Every prospect's website gets looked at properly before anyone writes them a word.
Every site looked at before a word gets written. The skips are the proof.
The situation
How this used to work
Cold outbound at volume has one failure mode, and it is not deliverability. It is writing to people you have not looked at.
The opener that gets a reply says something true and specific about them. That means somebody, or something, has to actually go and look at every single site before a word gets written.
What we built
The system
A qualifying pass that reviews every lead individually, at a cost per lead low enough that reviewing every lead is not a decision anybody has to justify.
Leads are pulled and filtered, then split into chunks of about ten and handed to parallel subagents. Each one scrapes a prospect's site and answers two questions: what does this company actually make, and honestly, how good is their website.
How it works
The pipeline, step by step
Named, verified, and cheap
Leads come filtered by seniority, title, industry and revenue band. Roughly a dollar fifty per thousand named and verified emails, which put a whole run at about thirty cents.
Ten at a time, in parallel
The pool is split into chunks of about ten and dispatched to subagents running at the same time. Seventy seven sites got reviewed in about five minutes, with an honest per-site read on each.
Chunks of ten, all running at once, not one after another.
The rule that changed the numbers
The automated design rater over-calls premium. It reads a generic template as a good site. So whenever it says premium, the subagent is required to take a screenshot and actually look. Chunks judged on scraped text alone kept 27 to 36 percent of leads. Screenshot-verified chunks kept 70 to 90, which is the accurate rate. Skipping the look does not save time, it throws away good prospects.
Same pass, same leads. The only difference is whether anyone looked.
Keep the ones with room
Functional, dated or broken is a keep: there is real room to improve. Genuinely premium is a skip, and so is anything unreachable or plainly outside what we do. Being honest about who is already fine is what makes the rest of the pitch credible.
Under thirty five words
One specific true thing they make, one honest gap, one piece of proof that matches their sector. No price. If the opener could have been sent to anyone else on the list, it does not go out.
You machine the housings in-house, which is the interesting part and it is four clicks deep on your site. We rebuilt a similar shop’s in three weeks.
Four constraints on thirty one words, and the fourth one is a refusal.
A human sends
Nothing activates without approval, and replies are classified and drafted, never sent automatically. The system does the looking. The person does the sending.
What changed
The result
Seventy seven sites reviewed in about five minutes: sixty five kept, twelve skipped, each with a reason.
Five campaigns and a hundred and seventy three leads were live by 10 July 2026, from a system that had gone live the day before.
It also taught us where the automation lies. Free scraping fabricates contact data on thin pages, so it is used to judge sites we already know, never to find names. And we once called a food brand a manufacturer in our own copy, because nobody read their site first. Read the site you reference. Never claim it is bad without seeing it.
The stack
Sourcing
- Apify leads-finder
Qualifying
- Firecrawl scrape
- Firecrawl screenshot
- parallel Claude Code subagents
Sending
- Instantly
- A/B subject variants
- human approval gate