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Playbook · Website intent

Read the buying intent on your website

Most companies researching you never fill in a form. This playbook shows who is evaluating you right now, what they are reading, and who on your team should act today.

In one paragraph

Identify the companies behind your website visits, sort them into intent segments by what they read and where they stand with you, alert the owner the moment a hot account comes back, and reach out with a message that fits their buying stage. The visit decides when and what to talk about. It is never mentioned in the message.

Tools
Snitcher, Clay, Lemlist, your CRM, Slack
Set-up
About two days
You get
Same-day follow-up on the accounts that matter

The idea

Buyers do most of their research before they talk to anyone. Your website sees that research happen: which companies came back, which pages they read, and whether they stopped just before booking. Read it well and your team contacts the right accounts at the right moment, with the right topic.

Who

Which company

Named at company level, matched to your CRM: customer, open deal, lost deal or new.

What

What they read

The pages tell you where they are: learning, considering or deciding.

When

When to act

Hot segments today, warm ones this week, the rest stay in ads.

Blueprint: intent segments

Segments are saved filters on your visitor data. Each one has a rule, an intent level and one clear action. These seven cover most B2B teams.

Visitor tool · Segments · last 30 days
SegmentRuleIntentCompaniesWhat happens
Open deals, back on the siteCompany has an open deal and a new visitHot17Alert the deal owner in Slack with the pages viewed
Visited pricing, did not bookPricing page viewed, no demo booked within 7 daysHot12Owner alert, then a short sequence on cost and rollout
Opened "talk to sales", did not bookContact or demo page viewed, form not submittedHot7Same-day alert, owner reaches out personally
Lost deals, coming backLost in the last 12 months, new visitWarm12Reactivation play: what changed since last time
Target accounts, researchingFits your customer profile, 2+ visits or 3+ pagesWarm31Send to Clay: find the buying group, write by stage
Large non-customers, first visit500+ employees, not a customer, no dealWatch46Add to the ads audience, wait for a second visit
Came from paid searchVisit tagged as paid searchTag only22Record the source for channel attribution, no outreach

Example data. Numbers are illustrative, not benchmarks.

Blueprint: routing rules

Each rule follows the same pattern: when a new visit is recorded, in a given segment, then do one thing. Only hot segments interrupt people. Warm ones go to Clay to be qualified first.

When a new visit is recorded

In Open deals, back on the site

Then Slack message to the deal owner

Active

When a new visit is recorded

In Visited pricing, did not book

Then Slack message to the account owner

Active

When a new visit is recorded

In Lost deals, coming back

Then Slack message to the last owner

Active

When a new visit is recorded

In Target accounts, researching

Then Send to a webhook in Clay

Active

Blueprint: the full flow

From an anonymous visit to a relevant first message, with a person deciding at the moments that matter.

  1. Visit identifiedThe company behind the visit, at company levelSnitcher
  2. Sorted into a segmentDeal stage, pages, size, sourceSnitcher
  1. Hot: owner alertedSlack message with the pages viewedSame day
  2. Warm: qualified in ClayFit check, buying group, message by stageThis week
  3. Watch: ads audienceStay visible until a second visitOngoing
  1. Webhook inCompany, pages, visits
  2. QualifyFit, not a customer, no open deal
  3. Find 2 to 3 peopleAcross the buying group
  4. Write by stageTopic, never the visit
  5. Send and logLemlist, then CRM

What they read, what to send

The pages a company reads tell you where they are in the decision. Match your message to that stage.

Learning

They read: Blog posts, guides, definitions

You send: Do not sell yet. Keep them in the ads audience and share a useful guide if they come back.

Considering

They read: Case studies, comparison and alternatives pages, integrations, product pages

You send: Reach out with proof from their industry, or offer an honest comparison.

Deciding

They read: Pricing, security, implementation, the demo or contact page

You send: The owner reaches out the same day and answers the likely question: cost, security or rollout.

Deals in progress

They read: Anything people at open-deal companies read

You send: Security pages mean procurement is involved; pricing again means a budget talk. Tell the owner and send the matching material to the champion.

Step by step

  1. Identify the companies behind your visits.Install a company-level visitor identification tool on your site. For EU visitors, stay at company level: naming individual people is legally risky.
    Snitcher
  2. Connect it to your CRM.So it knows who is a customer, who has an open deal and who was lost. Without this, every segment below is guesswork.
    Snitcher + HubSpot or Salesforce
  3. Build intent segments.Group visits by deal stage, the pages they viewed, company size and fit, and where they came from. Start with the seven in the blueprint above.
    Snitcher
  4. Set routing rules.Hot segments alert the owner in Slack within minutes. Warm target accounts go to a webhook in Clay. Everything else only feeds ads and reporting.
    Snitcher, Slack
  5. Qualify before you spend.In Clay, check the company fits, is not a customer, has no open deal and is not in a cooling-off period. Then find two or three people across the buying group, and skip anyone already in a sequence.
    Clay
  6. Match the message to the stage.Map the pages they read to learning, considering or deciding, and pick the angle from the table above. The visit decides the timing and the topic, never the words.
    Clay
  7. Send and log.A short three-step sequence per stage, from a warmed mailbox, with every touch and reply logged on the account in your CRM.
    Lemlist + CRM
  8. Review weekly.Which segments turn into meetings? Tighten the rules on the ones that do and retire the ones that do not.
    CRM report

Example messages

Deciding · visited pricing, did not book · email 1

Hi Lena, Teams at logistics companies your size usually get stuck on one question before they commit: what does rollout really cost in people's time, not just licences? We put together a one-page breakdown from recent rollouts. Worth sending over?

Never: "I saw you on our pricing page." The visit sets the timing and topic, not the words.
Deal in progress · Slack alert to the owner

Arden Retail is back on the site (open deal, evaluation stage). 3 people · pages: Security, Data processing, Pricing. Suggestion: procurement is likely involved. Send the security pack to Lena before Thursday's call.

Internal only. It tells the owner what changed and what to do next.

What goes wrong

  • Mentioning the visit. "I noticed you on our pricing page" reads as surveillance and kills the reply.
  • Naming people on EU traffic. Stay at company level in Europe.
  • Treating every visit as intent. One blog visit from a large company is not a buying signal. Use repeat visits, the pages read and the stage.
  • Cold emails to open deals or customers. Exclude them from sequences; they belong to their owner.
  • Alert fatigue. If every visit pings Slack, owners stop reading. Only hot segments alert.
  • Expecting full coverage. Identification only works for part of your traffic. Use it to prioritise, not to count.

Questions people ask

Can I see which companies visit my website?

Yes. Visitor identification tools match a share of your traffic to the company behind it, using business network data. They cannot name every visitor, so treat the list as a strong sample, not a complete record.

Is website visitor identification allowed in Europe?

Identifying the company behind a visit is common practice. Identifying individual people is much riskier under European privacy law. Stay at company level for EU visitors and check your set-up with your privacy lead.

Which website pages show the strongest buying intent?

Pricing, the demo or contact page, security and implementation pages, and comparison pages. Repeat visits and several people from the same company make any page a stronger signal.

How fast should we follow up on a high-intent visit?

For hot segments, the same day. For warm target accounts, within a few days, while the interest is fresh. Website interest usually fades within one to two weeks.

Related

Warming-up signalsAccount journey stagesGrowth engine checkFollow the conversations your buyers join

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