Website visitor signals

Website visitor signals show which accounts are reading your pages, and which pages they read. A pricing page, a comparison page, or several people from one company on the same post says far more than a single visit to the homepage.

11 website visitor signals

All B2B signals

Website visitor identified
A person or company from your ICP visits your website and is identified by a visitor identification tool.
Good · Within 24 to 48 hours of the visit · Email, LinkedIn outreach, Ad audience, Rep alert
Pricing page visit
An identified ICP visitor reads your pricing page.
Strong · Same day · Rep alert, Email, Ad audience
Repeat visits
The same person or account comes back to your site several times in a short window.
Strong · The week of the visits · Rep alert, Email, Ad audience
Comparison page visit
An identified visitor reads a page comparing you with a competitor or alternatives.
Strong · Same day · Email, Rep alert
Case study visit
An identified visitor reads a case study, especially one from their industry or stage.
Good · Within 48 hours · Email, Ad audience
Demo form left unfinished
A visitor starts your demo or contact form and leaves before submitting it.
Strong · Within the hour · Rep alert, Email
Read your docs or security page
An identified visitor reads your API docs, integration guides, security page, or trust center.
Good · Within 48 hours · Rep alert, Email
Viewed your marketplace listing
An account views or installs your listing in an app marketplace, such as HubSpot’s, Salesforce’s, or Shopify’s.
Good · Within a week · Email, Rep alert
Integration page visit
Someone from a target account reads your integration page for a specific tool, such as Salesforce or Snowflake.
Good · The 2 weeks after the visit · Email, Ad audience
ROI or pricing calculator used
Someone enters their own numbers into your ROI, savings, or pricing calculator.
Strong · The week after the calculator is used · Email, Rep alert
Several people read the same page
Three or more people from one account read the same blog post, guide, or case study within a week or two.
Strong · The 2 weeks after the reads cluster · Email, Ad audience, Rep alert

FAQ

FAQs about website visitor signals

“Pricing page visit”, “Repeat visits”, “Comparison page visit”, “Demo form left unfinished”, “ROI or pricing calculator used”, and “Several people read the same page” are rated Strong, which means worth acting on this week on its own. The rest are worth a play when stacked with a second signal on the same account.

Each signal routes to the channels that fit it. Across the 11 website visitor signals, the most common plays run through email, rep alert, and ad audience. Each signal page lists the play it triggers on every channel, with an example opening line.

Understory Agency tracks them in Clay, most often with Clay, RB2B, Vector, Slack, HubSpot or Salesforce, and Warmly. Each signal page lists the steps to detect it, the tools, and the play it triggers when it fires.

Other kinds of signals

People signals
Who just arrived, moved up or left, at the accounts you sell to.
Hiring signals
What a company is hiring for, which tells you what it is about to build.
Company event signals
Funding, launches, expansion and the other moments that reset budgets.
Tech stack signals
What a company installs, removes or outgrows.
Product usage signals
Sign-ups, usage and limits inside your own product.
Social and content signals
What buyers post, like, comment on and ask in public.
Ad engagement signals
Which accounts see, watch and click your ads.
Event signals
Who is going where, speaking where and showing up to what.
Competitor signals
Your competitors’ customers, audiences and bad weeks.
Public record signals
Filings, permits, contracts and other records anyone can read.
Custom scrape signals
Signals nobody sells, built for one market with Claude Code and Apify.
CRM and network signals
The relationships and history you already own.

Tell us who you sell to

Bring your best customers, and we'll show you the website visitor signals we would start with and the plays they would trigger. Signals run through our outbound and GTM engineering practice.