A company has been on your pricing page. Your rep sees the alert, opens a template and sends “Hi there, noticed you checking us out! Got 15 minutes?”
Nobody replies. Shocking.
The visit already told you most of what you needed to write a better email: what they care about, roughly who was reading and whether they’re alone. This post covers how to read a visit, who to write to and what to say, so your first email sounds like you did your homework (because you did).
What does a visit actually tell you?
More than a company name. Every visit leaves a trail, and each part of it answers a different question.
| What you see | What it tells you | What to do with it |
|---|---|---|
| Which pages they read | What they’re trying to solve | Pick the problem your email is about |
| How long they spent on each | What they cared about most | Lead with that, not with everything you sell |
| How often they came back | Whether this is research or a passing look | Decide if it’s worth an email at all |
| Where the visits came from | Whether one person or several are looking | Decide who (and how many people) to write to |
| Company size and industry | Whether they look like your customers | Decide if they’re worth your time |
None of this tells you a name. It tells you enough to make a very good guess.
Which visits are worth an email?
Not all of them. One visit to a blog post is someone who found you on Google.
The visits worth acting on usually show real intent:
- They read the pages that matter. Pricing, product pages, case studies, integrations.
- They stayed. A few minutes, not a few seconds.
- They came back. Two or three visits in a week beat one long one.
- They look like your customers. Right industry, right size, right market.
If a visit ticks most of those boxes, it’s worth ten minutes of your time. If it ticks one, let it be.
Most visits fall into one of a few patterns. Once you can spot them, you’ll know in seconds what to do:
Who was probably reading?
You can’t know for sure, but the pages give it away more often than you’d think. People read what’s relevant to their job.
| If they mostly read… | You’re probably talking to… | What they’re trying to solve | A good opening line |
|---|---|---|---|
| Sales use cases, CRM integrations | Sales manager, VP Sales, CRO | Not enough of the right pipeline | “Most sales teams can’t see which target accounts are already on their website…” |
| Marketing use cases, analytics, ads | Marketing manager, demand gen, CMO | Proving what marketing actually brings in | “You can see how many people visit, but not which companies…” |
| API docs, security, implementation | Someone technical who has to make it work | Whether it fits their stack without a fight | “Quick one on how this would plug into your setup…” |
| Pricing, terms, comparisons | Whoever owns the budget (or has to defend it) | Whether it’s worth the money | “Happy to show you what this would cost for a team your size…” |
| Case studies | Someone building an internal case | Convincing their boss | “Here’s how a team like yours used it, in two paragraphs…” |
Look at where they spent most of their time, not just the first page they landed on. Someone who skimmed your homepage and then spent six minutes on your sales integrations is not your CMO.
Is more than one person looking?
Check where the visits came from. If one session is from the company’s headquarters and another is from a city on the other side of the country, that’s probably two people. Two people looking usually means a team is evaluating, not one person browsing on their lunch break.
A small reality check: location from a visit is accurate to roughly 30 kilometres. Remote work makes it messier still, since someone’s LinkedIn might say London while they work from Brighton. Match by country or region, not by street.
Who do you actually write to?
Now put it together. You have a company, a probable role and a rough location. That’s enough to find two or three people who are a good bet:
- Match the role to the pages they read.
- Match the location to where the visits came from, at country or region level.
- Pick the most senior person who’d care about the problem, plus one person who’d use the product day to day.
You’re not looking for “the person who visited.” You’re looking for the people who have the problem the visit was about and the authority to do something about it.
What should the email say?
Write about their problem instead of your visit log.
The pages tell you what they’re trying to fix. Your email should name that problem, show you understand it and offer a sensible next step. It should not say “I saw you on our pricing page.” You don’t know who it was, and nobody likes feeling watched (even when they were).
Here’s the classic, next to one written from the same visit. Acme spent most of its time on pages about Google Analytics and lead generation:
Same visit, same company. One sounds like a bot, the other sounds like someone who understands the job.
If you want a template to steal, it’s three lines:
- Their problem, in their words. (“Most teams can see traffic, but not companies.”)
- Why it matters to them. (“That’s a problem when you’re paying for LinkedIn ads.”)
- A small ask. (“Worth a quick look at how that would work for Acme?”)
Put together:
Hi Sam,
Most teams we talk to can see how many people visit their site, but not which companies.
That’s a problem when you’re spending on LinkedIn ads and can’t tell which target accounts showed up.
Worth a quick look at how that would work for Acme?
A few rules worth keeping:
- One problem per email. Whatever they spent the most time on.
- Their words, not yours. “Which companies visit our site” beats “account-level intent orchestration.”
- A small ask. A look, a question or a short call. Not a 45-minute demo.
- Short enough to read on a phone. If it needs scrolling, cut it.
So, what does a visit tell you?
Enough to write a better first email than most of the ones in your prospect’s inbox. Read what they read, write to the people who own that problem and talk about the problem itself.
Curious what your own visitors have been reading? Try Snitcher and look at your last week of traffic. You’ll have your first email drafted by lunch.
