Pitching website work to local businesses is hard because every owner has heard "I can build you a better website" a dozen times. The emails below work around that by pointing at something specific about their business, keeping the ask small, and making it easy to say yes or no.
Each template uses merge tags written exactly as they are filled in when sending: {{params.name}} for the business name, {{params.firstname}}, {{params.website}}, {{params.city}} and {{params.category}}. Before you paste, read the notes under each one. The template gets you started; the one specific line you add is what earns the reply.
Before you write: pick a list you can be specific about
Generic emails come from generic lists. Pick one category in one or two cities, such as dentists, restaurants or vets, so you can talk about problems that category actually has. A restaurant cares about menus and bookings on mobile. A veterinarian cares about appointment requests and emergency hours being easy to find.
For each business, spend 60 seconds on their site and note one real thing: no mobile layout, a broken contact form, an old copyright year, no booking button, a slow first load, or no website at all. That note becomes your first line.
If you build your list from Google Maps, you can pull business name, category, city, website and any public emails and owner names in one go. GetClient does this and lets you send the campaign from the same place, so you are not exporting between tools. Our comparison of Google Maps scrapers covers other options too.
Template 1: The specific observation
Best for businesses with an outdated or broken site.
Subject: Quick note about {{params.website}}
Hi {{params.firstname}},
I was looking at {{params.name}}'s website on my phone and noticed [specific issue, e.g. the menu runs off the screen and the call button doesn't work].
For a {{params.category}} in {{params.city}}, that's often the first thing a new customer sees before deciding whether to call.
I build websites for local businesses and could fix this without a full rebuild. Want me to send a short screen recording showing what I mean?
[Your name] [Your business], [phone]
Note: Never send this with the bracket unfilled. If you can't find a real issue, use a different template.
Template 2: No website at all
Subject: {{params.name}} on Google
Hi {{params.firstname}},
I found {{params.name}} on Google Maps while searching for a {{params.category}} in {{params.city}}. You have good reviews, but there's no website linked, so people who want to check your hours, prices or photos have nowhere to go.
I build simple, fast sites for local businesses: one to five pages, mobile friendly, with your hours, services and a way to contact you.
Would it be useful if I mocked up a homepage for you, free, so you can see what it might look like?
[Your name]
Note: Filter your list for businesses with no website field. Find their email from their Facebook page or listing.
Template 3: The free mockup offer
Subject: Made something for {{params.name}}
Hi {{params.firstname}},
I took 20 minutes and sketched a new homepage for {{params.name}} based on your current site at {{params.website}}. Main changes: [one or two, e.g. booking button at the top, clearer list of services].
Happy to send it over, no strings. Just reply "send it".
[Your name]
Note: Only send this if you will actually make the mockup. Keep it to one screen so it stays a 20-minute job.
Template 4: The local angle
Subject: Another {{params.city}} business owner
Hi {{params.firstname}},
I'm a web designer based in {{params.city}} and I work mostly with {{params.category}} businesses here. I'd rather help someone down the road than a company I'll never meet.
I had a look at {{params.website}} and one thing stood out: [specific point].
If you're open to it, I'd be happy to buy you a coffee and walk you through a couple of quick fixes. Worth a chat?
[Your name]
Note: Only use this if you really are local. Owners will check.
Template 5: The niche specialist
Subject: Websites for {{params.category}} businesses
Hi {{params.firstname}},
I build websites only for {{params.category}} businesses, so I know what your customers look for: [2 or 3 things, e.g. opening hours, online booking, insurance accepted].
On {{params.website}}, [one of those] is hard to find on mobile. That's a fixable problem.
Can I send you two examples of sites I've built for similar businesses?
[Your name]
Note: Works best once you have real examples. Niches like optometrists or coaches have clear must-haves you can name.
The follow-up sequence
Set these as separate steps with a delay of a few days between each. A gap of three to four days is a reasonable rule of thumb, not a fixed rule. In GetClient's flow builder you can branch on If Opened or If NOT Opened, so people who never opened can get a fresh subject line.
Follow-up 1 (3 days later, same thread)
Hi {{params.firstname}}, just bumping this up in case it got buried. Happy to send the [recording / mockup / examples] if useful.
Follow-up 1b (for people who didn't open)
Subject: {{params.name}} website idea
Hi {{params.firstname}},
Short version: I noticed [specific issue] on {{params.website}} and have a simple fix in mind. Want me to send it over?
[Your name]
Follow-up 2 (4 days later, the breakup)
Hi {{params.firstname}},
I'll stop here so I'm not cluttering your inbox. If the website ever moves up your list, just reply to this and I'll pick it up.
All the best with {{params.name}}.
Three or four emails in total is plenty. After that, move on.
Checklist before you send
- Personal line filled in on every email that has a bracket. Preview a few at random.
- Merge tags match your columns. If a lead has no first name, use a fallback greeting like "Hi there" or remove the field from that template.
- Emails verified. Bounces hurt your sending reputation. Run verification on the list first.
- Unsubscribe option included. Add an unsubscribe link and honour opt-outs. Rules differ by country, so check what applies to you with our outreach compliance checklist. This is not legal advice.
- Sending volume kept modest per account per day, especially on a new account. If you need more volume, read about rotating multiple sending accounts.
- Reply plan ready. Decide what you'll send when someone says yes: the mockup, a call link, or your price range.
To keep this a habit rather than a one-off, block time each week using a weekly prospecting plan. If you want to try the whole flow, from Maps search to verified list to sequence, new GetClient accounts get 100 free credits with no card needed; see plans and credits.