Section 3 · Instant Company & Marketing Intelligence

3.1Live website review

Built in the POC

No.: 3.1
DMA's reference: Decision Book p.12
Phase: Phase 1
Autonomy: L4 · Autonomous
DMA's decision: Yes

What DMA asked for · Decision Book p.12

The AI quickly reviews the prospect's website and points out obvious problems and opportunities.

Why it matters to DMA: It is the core input for the "three things I'd fix" pitch, the mechanic that earns the meeting.

In our words, from DMA's Product Decision Book v3, page 12.

How we do it

When a visitor mentions their website, the chat asks the website-review tools for a review. They fetch the home page and up to four more (location pages first, then contact, services, about), public addresses only, with size and time limits.
Code extracts the facts from the pages (titles, headings, descriptions, structured data, images and their sizes, links, phone numbers) and runs eleven fixed checks. The AI (Claude Sonnet 5) then picks the three findings that matter most for this business.
Every finding must quote a fact found on the site: a finding that cites nothing, or adds a number that isn't in its evidence, is dropped and a rule-based finding takes its place. So the three fixes are always real.
Hidden text that tries to give the AI instructions is flagged, not obeyed. A site reviewed recently is reused instead of fetched again. The findings appear in the chat as a card and go onto the Nutshell lead.

The flow

It plays on its own while it's on screen; hover or use the controls to pause or step through.

Step 1 of 5

A web address

"Our site is brightsmile-demo.test"

Person
Rule in code
Screen
AI
Stored data

Where the data goes

The same six stages on every page. Nothing reaches Nutshell except through the write gate.

1The visitor's website
Source
Up to five public pages.
2Sync
Copies Nutshell changes into the bridge database
Not involved.
3Bridge database
A copy of the CRM data, plus what the AI works out
The review: extracted facts, findings with evidence, cost.
4AI
Claude models, only through DMA's own gateway
Claude Sonnet 5 chooses and words the three findings.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
The findings go onto the Nutshell lead when the visitor books.
6Nutshell
The system of record
The salesperson reads the three fixes before the call.

The tables behind it

Drawn from the POC's database catalogue: structure only, no data.

PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)

Table	What it holds	Columns
ai.site_reviews	Each review: the site, the pages read, the findings with their evidence, and the cost.	18
ctrl.decision_log	The review request and its decision (allowed, reused, refused).	28

How the tables connect (5)

Column	Points to	Kept by
ai.site_reviews.conversation_id	conv.conversations	The application (by id)
ai.site_reviews.prompt_id	agent.prompts	The application (by id)
ctrl.decision_log.agent_version_id	agent.agent_versions	The application (by id)
ctrl.decision_log.run_id	agent.runs	The application (by id)
ctrl.decision_log.conversation_id	conv.conversations	The application (by id)

Worked example

Synthetic demo data: every name, business and number is made up.

The BrightSmile review in a recorded chat

1 / 3

What you see

1.The visitor shares the site

"Mostly two of the three offices. Our site is brightsmile-demo.test"

What happens in the system

Tool callALLOWdma-web · review_website
The chat asks for a review: the site was reviewed recently, so the stored review was reused (13 ms).
Rule enginesafe fetch
Public addresses only; size and time limits; a recent review of the same site is reused.

Right-hand values come from a real run of the POC on September 25, 2026 (trace tr_muh5sw194tot7e797019, tr_muh5sw3y109o05zmqjmp6…). Rows marked “sample” are illustrative.

The review of the BrightSmile Dental demo site, exactly as stored (synthetic site, real review).

Three things I'd fix

Finding	Evidence found on the site
The home page title just says "Home"	<title>Home</title> on /
Location pages have no map link or business schema	3 location pages (downtown, northgate, lakeside): no Google Maps or Business Profile link and no LocalBusiness schema
The home page hero image is huge, slowing mobile loading	hero.jpg: 4.82 MB, 3200×2000, no responsive sizes; home page total 6.10 MB

The review's details

Pages read: Home plus four
Model: Claude Sonnet 5
Cost of a fresh review: $0.0142About 8 seconds. A site reviewed recently is reused at no cost.

In the running POC

1 / 3The visitor shares their website.

1The visitor's message.
2The AI's reply.

Website chat · BrightSmile Dental demo site. Captured from the running POC on September 25, 2026; synthetic data.

See it live

Opens the exact screen in the running POC, in a new tab.

Open	Where	What to try
BrightSmile Dental demo site	Demo prospect website	Open the chat and paste brightsmile-demo.test.

Status

Built in the POC

Built in the POC. This capability runs in the POC today, on synthetic data, end to end.