Prepare your cold call script
Fill every bracket before dialing. Practice the opening aloud until it feels natural. The “Them” replies are practice examples, rather than predictions.
Have one finding and its page ready. Use the website audit checklist to check a missing call link or another visible issue. Confirm uncertain findings before mentioning them.
Listen before continuing the script
Pause when the owner shares something useful. Ask about a rebuild if they mention it, and accept a no. Let their answer guide the conversation.
When the owner picks up
Name yourself, the business and one checked finding. Ask whether now suits them. Be ready to explain the issue briefly.
- You
Hi [First name], it’s [Your name] from [Your business]. I checked [Business name]’s website on my phone and noticed [Specific finding]. Have you got a moment?
- Them
What did you find?
- You
On [Page name], [What you checked]. I help [Type of business] make it easier for visitors to [Customer action]. How do most people contact you now?
- Them
They usually call us.
- You
That helps. I can send a short page showing the call button change I’m thinking of. Would that be useful?
Use this with the website decision maker. Ask what matters most if they raise another concern.
When the front desk answers
Ask how to reach the website decision maker. The front desk may know the problem well. Don’t pretend you know the owner.
- You
Hi, I’m [Your name] from [Your business]. I’m calling about [Specific finding] on your website. Who handles website changes at [Business name]?
- Them
The owner does, but they’re out.
- You
Thanks. I have a short note about making [Customer action] easier on a phone. What’s the best way to get it to them?
- Them
Send it to [Business email].
- You
I’ll do that. Who should I address it to?
Save the name and contact route provided. Never say the owner expects your call unless that is true.
A short voicemail
Give one reason to call back. Say contact details slowly enough to write down. Leave the full offer for a conversation.
- You
Hi [First name], it’s [Your name] from [Your business]. I noticed [Specific finding] on [Business name]’s website and have a small change to suggest. Would you like an example? My number is [Your phone].
Repeat your number if needed, then finish. Log the attempt so you don’t repeat the same voicemail tomorrow.
Call after pitch page activity
A recorded Attunr pitch visit means someone opened the link, possibly after forwarding. It doesn’t identify the reader. Talk about your page without claiming the owner read it.
- You
Hi [First name], it’s [Your name]. I sent a page about [Specific finding] on your site. Is now a good time for a quick question?
- Them
I saw the email. What was the main thing?
- You
The [Page name] makes [Customer action] hard on a phone. I’d start with [Small fix]. Is that something customers have mentioned?
- Them
We do get asked about that.
- You
I can walk you through that part of the page. Would [Day and time] work?
Use after pitch page activity when there’s no reply. Offer to resend if needed. Tracking excludes teammates and Quebec leads.
A call after a referral
Ask permission to name the shared contact. Explain why they introduced you, then ask about the owner’s needs. A referral doesn’t mean they agreed to meet.
- You
Hi [First name], I’m [Your name]. [Shared connection] suggested I speak with you about [Website need]. Is this a good time?
- Them
Yes, they mentioned you. What do you do?
- You
I build websites for [Type of business]. I looked at [Business name] and noticed [Specific finding]. What are you hoping to change?
- Them
We want people to request quotes online.
- You
That gives us a clear place to start. Could we set a short call to look at your quote page together?
Use a real introduction and follow the owner’s stated need. Don’t share confidential details from the referrer.
Agree a meeting with a purpose
Recap the owner’s priority. Suggest a website walkthrough with a clear purpose. Ask who should join before sending details.
- You
You said [Their priority] matters most. I can show you [Relevant example] and ask what the new site needs to include. Would [Day and time] suit you?
- Them
Yes, that works.
- You
Great. I’ll send the details to [Email]. Who else should join us?
- Them
My business partner.
- You
I’ll include them. We’ll focus on [Their priority] and the next step. What’s their email?
Confirm the time zone and email. Send a recap using the follow-up email templates, including the agreed time and topic.
Six short answers to objections
“I’m busy right now”
Understood. Is there a better time for a short call, or would a note about the page be easier?
“We already have someone”
That makes sense. I can send the finding for you to pass on. Would that help?
“Send some information”
Happy to. I’ll keep it to the issue on your site. What’s the best email?
“There’s no budget”
Thanks for saying. Is this something to leave for now, or are you still working out what needs doing?
“Our website is fine”
It may be doing what you need. I noticed one detail on [Page name]. Would you like to see it?
“We get work by referral”
Good to know. When a referred customer looks you up, does the website give them the right next step?
Practice and review connected calls
Practice a rushed owner, a wrong contact and a no with a teammate. After calls, save the finding, answer and agreed action.
Judge wording from conversations, rather than unanswered rings. Change one line when people repeatedly misunderstand the same point.
Bring one useful finding to the call
Check websites and save notes and outcomes in Attunr. Use your own phone or calling app. Start free with no card.