After a few dozen calls you'll notice something: owners say the same eight or nine things. Not because they're reading a script, but because the same worries come up for everyone. Once you've heard them all, they stop catching you off guard.
The goal with an objection isn't to win an argument. It's to figure out whether this is a real no or just "I don't know you yet," and to keep the door open if it's the second one. Every reply below follows the same rough pattern: agree with the part that's true, add one thing they hadn't considered, then ask a question.
"I get all my work from word of mouth."
This is the most common one, and it's often true. Don't argue with it.
That makes sense. Honestly, most of the good ones are word of mouth. The thing is, when somebody hears your name from a neighbor, a lot of them look you up before they call. Right now they'd find your Google listing and not much else. The site's really just there so those referrals land somewhere. Would it be worth a look?
The point you're making: the website supports word of mouth, it doesn't replace it.
"I'm too busy."
Usually means "I'm busy right now" or "I'm too busy to deal with a website project."
Totally get it. That's actually why I built it first, so you don't have to do anything to see it. Can I just text you the link and you look whenever you're off the clock?
If they mean busy right this second:
No problem, when's a better time to catch you for two minutes?
"How much is it?"
Not really an objection, but it comes up early. Give a straight answer.
It's [setup] to set up and [monthly] a month, which covers hosting, your domain and any changes you want. But take a look first. If you don't like it, no hard feelings.
Dodging the price makes people suspicious. Saying it calmly and moving on builds trust. The pricing guide covers how to land on your number.
"That's too expensive."
Fair enough. Can I ask what you were thinking it would cost?
Listen to the answer. If they're close, you can talk about what's included. If they're way off, it may not be a fit, and that's fine. You can also reframe:
For what it's worth, if it brings in even one extra job a few times a year, it pays for itself. But I don't want you paying for something you don't think is worth it.
Don't drop your price on the first pushback. If you do, they'll wonder what else was padded.
"My Facebook page is enough."
Facebook's great for keeping up with regulars. The problem is a lot of people search Google, not Facebook, and some don't have a Facebook account at all. A website gives Google something to show, and you can link your Facebook from it. It doesn't replace it, it just covers the people Facebook misses.
The guide on whether small businesses still need websites has more talking points for this one.
"I already have a guy." / "My nephew does that."
Often there's a guy, and he hasn't touched the site in a while, or he was going to "get to it."
Oh nice, then you're covered. Out of curiosity, is he working on it now? I only ask because nothing's showing up on Google yet.
If they're genuinely set:
Totally fine. I'll send you the version I made anyway, in case it's useful to show him. No pressure.
Never badmouth the other person. The owner likes them, or they wouldn't have mentioned them.
"Just send me some information."
Sometimes this is a polite brush-off, sometimes it's real. Either way, sending the preview is better than sending a brochure.
Sure. Better than information, I'll send you the actual site I made for you. Text or email?
Then follow up on schedule. The follow-up guide covers timing.
"I need to talk to my wife / husband / partner."
Very common for small family businesses, and a real reason.
Of course. Would it help if I send the link so you can both look at it together? When's a good time for me to check back, maybe later this week?
Then call back when you said you would.
"We tried a website before and it didn't do anything."
That's frustrating, sorry. Do you remember what it was like? A lot of older sites weren't built for phones, or the phone number wasn't clickable, so people bounced. The one I made is built around getting people to call you. Want to see if it's different?
Ask questions here. You'll often learn exactly what they hated, and you can make sure yours doesn't do that.
"I got burned by a web guy."
Ugh, I hear that a lot. What happened?
Let them tell you. Common stories: they paid and never got a site, they can't get into their own domain, they got charged for things they didn't ask for. Then answer the specific fear:
The way I do it, the domain's in your name, you see the site before you pay anything, and the monthly covers everything, no surprise bills.
Only say that if it's true of how you work.
"Not interested."
No problem. Can I ask, is it more that you don't want a website at all, or just not right now?
That one question sorts "never" from "later." If it's "later," ask when to check back. If it's "never," or they ask you not to call again, thank them, mark them do-not-call, and move on. Respecting a no is part of the job.
What not to do with objections
- Don't argue. You can be right and still lose the sale.
- Don't stack three reasons. One clear point, then a question.
- Don't fake scarcity. "This price is only good today" is a red flag to owners.
- Don't keep pushing after a clear no. Two respectful attempts is plenty on a single call.
- Don't make claims you can't back up. No promises about rankings, number of calls, or revenue.
Practice them out loud
Read each reply out loud until it sounds like how you'd actually talk. Change the wording to fit you. Then, on real calls, keep a sheet nearby with the short versions. After a couple of weeks you won't need it.
Rover builds a preview and writes a call script for each business it finds, which makes a lot of these objections easier because the owner is reacting to a real preview with their name on it instead of an abstract pitch.
Common questions
What's the most common objection when selling websites?
Word of mouth, by a wide margin. Owners who are already busy assume they don't need a site. The answer is that a website helps referrals land, since many people look a business up before calling.
How many times should I handle an objection before giving up?
On a single call, answer once or twice and then respect their answer. If it's "not now," ask when to follow up. If it's a clear no, thank them and move on.
Should I lower my price when they say it's too expensive?
Not right away. First ask what they expected to pay. Then explain what's included. If you do adjust, change something concrete, like removing a page or the setup fee, rather than just dropping the number.
What if they get rude?
Stay polite, keep it short, and end the call. Mark them do-not-call if they ask you to stop calling. Don't take it personally. They were probably having a bad day before you called.
Keep reading
- 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 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.
- Do Small Businesses Still Need Websites?An honest look at whether local businesses still need a website when they have Google, Facebook and referrals, and when they really might not.
- How Much to Charge for a Small Business WebsiteHow to price a small business website: what goes into the number, setup vs monthly, example ranges with caveats, and how to say the price out loud.