Your website has visitors. Some of them are local business owners who are the exact type of prospect you want to be talking to. Right now they browse your site, form an impression, and leave without identifying themselves, because nothing on the page gave them a compelling reason to do so at the right moment.
A free scanner changes that. F! Insights is a WordPress plugin that runs live Google Business Profile scans and scores them across eight categories. Embed it on your site and it turns passive traffic into a self-qualifying lead pipeline.
In This Article
The Mechanic: Why This Works
Most lead capture on agency websites relies on the visitor deciding to reach out. The form, the contact page, the discovery call CTA: all of them require the visitor to make a proactive decision to engage before they have seen anything specific to their situation.
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.
A scanner inverts that. The visitor does something active, enters their business name and runs the scan, and in return gets something specific: a scored report with their actual GBP data and named competitor comparisons. The contact information comes after the value, at the moment their interest in their own results is highest.
Setting Up the Scanner
- 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.
- Create a dedicated WordPress page for the scanner. One specific headline. One sentence of context. Paste the shortcode:
- Link to the scanner from your main navigation.
- Test the scanner on a real local business and confirm the output is accurate before driving any traffic to the page.
For a detailed setup walkthrough, see How to Add a Free SEO Audit Tool to Your WordPress Site.
The Lead Capture Moment
On the premium tier, the lead capture form appears after the scan completes. The visitor has just seen their score, their competitor’s name, and the specific categories where they are losing ground. That is the moment they are most likely to share their contact information in exchange for more help.
What the Pipeline Looks Like
When a visitor submits their contact information, a pipeline record is created in your F! Insights dashboard inside WordPress. Each record contains: the business name and location, the overall score and category breakdown, the named competitor from their scan, the specific categories where they scored lowest, and the timestamp of the scan.
The First Follow-Up
Your first follow-up is not a sales email. It is a continuation of the conversation the prospect started when they ran the scan. Reference the specific findings: the competitor’s name, the review count gap, the PageSpeed score if it was flagged.
For the complete follow-up sequence, see How to Follow Up After a Free SEO Audit Request.
Scaling the System
The scanner operates passively. Every visitor to your site from the moment it goes live has a path to the scanner. Every prospect you email can be directed to it as a lower-friction CTA than a discovery call.
F! Insights also supports bulk scanning via CSV import, which lets you proactively scan a list of prospects and generate scored reports before you reach out. For how to use bulk scanning as a prospecting tool, see Automate Your Agency’s Prospecting With Bulk Scanning.