How to score a prospect website before outreach

Use a lightweight website scoring workflow to decide whether a prospect deserves outreach, review, or export.

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Score ICP fit first

Start with the company itself. If it does not match your offer focus, even a clear website gap may not be worth pursuing.

  • Industry and market fit.
  • Company size or complexity fit.
  • Offer relevance for web design, SEO, marketing, or growth services.

Score the website cues

Website cues should be specific enough to support a first line and meaningful enough to imply a business opportunity. Weak cues are generic, subjective, or unrelated to your offer.

  • Strong cue: demo CTA is not visible above the fold.
  • Medium cue: blog appears inactive but the source date is unclear.
  • Weak cue: website could look more modern.

Weighted scoring matrix

A weighted model gives you the same decision language each time and makes it easier to tune the workflow after outreach runs.

  • ICP fit: 40 points for industry, region, company type, size, and service fit.
  • Opportunity signal: 35 points for source specificity, business implication, and offer relevance.
  • Readiness: 25 points for confidence, contact path, first line, follow-up status, and export fields.

Score export readiness

A prospect is not ready just because it has a high score. The handoff fields need to be complete enough for you to use without redoing the research.

  • First line is copy-ready.
  • Source notes are attached.
  • Follow-up status and export fields are set.

Simple scoring model

Use 40 points for ICP fit, 35 for website cues, 15 for confidence, and 10 for contact path and export readiness.

  • 80-100: save and prioritize.
  • 65-79: review manually before outreach.
  • Below 65: skip or revisit later.

FAQ

Should scoring be fully automated?

Automation should create a recommendation, but you should review edge cases and use reply quality to tune the model.

What is the difference between fit and confidence?

Fit measures prospect relevance. Confidence measures how strong and complete the available evidence is.

Should low-score leads be exported?

Usually no. Exporting weak prospects creates downstream work and lowers outreach quality.

Related resources

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