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Cold Call Script for Website Sales

This script is for business owners or sales professional selling website design and development services. The script was written for a cold interaction, but it’s always a good idea to warm things up by doing some research on the prospect.

For loads of ideas on researching prospects, check out: 18 Places to Research a Prospect Before a Sales Call

The purpose of this call is to introduce yourself, establish credibility, and offer something of value for free as a way to continue the conversation and hopefully work towards building a relationship.

Examples of something valuable but free could be a comprehensive website review or a guide or e-book your team wrote on a related topic.

This call is not about setting a meeting or selling your services. It’s going to take several conversations to establish trust and right now you just need to plant the seeds so that a fruitful relationship can potentially bloom down the line.

Goals for this call
  1. Identify a potential decision maker
  2. Qualify the prospect
  3. Offer something of value as a hook for another conversation.
What not to do during this call

It doesn’t matter if they have the worst website you've ever seen, don’t bring up anything negative about it during this call. Why? Because as Dale Carnegie wrote in How to Win Friends & Influence People, "Critism is futile because it puts a person on the defense."

The last thing you want is for your new potential client to feel defensive. Truth be told, you're already at a disadvantage in this realm because you've just interrupted them with a cold call. Your job is to them feel understood and that you genuinely care about their problems.

Let’s dive into each section of the script

This script template is meant to be a customizable outline that should be tailored to your specific company and services.

If you’d like to view how the complete script flows in an interactive format, then continue to the bottom of the article.

The sections listed below describe the desired flow for a successful call where the end goal is to have the prospect provide their email and agree to receive a free website review.

Introduction

Hi [prospect name], this is [rep name] from [company name]. We recently helped [other similar or local business] with the launch of their new website.

Keep your introduction short and sweet. Don't speak too fast.

More resources on crafting a great introduction:

Identify Decision Maker

Are you the best person to talk to about your website?

If you aren’t talking to a potential decision maker, then the purpose of this call is to find out who that person is and how you can get in touch with them.

More resources on working with gatekeepers:

Qualifying Question

[Ask a qualifying question to gather information about their current situation.]

Examples
  • When was the last time your website was rebuilt?
  • On a scale from 1-10 how satisfied are you with the results you get from your current website?
  • Is there anything you would do different the next time you rebuild your website?

Social Proof

We launched a new website for [name] and helped them bring in [amount] new clients that resulted in [amount] of new revenue last month.

Free Offer

We offer a complimentary website review, what this means is that we’ll take a look through your website and send you over a report with our findings. Would you be interested in a free website review?

Continue below for free tools that provide website reviews.

Close

Ok, great! May I get your email so I can send you the report once it's completed?

Complete Script Visualization

Complete Script Success Flow

Hi [prospect name], this is [rep name] from [company name]. We recently helped [other local business] with the launch of their new website.

Are you the best person to talk to about your website?

[ask a qualifying question]

We launched a new website for [name] and helped them bring in [amount] new clients that resulted in [amount] of new revenue last month.

We offer a complimentary website review, what this means is that we’ll take a look through your website and send you over a report with our findings. Would you be interested in a free website review?

Ok, great! May I get your email so I can send you the report? [gather email address]

You can customize and use this script interactively

Watch below for a brief example of using this script with Compass, our sales script software that allows you to create and use call scripts interactively.

Example of using the script interactively with Compass call script software

Get started with Compass today. You can customize and use this script or build your own from scratch. Also, be sure to check out our script template library for more options.

Customize and use this script interactively

Use this script Graphic displaying a small piece of a script diagram

What's next after this call?

After you've had a quick chat and got their email address, it's time to do some research and send them a review of their website. This review will be a starting point for another conversation. Be patient and put in the leg work, it takes more interactions than you might think to make a sale.

You could put together your own website review or choose from one of the free tools available. Here's a few options:

Website Grader by Hubspot

The free website grader that Hubspot provides is somewhat minimalistic, but as a software developer, I'd say it checks the most important elements with performance, mobile friendliness, and security.

Tip: The email field is optional, just enter your website's domain name and get your report instantly.

Website Review Tool by WooRank

WooRank offers a highly detailed website review and it's likely the best on the market, but they'll only let you check one domain for free. You'd save a lot of time using a tool like this, opposed to manually creating your own reports.

Pagespeed Insights by Google

Google offers a valuable and completely free tool for checking a website's performance and speed for both desktop and mobile devices. This tool produces fairly technical results, so it wouldn't be the most client-friendly report. But it can give you a general sense of how their website performs.

Your next phone conversation should be about showcasing your knowledge and expertise on the topic of great web design. You want to build a trusted relationship and provide massive value during every interaction.

Here are a list of several modern web design features that could be converation starters during your next chat:

  • Is their website mobile friendly? Use Google Chrome to simulate mobile devices
  • Is their website secured with HTTPS?
  • Could they benefit from an online booking system such as Checkfront?
  • Are they using analytics tools to track conversions?
  • Are they using a call tracking tool such as CallRail or CallFire?
  • Are any pages or features broken on their website?

I hope you found this article useful. Let us know if you have any feedback. And be sure to check out our script template library for more options. Cheers!

About Compass

Compass is a interactive sales script software. We provide the tools you need to continuously test, measure, and improve what is said on the front lines. Learn more.

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