Internal Tool · In Production

Squint

An audit-driven pitch generator for agencies — turns a website audit into a client-winning, competitor-benchmarked report in under two minutes.

My role
Positioning → build
Status
v1.0 · Live internally
Stack
Chrome MV3 + Node + Gemini
Segments
Agencies · Individuals
The problem

Generic pitches get ignored

Every agency, CRO consultant, and freelancer faces the same cold-outreach problem. Manual audits take 4–8 hours per prospect — nobody does them at outreach scale — so cold emails stay generic and convert below 1%. Individual site owners have the opposite problem: they know their site underperforms but can't articulate why, and can't afford a $5K agency audit to find out.

  • →Existing tools (Lighthouse, axe, WAVE, PageSpeed) are built for engineers — raw diagnostics, never the business question.
  • →Nobody answers: "what is this costing me, and compared to whom?"
  • →The original positioning framed this as a dev QA tool — a crowded, free, commoditized space. The real asset is the persuasive output artifact.
Discovery

Two segments, one growth loop

AG

Agencies & consultants · Revenue

CRO shops, web design agencies, freelance UX consultants (1–50 seats). JTBD: "Make my cold outreach impossible to ignore, and justify my retainer."

Willingness to pay: high, $79–$249/mo
IN

Individuals · Funnel

E-commerce owners, indie founders. JTBD: "How bad is my site really, and what do I fix first?"

Free reports carry Squint branding → market to agencies
Backlog

User stories that shaped the build

US-01 As an agency owner, I want an evidence-backed audit of a prospect's site generated in minutes so my cold outreach doesn't sound generic. Must
US-02 As an agency owner, I want the report benchmarked against the prospect's strongest competitor so the pitch quantifies exactly what they're losing. Must
US-03 As an individual site owner, I want a free branded report so I understand what's wrong with my site without paying for an audit. Must
US-04 As an agency owner, I want white-labeled reports so I can send them under my own brand. Should
US-05 As an agency owner, I want engagement tracking on sent reports so I know which prospects actually opened them. Should
US-06 As an agency, I want a bulk-audit mode so I can prospect at scale instead of one site at a time. Could
Requirements

Spec'd as testable acceptance criteria

RequirementPriority
AI competitor discovery scoped to the prospect's category, with a 7-day cache per domainMust
Dual full-page capture with stealth mode and a scroll-and-stitch fallbackMust
Telemetry harvest: axe-core, Core Web Vitals, trackers, tech stack, contrast — zero canned fallback contentMust
Hosted, zero-friction web app — remove the localhost/extension dependency blocking non-technical usersMust
White-label PDF branding and bulk audit runs for agency accountsShould
AI-generated "after" mockup of the prospect's page with top issues fixedCould
My role

Repositioning the product, then building the pipeline

Squint originally shipped as a developer accessibility/QA extension — a crowded, free, commoditized space. I repositioned it around the actual asset: the persuasive, branded report that wins business, not the diagnostics that produce it. From there I defined the two-segment growth loop, wrote the capability ladder toward a defensible product, and built the audit pipeline — competitor discovery, capture, telemetry harvest, and AI critique — end to end.

What I built

An audit pipeline that ends in a pitch, not a diagnostic

AI competitor discovery

Gemini identifies the prospect's strongest direct competitor from page metadata, with manual override and preset benchmarks.

Dual full-page capture

Server-side stealth Puppeteer with splash-screen detection, backed by an in-browser scroll-and-stitch fallback.

Telemetry harvest engine

axe-core accessibility, Core Web Vitals, page weight, tracker/pixel detection, tech-stack fingerprinting, contrast inspection.

Gemini multimodal critique

Screenshots + DOM + metrics produce a UX alignment score, executive summary, and CRO recommendations — delivered as a dark-themed PDF and interactive HTML report.

Under the hood

URL in, pitch-ready report out

1Prospect URL submitted → Gemini identifies their strongest competitor (cached 7 days)
2Both sites captured full-page via stealth Puppeteer (or scroll-and-stitch fallback)
3Telemetry harvested from both: accessibility, CWV, trackers, tech stack, contrast
4Gemini critiques screenshots + DOM + metrics side-by-side → score, summary, recommendations
5Report delivered as branded PDF (email or download) + interactive HTML link
Outcome

Live and in daily use — the wedge is now distribution

The full audit-to-pitch loop — competitor discovery, capture, telemetry, AI critique, branded delivery — is built, live, and in daily internal use as a Chrome extension + local backend. The repositioning from "dev QA tool" to "pitch generator" reframed the entire go-to-market. The next milestone is the hosted web app that removes the extension/localhost barrier standing between agencies and the product.

Roadmap

The 10/10 ladder

Next

Hosted, zero-friction web app — paste a URL, get a report in under 90 seconds. No extension, no keys.

Then

Evidence-grade claims pinned to annotated screenshots, plus an AI "after" mockup — the launch-moment differentiator.

Later

Proprietary benchmark corpus — percentile claims that compound with every audit run.

More case studies

See the rest of the work, or get in touch.