Cold Calling Script for Selling Websites

A word-for-word cold calling script for selling websites to local businesses, with versions for gatekeepers, busy owners, outdated sites and "how much?"

6 min readUpdated

This is the script, line by line, for calling a local business about a website. It assumes you've already built a preview of their site. If you haven't, do that first. Calling with something to show is the difference between "what are you selling?" and "oh, let me see it."

Read it out loud a few times before your first call so it sounds like you and not like a page. Change words that don't feel natural. Keep the structure.

Before you dial

Have these in front of you:

  • The business name and the owner's name if you can find it (Google reviews often have owner replies signed with a first name)
  • What's missing or wrong: no website, Facebook only, or an outdated site with specific problems
  • The preview link, ready to send
  • Your price, decided in advance
  • Your notes sheet, open

If they have an outdated site, run it through the Website Checkup first so you have two or three specific problems to mention instead of a vague "it's old."

The opener

Say it like this

Hi, is this [owner name]?

If you don't know the name:

Say it like this

Hi, could I speak with the owner?

When you've got them:

Say it like this

Hey [name], my name's [your name]. I'm local here in [town], I build websites for small businesses around the area. I was looking you up and noticed you don't have a website showing up, so I went ahead and put one together for [business name]. It's already built. Can I text or email you the link so you can take a look?

That's the whole pitch. Stop talking and let them answer.

Why it works: you've said who you are, that you're local, that there's a specific reason you called them, and you've asked for something tiny. Looking at a link costs them nothing.

If they have an outdated website

Swap the middle part:

Say it like this

I was looking at your website and noticed a couple things. On a phone the text is really small and the phone number isn't tappable, and the browser shows it as not secure, which scares some people off. I put together an updated version for you. Can I send you the link?

Name real problems. Don't insult the site. The owner might have paid a friend to make it, or made it themselves.

If they say "sure, send it"

Say it like this

Perfect. Is it better to text it to this number or send it to an email?

If they say text, confirm the number:

Say it like this

Is this a cell? Some business lines can't get texts.

Then:

Say it like this

Great, I'll send it right now. Take a look whenever you get a sec. I'll give you a call back in a couple days to see what you think. Sound good?

Send it within a minute or two of hanging up while they still remember you. The texting guide has the exact message.

If they're busy

Trades especially will be on a job, driving, or have a customer in front of them.

Say it like this

No problem at all. When's a better time to grab you for two minutes?

Write down the time they give you and call exactly then. Calling back when you said you would is half the battle.

If they say "just send it":

Say it like this

Sure thing, what's the best way, text or email?

If they ask "how much is it?" right away

Don't dodge it, but don't let price be the first thing they see either.

Say it like this

Depends what you want on it, but for something like this it's [setup price] to set up and [monthly] a month, and that covers hosting, your domain and any changes. Honestly, take a look first and see if you even like it. If you don't, no hard feelings.

Saying the price plainly builds trust. Following it with "look first" keeps the conversation going.

If they ask "who is this with?"

Be straight about it.

Say it like this

It's just me, I'm a local web person. I'm not with Google or any big company, I just build sites for businesses around here.

Never say or imply you're from Google, from their phone carrier, or from whoever made their current site. It's dishonest, and it blows up the moment they ask a follow-up question.

The gatekeeper

At a shop with a front desk, someone else will usually answer.

Say it like this

Hi, is the owner around? It's [your name], I'm a local web designer. I put together a website for you guys and wanted to send it over.

If the owner's not there:

Say it like this

No problem. When's usually a good time to catch them? And what's their first name?

Or:

Say it like this

Could I leave it with you? What's the best email to send it to so they see it?

Be friendly to the person at the desk. They decide whether your message gets passed on.

If they say no

Say it like this

No worries at all. Can I ask, is it more that you're not looking for a website, or just not right now?

That one question tells you whether to follow up in a few months or close the file. If they say they don't want any more calls:

Say it like this

Got it, I'll take you off my list. Thanks for your time.

And then actually mark them do-not-call. For the in-between answers (word of mouth, too busy, already have a guy), see the objection handling guide.

Closing the call

Every call should end with a clear next step, even a small one:

  • "I'll text it now and call you Thursday afternoon."
  • "I'll try you back around 3."
  • "I'll email it over and check in next week."

Write it down before you dial the next number.

Delivery tips

  • Slow down. Most nervous callers talk fast. Owners trust people who sound relaxed.
  • Smile while you talk. It sounds silly. It changes your voice.
  • Ask, then stop. Silence after a question is fine. Let them fill it.
  • Use their business name. It reminds them this was built for them specifically.
  • Keep it under two minutes unless they want to keep talking.

The rules

Dial by hand. Don't use autodialers or prerecorded messages. Be honest about who you are. Keep a do-not-call list and respect it. Only text someone after they've said texting is OK. Call during normal business hours (the best time to call guide breaks this down by trade).

If you'd like a script written for each specific business, Rover does that. It writes the call script, voicemail, text and email for every business it finds, written for that business, and builds the preview you're calling about. You still make the call.

Common questions

How long should a cold call for a website be?

The first part, before they decide whether to look, should be under thirty seconds. The whole call is usually one to three minutes. If they want to talk longer, great, but don't drag it out on your end.

Should I mention the price on the first call?

Only if they ask. When they do, give a straight answer and then steer back to the preview. Dodging the question makes people suspicious, but leading with price makes it the whole conversation.

What if they ask how I found them?

Tell the truth: "I was looking up [trade] in [town] on Google and noticed you didn't have a site." Owners usually appreciate hearing how customers would see them.

Is it better to call or walk in?

For storefronts like salons and bakeries, walking in during a slow time works well. For trades that are out on jobs, calling is more practical. A walk-in followed by a call later often works better than either alone.

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