Cold Calling Script to Sell Websites to Local Businesses

This is the word-for-word script. For the full process (call lists, timing, logging, follow-up), see how to cold call a local business to sell a website.

Cold calling to sell websites: the script, line by line

1. The opener (first 10 seconds)

Name, honesty, a tiny time ask.

Hi, is this [owner name]? Hey [name], this is [your name], I'm a web
designer here in [town]. Being upfront, this is a cold call. Could I
get 30 seconds to tell you why I called, and you can tell me if it's
worth talking?

2. The reason for the call (one specific observation)

One fact, framed as lost customers, not design.

No website:
"I found you on Google Maps. You've got great reviews, but there's no
website on your listing, so people who search for [trade] in [town]
can't see your work or book you online."

Slow or broken site:
"I opened your website on my phone and it took a long time to load
[or: it wasn't loading at all today]. Most people searching on a phone
leave before it finishes."

3. The permission ask (one question, then listen)

Is that something you've thought about, or has it just not been a
priority?

Then stop talking.

4. Objection responses

Agree first, then offer one small next step.

• "We get enough business from word of mouth." "Totally fair. When someone hears about you, they usually look you up before calling. I just want what they find to back up the recommendation."
• "We already have a website." "Yes, I saw it. On a phone, [specific issue]. Can I send you a quick preview of how that could look fixed? If you don't like it, delete it."
• "Send me an email." "Happy to. What's the best address? I'll send a preview today. Can I call Thursday to hear what you think?"
• "How much is it?" Give a real range, then: "Most owners want to see it first, so I'll send the preview and you can decide."
• "Not interested." "No problem. Is that not at all, or just not right now?" If it's a firm no, thank them and hang up.

5. The close (ask for a mockup or a short look)

Here's what I'd suggest: I'll put together a free homepage preview for
[business] using your real reviews and photos. Takes you two minutes
to look at. Can I text it to this number, and call you [day] at [time]
to walk through it?

Book the follow-up within a day or two and confirm by text.

6. The voicemail (under 20 seconds)

Hi [name], it's [your name], a web designer in [town]. I noticed
[specific thing] about [business] and made a quick preview of how it
could look. I'll text you the link. My number is [number], again
[number]. Thanks!

One voicemail per business, a text right after, then call again in a few days.

What Reddit users reported

These are individual experiences, not guaranteed results:

• In r/agency, one web designer said they called around 1,000 businesses to start their agency and got a 1–2% conversion rate (thread).
• In r/smallbusiness, an agency owner using a "being totally upfront this is a cold call" opener on businesses without websites said they booked 11 meetings in 27 dialing days at about 200 dials a day, after 3 months of cold DMs and email booked none (thread).
• In r/web_design, one designer calling from a chamber of commerce list said each call took about five minutes and they had a 2% success rate (thread).

A recurring tip: pitch more calls or bookings, not "a website."

Personalize the script faster

The observation line takes research. Locasly finds local businesses on Google Maps, flags ones with no website or a down site, and scores sites 0–100 (PageSpeed, WCAG). Its AI Pitch page turns a prospect and its scores into a cold call script with objection handling, and the AI website generator builds the mockup you promise in the close. If your first call gets "send me something," see how to follow up after your pitch.

FAQ

What do you say when cold calling a business to sell a website?

Your name, that it's a cold call, one specific thing you noticed about their website or Google listing, and an offer to send a free preview.

Does cold calling work for web design?

Yes, but it's a volume game. Reddit users report low single-digit conversion rates.

What if they ask where I got their number?

Tell the truth: from their public Google Maps listing. If they ask not to be called again, remove them from your list.