When you call small businesses, you hit voicemail constantly. Owners are on ladders, under cars, cutting hair, driving between jobs. That's not a problem. A good voicemail does a surprising amount of work, especially when there's a preview waiting for them.
A bad voicemail, on the other hand, gets deleted in three seconds. Here's how to leave the first kind.
What a good voicemail does
It answers three questions fast:
- Who are you? A real local person, not a robot or a call center.
- Why did you call me? One specific reason tied to their business.
- What should I do? Something easy, like call or text back.
It also stays short. Twenty to thirty seconds is plenty. Anything longer and they stop listening before you get to the part that matters.
Version 1: no website
Hi [name], this is [your name], I'm a local web designer here in [town]. I noticed [business name] doesn't have a website showing up on Google, so I actually went ahead and built you one. It's ready to look at whenever. If you want me to send you the link, give me a call or text back at [number]. Again, that's [number]. Thanks, talk soon.
Say your number twice, slowly. People often listen to voicemails in the truck and need the second pass to write it down.
Version 2: outdated website
Hi, this is [your name], I'm a local web designer in [town]. I was on your website and noticed it's tough to use on a phone, and the phone number isn't tappable, so people on their phones can't call you in one tap. I put together an updated version for [business name]. If you want to see it, call or text me at [number]. That's [number]. Thanks.
Pick one or two real problems. If you ran their site through the Website Checkup before calling, you'll have specific ones ready.
Version 3: second voicemail, a few days later
Hey [name], [your name] again, the local web designer. I left you a message the other day about the website I put together for [business name]. No pressure at all, just didn't want it to get lost. My number's [number]. Have a good one.
Shorter, friendlier, and it reminds them they've heard from you before. Familiarity matters.
Version 4: after they asked you to send it
Sometimes you talk to an owner, send the preview, then get voicemail when you call back to follow up.
Hey [name], it's [your name], I sent over that website for [business name] on [day]. Just checking if you got a chance to look at it. If you want any changes or have questions, call or text me at [number]. Thanks.
You can be warmer here. They already know who you are.
Version 5: for a front desk or shared line
When the voicemail is clearly a general business line, not the owner's phone:
Hi, this message is for the owner. My name's [your name], I'm a local web designer in [town]. I built a website for [business name] and wanted to send it over. If the owner could call or text me back at [number], I'll send the link. That's [number]. Thank you.
Saying "for the owner" helps it get passed to the right person.
What to leave out
- Your price. A voicemail is the worst place to quote a number with no context.
- Jargon. Nobody wants to hear "SEO-optimized responsive design" on a voicemail.
- Urgency tricks. "This offer expires Friday" sounds like spam because it usually is.
- Pretending to know them. Don't say "Hey, it's me, call me back" to make them think you're a customer. It's dishonest and it gets you blocked.
- Claiming to be from Google or any company you're not with. Ever.
- Long explanations. Save it for the call back.
How many voicemails to leave
Two is usually the right number for a cold lead. One on the first call, one a few days later. After that, keep calling a couple more times at different times of day if you want, but don't leave more messages. Five voicemails from a stranger feels like pressure.
If they've asked you to stop calling, stop. Write it down on your do-not-call list.
For leads where you had a real conversation and they asked to see the preview, you can leave a voicemail on each follow-up attempt, as long as you're spacing them out. The follow-up guide covers the timing.
Recording rules
Leave every voicemail yourself, live, in your own voice. Don't use prerecorded messages or ringless voicemail drops. Those have legal restrictions in a lot of places, and owners can always tell.
Delivery
- Stand up when you leave voicemails. You'll sound more awake.
- Say the business name clearly. It's the word they'll recognize.
- Slow down on your phone number. Pause between the groups of digits.
- End warm and short. "Thanks, have a good one" beats a long sign-off.
- Note in your sheet that you left a voicemail, which version, and the date.
Calling at the right time cuts voicemails down
You'll always leave some voicemails, but calling at better times means more owners actually pick up. For trades, early morning before the first job or late afternoon after the last one tends to work. For restaurants, the gap between lunch and dinner. The best time to call guide has more detail.
Rover writes a voicemail for each business it finds, written for that business, so you're not improvising one when the beep catches you off guard. You still leave it yourself, in your own voice.
Common questions
Should I leave a voicemail on the first call?
Usually yes. It gives the owner your name and a reason to recognize your number next time. If you plan to call back the same day at a different time, you can skip the first one and leave it on the second attempt.
How long should a sales voicemail be?
Aim for twenty to thirty seconds. That's enough for your name, the reason, and your number twice. If you notice yourself going past forty seconds, cut something.
Do people actually call back from voicemails?
Some do, especially when the message is short and mentions something built specifically for them. More often the voicemail makes your next call go better, because they recognize your name. Either way it's worth leaving.
Should I text instead of leaving a voicemail?
Only if they've already said texting is OK. Texting a business number out of the blue, without permission, isn't a good idea. Leave a voicemail and let them choose to text you back.
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.
- The Best Time to Call Small Business OwnersWhen small business owners are most likely to pick up, broken down by type of business, plus the times to avoid and how to find your own best windows.