# How do you turn website and LinkedIn profile visitors into pipeline? > People who view your LinkedIn profile or your website are curious but rarely reach out. Capture them, check them against your ICP, and meet them halfway. - Canonical page: https://warmup.ai/blog/how-to-turn-website-and-linkedin-profile-visitors-into-pipeline - By Mike Hurley, founder of WarmUp. Published 2026-10-29. - Category: GTM engineering (https://warmup.ai/blog/category/gtm-engineering) - Part of: GTM engineering (https://warmup.ai/gtm-engineering) - Tags: website visitors, linkedin, signals, clay, rb2b ## Key takeaways - A profile view or a site visit is interest without a conversation. The play is to meet those people halfway. - The workflow is the same for both sources. Capture the visitor, send them into Clay through a webhook, filter for ICP fit, enrich, then follow up. - Not every visitor is worth outreach, so the ICP filter comes before any message is written. - Each ICP gets its own campaign, on LinkedIn or email, so the follow-up is written for that kind of buyer. You turn website and LinkedIn profile visitors into pipeline by capturing who they are, filtering them against your ICP, enriching the ones who fit, and following up with a personal message. People who view your profile or read your site are curious about what you do, but most never reach out. The workflow meets them halfway. I built the LinkedIn version in public with my teammate Ross Wimer and posted it [on LinkedIn](https://www.linkedin.com/feed/update/urn:li:activity:7305713474859343872/), then the website version [the same week](https://www.linkedin.com/feed/update/urn:li:activity:7306426343880044545/). This post puts the two together, because the workflow is the same shape for both. ## Why follow up with people who visited but did not reach out? You follow up with visitors because a visit is interest without a conversation. Someone who looks at your LinkedIn profile or lingers on your site was thinking about you, or the problem you solve, that week. Most of them will leave without a trace unless you do something, and the moment passes quickly. That makes visitors the warmest people you can reach who have not asked to talk. They are not a replacement for a cold list. They go to the front of it. It also works. After we set up the LinkedIn version, Deisy Lewis, our Chief Strategy Officer, ran the play herself: she emailed the people who had viewed her profile. One of those emails led to a booked meeting, and the meeting turned into a proposal. ## How do you capture LinkedIn profile visitors? You capture LinkedIn profile visitors with a tool that records who viewed a profile and sends each visit somewhere you can work with it. We used Teamfluence to capture the visitors and a webhook to push each one into a Clay table, so every visit arrives as a row with the person's name and company. The setup has three parts. 1. **The capture tool** records each profile view. Teamfluence also catches reactions, comments and new connections on content you or your team own, which is useful once the first version works. 2. **A webhook** sends each event into Clay, or into HubSpot if you would rather start there. 3. **A table** receives every event, so the rest of the workflow reads from one place. Start with the visits to your own profile before adding your team's. The workflow is the same either way, and a smaller volume is easier to read by hand while you tune the filter. Once the filter is passing the right people, adding a teammate's profile is one more connection to the same table. Profile visits are one source of engagement among several. The same capture step works for the people who react to your posts, which is the start of [inbound-led outbound](https://warmup.ai/blog/what-is-inbound-led-outbound). ## How do you identify website visitors? You identify website visitors with a tool that matches some of the traffic on your site to people and companies, then passes them on with some initial data. We used RB2B: set up a Clay table, take its webhook address, and give that address to RB2B, so each identified visitor lands in the table. From there the steps match the LinkedIn version. Clay enriches each visitor with an email, a LinkedIn profile and company details, and the record is ready for the same filter. The visitors worth the most attention are the ones who linger: they read several pages, or the pricing page, and still leave without filling in a form. Those are the people a contact form loses and a follow-up can win back. ## How do you decide which visitors are worth contacting? You decide which visitors are worth contacting by filtering every one against your ICP before anyone writes a message. Not all visitors are worth outreach. Students, job seekers, vendors and competitors visit too, and a team that contacts everyone quickly learns to ignore the list. The filter asks the same questions you would ask of any account: is the company the right type, size and industry, and is the visitor in a role that owns the problem? Only the people who pass go on to enrichment for emails, job titles and phone numbers. Writing the rules down once means the filter treats a Monday visitor the same as a Friday one. Our [ICP map](https://warmup.ai/library/icp-map) shows how we turn those rules into tiers. ## What should the follow-up look like? The follow-up should look like a personal note to a good-fit person, because that is what it is. Write about a problem their company is likely to have, not about the fact that they visited. Each ICP gets its own campaign, so a VP of sales and a marketing lead read messages written for their job. Where it goes depends on the person. - **LinkedIn**, through HeyReach, for people more likely to answer there. - **Email**, through Instantly or Smartlead, for the rest. - **A rep, by hand**, for the best-fit accounts, because a visit from a target account deserves a person. We build this as part of [GTM engineering](https://warmup.ai/gtm-engineering): the capture, the filters, the campaigns, and the record in your CRM so sales can see why each person was contacted. ## What should you try first? Start with the source you already have. If you post on LinkedIn, capture a week of profile visitors. If your site gets steady traffic, switch on visitor identification for a week. Then filter the list against your ICP by hand, and write to the five best fits yourself. If even one conversation starts, automate the capture and the filter, and give each ICP its own campaign. ## Questions, answered ### Which tools capture LinkedIn profile visitors? We have used Teamfluence, which captures profile views and also reactions, comments and new connections on content you or your team own. It sends each event through a webhook into Clay or HubSpot, where the rest of the workflow runs. Other tools do similar work; what matters is that the event lands in a table you can filter. ### How do you find out who visited your website? A visitor identification tool such as RB2B matches some of your site's visitors to people and companies, and passes them on with some initial data. In our setup it feeds a Clay table through a webhook, and Clay adds the emails, LinkedIn profiles and company details the follow-up needs. ### Is it creepy to contact someone who viewed your profile? It depends on the message. A note that says you saw them looking feels like surveillance. A short, useful note about a problem their company is likely to have reads like ordinary outreach to a good-fit person, which it is. The visit decides who you write to and when, not what you say. ### Does visitor follow-up replace cold outreach? No. It works alongside it. Visitors are the warmest people you can reach without them raising a hand, so they go first, and the cold list fills the rest of the week.