Deep scanSoftware business · Storefront property/Scanned 7 Sept 2026, 12:25 UTC/2 walks, 16 requests, 4 moments recorded/Partial scan
hubspot.com
HubSpot publishes real prices and clean structured data for crawlers, but the actual signup and purchase flow sits on app.hubspot.com behind a blanket robots.txt disallow, so agents can read about.
Three issues, in priority order
Each one is drawn from evidence recorded during the walks.
2 pieces of evidence and the recommended fix are recorded for this issue.
What a visitor actually meets
4 moments, 3 with friction, 1 blocking
We walked the funnel in a real browser and captured every step. Nothing was submitted and no account was created.
- 01
Landing page
Headline "Where go-to-market teams go to scale" is vague marketing copy. Subtext clarifies: unite marketing, sales, service on one platform. Two CTAs: Get a demo and Get started free. A chat widget pops up immediately. Product is a CRM/marketing suite with many sub-hubs, takes scanning to understand full scope.
friction·www.hubspot.com
HubSpot landing page - 02
Pricing page for Marketing Hub
Prices only render via JavaScript, nothing in raw HTML. Tiers: Free $0/mo, Starter $7/mo per seat, Professional $800/mo (discounted from $890). A chat bubble nudges toward a sales agent to choose a plan, pulling a self-serve buyer toward a human conversation.
friction·/pricing/marketing
Marketing Hub pricing page - 03
Attempting to reach the actual signup form
Both "Get started free" on the homepage and direct navigation to app.hubspot.com/signup-hubspot/crm are blocked by robots.txt, which disallows all paths there. A compliant automated visitor cannot reach the free signup form, only marketing and pricing pages. This is a hard stop, not just friction.
blocked·/pricing/marketing
- 04
Developer platform page
A separate developers.hubspot.com site has docs, changelog, and a "Create developer account" button. Reasonable entry for an API-focused evaluator, but the button likely routes back through the same app.hubspot.com signup flow blocked by robots.txt, so docs are browsable but key issuance likely hits the same wall.
friction·developers.hubspot.com
Robots.txt blocking signup app
We sent a buying agent
16 requests, in order
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.
- 01reached
www.hubspot.com
reach the site at all
- 02reached
/robots.txt
find out whether machines are welcome
- 03reached
www.hubspot.com
ask whether the door opens for requests carrying the AI crawlers' names
- 04reached
/llms.txt
read the site's own guide for language models
- 05reached
/sitemap.xml
find out what pages exist
- 06reached
/.well-known/security.txt
find a contact route for machines
- 07not found
www.hubspot.com
find a published agent interface
- 08not found
/.well-known/ai-plugin.json
find an agent plugin manifest
- 09not found
www.hubspot.com
find out whether verified agents are recognised
- 10reached
www.hubspot.com
read the homepage as data rather than as a page
- 11not found
www.hubspot.com
find a machine readable API spec
- 12reached
www.hubspot.com
read the developer documentation
- 13not found
/pricing/marketing
read the prices without running JavaScript
- 14reached
www.hubspot.com
find a comparison page worth citing
- 15not found
www.hubspot.com
walk the way a visitor would, to a signup form or a product
- 16reached
/get-started
check if API key/app creation is self-serve without human
Ten dimensions
Not measured is not zero.
The agent door
40 of 100What a machine can do on your site with nobody watching.
Machine discoverability
Whether a retrieval system can find and read you at all.
Robots.txt names and allows ChatGPT, Claude, Perplexity and others, llms.txt is published, sitemap lists 1101 URLs, and JSON-LD covers Organization and Product types.
4 observations recorded.
Programmatic onboarding
Whether an agent can get working access without a human.
Developer docs exist at developers.hubspot.com with endpoint examples, but no OpenAPI spec was found at any of 6 standard paths, and the developer account button routes to app.hubspot.com, which disallows all automated access in robots.txt.
3 observations recorded.
Pricing legibility
Whether total cost can be computed from published numbers.
The Marketing Hub pricing page has 16 real prices from $0 to $3,600 once JavaScript runs, but 0 of them appear in raw HTML, so any client that does not render pages sees no price at all.
1 observation recorded.
Agent-aware instrumentation
Whether you publish anything built for machine callers.
No MCP manifest.
4 observations recorded.
Machine-fetchable trust
Whether terms, security and status are readable as text.
security.txt is published with a working contact route, and the homepage answers automated requests cleanly with a 459ms first byte and no bot wall. Trust signals are machine fetchable even where onboarding is not.
2 observations recorded.
Commercial rails
Whether a purchase can complete without a sales call.
Pricing exists only after JavaScript renders, and the actual signup and checkout path lives on app.hubspot.com, which carries a blanket Disallow: / in robots.txt.
3 observations recorded.
The human door
80 of 100What a first time visitor meets between landing and first value.
Steps to first value
How far a new visitor travels before something useful happens.
The Get Started Free CTA is 2 steps from the homepage, which is a short path. But the destination itself, app.hubspot.com, is disallowed in robots.txt, so nothing beyond reaching the link was actually verified.
1 observation recorded.
Required fields
How much you ask for before you give anything back.
Could not verify: this scan did not reach the pages that would show it.
1 observation recorded.
Verification walls
How many gates stand between intent and access.
Could not verify: this scan did not reach the pages that would show it.
1 observation recorded.
Error recovery
What happens when someone gets it wrong.
Could not verify: this scan did not reach the pages that would show it.
1 observation recorded.
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