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#

text

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)#

KeyServicePurposeCostGOOGLE_PLACES_API_KEYGoogle CloudLead discovery + photos~$0-20/moGOOGLE_API_KEYGoogle AI StudioGemini for research/spec/QAFree tierANTHROPIC_API_KEYAnthropicClaude for spec generationPay per useOPENAI_API_KEYOpenAIGPT for HTML buildingPay per useVERCEL_TOKENVercelDemo site deploymentFree tier (100/day)AGENTMAIL_API_KEYAgentMailCold outreach emailsFree tierGOOGLE_SHEET_IDGoogle SheetsLead trackingFree

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#

bash

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:

bash

# 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#

bash

# 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:

bash

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:

ModelSetup FeeMonthlyYour TimeDone-for-you$2,000-$10,000$200-$1,000/mo4-8 hours setupPre-configured package$500-$3,000$100-$500/mo1-2 hours per clientProductized service—$1,500/mo flatTemplate + light customization

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.