Lead qualification on your website, by the agent that already knows your stock and your calendar
Qualification is not a form and it is not a cold-email SDR. It is the conversation a buyer is already having on your site, at eleven at night, in their own session. This is what that conversation has to decide, why forms lose it, and how an agent on the page does it from what the visitor asks and what the site already knows.
What qualification actually decides
Strip the acronyms and lead qualification answers four questions. Fit: is this the kind of company and the kind of problem you sell to. Need: is there a specific thing they are trying to do, or are they reading. Timing: is there a date behind it, a renewal, a launch, a budget cycle. Authority: is the person in front of you the one who decides, or one of the people who has to agree. A lead is qualified when the answers say a salesperson's half hour is worth more than the buyer's own next click, and disqualified when they say the opposite. Everything else, the scores, the stages, the letters of the framework, is a way of writing those four answers down.
The point that gets lost is that these are answers a buyer already has. Nobody arrives at a pricing page without a use case, and nobody compares two plans without a rough idea of seats. The only question is whether anything on your site asks well enough to hear it.
Why forms lose it
A form is qualification with the conversation removed. It asks the same six fields of everyone, in an order fixed months ago, with no way to ask the follow-up that the answer to field three made obvious. It cannot tell a reader from a buyer, so it treats both as a lead and lets a person sort them out tomorrow. And it asks for the two things a buyer least wants to hand a stranger, a phone number and a company size, before it has given them anything. Most people who reach the form close it; most of those who fill it in are answered the next working day, by which time they have read two competitors.
The other half of the market answered this by moving qualification off the site altogether. An outbound AI SDR builds a list, writes the emails, and qualifies whoever replies. That is a real product with real arithmetic, and it is the wrong tool for a buyer who is already on your pricing page. The distinction between the two halves is drawn in full in our post on [what an AI SDR is](/resources/what-is-an-ai-sdr); the short version is that inbound qualification is an answering problem, not a reach problem.
How an agent on the site does it
An agent that lives on the page has two sources a form never had. The first is what the visitor asks. A question about SSO on the Growth plan is a fit signal and a need signal in one sentence; a question about whether the renewal can start in November is timing; a question about who else at the company has been reading is authority, or the lack of it. The agent asks the follow-up a good rep would ask, in the order a good rep would ask it, and it stops asking when it has enough.
The second source is what the site already knows. Algomo discovers the endpoints your own pages call, through our browser extension while someone browses the site, and calls them in the visitor's own session. If the visitor is signed in, the agent can read what that customer can already see: their plan, their seats, their usage, the feature that is greyed out in front of them. That is why it can say a limit is on the plan the visitor is already on rather than guessing at it, and why an existing customer with a broken integration is sent to support rather than into pipeline. Anything only your staff can reach, we connect with you. On top of that, one email address is enough for company-level enrichment through Apollo, LinkedIn and Exa: the company, its size, the visitor's role. Nobody is asked which company they are from.
Because it runs in the visitor's session, the agent can also show rather than tell: filter the pricing table to their seat count, open the setting they asked about, start the trial in the tab they are in. Working the page with the buyer is a qualification signal in itself. Someone who lets you open the SCIM setting for them is not writing a comparison post.
How to score a visitor honestly
Most scoring goes wrong in the same three ways, so here is the rubric we recommend writing into the agent, in plain language. First, keep the sentence, not the number. A record that says 'nine sources, two on premise, Fivetran renews 4 November' is one a rep can read and disagree with; a 78 is not. Second, mark inferences as inferences. 'Budget owner: him, it is his renewal' is a good inference and should be labelled as one, because the rep will want to confirm it in the first five minutes. Third, allow 'unknown'. A visitor who would not say how many seats they have is not a zero on seats; they are a lead with one question left open, and forcing a value into the field is how a rubric starts lying.
Two more rules that cost nothing. Pages viewed are not intent; the person who read your security page four times may be a competitor, a journalist or a very careful buyer, and only a question tells you which. And an email domain is a hint about the company, not proof of it: enrichment fills in the firmographics, but nothing in Algomo verifies that the person owns the address, and we say so rather than pretend otherwise. Write your pass rules as sentences, 'enterprise if more than 200 seats or any on-premise source', and the agent applies them and shows its reasoning beside each verdict.
The four questions, what to write down for each, and the honest source of the answer.
| Question | What to record | Where it comes from |
| --- | --- | --- |
| Fit | Company, size, role; the plan or product they are on | Enrichment from the email; what a signed-in visitor can already see |
| Need | The use case in their words | What they asked, and the follow-up |
| Timing | A date, if they named one; otherwise 'none given' | Said in the thread |
| Authority | Who else has to agree; 'inferred' where it is | Said in the thread, labelled if inferred |
What happens next
A qualified visitor gets one of two things, and both happen inside the conversation. If the rule says book, the agent offers times the right person genuinely has free and books the meeting into a Google or Outlook calendar, and the whole exchange, with the qualification answers in the buyer's words, goes to the rep. The rep opens the meeting briefed. If the rule says hand over, or the buyer asks for something the agent will not do on its own, a bespoke price, a redline, a signature, a person on your team takes the conversation live with the whole transcript in front of them. Either way the team is told by email and Slack the moment it happens, so nobody is watching a queue.
The visitors who do not qualify get something too, which is the part most pipelines forget. A small buyer finishes the checkout on the page. An existing customer goes to support with their account open. Someone who is reading is left to read. None of those costs a rep a minute, and none of them costs you a credit either, because a conversation that went nowhere is free.
Where it stops
Algomo qualifies on your website, in web chat, and that boundary is deliberate. It does not send email, SMS or WhatsApp to anyone, so a visitor who leaves the site is not chased. It does not verify email addresses. It does not read or write your CRM: the meeting and the transcript are what leave the conversation, into the calendar and the notification. It does not make or take phone calls. If the qualification you need happens off the site, in a sequence, on a call, in a Salesforce record, this is not the tool for that half of the job, and the vendors built for it are compared like for like on [our sales agent page](/solutions/ai-agents-for-sales-and-lead-generation). Everything up to that line, including the part nobody on your team is awake for, it does from a free plan.
Questions buyers of Qualified, Docket and the Drift successors ask
Does it need our CRM to know who is on the site?
No, and it does not connect to one. Qualified [matches visitors against Salesforce](https://www.qualified.com/), and Docket reads your CRM history; Algomo works from what the visitor asks, what a signed-in visitor can already see on your own site, and company-level enrichment from an email address. The meeting goes to a Google or Outlook calendar and the transcript goes to your team; writing the opportunity into the CRM is still a person's job.
What does a qualified lead look like when it reaches us?
A booked meeting or a live handover, with the criteria, the verdict on each, and the sentences the buyer said. Not a score. A rep can read why it qualified and overrule it.
Does it reveal anonymous visitors by company?
Not on its own. Enrichment starts from an email address the visitor gives in the conversation; it fills in the company, size and role from there. Warmly's person-level reveal and Qualified's Salesforce matching do more here, and we say so on [the comparison pages](/resources/comparisons).
What does qualifying cost?
The same as any conversation that actually helped someone: five credits, inside a monthly amount you pick, from a free plan, then $50 to $500 on Business and Enterprise above. There is no per-qualification fee; Fin charges [$9.99 per qualification](https://fin.ai/pricing) on top of its per-resolution price, and Docket [starts at $3,000 a month](https://www.docket.io/pricing), billed annually, with no trial. The amount you choose is the most you can be charged, and a conversation that went nowhere costs nothing. The numbers are on [this site's pricing page](/pricing).
Can it follow up with a visitor who left?
No. It has no outbound channel, by design. If the buyer comes back, the conversation is there and the agent picks it up; if they do not, the lead your team received is the follow-up.
How long before it is qualifying real visitors?
Minutes for the public side. Browse your site with the extension, write your pass rules in plain language, and test it against your own pricing page before a visitor sees it. What we cannot promise is the part that depends on your rules being right, which is why the transcripts are there to read in the first week.
If your visitors are already asking
Algomo is our product, so weigh this accordingly. The case for qualifying in the conversation is not that forms are bad, but that the buyer has already started the conversation, on your pricing page, at an hour when nobody is in. Put the agent on your site on the free plan, give it four pass rules, and read what it does with your next twenty real visitors. [Our B2B page](/solutions/b2b) walks through the whole loop on a live account, from the first question to the briefed meeting.