Intent Score
Also known as: Lead Score, Visitor Intent
An intent score is a number rating how likely a visitor or lead is to buy, based on behavior like pages viewed, time spent, and actions taken.
What it actually means
Not all visitors are equal: one skims your homepage for eight seconds, another reads your pricing page twice, checks your reviews, and returns the next day. An intent score quantifies that difference, weighting behaviors — repeat visits, key pages, form starts, call-button taps — into a single number that ranks who is closest to buying. Scores let a small team focus follow-up where it counts, trigger alerts when a hot prospect is on the site, and separate tire-kickers from real pipeline in reporting. The model matters less than the discipline: any consistent scoring beats treating a bounced visitor and a returning researcher identically.
When two leads come in overnight, intent scoring tells your front desk which one to call first at 9am — the one who visited your pricing page three times, not the one who bounced in five seconds.
Related terms
A lead is a person who has shown interest in your business and shared contact information — a name, phone number, or email you can follow up with.
Speed to lead is how fast you respond to a new inquiry — responding within minutes dramatically raises the odds a lead becomes a customer.
Identity resolution connects scattered signals — devices, emails, phone numbers, clicks, and visits — into a single unified profile of one person.
Session replay is a recording of a real visitor's journey through your website — scrolls, clicks, taps, and hesitations — played back like a video.
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