Module 18 · business · intermediate

Lead Enrichment and Scoring

After this module you can turn a bare email address into a researched, scored lead (what the company does, what tools they use, whether they're growing, how well they fit your offer) without paying for a data provider.

What it does

POST /webhook/leads/enrich with {email, website?, name?, company?}:

Works out the website (given, or guessed from a business email domain).
Fetches the homepage and extracts signals: page title and description, tech stack (WordPress, Shopify, HubSpot, Google Analytics, Wix, Squarespace, Webflow, Intercom, Stripe), online booking (Calendly, Acuity…), hiring, emails, phones, social profiles and address.
Scores the lead against your ICP in Settings with transparent points (target industry +25, business email +15, booking +10, hiring +10, tech fit +10…).
Optionally adds an AI profile: summary, industry, size guess, fit score and a specific pitch angle. If AI is unavailable, the response falls back to rules and says why.
Saves the enriched lead to a Google Sheet (upsert by email) and branches hot leads to a sales alert.

?dry_run=true returns the enrichment without AI or saving; ?ai=false skips AI only.

Demo websites included. workflow/learner-demo-sites.json serves three fake company homepages (a dental clinic, a SaaS company, a personal blog) at /webhook/course-18-demo-sites/demo-sites/<site>, so you can learn and test without scraping real sites.

Flow

Enrich Lead → Settings → Normalize Lead → Valid? ─no→ 400
                                            └yes→ Has Website? ─yes→ Fetch Website (never errors) ─┐
                                                               └no─────────────────────────────────┴→ Extract Signals → Rule Score → Use AI? ─yes→ AI Profile ─┐
                                                                                                                                              └no──────────────┴→ Combine → Dry Run?
Dry Run? ─yes→ Respond Enriched
         └no─→ Save to Sheet (continue on error) → Save Result → Respond + Hot Lead? → Alert Sales

Verification status (n8n 2.43.6)

21/21 checks without credentials or internet against the demo sites: dental clinic → hot 100 with all signals found; SaaS → warm 65; blog + Gmail → cold 10; 404 site and an unresolvable domain handled; validation 400; AI fallback and unsaved-sheet reporting.
Not run with OpenAI, Google Sheets, or real company websites. Real sites vary a lot (JavaScript-rendered pages, bot protection); see the lesson's limits. WITH_CREDS=1 ./test/test.sh covers the credentialed path.

Files

File	Tier	Purpose
lesson.md	Free	Step-by-step build
workflow/starter.json	Free	Input, validation and the website fetch
workflow/learner.json	Learner	Finished enrichment workflow
workflow/learner-demo-sites.json	Learner	Three demo company websites for testing
workflow/code/	Learner	Readable copies of the Code nodes
exercises.md	Learner	Practice tasks
solutions.md	Learner	Exercise solutions
notes.md	Private	Learning log
sell/	Private	Offer, video script, blog post