fix(leads): don't pitch a rescue at sites that already score well

app/api/admin/lead-campaign/route.ts

@@ -7,6 +7,7 @@ import { recordLead } from "@/lib/marketing";
 import {
   campaignSubject,
   hireUrlFor,
+  isStrongScore,
   selectRecipients,
   type LeadRow,
   type Segment,
@@ -111,6 +112,7 @@ async function loadAudience(): Promise<LeadRow[]> {
       reportToken: (r.share_token as string | null) ?? null,
       score: card.score,
       scoreLabel: card.label,
+      kind: card.kind,
       scaleHint: card.scaleHint,
       topIssues: issuesByAudit.get(String(r.id)) ?? [],
       isCustomer: customerEmails.has(email),
@@ -218,6 +220,7 @@ export async function POST(req: NextRequest) {
         reportUrl: `${base}/r/${row.reportToken}`,
         hireUrl: hireUrlFor(row, base),
         isCustomer: row.isCustomer,
+        strong: isStrongScore(row),
       }),
       unsubscribeToken: contact.unsubscribe_token as string,
     });

lib/email.ts

@@ -848,6 +848,8 @@ export function leadCampaignEmailHtml(input: {
   reportUrl: string;
   hireUrl: string;
   isCustomer: boolean;
+  /** Already scoring well — don't pitch a rescue at them. */
+  strong?: boolean;
 }): string {
   const issues = input.topIssues.length
     ? `<ul style="margin:14px 0 0;padding-left:18px;color:#9aa3b2;font-size:14px;line-height:1.8;">
@@ -896,8 +898,9 @@ export function leadCampaignEmailHtml(input: {
           <tr>
             <td style="padding:22px 32px 0;">
               <p style="margin:0;font-size:14px;line-height:1.6;color:#9aa3b2;">
-                We also fix these directly. Tell us about the site and we'll come
-                back with what it takes to move that number — no obligation.
+                ${input.strong
+                  ? `That's a strong result — most sites we scan don't get there. If you want the remaining gaps closed properly, we do that work directly.`
+                  : `We also fix these directly. Tell us about the site and we'll come back with what it takes to move that number — no obligation.`}
               </p>
             </td>
           </tr>

lib/leadCampaign.ts

@@ -11,6 +11,8 @@ export type LeadRow = {
   reportToken: string | null;
   score: number | null;
   scoreLabel: string;
+  /** Which dial the score is on — the two run in opposite directions. */
+  kind: "aeo" | "slop";
   scaleHint: string;
   topIssues: string[];
   /** Has a profiles row — an existing relationship, not a cold lead. */
@@ -68,8 +70,20 @@ export function selectRecipients(
   return { send, excluded };
 }
 
+/**
+ * A site that already scores well is the wrong audience for a "want us to fix
+ * it?" pitch — it reads as a canned mailshot and costs credibility with
+ * exactly the people most likely to be competent buyers. Note the inverted
+ * slop dial: strong means LOW there and HIGH for AEO.
+ */
+export function isStrongScore(row: LeadRow): boolean {
+  if (row.score === null) return false;
+  return row.kind === "slop" ? row.score <= 25 : row.score >= 80;
+}
+
 export function campaignSubject(row: LeadRow): string {
   if (row.score === null) return `Your CrawlProof scan of ${row.host}`;
+  if (isStrongScore(row)) return `${row.host} scores ${row.score}/100 — the last few gaps`;
   return `${row.host} scored ${row.score}/100 — want us to fix it?`;
 }
 

tests/lead-campaign.test.ts

@@ -2,6 +2,7 @@ import { describe, it, expect } from "vitest";
 import {
   campaignSubject,
   excludeReason,
+  isStrongScore,
   hireUrlFor,
   selectRecipients,
   type LeadRow,
@@ -14,6 +15,7 @@ function lead(over: Partial<LeadRow> = {}): LeadRow {
     reportToken: "tok123456",
     score: 54,
     scoreLabel: "AEO Score",
+    kind: "aeo",
     scaleHint: "out of 100 · higher is better",
     topIssues: ["Blocks GPTBot", "No structured data"],
     isCustomer: false,
@@ -127,6 +129,34 @@ describe("campaignSubject", () => {
   });
 });
 
+describe("isStrongScore / subject framing", () => {
+  it("does not pitch a rescue at a site that already scores well", () => {
+    // "want us to fix it?" to a 91/100 site reads as a canned mailshot and
+    // costs credibility with the most competent buyers.
+    const row = lead({ host: "share.google", score: 91, kind: "aeo" });
+    expect(isStrongScore(row)).toBe(true);
+    expect(campaignSubject(row)).toBe("share.google scores 91/100 — the last few gaps");
+  });
+
+  it("still pitches the fix at a weak score", () => {
+    const row = lead({ host: "acme.com", score: 40, kind: "aeo" });
+    expect(isStrongScore(row)).toBe(false);
+    expect(campaignSubject(row)).toBe("acme.com scored 40/100 — want us to fix it?");
+  });
+
+  it("inverts 'strong' for the slop dial", () => {
+    // Low slop is good; high slop is bad. The same number flips meaning.
+    expect(isStrongScore(lead({ score: 12, kind: "slop" }))).toBe(true);
+    expect(isStrongScore(lead({ score: 12, kind: "aeo" }))).toBe(false);
+    expect(isStrongScore(lead({ score: 90, kind: "slop" }))).toBe(false);
+    expect(isStrongScore(lead({ score: 90, kind: "aeo" }))).toBe(true);
+  });
+
+  it("is never strong without a score", () => {
+    expect(isStrongScore(lead({ score: null }))).toBe(false);
+  });
+});
+
 describe("hireUrlFor", () => {
   it("prefills the form and tags the source", () => {
     const url = new URL(hireUrlFor(lead({ host: "acme.com", email: "p@x.com" }), "https://crawlproof.com/"));