{"slug":"hubspot-cb4mrt","companyName":"HubSpot","domain":"hubspot.com","url":"https://hubspot.com","headline":"HubSpot publishes prices and docs to search engines but routes every actual signup and checkout through app.hubspot.com, a host robots.txt closes entirely to automated visitors.","compositeScore":61,"humanScore":80,"agentScore":41,"doorGap":39,"humanMeasured":1,"agentMeasured":6,"percentile":null,"humanPercentile":null,"agentPercentile":null,"isPartial":true,"depth":"deep","siteClass":"b2b_saas","scannerVersion":10,"scannedAt":"2026-09-03T21:57:59.648Z","unlocked":false,"mission":{"steps":[{"url":"https://www.hubspot.com","outcome":"ok","purpose":"reach the site at all"},{"url":"https://www.hubspot.com/robots.txt","outcome":"ok","purpose":"find out whether machines are welcome"},{"url":"https://www.hubspot.com","outcome":"ok","purpose":"ask whether the door opens for requests carrying the AI crawlers' names"},{"url":"https://www.hubspot.com/llms.txt","outcome":"ok","purpose":"read the site's own guide for language models"},{"url":"https://www.hubspot.com/sitemap.xml","outcome":"ok","purpose":"find out what pages exist"},{"url":"https://www.hubspot.com/.well-known/security.txt","outcome":"ok","purpose":"find a contact route for machines"},{"url":"https://www.hubspot.com","outcome":"missing","purpose":"find a published agent interface"},{"url":"https://www.hubspot.com/.well-known/ai-plugin.json","outcome":"missing","purpose":"find an agent plugin manifest"},{"url":"https://www.hubspot.com","outcome":"missing","purpose":"find out whether verified agents are recognised"},{"url":"https://www.hubspot.com","outcome":"ok","purpose":"read the homepage as data rather than as a page"},{"url":"https://www.hubspot.com","outcome":"missing","purpose":"find a machine readable API spec"},{"url":"https://www.hubspot.com","outcome":"ok","purpose":"read the developer documentation"},{"url":"https://www.hubspot.com/pricing/marketing?hubs_content=www.hubspot.com%2Fhomepg-c&hubs_content-cta=nav-pricing&wfoid=8162941dcc.1788472517","outcome":"missing","purpose":"read the prices without running JavaScript"},{"url":"https://www.hubspot.com","outcome":"ok","purpose":"find a comparison page worth citing"},{"url":"https://www.hubspot.com","outcome":"missing","purpose":"walk the way a visitor would, to a signup form or a product"},{"url":"https://developers.hubspot.com/docs/api/overview","outcome":"ok","purpose":"check if API key/app creation is self-serve"}],"verdict":"The agent got through 10 of 16 requests, but could not find a published agent interface. It came up empty on 5 other checks too. That is enough missing for a machine to give up before it reaches a purchase."},"observations":[{"url":"https://www.hubspot.com/pricing/marketing","step":1,"detail":"Headline is vague: \"Where go-to-market teams go to scale.\" Not immediately clear this is CRM/marketing/sales software. Two competing CTAs shown: \"Get a demo\" and \"Get started free\", plus a chat popup appears unprompted.","moment":"Landing page","verdict":"friction","screenshot":0},{"url":"https://www.hubspot.com/pricing/marketing","step":2,"detail":"Prices only appear after JavaScript runs: Free $0, Starter $7/seat, Professional $800/mo, Enterprise $3,000+/mo. Raw HTML has zero prices. Tiers are per seat with extra \"core seat\" costs shown further down the page.","moment":"Pricing page","verdict":"friction","screenshot":1},{"url":"https://www.hubspot.com/pricing/marketing","step":3,"detail":"\"Get started free\" leads to app.hubspot.com/signup-hubspot/crm, disallowed for automated visitors by robots.txt (Disallow: /). An agent honouring robots.txt cannot reach the signup form a human sees. Chat widget instead pushes \"Chat with sales\" or \"Book a meeting\".","moment":"Attempting self-serve signup","verdict":"blocked","screenshot":2}],"dimensions":[{"key":"machine_discoverability","audience":"agent","score":89,"summary":"No AI crawler is blocked, a real browser gets the page normally, llms.txt is published with 293 lines, sitemap lists 1144 URLs and 9 schema.org types sit on the homepage. Strong surface discoverability.","evidence":{"locked":true,"count":4}},{"key":"programmatic_onboarding","audience":"agent","score":26,"summary":"The only signup path found leads to app.hubspot.com/signup-hubspot/crm, which robots.txt disallows entirely (Disallow: /). No OpenAPI spec exists and docs show endpoint examples but no documented self-serve key issuance.","evidence":{"locked":true,"count":4}},{"key":"pricing_legibility","audience":"agent","score":30,"summary":"16 prices render after JavaScript (Free $0 to Enterprise $3,000+/mo) but the raw HTML pricing page has zero prices. A client that does not execute JS sees no cost information at all.","evidence":{"locked":true,"count":1}},{"key":"agent_aware_instrumentation","audience":"agent","score":8,"summary":"No MCP manifest.","evidence":{"locked":true,"count":4}},{"key":"machine_fetchable_trust","audience":"agent","score":85,"summary":"security.txt is published with a working contact route and the homepage answers automated requests cleanly, giving a machine reader a verifiable trust anchor.","evidence":{"locked":true,"count":2}},{"key":"commercial_rails","audience":"agent","score":10,"summary":"Prices exist only after JavaScript renders, and the actual purchase and signup flow sits behind app.hubspot.com, which robots.txt closes with Disallow: /. No pricing.md or machine-readable rail exists for an agent to transact.","evidence":{"locked":true,"count":3}},{"key":"steps_to_first_value","audience":"human","score":80,"summary":"The 'Get started free' CTA sits 2 clicks from the homepage for a human, but the destination form lives on a host robots.txt disallows entirely, so no automated walk could confirm what happens past that click.","evidence":{"locked":true,"count":1}},{"key":"required_fields","audience":"human","score":null,"summary":"Could not verify: this scan did not reach the pages that would show it.","evidence":{"locked":true,"count":1}},{"key":"verification_walls","audience":"human","score":null,"summary":"Could not verify: this scan did not reach the pages that would show it.","evidence":{"locked":true,"count":1}},{"key":"error_recovery","audience":"human","score":null,"summary":"Could not verify: this scan did not reach the pages that would show it.","evidence":{"locked":true,"count":1}}],"issues":[{"rank":1,"title":"Pricing figures exist only after JavaScript executes, with zero prices present in the raw HTML.","dimensionKey":"pricing_legibility","evidence":{"locked":true,"count":2},"fix":null},{"rank":2,"title":"The signup and checkout flow routes to app.hubspot.com, a host that robots.txt disallows entirely.","dimensionKey":"programmatic_onboarding","evidence":{"locked":true,"count":3},"fix":null}],"fixArtifacts":{"locked":true,"count":5,"summaries":[{"id":"pricing_ssr_fallback:pricing-page","kind":"pricing_ssr_fallback","title":"Prices in the HTML, not only after JavaScript","path":"pricing page","effort":{"minutes":60,"role":"developer"},"outcome":{"dimension":"pricing_legibility","external":["A client that reads raw HTML sees the plans and prices."]}},{"id":"software_offer_jsonld:pricing-page","kind":"software_offer_jsonld","title":"Pricing as Offer structured data","path":"pricing page","effort":{"minutes":20,"role":"developer"},"outcome":{"dimension":"pricing_legibility","external":["Assistants comparing vendors read the plans and prices as Offer structured data."]}},{"id":"robots_search_bots:robots-txt","kind":"robots_search_bots","title":"robots.txt rules for AI crawlers","path":"/robots.txt","effort":{"minutes":10,"role":"owner"},"outcome":{"dimension":"machine_discoverability","external":["The assistants' search crawlers read and cite the site to buyers; training stays the owner's decision."]}},{"id":"interfaces_note:notes","kind":"interfaces_note","title":"Machine interfaces: where you stand","path":"notes","effort":{"minutes":10,"role":"owner"},"outcome":{"dimension":"agent_aware_instrumentation","external":["The developer surface is built in an order where every published pointer answers."]}},{"id":"pricing_md:pricing-md","kind":"pricing_md","title":"pricing.md","path":"/pricing.md","effort":{"minutes":20,"role":"owner"},"outcome":{"dimension":"agent_aware_instrumentation","external":["Agents read the price list directly instead of rendering the pricing page."]}}]},"feedback":{"endpoint":"/api/feedback","mcpTool":"rate_fix","targets":[{"type":"report","key":"report"},{"type":"dimension","dimensionKey":"machine_discoverability","key":"dimension:machine_discoverability"},{"type":"dimension","dimensionKey":"programmatic_onboarding","key":"dimension:programmatic_onboarding"},{"type":"dimension","dimensionKey":"pricing_legibility","key":"dimension:pricing_legibility"},{"type":"dimension","dimensionKey":"agent_aware_instrumentation","key":"dimension:agent_aware_instrumentation"},{"type":"dimension","dimensionKey":"machine_fetchable_trust","key":"dimension:machine_fetchable_trust"},{"type":"dimension","dimensionKey":"commercial_rails","key":"dimension:commercial_rails"},{"type":"dimension","dimensionKey":"steps_to_first_value","key":"dimension:steps_to_first_value"},{"type":"dimension","dimensionKey":"required_fields","key":"dimension:required_fields"},{"type":"dimension","dimensionKey":"verification_walls","key":"dimension:verification_walls"},{"type":"dimension","dimensionKey":"error_recovery","key":"dimension:error_recovery"},{"type":"issue","dimensionKey":"pricing_legibility","checkId":"pricing_nojs","key":"issue:pricing_legibility:pricing_nojs"},{"type":"issue","dimensionKey":"programmatic_onboarding","checkId":null,"key":"issue:programmatic_onboarding:-"}]}}