FairCrawl — faircrawl.ai Content Spec v2

Owner: GTM Status: Draft for founder review → Engineering implementation Date: 2026-04-13 Replaces: Current site copy (commodity-scraper framing, $0.002 stale price) Source briefs:

• .forge/workflows/work/product/faircrawl-value-prop-review.md
• .forge/workflows/work/gtm/faircrawl-positioning-review.md

0. Why this rewrite

The live site pitches a commodity scraper. FairCrawl is now a four-capability data platform — Research, Scrape, Enrich, Platform Data — and the research endpoint alone is a category of one (Perplexity-shaped multi-source synthesis at API/cost-plus pricing). The current page also shows the wrong price ($0.002 — the real number is $0.0005/page basic).

This spec rewrites the entire faircrawl.ai marketing surface around the four pillars, with research as the lead, and corrects every price reference.

Hand-off note for engineering: This is a content + structure spec, not a code change list. Use the existing component library at products/faircrawl/site/src/components/ (Hero.astro, Platforms.astro, HowItWorks.astro, TheMath.astro, FinalCTA.astro, Footer.astro) as the starting point. New sections needed: Pillars.astro, ICPs.astro, Comparison.astro. Existing Hero needs a content rewrite + a tab/toggle pattern for the four endpoint examples in the code preview.

Hand-off note for Creative: Headlines, subheads, and CTA labels in this doc are spec-grade — accurate, on-voice, ready to ship. Before launch, run a polish pass on §2 (hero), §3 (pillars), §6 (ICPs), and §7 (comparison) to tighten phrasing. Do not change pricing numbers, endpoint names, or feature claims without checking with Product.

1. Page inventory & routes

Phase 1 (this spec): rewrite / and /pricing. Phase 2: deep pages, blog, pSEO comparison pages.

2. Hero — /

Page metadata

<title>FairCrawl — Research, scrape, and enrich. At cost.</title>
<meta name="description" content="One API for multi-source research, web scraping, company enrichment, and 15 platform scrapers. $0.0005/page. No subscription, no tiers.">
<link rel="canonical" href="https://faircrawl.ai">

Eyebrow pill

Part of the Fair ecosystem (existing — keep)

Headline — TWO OPTIONS, FOUNDER PICKS

Option A — Belief-first (GTM recommended). Leads with capability, price as proof. Aligns with the pending positioning shift from price-first to belief-first.

Research, scrape, and enrich — at cost.

Option B — Math pitch. Punchier, lists the verbs, anchors with the price. Stronger on landing-page conversion, weaker on category creation.

Scrape. Research. Enrich. $0.0005 a page.

Recommendation: Option A. The current site already leads with price. Option A reframes the category. The price still appears prominently below the fold and in the price block — it is not hidden, just demoted from headline to proof.

Subhead

14-source research with AI synthesis. Web scraping with auto JS rendering. Company enrichment from a domain. Structured data from 15 platforms. $0.0005 per page. No subscription. No tiers.

(Bold the price clause. Everything before it is the breadth pitch; the bold is the anchor.)

Hero price block

Keep the existing oversized mono price treatment. Update values:

The existing component shows one number. Add a third line under the label for the JS/proxy tiers so the math feels honest at a glance.

CTAs

• Primary: Get an API key — free — links to https://faircrawl.ai/register
• Secondary: See the four endpoints ↓ — anchor link to #pillars (replaces “Browse Endpoints”, which now points to a single category)

Friction line

10 free requests. No card required. $0.0005 per page after that.

(Bumped from 5 → 10 free to match the broader product surface area. Confirm with Product before shipping.)

Code preview — REWRITE

The current preview shows a single tiktok/profile curl. Replace with a tabbed preview cycling through one example per pillar. Default tab: Research.

Tab 1 — Research (default)

curl "https://api.faircompany.ai/v1/crawl/research" \
  -H "Authorization: Bearer sk_live_..." \
  -d '{"query": "open-source perplexity alternatives 2026"}'

{
  "answer": "Several open-source projects offer Perplexity-style search...",
  "sources": [
    { "url": "https://github.com/...", "title": "Perplexica", "rank": 1 },
    { "url": "https://news.ycombinator.com/...", "title": "HN: Show", "rank": 2 }
  ],
  "related_questions": [
    "How does RRF ranking work?",
    "Which models support citation grounding?"
  ],
  "credits_used": 18
}

Tab 2 — Scrape

curl "https://api.faircompany.ai/v1/crawl/web/scrape" \
  -H "Authorization: Bearer sk_live_..." \
  -d '{"url": "https://stripe.com/pricing", "render": "auto"}'

{
  "url": "https://stripe.com/pricing",
  "title": "Pricing & Fees | Stripe",
  "markdown": "# Stripe Pricing\n\n## Integrated per-transaction...",
  "method": "playwright",
  "credits_used": 2
}

Tab 3 — Enrich

curl "https://api.faircompany.ai/v1/crawl/enrich/company?domain=stripe.com" \
  -H "Authorization: Bearer sk_live_..."

{
  "domain": "stripe.com",
  "name": "Stripe",
  "founded_year": 2010,
  "total_funding": "$8.7B",
  "annual_revenue": "$14.4B",
  "headcount": 8550,
  "tech_stack": ["Ruby", "Go", "React", "AWS"],
  "leadership": [{ "name": "Patrick Collison", "title": "CEO" }]
}

Tab 4 — Platform data

curl "https://api.faircompany.ai/v1/crawl/youtube/channel?handle=mkbhd" \
  -H "Authorization: Bearer sk_live_..."

{
  "platform": "youtube",
  "handle": "mkbhd",
  "name": "Marques Brownlee",
  "subscribers": 19800000,
  "video_count": 1672,
  "social_links": { "twitter": "@mkbhd", "instagram": "mkbhd" },
  "credits_used": 1
}

Proof bar (under hero)

Keep the three-item pattern, replace contents:

3. The Four Pillars — #pillars

New section. Goes directly under the hero. Four cards, equal weight visually, but ordered: Research → Scrape → Enrich → Platform Data. Research first earns the wedge.

Section header

One API. Four ways to get the data you need.

Most data tools do one thing. FairCrawl gives you research, scraping, enrichment, and platform data behind a single API key, a single credit pool, and a single price.

Card 1 — Research

Eyebrow: /v1/crawl/research Title: Ask a question. Get an answer with citations. Body:

One query fans out across 14 sources — Reddit, Hacker News, Bluesky, GitHub, YouTube, Wikipedia, arXiv, StackOverflow, DuckDuckGo, Polymarket, the open web, and more. Reciprocal Rank Fusion ranks the results. Gemini synthesizes a grounded answer with inline citations and related questions.

Built for AI agents, RAG pipelines, and competitive intel. 11x cheaper than the Perplexity API. No $20/mo subscription bolted on top.

Stat strip (3 numbers):

• 14 sources per query
• ~$0.018 per research call
• 0 lock-in — REST in, JSON out

Mini comparison block:

Perplexity API: $5 per 1,000 sonar requests + $20/mo seat FairCrawl: ~$18 per 1,000 research calls. No seat fee.

CTA: Try a research query → (links to docs anchor)

Card 2 — Scrape

Eyebrow: /v1/crawl/web/scrape Title: Any URL. Static or JS-rendered. Auto-escalation built in. Body:

Point us at a URL. We try a fast static fetch first. If the page needs JavaScript, we escalate to a real Playwright browser automatically. If it needs a residential proxy, we escalate again. You only pay for the tier you actually used.

Returns clean markdown, structured HTML, and full-page screenshots. Login support via session cookies. No credit-pack accounting, no JS-rendered surcharges hidden in fine print.

Stat strip:

• $0.0005 static fetch
• $0.001 JS-rendered (Playwright)
• $0.003 residential proxy

Mini comparison block:

Firecrawl: ~$0.005/page on the cheapest plan, credits expire monthly FairCrawl: $0.0005/page, balance never expires

CTA: See scrape options →

Card 3 — Enrich

Eyebrow: /v1/crawl/enrich/company Title: A domain in. A company profile out. Body:

Pass a domain. Get back a structured profile: founded year, total funding, annual revenue, headcount, leadership team, tech stack, social links, and contact emails with SMTP verification.

Built for sales, GTM, and lead qualification workflows that don’t deserve a $15K/year ZoomInfo contract.

Field list (visual chip grid):

founded_year total_funding annual_revenue headcount leadership tech_stack social_links industry headquarters verified_emails

Mini comparison block:

Clearbit / ZoomInfo: $99–$1,250/mo seat + per-credit fees FairCrawl: ~$0.05 per enrichment, no seat

CTA: See enrich fields →

Card 4 — Platform Data

Eyebrow: /v1/crawl/{platform}/{action} Title: Structured data from 15 platforms. One auth. Body:

Profiles, posts, comments, search results, and engagement metrics from the platforms your users actually live on. No login farms, no per-platform vendor stack.

Platform grid (logo strip — 15 tiles):

Twitter / X · TikTok · Instagram · YouTube · Reddit · LinkedIn · Facebook · Bluesky · Threads · Pinterest · Truth Social · Twitch · Snapchat · Linktree · Web (any URL)

Reality footnote (under the grid, small text):

Platform coverage varies by endpoint. Reddit, Bluesky, YouTube, and Twitch are full-coverage. TikTok, Instagram, and LinkedIn are partial — see endpoint matrix for what works on each platform.

(Honesty is a brand pillar. Do not let the marketing claim parity where the gap analysis says otherwise.)

CTA: Browse all platforms →

4. How It Works — keep, lightly update

Existing HowItWorks.astro component flow is fine. Update copy:

1. Get an API key — Sign up. We give you 10 free requests. No card.
2. Call any endpoint — Research, scrape, enrich, or platform — same auth, same JSON shape.
3. Top up when you need to — Minimum $5. Balance never expires.
4. Pay for what you used — One bill, itemized per request. Light month? Small bill.

5. The Math — keep, update numbers

Existing TheMath.astro is the receipt-style pricing comparison. Update with the new numbers and add Perplexity:

Section header

Here’s where your money actually goes.

Receipt: 10,000 scrapes a month

Receipt: 1,000 research queries a month

Receipt: 1,000 company enrichments a month

Footer line under the receipts

Cost + 14% margin. That’s the whole pricing model. Updated whenever upstream costs change.

6. ICPs — #who-uses-this

New section. Four cards, one per primary ICP. Each card is a real use case, not a persona. Each links to the relevant pillar.

Section header

Who’s using this

Card 1 — AI & agent builders

Title: You’re feeding LLMs. Body:

Your agent needs to read the web, search across sources, and pull structured context. FairCrawl is the data primitive — research for retrieval, scrape for tool-use, platform endpoints for grounded answers. One API key in your agent loop. Top endpoints: /research, /web/scrape CTA: See the agent quickstart →

Card 2 — Sales & GTM teams

Title: You’re qualifying leads. Body:

Pass a domain, get the company profile your CRM is missing — funding, revenue, tech stack, decision-makers. At ~$0.05 per company, you can enrich your entire pipeline for the price of one Clearbit seat-day. Top endpoints: /enrich/company, /linkedin/company CTA: See enrich →

Card 3 — Competitive intelligence & market research

Title: You’re tracking what’s being said. Body:

Stop hand-trawling Reddit threads, HN comments, and product communities. One research call fans out across 14 sources, ranks the results, and synthesizes the answer with citations you can audit. Top endpoints: /research, /reddit/search, /hackernews/... CTA: See the research endpoint →

Card 4 — Content creators & social marketers

Title: You’re tracking creators and trends. Body:

Pull engagement metrics, follower counts, and post data from TikTok, YouTube, Instagram, Twitter, and the rest — all under one auth. No login farms, no stitched-together vendor stack. Top endpoints: /{platform}/profile, /{platform}/posts CTA: Browse platforms →

7. Comparison Table — #comparison

New section. Goes between the math section and the final CTA.

Section header

The honest comparison.

Sub-header

Real numbers, real limits, real lock-in. We benchmark these monthly. If a competitor improves, we update the table.

Table

Footnote

Numbers benchmarked 2026-04. Sources linked in the methodology page. Spot something out of date? Email us — we’ll fix it within 24h.

(Methodology page is Phase 2. Comparison numbers above are sourced from .forge/operations/product/competitive-pricing-matrix.md plus the brief — confirm with Product before shipping.)

8. Final CTA

Existing FinalCTA.astro is fine structurally. Update copy:

Headline

One API key. Four capabilities. One bill.

Subhead

Sign up takes 30 seconds. 10 free requests. Top up with $5 when you need more. Balance never expires.

CTAs

• Primary: Get your API key → → https://faircrawl.ai/register
• Secondary: Read the docs → /docs

Reassurance line

No card required. No subscription. No expiring credits. Cancel by closing the tab.

9. Pricing page — /pricing

Full rewrite of the existing pricing page.

Page metadata

<title>FairCrawl pricing — $0.0005 per page. No subscription.</title>
<meta name="description" content="Cost-plus pricing for every FairCrawl endpoint. $0.0005 per page basic, $0.001 JS-rendered, ~$0.018 per research call, ~$0.05 per company enrichment. No tiers, no plans.">

Section label

Pricing

H1

Pay for what you use. Nothing else.

Lede

No monthly fee. No tiers. No feature gating. Every endpoint is available from your first request. We charge upstream cost plus a 14% margin. That’s the whole model.

Pricing grid — REPLACE the four current tiles

Replace the existing four-card grid (which is built around tiktok/profile shaped requests) with four pillar-aligned cards.

(Add a fifth, smaller line below the grid: Residential proxy fetch — $0.003/page · Platform endpoints — $0.0005–0.05 depending on action. Link it to a full per-endpoint table in /docs.)

Cost breakdown receipt

Update the existing receipt component with the new basic price:

Upstream infrastructure cost            $0.000438
Fair margin (14%)                       $0.000062
─────────────────────────────────────
You pay                                 $0.000500

Add a second receipt below it for the research endpoint:

Research call — 1 query, 14 sources

Upstream search APIs (DuckDuckGo, etc.)  $0.0040
Page enrichment (top 10 results × $0.001)$0.0100
Gemini synthesis (1.5 Pro, ~3k tokens)   $0.0018
Fair margin (14%)                        $0.0022
─────────────────────────────────────
You pay                                  $0.0180

(Confirm exact upstream numbers with Product/Engineering before shipping. Use real numbers, not estimates.)

FAQ — update existing items

10. Out of scope (Phase 2)

Things the briefs imply but this spec does not cover:

• /research deep page (Perplexity comparison, sources catalog, RRF explanation, agent quickstart)
• /enrich deep page (full field reference, Clearbit comparison, sales-ops use cases)
• /platforms deep page (full endpoint matrix from ENDPOINT-GAP-ANALYSIS.md, honest about what works/what’s blocked)
• pSEO comparison pages on faircompany.ai (/compare/firecrawl, /compare/perplexity-api, /compare/apify, /compare/clearbit, /alternative/firecrawl, etc.)
• Blog posts: “How we built a 14-source research API”, “Why we don’t charge per-credit-pack”, “The honest math behind $0.0005 per page”
• Launch content (HN, Reddit r/webscraping, X) — separate spec

These are tracked in .forge/workflows/work/gtm/WORK.md for follow-up.

11. Numbers to verify before shipping

Engineering and Product MUST confirm these before this content goes live. If any are wrong, the brand promise breaks.

If any of these come back different, update the spec, not the launched site. Re-spec, re-review, re-ship. No silent corrections.

12. Voice & design notes

Voice (per Fair brand standard): A friend who’s done the math. Short sentences. Number-driven. Honest about where competitors are better. No marketing adjectives (“revolutionary”, “powerful”, “industry-leading” — all banned). Concrete examples over abstract benefits. The reader should feel like they’re reading a peer’s notes, not a sales page.

Banned phrases anywhere on the page: “revolutionize”, “powerful”, “world-class”, “enterprise-grade”, “AI-powered” (just say what the AI does), “next-generation”, “seamless”, “blazing fast” — and any other adjective that doesn’t earn its keep.

Design system reference: Fair Green (--fair-honest #059669), Carbon (--fair-carbon #111111), Stone (--fair-stone #666666), Linen (--fair-linen #ffffff), Paper (--fair-paper #fafafa). The Receipt brand direction means: dashed dividers on totals, mono prices in JetBrains Mono, line-item layouts for any pricing or comparison. No gradients on text. No glassmorphism. Cards have hairline borders, not shadows.

Existing components to reuse:

• Hero.astro — reskin per §2
• Platforms.astro — reuse pattern, repurpose for pillar grid in §3
• HowItWorks.astro — minor copy update per §4
• TheMath.astro — reuse pattern, replace contents per §5
• FinalCTA.astro — minor copy update per §8
• Footer.astro — no change

New components to build:

• Pillars.astro — four-card pillar grid (§3). Each card: eyebrow + title + body + 3-stat strip + mini comparison + CTA.
• ICPs.astro — four-card ICP grid (§6).
• Comparison.astro — comparison table (§7), responsive (collapses to stacked cards under 768px).
• CodeTabs.astro — tabbed code preview for the hero (§2). Four tabs, default Research.

13. Acceptance criteria for Engineering

Before merging the rewrite to staging:

1. Every price on the page reads $0.0005 (basic), $0.001 (JS), $0.003 (proxy), ~$0.018 (research), ~$0.05 (enrich). No $0.002 anywhere.
2. The hero headline matches whichever option (A or B) the founder picks in §2.
3. The hero code preview shows four tabbed examples, default Research.
4. The four-pillar section (Pillars.astro) renders before How It Works.
5. The four-ICP section (ICPs.astro) renders before The Math.
6. The comparison table (Comparison.astro) renders between The Math and the Final CTA.
7. Pricing page (/pricing) shows the four pillar cards, both receipts, and the updated FAQ.
8. Page metadata (<title>, <meta description>, <canonical>) is updated everywhere.
9. All numbers in §11 have been confirmed by their listed owner. Anything unconfirmed is stripped or marked TBD — no fabrication.
10. QA walks the page in agent-browser before staging is merged to production.

14. Open questions for founder

1. Hero headline: Option A (belief-first) or Option B (math pitch)? GTM recommends A.
2. Free tier: Bump from 5 → 10 free requests on signup? Reasoning: the surface area is now 4 capabilities, 5 requests doesn’t get a user through one of each.
3. The “11x cheaper than Perplexity API” claim in §3 is exact and provocative. Ship it, soften it (“an order of magnitude cheaper”), or pull it?
4. Methodology page (/methodology): build this in Phase 1 alongside the comparison table, or defer to Phase 2? GTM recommends Phase 1 — the comparison table without a methodology link looks like every other vendor’s pricing page.
5. Hand-off to Creative: Should this go to the Creative agent for a polish pass before Engineering implements? Recommended: yes for headlines, subheads, and FAQ phrasing. Not needed for the comparison table or technical numbers.