Outbound Relevance Filter (ORF)

Purpose

Below is the full, programmatic spec.

Provide a deterministic filter that:

• decides if a business is worth outreach, and
• produces a single outreach reason anchored to an observable signal.

Core Output (must always produce these fields)

For each business, output:

• verdict = {skip | maybe | pursue}
• primary_reason = one of the allowed reasons (enumerated)
• evidence = 1–3 short evidence strings (observable)
• confidence = {low | medium | high}
• next_action = {send_standard | send_personalized | hold}
• notes = optional (internal only)

This becomes the shape of your “primary opportunity” column.

Decision Ladder (in order)

Gate 0 — Hard Disqualifiers (auto-skip)

If any are true → verdict=skip immediately.

• No working website
• Website is non-serviceable geography (if you include geo targeting)
• Site is an aggregator/listing only (not the actual business)
• Language mismatch (if you choose to enforce this)

Evidence examples

• “Website unreachable (timeout)”
• “No official website found”

Gate 1 — Basic Readiness (must pass)

If fails → verdict=skip or maybe depending on your policy.

Required:

• Site loads on mobile
• Clear business type / service is identifiable
• At least one conversion path exists (call, form, book)

If missing conversion entirely → verdict=maybe (not skip), because it’s a valid conversion opportunity.

Evidence examples

• “No contact form found”
• “No phone number visible in header/footer”

Gate 2 — Signal Presence (must have ≥1)

Signals are grouped and scored below.

Signal Groups and Scoring

Each group produces: signal_present boolean, severity = {low | medium | high}, and evidence strings. Then you select a single primary_reason.

Group A — Performance / Speed (Website)

Primary reason candidate: performance_slow_mobile

Group B — SEO Structure (Index + Service Pages)

Primary reason candidate: seo_thin_or_missing_service_pages

Group C — Paid Ads Context (if applicable)

Primary reason candidate: ads_running_weak_landing_page

Only if you detect ads activity signals.

Group D — Conversion Structure (On-site)

Primary reason candidate: conversion_no_clear_next_step

No design critique. Only structural conversion components.

Group E — Expansion / Hiring (≤90 days)

Primary reason candidate: hiring_recent_growth_signal

Freshness rules apply.

Primary Reason Selection (single, deterministic)

Choose one primary_reason per business using this priority:

1. ads_running_weak_landing_page
2. conversion_no_clear_next_step
3. seo_thin_or_missing_service_pages
4. performance_slow_mobile
5. hiring_recent_growth_signal

Why this order:

• Ads + conversion gaps are most immediately monetizable for agencies
• SEO structure is next
• Speed is supportive (often paired with SEO)
• Hiring is contextual

Verdict Rules (simple, consistent)

After signals computed:

pursue

• At least one signal with severity=high, OR
• Two signals with severity=medium

maybe

• Only low signals, OR
• One medium signal but low confidence

skip

• No signals, OR
• Hard disqualifier, OR
• Cannot verify due to blocks (optional policy)

Confidence Rules

• high: evidence from structured sources (Lighthouse score, explicit page absence, explicit ad activity)
• medium: evidence from DOM inspection only
• low: partial fetch, incomplete page render, conflicting signals

Example Output (one row)

verdict: pursue
	primary_reason: seo_thin_or_missing_service_pages
	evidence:
	  “No dedicated service pages found”
	  “Homepage is only services description”
	confidence: high
	next_action: send_standard

Related frameworks

• Leads vs Prospects (classification)
• Message–Signal Alignment (message constraints)
• Signal Decay Model (signal freshness and validity)
• Prospecting Cost Curve (why relevance reduces cost)

Positioning

Frameworks are: how to think, how to decide, how to reason about outbound.

Zendory is built using these principles, not presented as a perfect implementation of them.