website-visitor.md
Outreach to a company or person identified visiting the user's website. The most common signal-driven motion on Swan — and the easiest to get wrong.
The angle
The visit sets the timing and the topic; it never appears in the message. A visitor is mid-research, not a hand-raiser — the message must read as proactive cold outreach that happens to land on the exact problem they were just reading about, in their company's context.
Do
- Move same day. A visitor sequence staged three days late is a cold email with worse timing.
- Translate pages-viewed into the problem they imply, then find an independent, checkable reason that problem is plausible for this company — their stage, their stack, their hiring, their market. That reason is the opener.
- If only the company was identified, find the contact who owns the problem the visited pages solve, per the ICP's personas.
- Ask softer than usual. Mid-research buyers respond to a concrete offer — a breakdown, a comparison, a pointed question — better than a meeting ask. Let them stay anonymous one step longer.
- Weight repeat visits and pricing-page depth when prioritizing who gets a sender's limited daily capacity.
Don't
- NEVER reference the visit, retargeting-style ("saw you checked us out", "noticed you were on our pricing page"). Surveillance framing burns trust permanently, and multiple mature orgs ban it independently. Same for intent data and profile views.
- Don't over-infer: one pricing-page view is not "your team is evaluating vendors". Write to the topic, not to an imagined buying committee.
- Don't fire a second touch the same week because they visited again — fold repeat visits into the existing sequence's timing instead.
- Don't pitch the product in the first touch harder than the problem warrants; they already know the website's pitch — they just read it.
Sequence shape
Placeholder until this org sets its own:
| Step | Day | Channel |
|---|---|---|
| 1 | 0 | email — problem-led opener + soft concrete offer |
| 2 | 3 | email — different angle on the same problem |
| 3 | 8 | LinkedIn or email — proof-point angle |
| 4 | 14 | soft close |
This org's rules
Nothing recorded yet. When the user gives feedback on visitor outreach in conversation, write it here: which page-topics map to which problem framing, the persona that replies, CTA strength. Rules only — approved copy accumulates automatically as message examples.