Website Insights

A company's website is the most direct expression of their strategy — what they're building, who they're selling to, and where they're headed. By tracking website changes over time, we surface signals that indicate business priorities, growth initiatives, and potential pain points.

This is one of our highest-volume signals — a single monthly delivery can exceed 12 GB and contain tens of millions of signals across 6 million websites. The breadth makes it powerful for TAM-wide monitoring at scale.

We scan 6 million company websites on a recurring basis, capturing full-page snapshots and comparing them against previous versions. Our pipeline analyzes text modifications, page additions, and page removals — then classifies each change into one of 38 standardized subtypes using a model trained to infer business intent from website content.

A single company can produce multiple signals if we detect meaningful changes across different areas of their site (e.g., both a pricing restructure and a new partnership announcement in the same scan).

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See real delivered data → Sample Files

Subtypes represent the specific type of website change detected — from pricing updates to product launches to executive changes. Use them to filter for the go-to-market signals most relevant to your sales motion.

Example Signal

What a single entry looks like in a delivered signal file:

{
  "signal_id": "c4d5e6f7-8a9b-0c1d-2e3f-456789abcdef",
  "batch_id": "2026-03-10-00-00-00",
  "signal_type": "website",
  "signal_subtype": "pricingChange",
  "detected_at": "2026-03-09T00:00:00Z",
  "association": "company",
  "company": {
    "name": "Lattice",
    "domain": "lattice.com",                  // match on domain
    "linkedin_url": "linkedin.com/company/latticehq",  // or match on LinkedIn URL
    "industries": ["Software Development", "Human Resources"],
    "employee_count_low": 501,
    "employee_count_high": 1000,
    "description": "People management platform for performance..."
  },
  "contact": [],
  "data": {
    "summary": "Lattice restructured its pricing page to remove the self-serve tier entirely, replacing it with 'Contact Sales' for all plans — signaling an upmarket shift toward enterprise...",
    "evidence": "Removed page: /pricing/starter. Modified page: /pricing — removed '$11/person/month' starter tier, added 'Contact Sales' CTA for all plans, added new 'Enterprise' section with SSO, SCIM, and custom SLA mentions...",
    "impact_rationale": "Eliminating self-serve pricing and gating all plans behind sales contact indicates Lattice is shifting upmarket to enterprise. Companies making this transition typically need new sales tooling...",
    "source_url": "https://www.lattice.com/pricing",
    "relevance": 0.88                         // 0.0-1.0; higher = more actionable for outreach
  }
}

Field Reference

Standard envelope and entity fields are shared across all signals — see Schema and Resolution. The fields below are specific to this signal:

Signal-Specific Fields

The data object contains everything unique to this signal type — the intelligence extracted from the website change.

Timing & Delivery

• detected_at is when the website change was detected during our scan cycle. Use source_url to verify the current page state.
• One signal per subtype per company per scan window. A single company may produce multiple signals across different subtypes in the same delivery, but won't fire the same subtype twice for the same change.
• Each delivery arrives in a timestamped folder. Treat all signals in a new folder as recent — no need to diff against prior deliveries.

Coverage

• Refresh: Monthly
• Coverage: 6,000,000 company websites
• Best for: Competitive intelligence, sales timing, detecting upmarket shifts, identifying active go-to-market changes

Contact Sales →