Website Insights

Analysis of a prospect's website to understand their go-to-market strategy, growth initiatives, and potential pain points. By tracking changes in website content and structure over time, we can identify key business priorities and timing for outreach.

Why This Insight Matters

Understand GTM approach (product-led vs sales-led)
Identify growth initiatives and priorities
Track expansion into new markets/products
Gauge partnership strategy
Assess content and feature velocity
Determine pricing strategy and target market
Monitor security compliance status

Available Subtypes

Website intelligence has 3,674+ dynamically generated subtypes based on detected changes. Common examples include:

Signal	Subtype Enum	Description
Marketing shift	`marketingShift`	Detected change in marketing messaging or positioning
Product launch	`productLaunch`	New product or feature page published
Pricing update	`pricingUpdate`	Pricing page changes detected
Academic initiative	`academicInitiative`	Education-related content changes
Accessibility enhancement	`accessibilityEnhancement`	Accessibility improvements
Compliance page	`compliancePageAdded`	New compliance/legal page (SOC2, GDPR)

Note: Subtypes are generated dynamically based on detected website changes and cannot be exhaustively listed.

Signal Database Schema

{
  "signal_id": "fc6334e1-963d-4de6-950f-d94e2e34e08e",
  "signal_type": "website",
  "signal_subtype": "marketingShift",
  "signal_name": "Marketing Shift",
  "detected_at": "2025-07-15T00:00:00Z",
  "association": "company",
  "company": {
    "name": "Benefitriver",
    "domain": "benefitriver.com"
  },
  "data": {
    "summary": "BenefitRiver has shifted its marketing content to emphasize the role of group benefits in talent attraction and retention.",
    "evidence": "Added articles: 'The Competitive Edge: How Group Benefits Attract and Retain Top Talent' (July 13, 2025)...",
    "impact_rationale": "This shift suggests a strategic focus on positioning group benefits as a tool for talent management.",
    "source_url": "https://benefitriver.com",
    "relevance": 0.4
  }
}

Field Reference

Core Fields

Field	Type	Description
`signal_id`	string (UUID)	Unique identifier for this signal
`signal_type`	string	Always `"website"`
`signal_subtype`	string	Dynamically generated subtype
`signal_name`	string	Human-readable signal name
`detected_at`	string (ISO 8601)	When signal was detected
`association`	string	Always `"company"`

Company Object

Field	Type	Description
`company.name`	string	Company name
`company.domain`	string	Company website domain

Data Object

Field	Type	Description
`data.summary`	string	Summary of the website change
`data.evidence`	string	Evidence of the change (added/removed content)
`data.impact_rationale`	string	Business impact explanation
`data.source_url`	string (URL)	URL of the website
`data.relevance`	float (0.0-1.0)	Business relevance score

Generate Content API

For the Generate Content API, use these subtypes:

Signal	Subtype Enum	Description
Homepage messaging shift	`websiteHomepageMessagingShift`	Detected change in homepage messaging
Pricing page updated	`websitePricingPageUpdated`	Pricing page recently changed
New product or feature	`websiteNewProductOrFeatureAdded`	New product or feature page published
New compliance page	`websiteNewCompliancePagePublished`	New compliance page (SOC2, GDPR, AI policy)

API Usage

{
  "enabledInsights": ["websiteHomepageMessagingShift", "websitePricingPageUpdated"],
  "disabledInsights": []
}

Generate Insights API

{
  "insightSubtype": "websitePricingPageUpdated"
}

Example Output

"Noticed BenefitRiver recently shifted marketing to emphasize how group benefits attract and retain talent. If you're seeing more demand for talent-focused benefits positioning, would love to share how we're helping similar companies scale their outreach around this message."

Coverage

Refresh: Weekly
Coverage: 50-75% of companies
Best for: Marketing agencies, competitive intelligence, sales enablement, market research