Baselayer’s Web Presence and Orderable products give you deeper insight into a business’s digital footprint and operating profile.

These tools can be requested independently or bundled directly into a Business Search to enrich KYB decisions with context such as website legitimacy, online activity, social presence, and predicted industry classification.

This guide covers how to request and retrieve these analyses, the different paths available, and how to interpret the results returned by each.

For a deeper dive into how to interpret the results and use them in an onboarding workflow, please read Online Presence: Best Practices.

Note: Every orderable request incurs a cost as outlined in your Master Service Agreement (MSA). Pricing depends on your contract terms and the orderable type.

Introduction: What Web Presence & Orderables are

Orderables are optional add-ons you can request either as part of a Business Search (through the field options) or via dedicated endpoints.
Each orderable enriches your business profile with new data types derived from Baselayer’s digital intelligence network.

Today, the main orderables are:

Requesting and Retrieving Orderables

You can request orderables in two ways: as part of a Business Search or as independent requests.

1. As part of a Business Search

Include the options array in your POST /searches payload:

{  
  "name": "Acme Corp",  
  "address": "123 Main St, NY",  
  "options": [  
    "Order.WebsiteAnalysis",  
    "Order.NaicsPrediction"
  ]  
}

When the search completes, the response includes an orderables[] array containing at least one object per requested option.
If you request Order.WebsiteAnalysis and the website you provided differs from the one Baselayer discovered, you’ll receive two Website Analysis objects: one for the submitted domain and another for the found domain.

"orderables": [  
  {  
    "id": "b91880b4-95a3-4b1f-8205-d90e9561c7a4",  
    "option": "Order.WebsiteAnalysis",  
    "type": "WebsiteAnalysisRequest",  
    "url": "https://api.baselayer.com/website_analysis_requests/b91880b4-95a3-4b1f-8205-d90e9561c7a4"  
  }  
]

Use the url or id to make a GET request and retrieve full results.

2. Independently, via the Web Presence API

If you want to analyze a business outside of a KYB flow - for example, to evaluate an applicant at a different point in time during the onboarding, or enrich portfolio data - you can use the Web Presence API directly.

Send a POST request to POST /web_presence_requests.

This endpoint accepts a similar payload as the Business Search, but focuses exclusively on discovering and analyzing the business’s digital presence.

Required fields

• name: the business name you want to evaluate.
• address: the business’s physical address. A full street address is ideal, but a state is the minimum required quality. Address data helps filter results to the correct entity, especially for businesses with common names.

Optional fields (enhance discovery depth)

These fields do not change the ability to find a match but allow for richer context and more accurate connections between online data and the business entity.

• alternative_names: list of known alternative or trade names, DBAs (“doing business as”), or brand names. This can significantly increase discovery accuracy - especially when businesses operate under different online names than their registered entity.
• officer_names: list of officers or directors associated with the business. When Enhanced Search is requested, Baselayer attempts to link discovered online officers to those provided here, improving match confidence and business_officer_match outcomes.
• website: the business’s claimed website, if known.
• phone_number: the business’s contact phone number. Helps Baselayer validate consistency across online directories and contact pages.
• email: the business or applicant’s email address. Used to check for alignment between input data and discovered online contact information.
• reference_id: an optional string you can use to associate this request with an internal ID or case in your system. This field is stored and returned in webhooks and API responses for easier traceability.
• options: defines whether you want to uncover social profiles and reviews into your review.
  The most common values are:
  • "Order.EnhancedSearch" → Performs extended discovery (social profiles, reviews, online officers and addresses outside of the website)

Example payload:

{  
  "name": "Acme Corp",  
  "address": "123 Main St, NY",  
  "website": "acmecorp.com",  
  "options": [  
    "Order.EnhancedSearch"  
  ]  
}

Behavior of Web Presence requests

• Baselayer uses the name and address as primary match signals to identify the business.
• Optional fields (like website or officers) are used to increase discovery depth and precision.
• If Order.EnhancedSearch is included in options, Baselayer will automatically attempt to discover and return:
  • website_analysis[]
  • industry_prediction[]
  • social_profiles[]
  • reviews[]
• These objects follow the exact same structure as when requested within a Business Search, ensuring consistent parsing and mapping across your integration.

Each request incurs a cost as outlined in your Master Service Agreement (MSA).

This unified endpoint allows you to re-use the same logic and field mapping as your KYB integration, but independently from the Business Search workflow.

Two Routes to the Same Information

Whether you request Web Presence insights inside a Business Search or via /web_presence_requests, the underlying analysis engine and field structure are identical.

Best practice:

For onboarding and decisioning → include Orderables in the Business Search request.

For enrichment or monitoring → use the Web Presence API.

Enhanced Search (deep digital discovery)

Enhanced Search extends a standard Business Search by performing a wide discovery of the business’s online presence, including websites, social media, and reviews.

Its key distinction: it not only retrieves digital data, but can link that data back to Baselayer’s entity graph, uncovering officers and addresses found online that can be matched to the official registration.

This makes Enhanced Search particularly valuable for:

• Increasing match rates when inputs are incomplete or slightly inconsistent.
• Improving auto-approval rates for lower-risk or growth-stage businesses.
• Detecting online inconsistencies.

For further information, please review our Enhanced Search guide.