Lead Gen Website Pipeline

Automated system that finds local businesses with weak or no websites, AI-generates a custom demo website for each, deploys it to Vercel, and sends a personalized cold outreach email sequence — all without human intervention after initial setup.

What It Does

1. Discovers leads via Google Places API for configurable niches and cities
2. Scores leads 0-100 based on website quality, reviews, phone availability
3. Queues leads in a Google Sheet for human review/approval
4. Generates demo websites via a 5-stage AI pipeline (research → spec → build → QA → validate)
5. Deploys to Vercel automatically with daily rate limiting
6. Sends cold outreach via AgentMail with a 5-email drip sequence (Day 0, 3, 7, 14, 30)
7. Notifies you on Discord with pitch angles, demo URL, and visual QA scores

Pipeline Architecture

Google Places API → Score Leads → Google Sheet (you approve)
       ↓
  Approved lead → Scrape website → Fetch Google reviews
       ↓
  AI Research → AI Spec (copy) → AI Build (HTML) → AI QA → Validate
       ↓
  Deploy to Vercel → Update Sheet → Discord notification
       ↓
  Generate outreach email → AgentMail sends → Drip follow-ups

Requirements

API Keys (set in your .env)

Google Sheet Setup

Create a Google Sheet with these columns (A-O):
created_at | niche | business_name | address | phone | email | website | google_maps_url | rating | reviews_count | has_website | website_quality_score | lead_score | status | notes

Status values: review, filtered, approved, processing, demo_ready, failed, contacted

Share the sheet with a GCP service account for API access.

Infrastructure

• Node.js 22+ on the host machine
• Google Cloud service account JSON key for Sheets API
• Vercel account (free Hobby tier works)
• AgentMail account with at least one inbox
• Discord channel for notifications (optional but recommended)

Setup Instructions

1. Clone and install

git clone https://github.com/RazzleDazzleI/lead-gen-pipeline.git
cd lead-gen-pipeline
npm install

2. Configure environment

Copy .env.example to .env and fill in your API keys.

3. Configure your niches and city

Edit scripts/niche-defaults.json to customize:
- Target niches (landscaping, cleaning, roofing, etc.)
- Color palettes per niche
- Common services per niche
- Trust items per niche

The pipeline supports 15 niches out of the box:
landscaping, auto detailer, cleaning service, handyman, roofing, pressure washing, plumbing, electrician, HVAC, painting, fencing, tree service, junk removal, pest control

4. Set up the poller

The poller watches your Google Sheet for approved leads and triggers the pipeline:

# Run once to test
node scripts/poll-approved-leads.js

# Run continuously (every 5 minutes)
node scripts/run-poller.js 5

For production, set up as a systemd service or OpenClaw cron job.

5. Set up outreach emails

# Dry run first — see what would be sent
node scripts/send-outreach.js --dry-run

# Send pending initial emails + follow-ups
node scripts/send-outreach.js

# Only send scheduled follow-ups
node scripts/send-outreach.js --followups

Set up as an OpenClaw cron job to run 3x/day:

openclaw cron add --name "outreach-sender" \
  --cron "0 9,15,21 * * *" --tz "America/Chicago" \
  --session isolated --announce \
  --message "Run: cd /path/to/project && node scripts/send-outreach.js"

Customization

Target City

Change the Google Places API search query in the n8n workflow or lead discovery script to target your city instead of Omaha.

Pricing Tiers

The business plan template includes 3 tiers:
- Starter ($997 + $49/mo) — Single-page landing site
- Professional ($1,997 + $99/mo) — Multi-page with gallery, analytics
- Premium ($2,997 + $149/mo) — Blog, booking, live chat, priority support

Email Templates

The drip sequence (in send-outreach.js) follows the proven pattern:
- Day 0: "I built you a website — take a look" (demo link)
- Day 3: Social proof — "businesses like yours saw 30-40% more calls"
- Day 7: Urgency — "your preview expires soon"
- Day 14: Last chance — "taking it down today"
- Day 30: Breakup — "closing the loop, door is always open"

Edit the templates in send-outreach.js → getDripEmail() function.

Design Blueprints

Add niche-specific design guidance in templates/designs/<niche>.md. The build stage loads these automatically to produce better-looking sites per vertical.

Pipeline Stages Deep Dive

Stage 1: Research

Consolidates lead data (name, phone, address, website, reviews) into a structured JSON summary. Uses scraped website data + Google Places API reviews.

Stage 2: Spec

Generates all website copy — hero section, services, about, reviews, service area, footer. No HTML yet, just structured content.

Stage 3: Build

Converts the spec JSON into a single-file responsive HTML page. Injects real photos (scraped or Google Places fallback), logo, niche-specific color palette.

Stage 4: QA

AI reviews the HTML for 13 quality checks: robots meta tag, demo banner, phone numbers, form action, footer attribution, broken images, alt text, mobile hamburger menu, and more.

Stage 5: Validate

Programmatic validation confirms all critical elements are present. Non-blocking — logs warnings but doesn't block deployment.

Stage 6: Deploy

POSTs the final HTML to Vercel API. Tracks daily deploy count (max 90/day to stay under free tier limit). Returns live URL.

Stage 7: Outreach

Generates a personalized cold email with pitch angles extracted from the lead data (no website, Gmail address, strong reviews, years in business).

Output Per Lead

Each processed lead produces a run folder with ~19 artifacts:
- intake.json — Enriched lead data
- research.json — Structured summary
- spec.json — All website copy
- final.html — Production-ready HTML
- evaluation.json — Deploy URL + metadata
- outreach-email.json — Cold email + follow-up
- screenshot-*.png — Mobile/tablet/desktop captures
- visual-qa.json — Gemini Vision quality scores
- status.json — Run tracking

Costs

Per-Lead Cost

• Google Places API: ~$0.03-0.05/lead
• AI generation (Gemini + Claude): ~$0.10-0.50/lead
• Vercel hosting: $0 (free tier)
• AgentMail: $0 (free tier)
• Total: ~$0.15-0.55 per lead

Monthly Operating Cost (at 10-20 leads/day)

• Google APIs: $5-20/mo
• AI models: $30-150/mo (less with Claude Max plan)
• Everything else: $0
• Total: $35-170/mo

Revenue Potential (at 2% response rate)

• 50 emails/week → 1 conversation/week → 1 client/month
• 1 client = $997+ one-time + $49+/mo recurring
• Year 1 from one client/month: ~$12,000+ one-time + $3,500+ recurring

Selling This System

This pipeline is designed to be sold as a done-for-you service:

The pipeline documents itself. Each run folder is a complete audit trail. The niche configs are templates. Second client takes 1/4 the time of the first.

Credits

Built by Ryan Romero (Romero Automation) with Larry (OpenClaw agent). Pipeline architecture, spec generation, QA validation, and outreach automation — all designed for local service businesses in any US city.