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WebSights identifies the COMPANIES visiting your website — not individuals, but the company they work for. Done right, your sales team gets warm-target alerts. Done wrong, you stress your privacy team.
Who this is forMarketers and sales teams who want to know which companies visit their website. If you get 5K+ monthly visitors and have ZoomInfo with WebSights licensed, this is the highest-leverage feature.
What you'll need
Step 1
WebSights → Settings → Install Script. Add via GTM (recommended) or directly to site head.
In WebSights, navigate to Settings → Install. Copy the tracking script.
Preferred install: via GTM (Google Tag Manager). Create a new tag → paste script → set trigger to All Pages → publish.
Direct install: paste script in the <head> of every page. For Webflow/WordPress, use site-wide header injection.
Verify the script loads: open your site in incognito → DevTools Network tab → look for `zoominfo.com` requests.
Step 2
WebSights tracks IP-based company identification. GDPR requires consent or legitimate interest. Document your approach.
GDPR (EU): WebSights identifies companies, not individuals — generally considered legitimate interest, NOT requiring opt-in consent. But check with your privacy counsel.
CCPA (California): similar — company identification is not personal data.
Update your privacy policy: add a clause about company-level analytics via third-party tools.
Update your cookie banner if you have one — WebSights does not set tracking cookies on visitors but the IP lookup happens server-side.
Step 3
Open your site in incognito FROM a corporate network (your office). Within 24 hours, your company should appear in WebSights.
Open your site from your office IP (not home wifi).
Wait 1-24 hours.
Open WebSights → Visitor Insights. Your company should appear in the visitor list.
If not: (a) script may not be installed correctly, (b) your company IP may not be in ZoomInfo's database.
Coverage: WebSights identifies ~60-80% of corporate visitors. Misses small companies, residential ISPs, mobile, VPNs.
Step 4
Configure alerts: when a target ICP company visits, notify the right sales rep within 1 hour.
WebSights → Alerts → New Alert.
Criteria: company matches ICP filter (industry + headcount + geo).
Action: email to rep, Slack notification, or CRM task creation.
Speed matters — a company visiting pricing page Monday but contacted Friday has lost interest.
Set SLA: respond within 1 business hour for top ICP visits.
Step 5
Push identified companies to CRM as Accounts (or update existing). Trigger sales plays based on page visited.
Configure CRM sync: identified companies push to CRM as Account records (or update existing).
Build sales plays based on page visited: pricing page → SDR outreach within 4 hours. Demo page → calendar-booking outreach. Blog only → newsletter nurture.
Tag the company with "WebSights" source so reports can isolate pipeline from this channel.
Without playbooks, identification is data. With playbooks, identification is pipeline.
Common mistakes
Installing the script and stopping there
What goes wrong: Daily report shows 200 identified companies. Nobody acts. ~$10-50K of pipeline opportunity wasted monthly.
How to avoid: Build alerts + sales plays. Identification without action is data, not value.
Ignoring privacy compliance
What goes wrong: EU resident visits site, complaint filed under GDPR. Regulatory inquiry. Legal cost: $1,500-5,000.
How to avoid: Update privacy policy + cookie banner. Get sign-off from privacy counsel. Configure based on regional requirements.
Routing all WebSights companies, not filtered
What goes wrong: Every visit creates a CRM task. SDRs are overwhelmed by noise. Bad-fit companies are worked. Burnout.
How to avoid: Filter alerts to ICP-matched companies only. Set headcount + industry + geo thresholds.
Slow response to WebSights signals
What goes wrong: Company visits pricing page Monday at 2pm. Rep contacts Friday morning. Lead is cold. ~80% drop-off in convert rate vs same-day response.
How to avoid: 1-business-hour SLA on top ICP visits. Configure alerts to fire instantly.
Not validating the install
What goes wrong: Script installed but breaks 6 weeks later (CSP policy change, GTM update). WebSights reports zero visitors. Nobody notices.
How to avoid: Set up a monitoring alert: if daily visitor count drops below threshold, alert IT. Validate monthly.
Recap
Done — what's next
How to set up ZoomInfo Intent data and convert signals into pipeline
Read the next tutorial
Hand it off
Setting up WebSights is a project. Running an entire intent + visitor identification + sales-play system is a job. A vetted specialist will own the loop. From $14-16/hr.
See specialist rates
Companies only. WebSights resolves IP addresses to companies. It does NOT identify specific people without separate form fills.
60-80% of corporate visitors. Lower for residential ISPs, mobile, VPN users, or very small companies.
Company-level IP identification is generally considered legitimate interest under GDPR, not requiring opt-in consent. Get sign-off from your privacy counsel for your specific case.
Yes — WebSights → Settings → IP Exclusion. Add your office IPs. Prevents self-visits from polluting reports.
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