is handled through a click to call button on your site which connects the caller directly through their browser, no phone number to dial, no app to download, just a button that connects them to you. For clients browsing on a desktop or laptop this removes the friction of having to pick up a separate device to make a call.
Your call queue experience also improves significantly with LW Plus. Rather than hearing a dial tone while waiting to be connected as they would on the base plan, your callers hear hold music or a custom message while they wait. That message is an opportunity, a short recording about your business, how long you have been operating, the kinds of jobs you take on, or a current promotion can play while the caller waits. A caller who has spent thirty seconds hearing about your twenty years of experience and your current ten percent discount for new customers is already warmer by the time you pick up than one who has been listening to a dial tone. We recommend including an offer in your hold message specifically because it gives the caller a reason to stay on the line and a reason to mention it when you answer.
LW One Addon
LW One is the addon that completes your email setup. While LW Pro gives you a professional business email address that forwards incoming messages to your existing inbox, LW One takes this further by giving you a full email client, meaning you can both receive and send emails directly from your business address without any complicated configuration. Your clients receive emails from your domain address and your replies come from the same place. Everything looks and works exactly as a professional business email should.
Powered by Microsoft 365, LW One also gives you 1TB of cloud storage per user, which you can use to store job photos, documents, quotes, and project files. Sharing with clients is straightforward, you can share a folder or a file directly from your storage and your client can see exactly how their project is progressing at the tap of a button, without you needing to use WhatsApp or email attachments to send files back and forth.
Microsoft 365 also gives you access to the full suite of Microsoft applications including Word, Excel, PowerPoint, and Outlook across web, mobile, and desktop. These are the full desktop versions of the software, not browser-only alternatives, which means you have professional grade tools available on any device you work from.
If you prefer the Google interface and are already comfortable working within Google's ecosystem, we can set you up on Google Workspace instead at no extra cost. The experience is similar and the email setup works the same way. The key differences are that Google Workspace provides web and mobile versions of its applications only, there are no desktop software licences, and you receive 2TB of storage rather than 1TB. Both options give you a fully functioning professional business email. It simply comes down to which platform suits the way you already work.
Cancellation, Contracts, and What Happens If Something Goes Wrong
Line Ware operates on a contract basis, with standard terms of 12 or 24 months depending on what suits your business. Contract length can be customised to your particular situation, though pricing may vary depending on the terms agreed. Your contract details, including the exact length and monthly cost, will be clearly set out before you sign anything.
During your first two months, which includes the £100 introductory period if you take that offer, there is no cancellation fee. You can cancel at any point during months one and two with just 7 days notice and you will owe nothing beyond what you have already paid. We want you to feel confident that you are trying the service without any financial risk.
From month three and four, a cancellation fee of £75 applies with 7 days notice. From month five onwards, the cancellation fee remains £75 but the notice period extends to 30 days. The cancellation fee exists to cover the real costs involved in winding down your service your domain name may be held for the remainder of its registration year, your phone number requires time to decommission, and there is time involved in the work already completed on your behalf. It is a cost recovery measure, not a deterrent.
If You Are Having Issues With Our Service
If you are experiencing problems with your service and that is the reason you want to cancel, we do not simply process the cancellation and move on. We will acknowledge the problem, offer you two free months of service, and commit to resolving the issue within that period. If at the end of those two months you are still not satisfied, we will waive the cancellation fee entirely. No argument, no negotiation.
The two free months begin from the point at which you are paying the full monthly rate, so if you are still within your introductory period when the issue arises, the clock starts when full billing begins.
If We Cancel Your Contract
If Line Ware terminates your contract for any reason other than non-payment, abuse, or fraud, you will receive your final month of service completely free of charge as an apology. Depending on the circumstances, we may also extend your web services for an additional month to give you time to find an alternative provider and ensure your business is not left without a digital presence overnight.
Any cancellation fee can be waived at our discretion where there is a valid reason to do so. We treat every situation individually and we will always try to do the right thing.
Any cancellation fee can be waived at our discretion where there is a valid reason to do so. We treat every situation individually and we will always try to do the right thing.
If We Cancel Your Contract
If Line Ware terminates your contract for any reason other than non-payment, abuse, or fraud, you will receive your final month of service completely free of charge as an apology. Depending on the circumstances, we may also extend your web services for an additional month to give you time to find an alternative provider and ensure your business is not left without a digital presence overnight.
Our Promise To You
We know what it means to run a business where things need to work. If something goes wrong for you, it goes wrong for us too, because your digital presence is our responsibility, not just a service we handed over and forgot about. We take that seriously and critical issues always get priority.
Behind the scenes we are constantly monitoring your website, your phone system, and your email setup to make sure everything is running as it should. When something needs fixing we aim to be proactive about it rather than waiting for you to notice first. That monitoring does not stop when the working day ends.
If you do experience an issue and need to get in touch, our target response time is two hours from receiving your message. That means within two hours you will hear from us confirming we have picked it up and are working on it. Most issues, a website update, a phone routing change, an email configuration problem, are resolved within ten minutes once we are on it. When your issue is resolved you will receive a confirmation so you know it is done.
You can reach us by website, phone, email, or voicemail at any time. Our advertised support hours are 9am to 11pm Monday to Sunday, though our available hours vary during the week. If you contact us outside of those hours, leave a voicemail or send an email and we will get back to you as quickly as we can.
We are a small operation and we are honest about that. What that means for you is that when you contact us, you are speaking to the person who actually manages your service, not a call centre, not a ticketing system, not someone reading from a script. Just someone who knows your setup and will get it sorted.
Support Times
Monday & Tuesday: 12:30 to 13:30 | 16:45 to 22:00
Wednesday: 12:30 to 13:30 | 16:45 to 22:00
Thursday: 09:00 to 13:00 | 16:45 to 22:00
Friday: 12:30 to 13:30 | 16:45 to 22:00
Saturday & Sunday: 09:00 to 22:00
Outside these times a fee of £50 per 3 hours is charged, unless your contract includes out of hours support which cost £500 extra per month, if the issue is our error the cost is waived and if you're on our OOH you get your next 2 months of service on us (OHH is still billed monthly)
What happens if my phone system goes down
We understand that your phone system is not just a feature, it is how your business gets work. That is why we do not run everything through a single provider and hope for the best.
For our telephone infrastructure we use multiple SIP trunk providers simultaneously. Our primary providers include Simwood and Magnifica Telecom, both of which are trusted by hundreds of communications companies across the UK and have strong reliability track records. For additional redundancy we also use Twilio as a secondary provider, which operates completely independently from our primary infrastructure. Because the two systems are entirely separate from one another, the chance of both going down at the same time is extremely low.
If you are on our base plan and your number diverts directly to your mobile, the call goes straight from the provider to your phone. There is no phone system in between, which means there are fewer points of failure by design.
If you are on a plan that includes the full phone system, with live chat, click to call, and the 3CX mobile app, we use 3CX as our phone system platform. 3CX is trusted by hundreds of large organisations including the NHS, major car dealerships, and schools. These are organisations that depend on their phone systems for critical day to day operations, which tells you something about the reliability of the platform.
As standard on every installation we carry out, we include a fallback option on the SIP trunk connection. If for any reason the connection between the phone system and the provider cannot be established, the system automatically diverts calls to your mobile using a call diversion. This means that even in the event of a technical issue between the phone system and the provider, your calls keep reaching you.
If a provider goes down entirely, we are able to provision a temporary number from our secondary provider and mount it to your phone system or divert it directly to your mobile while the issue is resolved. You retain the ability to make outbound calls even if inbound calling is temporarily affected, because outbound and inbound can be routed through different providers independently of one another.
In short, we have thought about what happens when things go wrong, and we have built the infrastructure around that question rather than assuming everything will always work perfectly.
Who Owns My Website, Domain, and Data?
Your website belongs to you. Everything we build for your business is yours, and if you ever decide to leave you are entitled to take it with you.
When you cancel your service, we will prepare and package your complete website files, making sure they are the most current version of your site rather than an older build, and host them on our cloud storage for you to download at your convenience. The files remain available on that download link for a minimum of thirty days and up to sixty days from the date they are made available, giving you plenty of time to arrange hosting elsewhere or pass them to another provider.
There is a £70 administration fee for this process. That fee covers the time involved in retrieving, checking, and preparing your files correctly, as well as the cost of temporarily hosting them on our cloud storage, space we cannot use for anything else during that period. It is a straightforward cost recovery charge, not a penalty for leaving.
Your domain name is registered in your name. If you choose to move it to a different provider or manage it yourself after cancellation, you are free to do so. We will provide any authorisation or transfer codes required to move your domain away from our management.
Your data, your emails, your call recordings, your contact information, belongs to you. We do not retain or use your data beyond what is necessary to provide your service.
What Providers Do We Use Behind The Scenes?
We believe in being transparent about the infrastructure that powers your service. We do not build our own data centres or develop our own platforms, instead we use established, reliable providers that are trusted by organisations far larger than us. Here is exactly what sits behind your Line Ware service.
Phone System
We use 3CX for our PBX phone system, live chat management, and click to call functionality. 3CX is trusted by hundreds of thousands of businesses worldwide including the NHS, major car dealerships, and universities.
SIP Trunking and Call Routing
We use Twilio as our primary SIP trunk provider for call routing and as our secondary provider for outbound resilience. Twilio is one of the largest and most reliable communications infrastructure providers in the world.
Phone Numbers
Your business phone number is provided through Simwood, a UK based wholesale telecoms provider used by hundreds of communications companies across the country.
Website Hosting and DNS
Your website is displayed using Vercel and hosted on GitHub Pages, two of the most reliable and widely used platforms for static website hosting available. DNS management is handled through Cloudflare, which also provides additional security and performance benefits for your site.
Email
For full business email we use Microsoft 365 as our preferred platform, giving you access to the full suite of Microsoft applications alongside your professional email address. If you prefer the Gmail interface, we can set you up on Google Workspace instead.
For email forwarding on the base plan,we use Cloudflare to forward emails sent to your domain address directly to your existing personal inbox. This means you can receive emails at your professional address without needing a separate email client. Note that email forwarding does not include the ability to send emails from your domain address,that capability requires the LW One addon.
Do You Have A Service Level Agreement?
Monitoring
We continuously monitor your website, phone system, and email infrastructure in the background. If we detect an issue before you do, we will begin working on it immediately without waiting for you to report it.
Response Time
If you contact us with an issue, we commit to responding within two hours to confirm we have received your report and are actively working on it. In practice we aim to respond faster than this, but two hours is our guaranteed maximum response time.
Resolution Time
Our target resolution time for the vast majority of issues is two hours from when we begin working on the problem. Most issues, a website update, a routing change, an email configuration fix, are resolved significantly faster than this. The two hour target applies to more complex issues involving multiple services or providers. For straightforward problems the typical resolution time is closer to ten minutes.
Website Uptime
Your website is served through Vercel and Cloudflare. Cloudflare distributes your website traffic across multiple server locations globally, automatically routing visitors to the nearest available server. This means that if one server location experiences an issue, your website continues to load from an alternative location without any action required on our part or yours.
Phone System Uptime
We operate with two completely independent SIP trunk providers for your phone system. If our primary inbound calling provider experiences an outage, we will provision you a temporary number from our secondary provider so you can continue receiving calls. If our secondary outbound provider goes down, we can route outbound calls through our primary provider instead. As standard on every installation, we also configure an automatic call diversion so that if the connection between your phone system and the provider cannot be established, calls are automatically forwarded to your mobile. You will not be left unreachable.
Email Uptime
Email forwarding is handled through Cloudflare, which has an exceptional reliability track record. If you are on a plan that includes Microsoft 365 or Google Workspace, those platforms are enterprise grade services with their own built in redundancy and uptime guarantees. In the event of an outage on those platforms we will take every reasonable step to assist you, but we cannot be held responsible for downtime caused by Microsoft or Google infrastructure that is outside our control.
What We Cannot Guarantee
We cannot guarantee uptime for services that are entirely outside our infrastructure, specifically third party platforms such as Microsoft, Google, or our telecoms providers. What we can guarantee is that we will respond quickly, communicate clearly, and take every reasonable step available to us to restore your service as fast as possible.
What Is Not Included?
Everything described in your plan is included at the price stated. There are no hidden charges for standard usage of the features listed under your plan. Here is a clear breakdown of what sits outside the standard service.
Out of Hours Support
Our advertised support hours are 9am to 11pm Monday to Sunday. Support requested outside of those hours is available but charged separately. Out of hours support is billed at £50 per three hours, or you can add our out of hours support addon for £500 per month which covers you for support at any time. Think of the addon as insurance, it is there if you need it and you are billed for it monthly regardless of whether you use it.
If an issue occurs outside of hours and it is determined to be caused by a fault on our side, the cost of your next two months of service is on us. You will still be billed for the out of hours addon if you have it, but the core service cost is waived as a goodwill gesture.
Website Changes
Website changes and revisions are included as standard. There is currently no limit on the number of changes you can request to your website within your plan.
Calling Features
You get exactly what your plan describes. On the base plan that means call forwarding to your mobile, a professional greeting, call recording sent to your email, voicemail to email, and a whisper message when you answer. Nothing more and nothing less.
On the plan that includes the full phone system you get everything above plus live chat on your website, a click to call button that connects visitors directly through their browser without dialling, hold music, a welcome message, voicemail accessible through the app, and the option to set up an interactive voice response menu if you want it. All of that is included within the addon price.
Email and Cloud Storage
You provide us with the email addresses you need and we create and configure them for you. This includes general inboxes, shared mailboxes, and secondary addresses such as info or enquiries addresses.
The LW One addon includes up to five Microsoft 365 Business Basic users, which covers web and mobile versions of the Office applications but does not include desktop software licences. If you require desktop software licences, we can accommodate up to three Microsoft 365 Business Standard users instead, which includes full desktop versions of Word, Excel, PowerPoint, and Outlook. Please confirm which tier you require during onboarding as pricing may vary.
