REF·E2Lead-gen deep dive 2 min read
The website audit
The concrete signals beneath every score — and every outreach argument.
Behind the number sits a mini-audit: each signal marked good, a watch-out, or a real problem, with a customer-facing explanation.
- A failing signal ('no HTTPS', 'not mobile-friendly') becomes a problem chip on the lead.
- The top problems are exactly what the outreach uses as its argument.
- No website at all is treated as the clearest opportunity of all.
This is why the outreach feels personal: it's grounded in checked evidence, not a generic template.
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