Email works best as the second step, not the first. A phone call (see the cold calling script) gets a person's attention, and email gives them something to look at later. Use these templates in that order and you'll get a lot more replies than you would from cold emails alone.
Every template here is short on purpose. Small business owners read email on their phones, usually in a hurry. If your email needs scrolling, it's too long.
Template 1: right after a call
This is the one you'll use most. The owner said "sure, email it to me," so send it within a few minutes.
Subject: Website for [Business Name]
Hi [Name],
Thanks for taking my call just now. Here's the website I put together for [Business Name]:
[link]
Take a look on your phone when you get a minute. If you'd want anything changed (photos, wording, services), just reply and I'll update it.
I'll give you a call [day] to see what you think.
[Your name]
[Phone number]
Why it works: the subject line is their business name, which they'll recognize. The body reminds them who you are, gives them one link, and tells them exactly what happens next.
Template 2: when the front desk gave you an email
You talked to someone at the shop, not the owner, and they gave you an address to send it to.
Subject: Website preview for [Business Name], for [Owner name]
Hi [Owner name],
I spoke with [front desk name] today and they said this was the best way to reach you. I'm a local web designer here in [town], and I built a website for [Business Name]. You can see it here:
[link]
No obligation. If you like it, I can get it live on your own web address. If you'd want changes, just let me know.
[Your name]
[Phone number]
Template 3: a cold intro email
Sometimes you can't get anyone on the phone, but the business lists an email. Cold email is less effective than a call, but it can work, especially paired with a call a day or two later.
Be careful here. Business email marketing rules vary by country. In general, use your real name and contact info, write a subject line that honestly reflects the email, include a simple way to opt out, and stop emailing anyone who asks. Check the rules where you are. Send each one yourself; don't blast a list.
Subject: I built a website for [Business Name]
Hi [Name],
I'm [your name], a web designer in [town]. I was looking up [trade] around here and noticed [Business Name] doesn't have a website showing up on Google, so I built one for you:
[link]
It has your services, hours, photos and a button people can tap to call you. If you'd like it live, or want changes, just reply or call me at [number]. If you're not interested, no problem, reply "no thanks" and I won't email again.
[Your name]
[Phone number]
[Your town or mailing address]
For a business with an outdated site, swap the middle line for one or two specific problems, like "it's hard to read on a phone and the phone number isn't tappable."
Template 4: the follow-up
Send this a few days after Template 1 or 3 if you haven't heard back, ideally after you've tried calling. The follow-up guide has the full schedule.
Subject: Re: Website for [Business Name]
Hi [Name],
Just checking whether you got a chance to look at the site I made for [Business Name]: [link]
Happy to change anything. Or if now's not a good time, no worries.
[Your name]
Replying in the same thread (so the subject starts with "Re:") keeps everything together and reminds them of the first email.
Template 5: the proposal
They looked, they like it, they want it live. Now put the details in writing. This doubles as your simple agreement.
Subject: Next steps for your website
Hi [Name],
Great talking with you. Here's a summary so we're on the same page:
Website: [number] pages, including [list the pages or sections]
Setup: [price], due [when, for example half now and half at launch]
Monthly: [price], covering hosting, your domain, and small edits like hours, prices, photos and text
Domain: [domain], registered in [your name or theirs]. It's yours if you ever leave.
Cancel: anytime with [notice period] notice
If that all looks right, just reply "approved" and I'll send the payment link. Once that's in, I'll have it live within [timeframe].
[Your name]
[Phone number]
The bullets here are easier to read than a paragraph, and they cover the stuff that causes arguments later. More on this in the getting paid guide.
Template 6: the last check-in
Two or three weeks out, after a couple of follow-ups with no reply.
Subject: Closing the loop on your website
Hi [Name],
Last note from me on this. I know things get busy. I'll keep the site I made for [Business Name] saved, so if you ever want it live, just reply or give me a call.
Thanks, and good luck with the season.
[Your name]
This one often gets a reply because it removes the pressure.
Subject lines that get opened
- Their business name, plain: "Website for [Business Name]"
- What you did: "I built a website for [Business Name]"
- A reply thread: "Re: Website for [Business Name]"
Avoid anything that sounds like spam: all caps, "URGENT," "Quick question" (everybody uses it), fake "Re:" on a first email, or claims about Google rankings.
Finding the right email
- Their Google listing or Facebook "About" section
- Directory listings and the chamber of commerce member page
- Asking whoever answers the phone
Don't guess email addresses or buy email lists. You want to email a person who's at least heard of you.
Small things that help
- Send from an address with your name in it, not a random string of numbers.
- Add your phone number to every email. Many owners would rather call.
- Plain text beats fancy designs. It looks like a person wrote it, because one did.
- Check the link before you send. A broken preview link wastes the whole email.
Rover writes an email for each business it finds, along with the call script, voicemail and text, all written for that specific business. You send it yourself, from your own email.
Common questions
Is cold email better than cold calling for selling websites?
For local businesses, calling usually works better, because owners are busy and inboxes are crowded. Email works best right after a call, when the owner is expecting it. Many people use a call first and email second.
How long should a sales email to a small business be?
Short enough to read on a phone without scrolling much. Five to eight short lines is plenty for most emails. The proposal email can be a bit longer because it's listing details they need.
Should I attach screenshots of the website?
A link is better. Attachments can trigger spam filters, and owners want to tap through the real site on their phone. If you really want a picture, keep it to one small image.
What if they reply asking me to stop emailing?
Stop right away and note it in your list. A quick "Understood, I won't email again" is fine. Respecting that is both the right thing and, in many places, a legal requirement.
Keep reading
- How to Follow Up After a Cold CallA simple follow-up schedule for selling websites after a cold call, with scripts for each touch and clear rules for when to stop.
- How to Text a Business a Website PreviewWhen it's OK to text a business owner, exact text messages for sending a website preview, and the mistakes that get your number blocked.
- Cold Calling Script for Selling WebsitesA word-for-word cold calling script for selling websites to local businesses, with versions for gatekeepers, busy owners, outdated sites and "how much?"
- How to Get Paid for Selling WebsitesHow to actually collect money for websites you sell: a simple written agreement, deposits, payment links, monthly billing, late payers and records.