The PDF guide, the checklist, the free template: these are the standard-issue lead magnets on agency websites. They convert at low rates because they require the visitor to trust you before you have shown them anything useful.
An embedded audit tool works differently. The visitor interacts with it, gets something specific about their own business, and then decides whether to share their contact information based on what they just saw. F! Insights is a WordPress plugin that runs this sequence on your server, with your data, under your brand.
In This Article
To learn more about building a local SEO prospect pipeline, visit Build a Prospect Hit List From Local Scan Data. Turn Website Traffic Into Local SEO Leads Automatically Each Day and Win Local SEO Clients With Data-Backed Prospecting cover adjacent steps in detail.
Why an Embedded Audit Outperforms Static Lead Magnets
Static lead magnets ask the visitor for something before giving them anything. An embedded audit inverts the sequence. The visitor enters their business name, runs a scan, and sees a scored report with named competitor comparisons before they are asked for anything. The contact information comes at the moment of peak engagement, immediately after they have seen data specific to their own situation.What F! Insights Does When Someone Scans
The visitor enters a business name and city. F! Insights queries the Google Places API, identifies the business, pulls its full GBP data, and runs a PageSpeed audit. Claude analyzes all of that and generates a scored report across eight categories in under 90 seconds. The report includes an overall composite score, scores across all eight categories, a comparison against up to three nearby named competitors, specific GBP completeness gaps, a mobile PageSpeed score with plain-language explanation, and prioritized recommendations. The competitor comparison is the element that makes the report stick. Seeing that a specific named competitor has four times their review count makes the gap personal in a way that abstract scores do not.Setting Up the Audit on Your Agency Site
- Download F! Insights and install it on your WordPress site.
- Go to F! Insights, then Settings, then API Config. Enter your Google Places API key and your Anthropic API key. For a step-by-step API setup guide, see F! Insights Setup: Google and Anthropic API Keys in 15 Minutes.
- Create a new WordPress page dedicated to the scanner. One headline, one sentence of context, and the shortcode:
[ f_insights ]. - Link to the scanner page from your main navigation.
- Test the scanner on a real local business and confirm the competitor data is accurate before sending any traffic.
White-Labeling the Report
F! Insights includes a White Label tab in the plugin settings. Configure your agency colors, logo, and remove the default credit line. The report the visitor sees should feel like your proprietary software, not a third-party tool embedded on your site.Using Campaigns for Different Verticals
F! Insights supports campaign overrides via the shortcode:[ f_insights campaign="hvac" ]. This lets you customize the scanner headline, CTA text, and redirect URL for specific verticals without creating a separate plugin installation. A campaign-specific scanner on an HVAC-focused landing page converts better than a generic scanner because the framing is specific to what an HVAC business owner is worried about.
Converting the Leads You Capture
When a visitor submits their contact information, their record lands in your F! Insights pipeline dashboard inside WordPress: business name, overall score, named competitor, and lowest-scoring categories. Your first follow-up email references the specific findings from their scan. The prospect already saw this data. You are continuing a conversation they started with themselves. For the follow-up sequence that converts these leads, see How to Follow Up After a Free SEO Audit Request.Ready to embed a live audit on your agency site? Download F! Insights here.