Website Insights

Overview

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.

We scan 6 million company websites on a recurring basis, capturing full-page snapshots and comparing them against previous versions. Our pipeline analyzes three dimensions of change:

1. Text modifications — Changes to messaging, value propositions, product descriptions, and positioning language
2. Page additions — New pages for products, features, pricing tiers, compliance certifications, job listings, and partnerships
3. Page removals — Deprecated products, discontinued services, or sunset features

Each detected change is classified using a model trained to infer business intent from website content. A single company might produce multiple signals if we detect meaningful changes across different areas of their site (e.g., both a pricing update and a new partnership announcement).

Signals are consolidated into 38 standardized subtypes—down from 1,700+ fragmented event types in previous iterations—making it significantly easier to filter, activate, and build workflows around website intelligence at scale.

Available Subtypes

Schema

{
  "signal_id": "3eebeb4d-c518-4140-ad0c-53bfba49d950",
  "signal_type": "website",
  "signal_subtype": "executiveChange",
  "signal_name": "Vanguard Leadership Team Update",
  "detected_at": "2026-01-02T00:00:00Z",
  "association": "company",
  "company": {
    "name": "Vanguard",
    "domain": "vanguard.com"
  },
  "data": {
    "summary": "Vanguard posted new job openings focused on application security and data analytics, including roles such as Application Threat Modeler and AppSec Project Manager.",
    "evidence": "Added jobs: Data Discovery Analyst (Financial Service Domains), Application Threat Modeler, Senior Analyst, Application Threat Modeler, Specialist, AppSec Project Manager.",
    "impact_rationale": "The addition of multiple specialized security and analytics roles indicates a significant investment in cybersecurity and data-driven decision-making.",
    "source_url": "https://www.vanguardjobs.com",
    "relevance": 0.99
  }
}

Field Reference

Core Fields

Company Object

Data Object

Known Limitations

⚠️

February 2026 Release Notes

Relevance scoring needs tuning. The data.relevance field is generated by an AI model that isn't calibrated as tightly as we'd like. Currently, 71% of signals score between 0.5-0.7, with only 9% scoring above 0.9. We plan to improve model calibration in upcoming deliveries so high-relevance signals are more reliably surfaced.

Limited date range. The current delivery covers website changes detected between January 2-8, 2026 only. While we've dramatically expanded company and signal coverage, the event date window is narrow. Future deliveries will analyze broader historical timestamps.

Data Activation

Timing

detected_at is when the website change was detected. The current delivery covers changes from January 2-8, 2026.

Uniqueness

One signal per subtype per company per detection window. A single company may have multiple signals across different subtypes in the same delivery.

Filtering Recommendations

• Filter on data.relevance >= 0.7 for higher-precision use cases
• Use subtypes like pricingChange, productLaunch, and partnershipAnnouncement for high-intent signals
• Combine with other signals (news, hiring) for comprehensive account intelligence

API Usage

Generate Content API

{
  "enabledInsights": ["websiteMarketingShift", "websitePricingChange", "websiteProductLaunch"],
  "disabledInsights": []
}

Generate Insights API

{
  "insightSubtype": "websitePricingChange"
}

Example Output

"Noticed your pricing page recently changed to emphasize enterprise features and custom pricing tiers. If you're gearing up for an upmarket push, would love to share how we're helping similar companies scale their enterprise sales motion."

Coverage

• Refresh: Monthly
• Websites Scanned: 6M+ companies
• Subtypes: 38 standardized event types
• Best for: Competitive intelligence, sales timing, account prioritization, market research