# Website signals

What’s on their own site — the story they publish, the software the site loads, and how key pages look.

_Data source — Website signals Propensify detects: pages they publish, software the public site loads, and visual cues when key pages are captured._

HTML: https://propensify.io/data-sources/website-signals
Markdown: https://propensify.io/data-sources/website-signals.md

## Three questions we ask of their own site

1. **Who do they say they are?** — About, homepage, team, legal: B2B versus consumer, founder-owned versus subsidiary, stealth versus mid-market, charity versus commercial, entity name and jurisdiction.
2. **How do they sell, and what do they sell?** — Pricing and product language: tiers, contact-sales walls, carts, subscriptions, physical metrics, organisational features, health or clinical claims.
3. **What do they admit in the margins?** — Case studies, careers narrative, shipping and returns, privacy and FDA/HIPAA fine print, and extra pages we hunt by hypothesis when the preset families will not contain the sentence.

No matching sentence in this pass is unknown — not a no.

## Lanes

- **Publish**
- **Load**
- **Look**

## What they say. What the site loads. How it looks.

### What they say

Pages on their domain — homepage, about, offer, pricing, proof, careers, legal.

### What the site loads

Public front-door cues — booking widgets, marketing tags, chat, trust badges, sales paths.

### How it looks

Branding and layout when pages are captured for eyes-on review.

## How website evidence stacks

Four layers — bind the pages they publish, read offer cues, see what the public site loads, then nest how it looks when captured.

1. **Pages** — Families found on their site
2. **Offer cues** — Pricing · customers · team
3. **What loads** — Motion · tags · widgets
4. **Look** — Brand / layout when captured

- **Pages:** Claims in copy — pitch, offer, proof, legal.
- **Loads:** Hosts and tags on the public site — not a private admin audit.
- **Look:** Nested, optional depth when eyes-on review helps.

## Page families

Page families are the map of where we look. What we look for is above. Stack cues live in What the site loads.

## Family Chips

- **Homepage:** Front-door pitch, CTAs, trust marks.
- **About / story:** Mission, narrative, values.
- **Team:** Leadership bios — not workforce headcount.
- **Products / services:** Offer catalogue and positioning.
- **Pricing:** Tiers, prices, Contact sales — absence is a signal.
- **Customers / proof:** Logos, case studies, testimonials.
- **Blog / resources:** Content themes and cadence cues.
- **Careers (site):** Roles on their site — not the Job openings dataset.
- **Legal:** Privacy / ToS entity and jurisdiction cues.
- **Custom themes:** Hypothesis keywords beyond the presets.

## Pricing & commercial cues

Public packaging on their pricing page when it exists — and the honest absence of public pricing when it does not.

Public pricing paths also inform sales motion when we can read the site’s front door — see What the site loads. Site prices are marketing claims — not signed contract truth.

## Pricing Cards

- **Pricing page present:** A pricing or plans page is found — tiers, prices, or sales CTAs may appear.
- **No public pricing:** No pricing page in this pass — often a high-touch sales motion cue, not proof of no commercial model.

## Proof & team

Customer proof and leadership pages when published — self-selected marketing, still useful texture.

## Proof Cards

- **Customers / proof:** Logos, case studies, or testimonials on a customers-style page.
- **Team / leadership:** Leadership or team bios — not a substitute for Company workforce headcount.

## What the site loads

When we can read the public site, we look for booking and payment tools, marketing and email tags, ads pixels, chat, CMS cues, and how they ask people to buy — a checklist of known hosts, not every library on the page.

A partial read or a quiet checklist is not proof they use none of these products. Parked or unreadable pages are coverage — not a dead company, and not “no stack.” A tag manager is not proof of which tags fire inside it.

## Load Footprint

- **Domain doesn’t resolve:** The domain didn’t resolve — not proof the company is dead.
- **Parked / for-sale:** A parked or for-sale page — parking ads are not their marketing stack.
- **Can’t read the page:** Public HTML wasn’t usable — not proof of no stack.
- **Checklist quiet:** Our checklist didn’t fire — not proof they use none of those products.

## Sales Motion

Public conversion path

The site may also mark itself in structured markup (organization, software, local business) — a markup claim, not a legal classification.

Sales motion on the site

How they ask people to buy on the public site — self-serve, published pricing, demo, booking, or a contact form. Not the real enterprise procurement motion.

## Chips

- **Self-serve / try**
- **Public pricing path**
- **Demo / talk to sales**
- **Book a time**
- **Contact form**

## Stack families

Shared families — recognizable products as texture, not a vendor zoo.

Industry widgets appear when vertical schedulers or POS embeds show up — an embed is not proof of a paying tenant.

## Stack Families

- **Booking:** Meeting or demo-booking host observed — not meeting volume.
- **Payments:** Checkout or billing loader observed — not revenue.
- **Marketing automation:** Marketing automation or customer-data cue — not a paid seat or volume.
- **Email / SMS:** Email or SMS tool on the public site — not send volume.
- **ABM / visitor ID:** Visitor-ID or ABM tag loaded — not identified-account volume.
- **Tag managers:** Tag manager present — not proof of which tags fire inside it.
- **Web analytics:** Page or session analytics host present — not traffic or spend.
- **Ads pixels:** Paid-media pixel loaded — not ad spend, and not an Ads library creative.
- **Chat:** Chat widget host — not conversation volume.
- **Forms:** Form or survey widget host — not response volume.
- **CMS / builder:** CMS or site-builder cue — not exclusive hosting.
- **Storefront:** Commerce platform cue — not GMV or product count.
- **Sales engagement:** Sales-engagement pixel on the marketing site — not sequence volume.
- **Industry widgets:** Embed host observed — not proof of a paying tenant.

## Also on the public site

Quieter cues — still hosts we observed, still not spend or seats.

## Stack Texture

- **Product analytics & experiments:** Product, replay, or experiment snippets — not usage volume or test results.
- **Publisher ads:** They sell ads on the page — not Google Ads spend, and not an Ads library.
- **Cookie consent:** Consent script present — not that a banner was accepted.
- **On-site reviews:** Review or UGC widget on their site — not the Customer reviews dataset.
- **Login:** Auth or identity widget on a public surface — not active-user count.
- **Edge / app host:** CDN or app-host cue — Cloudflare is common; not WAF spend.

## More load texture

Specialist widgets when they show up — not a full library census.

## Stack Soft Chips

- **Affiliate**
- **Call tracking**
- **Attribution**
- **Site search**
- **Video**
- **Webinar**
- **Help docs**
- **Web push**
- **Captcha**
- **Error tracking**

## Trust & compliance cues

Public trust marketing on the host — pages and badges, not attestations.

## Trust Cards

- **Trust / security page:** A public trust or security page — not a SOC 2 attestation.
- **Trust badge:** A trust badge on the page (for example Vanta or Drata) — not an attestation.
- **UK statutory page:** A statutory page exists on this host — not filing contents.

## App & surface hints

Thin cues — files and certificate names, often stale.

## App Hints

- **App link files:** An app-link file was found — not install count.
- **Product host on certificate:** A product-shaped name in a certificate — the host may be stale.

## Site inventory texture

Optional sitemap cues — quieter than sales motion, and not traffic.

## Inventory Soft

- **Sitemap size cue:** A capped URL list from the sitemap — not traffic (see Website Ranking).
- **Sitemap freshness cue:** Webmaster-declared dates — often stale or fake.

## Visual signals

When we capture pages for eyes-on review — branding and layout — nested here, not a separate guide. Visual cues don’t replace page copy or what the site loads.

Evidence-first visual notes. We do not invent psychographics or intent theatre from a screenshot.

## Visual Cards

- **Brand & layout cues:** Palette, typography, and layout density observations when pages are captured.
- **Nested, not a separate guide:** Visual review rides on website page captures — not a separate guide.

## In a verified fit

Northline Analytics

## Findings

- **Public pricing page**
- **Marketing automation on site**
- **Trust page present**

## Boundaries & method

- Site claims ≠ Companies House registry or enrichment truth.
- Team pages ≠ Company workforce headcount series.
- Careers on site ≠ Job openings dataset (→ Job openings).
- Public pricing ≠ signed ACV or contract terms.
- Absence of a pricing page is observational — not proof of no commercial model.
- Customer logos are self-selected marketing proof.
- Custom themes are hypothesis-driven — not an unbounded whole-site index.
- What they publish and what the site loads are complementary — copy is not a substitute for loaded tags.
- Checklist quiet ≠ they use none of these products.
- Unreadable, parked, or unresolved ≠ the company is dead, and ≠ no stack.
- A tag or widget host ≠ spend, seats, or revenue.
- Trust badge or trust page ≠ SOC 2 or any attestation.
- UK statutory page ≠ filing contents.
- App-link files and certificate names ≠ installs; certificate hosts may be stale.
- Sitemap size ≠ traffic (→ Website Ranking). Sitemap dates are often stale or fake.
- Loaded-stack cues ≠ Firmographic technology name-lists.
- Ads pixels ≠ Google Ads, Meta Ads, or LinkedIn Ads libraries.
- Publisher ads (they sell ads on the page) ≠ Google Ads spend.
- On-site review widgets ≠ Customer reviews dataset.
- Tag manager present ≠ proof of which tags fire inside it.
- CMS or edge host ≠ exclusive hosting or WAF spend.
- An industry embed ≠ a paying tenant on a directory page.
- We do not list every library on the page.
- Visual cues are nested evidence — not a full brand audit.

## Want website signals on your verified fits?

We’ll read the pages that matter for your ICP, see what the public site loads, and nest visual cues when eyes-on review helps.

- [Get 10 vetted companies →](https://propensify.io/#lead)
- [Book a call](https://propensify.io/book-a-call)


Part of https://propensify.io/data-sources. Full set: https://propensify.io/data-sources.md.