TrackedLink clicksTime on pageRepeat visitsDeviceQR scans
AData gatheringThe lead sheet, how coverage works, and the test run
The lead sheet: one row per businessreal columns · illustrative rows
Row
Business Name
Business Name (Cleaned)
Category
Independent / Multi
Phone
Email
All Emails
Website
Reviews
Rating
Street Address
Town
Postcode
Region
Google Maps
Pages
CMS / Platform
Website Status
HTTPS
Director First Name
Director Last Name
Company Age (yrs)
Director 2
CH Match %
Vision Score
Visual Assessment
Key Visual Issues
LinkedIn Search
Outreach Notes
2
Dental clinic
Independent
142
4.8
Manchester
M3
North West
18
WordPress
live
Yes
21
100%
8
Archaic
Stock photos, crowded menu, no online booking
3
Solicitor
Independent
37
4.6
Leeds
LS1
Yorkshire and the Humber
26
WordPress
live
Yes
34
100%
7
Archaic
Tiny body text, table layout, no reviews shown
4
Accountant
Independent
58
4.9
Birmingham
B3
West Midlands
9
Wix
live
Yes
12
96%
6
Dated
Dated fonts, clip-art icons, weak call to action
5
Estate agent
Independent
213
4.4
Bristol
BS1
South West
64
Custom
live
Yes
17
100%
5
Dated
Busy listings grid, slow hero image
6
Builder
Independent
23
4.7
Sheffield
S2
Yorkshire and the Humber
7
WordPress
live
No
9
88%
9
Archaic
Not mobile friendly, low-resolution gallery
7
Plumber
Independent
64
4.9
Liverpool
L8
North West
5
GoDaddy
live
Yes
14
100%
7
Archaic
Template layout, phone number hidden on mobile
8
Electrician
Independent
3
5.0
Nottingham
NG7
East Midlands
no_website
No
6
92%
9
Landscaper
Independent
41
4.8
Leicester
LE2
East Midlands
11
Squarespace
live
Yes
8
96%
4
Ageing
Good photos, no testimonials, thin service pages
10
Wedding service
Independent
187
4.9
Newcastle upon Tyne
NE1
North East
22
WordPress
live
Yes
19
100%
6
Dated
Autoplay slideshow, heavy pages, no FAQ
11
Dental clinic
Independent
96
4.7
Leeds
LS6
Yorkshire and the Humber
31
WordPress
live
Yes
27
100%
3
Ageing
Modern layout, missing FAQ and fees page
12
Solicitor
Independent
12
4.2
Manchester
M2
North West
44
Joomla
live
Yes
38
100%
9
Archaic
Frames-era layout, grey text on grey
13
Accountant
Independent
29
5.0
Bristol
BS8
South West
6
Wix
live
Yes
5
100%
2
Modern
Clean and current
14
Plumber
Independent
318
4.6
Birmingham
B11
West Midlands
redirect_to_social
No
11
84%
8
Archaic
Site redirects to a social page
15
Builder
Independent
47
4.5
Liverpool
L3
North West
3
WordPress
live
No
16
96%
10
Archaic
Under-construction banner, broken images
16
Estate agent
Independent
76
4.3
Sheffield
S11
Yorkshire and the Humber
38
Custom
live
Yes
23
100%
6
Dated
Cluttered header, dated property cards
17
Electrician
Independent
18
4.9
Leicester
LE1
East Midlands
8
Wix
live
Yes
7
92%
7
Archaic
No service areas, generic stock hero
LeadsSummaryNames, contact details and addresses are hidden. Colour rules as in the build.
How coverage worksillustrative
From raw records to a listmeasured
Test run
Raw records
17,273
Enriched
6,855
BEmail infrastructureHow the sending adds up, and the warm-up behind it
How the sending adds upplanning figures
Warm-up ramp, per inbox per dayillustrative
Typical warm-up ramp, emails per inbox per day
Week 1 Mon
5
Week 1 Tue
7
Week 1 Wed
9
Week 1 Thu
11
Week 1 Fri
13
Week 2 Mon
16
Week 2 Tue
19
Week 2 Wed
22
Week 2 Thu
25
Week 2 Fri
28
Week 3 Mon
31
Week 3 Tue
34
Week 3 Wed
37
Week 3 Thu
40
Week 3 Fri
40
The numbers behind 500 a weekplanning figures
500 new prospects a week is 100 first emails each working day.
Each prospect can receive two follow-ups, so once the sequence is running the daily total is about 300 emails.
A warmed inbox sends about 30 cold emails a day, so 300 a day needs 10 inboxes.
Two or three inboxes per domain means 4 domains.
Two spare inboxes let a tired one rest: about 12 inboxes across 4 or 5 domains, all separate from the main domain.
First emails alone, with no follow-ups, would need 4 inboxes on 2 domains.
The 30-a-day and inboxes-per-domain figures are standard planning figures. The three-month warm-up is the measured one.
CWebsite refreshWhat a prospect saw, the engine behind it, and its module bank
What a prospect saw: their own homepage, rebuiltscreenshots · practice name and area hidden
123
4
1A banner across the top of their own rebuilt homepage
2The call to action in the banner: See how
3The widget, bottom right, with a nudge to get in touch
4Inside the widget: call back, email details, or book a 15-minute meeting
Every visit was tracked in PostHog: when the page was opened, for how long, heatmaps and clicks.
The engine’s control board, mid-runscreenshot · preview mode
Each stage lights up as a homepage is rebuilt. Captured in preview mode on a placeholder address.
Human iterative feedback loopstated
Sent back for another pass10% → under 5%at the start → over time
The module bank the engine picks fromscreen recording
38 animated section modules, grouped by how they move: scroll-driven, cursor and hover, click and tap, and ambient. The engine picks two to four for each site to suit its industry.
DWhere they meetThe plain-text email a prospect received
The email a prospect receivedillustrative · highlighted details filled for each prospect
I noticed the Example Dental website hasn’t been updated in over 10 years. Of course, if it isn’t broken, it doesn’t need fixing, but we wondered what it could look like today, so we rebuilt your homepage in your own brand:
https://preview.example.com/example-dental
This is just a preview. If you like it and want to talk more about personalising it for your latest strategy, or anything you’d like to enhance, our team is happy to talk.
ETracking + urgencyWhat each prospect did with their preview, and the next step it set
Where attention went on one rebuilt homepage
Every visit, per prospectIllustrative data
Prospect
Came in by
Visits
Time on page
Device
Days left
Intent
Next step
Dental practice, Leeds
Email link
4
6m 12s
Desktop
5
Hot
Call today
Accountants, Bristol
Letter QR
2
3m 05s
Mobile
2
Hot
Call today
Solicitors, Kent
Email link
3
2m 40s
Desktop
3
Warm
SMS with the link
Builders, Croydon
Email link
1
0m 48s
Mobile
6
Warm
Next follow-up, sooner
Electricians, Reading
Letter QR
1
1m 55s
Mobile
1
Warm
Call before day 7
Estate agents, Surrey
Not yet
0
–
–
4
Cold
Letter with the QR code
Intent sets the next stepExample rules
HotCame back, or stayed over 2 minutes→A call the same day
WarmOne short visit→The next touch, sooner
ColdNever opened→The printed letter with its QR code
QRScanned the letter's code→The letter worked, so more letters for that sector
Each preview is deleted 7 days after the first outreach, so the days left count down on every row.
The numbers behind 500 a week500 new prospects a week is 100 first emails each working day.Each prospect can receive two follow-ups, so once the sequence is running the daily total is about 300 emails.A warmed inbox sends about 30 cold emails a day, so 300 a day needs 10 inboxes.Two or three inboxes per domain means 4 domains.Two spare inboxes let a tired one rest: about 12 inboxes across 4 or 5 domains, all separate from the main domain.First emails alone, with no follow-ups, would need 4 inboxes on 2 domains.The 30-a-day and inboxes-per-domain figures are standard planning figures. The three-month warm-up is the measured one.Google Maps
Business listings for each target type, fetched through ScraperAPI.
Maps returns about 120 results per search, drawn on a radius, so neighbouring searches overlap and repeat businesses.
Grid search
An 8 km circle round each city
Search points 1 km apart
Up to 300 points per city
A finer grid where businesses cluster
A cost estimate before every run
Big cities first, region by region, then towns.
Remove duplicates
Overlapping circles find the same business more than once.
Duplicates removed after each scrape
Chains and multi-location businesses removed
The test run kept about 40% of 17,273 raw records (measured).
Trading Ltd?
Companies House confirms each business is a trading limited company.
Dormant and dissolved companies drop out
Incorporation date recorded
Directors recorded
The Privacy and Electronic Communications Regulations (PECR) let a business email limited companies without prior consent, but treat sole traders like private individuals, who must opt in. So sole traders were excluded.
Directors' names and emails are personal data under UK GDPR, the General Data Protection Regulation.
Companies House allows 600 requests every 5 minutes, so this step ran overnight, saving every 100 records.
Site check
Every business with a website is checked for:
HTTPS
PageSpeed
Mobile score
Platform
Page count
Changes on the Wayback Machine
Unchanged for 3+ years scores +2.
50+ reviews and a slow site scores +4: customers love the business, and its website lets them down.
Over 50 pages scores −2, on purpose, because the business had invested in SEO and was risky to approach.
No website at all is flagged for a brand-new homepage.
Vision score
Claude Vision rates each site from 1 to 10 for how dated it looks, against criteria written down in advance.
A person can date a site at a glance. A model needs the criteria spelled out.
It also compares a site's sections with the top 100 sites in its niche, so gaps show up:
FAQHow we workBenefitsTestimonials
Ranked list
26 signals add up to a tier:
HOT: 15 and over
WARM: 9 to 14
COOL: 4 to 8
COLD: under 4, never contacted
The strongest single signal is a business already paying for Google Ads, which scores +5, because it is buying traffic for a dated site.
31 columns per prospect.
Tested on 6,855 enriched leads (measured)
The agency's deployment enriched over 50,000
How coverage works
A single Maps search returns about 120 results, drawn on a radius, so most of a city sits outside it.
A grid of overlapping searches covers the whole city:
Navy dots: businesses captured
Red rings: the same business found twice, removed as a duplicate
Grey dots: outside a search
illustrativeThe test run
17,273 raw records
6,855 enriched after removing duplicates, chains and businesses that failed the checks
The agency's own deployment enriched over 50,000.
test run, measuredBuy domains
Sending kept off the agency's main domain
Aged domains with good reputation, bought and reused
New domains alongside them
The main domain carries client relationships and invoices, so it stays out of cold sending.
Set up inboxes
About 12 inboxes across 4 or 5 domains. Two routes run side by side:
Own SMTP serverInstantly
Sending aliases vary the sender name and address, and share their mailbox's daily limit, so capacity comes from the number of inboxes.
Warm up
Inboxes warmed
Domains warmed
IPs warmed
On a gradual ramp, before any cold send.
This build warmed its domains for about three months (measured, warm-up schedule).
Spread sending
IP rotation
Domain rotation
Sending aliases
No single IP, domain or inbox carries too much, and everything stays inside safe daily limits to keep emails landing in the inbox.
A/B test
Peter's own SMTP server against Instantly, with reply rates compared.
Inboxes split evenly between the two, so the comparison is fair.
Go live
Plain text only
Per-inbox daily caps
Spaced sending
Batch cool-downs
Business hours only
A designed email lands in Promotions, where nobody sees the site.
Week 1, Mon
About 5 emails from one inbox that day.
typical ramp, illustrativeWeek 1, Tue
About 7 emails from one inbox that day.
typical ramp, illustrativeWeek 1, Wed
About 9 emails from one inbox that day.
typical ramp, illustrativeWeek 1, Thu
About 11 emails from one inbox that day.
typical ramp, illustrativeWeek 1, Fri
About 13 emails from one inbox that day.
typical ramp, illustrativeWeek 2, Mon
About 16 emails from one inbox that day.
typical ramp, illustrativeWeek 2, Tue
About 19 emails from one inbox that day.
typical ramp, illustrativeWeek 2, Wed
About 22 emails from one inbox that day.
typical ramp, illustrativeWeek 2, Thu
About 25 emails from one inbox that day.
typical ramp, illustrativeWeek 2, Fri
About 28 emails from one inbox that day.
typical ramp, illustrativeWeek 3, Mon
About 31 emails from one inbox that day.
typical ramp, illustrativeWeek 3, Tue
About 34 emails from one inbox that day.
typical ramp, illustrativeWeek 3, Wed
About 37 emails from one inbox that day.
typical ramp, illustrativeWeek 3, Thu
About 40 emails from one inbox that day.
typical ramp, illustrativeWeek 3, Fri
About 40 emails from one inbox that day.
typical ramp, illustrativeScan site
Playwright opens the live site and captures:
Pages
Images
Navigation
Every run is capped:
A $20 cost ceiling
50 sites per run
5 browsers
A pause after 5 failures in a row
measured, configuration fileBrand assets
Colours
Fonts
Copy
Logo
Colours are recovered by quantising a screenshot of the live site, so the palette is the one customers actually see.
Match template
Homepage templates built in advance with AI.
Mapped to industry best practice
Drawn from the top 100 sites in each niche
Starting from the right template for the industry is what brought a rebuild down to minutes, with several running at once.
Rebuild homepage
The homepage only, rebuilt into a modern Tailwind layout on its industry template.
15 to 30 minutes a homepage through every step
Built by agents running in parallel
Gemini enhances images
Gemini cleans up the existing logo
A refresh uses only the business's own words and logo. A business with no website gets a brand-new homepage.
Enough to show the prospect what working with the agency could look like.
3 QA passes
Completeness: every section and its content survived
Visual quality: images load, and the layout holds at phone width
Brand consistency: no template colours leaked in
Designer approves
A designer reviews several homepages at once, marking each one Approved or Revision.
A revision can be given three ways:
Annotate the wireframe in Figma, where the designers already work
Annotate the live site after it deploys
Dictate in a free-text field what should change and why
The system reads each revision, improves the homepage through another pass, and remembers the designer's preferences for the next one.
Designs sent back for another pass fell from about 10% to under 5%, because every approval and edit taught the system the designers' preferences.
The gate exists because the designers did not want AI slop going out under their name.
Tracking + CTA
PostHog analytics on every rebuilt homepage:
When it was opened
How long for
Heatmaps
Buttons clicked
A banner at the top and a widget at the bottom right measured intent, letting a prospect:
Ask for a call back
Get more information by email
Book a 15-minute Zoom chat
Live link
Deployed on the agency's own VPS servers, one path per company.
About 500 homepages were live at any one time. Each stayed up 7 days from the first outreach, then was deleted to free resources for the next.
Human iterative feedback loop
Revisions come three ways: annotations on the Figma wireframe, annotations on the live site, or a dictated note on what to change and why.
Designs sent back to the rebuild for another pass:
About 10% at the start
Under 5% over time
Every approval and every edit fed a function that captured the designers' preferences, so the system kept learning what good looks like to them.
statedHuman iterative feedback loop
Revisions come three ways: annotations on the Figma wireframe, annotations on the live site, or a dictated note on what to change and why.
Designs sent back to the rebuild for another pass:
About 10% at the start
Under 5% over time
Every approval and every edit fed a function that captured the designers' preferences, so the system kept learning what good looks like to them.
statedFill brackets
Personal details come from Companies House:
{director}{company}{years trading}
So the email reaches the right person by name.
Send proof
A plain-text email carrying the live link to the prospect's own rebuilt homepage.
Two follow-ups
Two further emails if there is no reply.
Phone call
A person calls, and leaves a voicemail if nobody answers.
SMS
A text message follows the call.
Letter + QR code
A printed letter to the registered address, triggered automatically, carrying:
An image of the rebuilt homepage
A QR code that opens it
Call booked
How a prospect converted:
A reply
A call-back request
A 15-minute Zoom chat booked from the homepage widget
Cold outreach went from effectively zero revenue to an active channel, as reported by the client.
Link or QR code
Every way in is tagged, so each visit is credited to the avenue that brought it:
The live link in each email
The QR code on the printed letter
Visit logged
PostHog records each visit to the rebuilt homepage:
Whether the link was clicked
How long they spent on it
How many times they came back
Which device they saw it on
Avenue compared
Visits and replies compared by avenue, email against printed letter, to see which one converts more.
When they act
Which touch point moved a prospect to act: the first email, a follow-up, the call, the SMS or the letter.
7-day expiry
Each preview expires 7 days after the first outreach and is deleted.
A sense of urgency: the prospect has one week to act.
Sell · Deliver · Train
Every engagement has the same shape:
Sell: finding the real problem, and winning the work
Deliver: building what fixes it
Train: handing it over so the team runs it
When a client gets the value they want, they're more inclined to do more.
Once they see what is possible, they bring their own ideas to the table, ready to be implemented.
Find prospects
Google Maps through ScraperAPI, searched city by city.
Duplicates removed
Checked on Companies House
Sole traders excluded, under PECR
Over 50,000 leads enriched for the agency.
Audit sites
Site health and speed
A Claude Vision score for how dated it looks
26 signals that rank every prospect
Rebuild homepage
Each prospect's homepage rebuilt in their own brand, on a template for their industry.
Templates built in advance with AI
Mapped to industry best practice
15 to 30 minutes a homepage, agents running in parallel
The homepage only: enough to show a prospect what working with the agency could look like.
Designer approves
Nothing reaches a prospect until a designer has approved it. A designer reviews several at once, marking each Approved or Revision.
Annotate the Figma wireframe
Annotate the live site
Dictate what to change and why
Designs sent back for another pass fell from about 10% to under 5%, as the system learned each designer's preferences.
Send proof
A plain-text email carrying the live link, then:
Two follow-up emails
A phone call
A printed letter with a QR code
Track + 7 days
Every visit credited to the avenue that brought it, and each preview deleted 7 days after the first outreach.
500+ a week
Over 500 emails a week, each carrying a live rebuilt homepage.
measuredHuman iterative feedback loop
Revisions come three ways: annotations on the Figma wireframe, annotations on the live site, or a dictated note on what to change and why.
Designs sent back to the rebuild for another pass:
About 10% at the start
Under 5% over time
Every approval and every edit fed a function that captured the designers' preferences, so the system kept learning what good looks like to them.
statedWarm inboxes
Domains, inboxes and IPs warmed before the first real send.
About three months of warm-up (measured, warm-up schedule).
