Cold Calling Script for Web Designers (UK)

Before you call: the UK rules

Live sales calls to businesses are legal in the UK, but PECR sets four rules every caller must follow, according to the ICO's business-to-business guidance:

1. Screen every number against both registers. Sole traders and some partnerships register on the TPS (Telephone Preference Service); companies, LLPs and other corporate bodies register on the CTPS. You can't make marketing calls to a registered number unless that business has told you it's happy to receive your calls.
2. Say who's calling, and give a contact address or freephone number if asked.
3. Don't withhold your number. Your number, or another number they can call back on, must be displayed.
4. Keep a do-not-call list. If anyone says they don't want your calls, add them and never call again.

Recorded or automated sales calls need prior consent, so every call in this guide is a live call made by you. The guide to UK cold outreach rules covers email, texts and social media messages too.

The structure of a good call

A first call to a small business owner should take under two minutes. You're not selling a website on this call; you're earning permission to show them a mock-up. Most businesses without a website are reachable by phone: 88.4% of the no-website listings in our UK data include a number.

The script

Read it aloud a few times, then put it in your own words. A script that sounds read out loses the owner in the first ten seconds.

OPENER
"Hi, is that {First name}? It's {Your name} from {Your business}, a web designer in {Town}. Have you got a minute, or is now a bad time?"

(If it's a bad time: "No problem. When's quieter for you?" Note it, and call back then.)

THE OBSERVATION
"I was looking at {service} in {Town} and noticed {Business} doesn't have its own website. Your Google listing is great ({number} reviews), but there's nowhere to see your prices or {book / order / get a quote}."

THE QUESTION
"Is a website something you've thought about, or does most of your work come through {word of mouth / the booking app / Facebook}?"

(Listen. Whatever they say, ask one more question about it.)

THE OFFER
"Here's what I'd like to do. I'll put together a free mock-up of a homepage for {Business}, with your real services and prices, so you can see what it would look like. No obligation. If you like it, we can talk. If not, it's yours to keep."

THE CLOSE
"Would it be OK for me to email it over? What's the best address?"
"Great. I'll send it by {day}. Can I give you a quick call on {day} to hear what you think?"

The close does two jobs. It gets you an email address, and it gets the owner's agreement to receive the mock-up by email, which matters for sole traders, who need to have consented before you email them about your services.

Answers to common objections

An objection isn't a no; it's usually the owner telling you what they care about. Acknowledge it, then answer it briefly.

“We get all our work through word of mouth.”

“That's a great position to be in. When someone recommends you, what does the person do next? Most people look the business up before they call, so a simple site makes sure what they find matches what they've heard.”

“We've got a Facebook page.”

“Your page looks good. The catch is that people searching Google for {service} in {Town} rarely see Facebook posts, and your prices and hours are hard to find. A website can pull in your latest posts, so there's nothing new to keep updated.”

“Customers book through Booksy (or Fresha, or Treatwell).”

“Keep it. The website would have a Book now button that goes straight to your booking page. The difference is that people searching your name land on your page first, not a marketplace listing next to other shops.”

“How much is it?”

“It depends on what you'd want it to do. Most of my sites for {trade} are between {low} and {high}. Let me send the mock-up first, so we're talking about something real.” Know your numbers before you call; the UK website pricing guide helps.

“Just send me an email.”

Often a polite brush-off, but it's also consent to email them. “Will do. What's the best address? I'll include the mock-up, and I'll give you a quick ring on {day} to see what you think.”

“My nephew is doing one for us.”

“Great, it's good to have someone you trust. If it would help, I'm happy to send the mock-up anyway, as some ideas for them to use.” Then note it and check back in a few months.

“Not interested.”

“No problem at all, thanks for your time.” End the call, and if they ask not to be called again, add them to your do-not-call list.

Voicemail script

Keep it under 30 seconds, say your number twice, and say when you'll call back.

"Hi {First name}, it's {Your name} from {Your business}, a web designer in {Town}. I noticed {Business} doesn't have its own website yet, and I've got an idea for a simple homepage I'd like to show you. I'll try you again on {day}, or you can reach me on {your number}. That's {your number}. Thanks."

Walk-in version

For shops, salons, cafés and barbers, a visit at a quiet time often works better than a call. Bring a printed mock-up of their homepage, with a QR code linking to the live version and your number on the back.

"Hi, sorry to interrupt. Is the owner around? ... I'm {Your name}, a web designer just up the road. I noticed you don't have a website, so I made a quick mock-up of what one could look like for you." (Hand over the printed page.)

"There's a QR code on the back that opens the live version. No obligation at all. My number's on there if you'd like to chat when you're less busy. When's usually quiet for you?"

When to call each type of business

Calling during the rush is the fastest way to a no. These windows come from the industry guides:

Common mistakes

Quick reference

Common questions

Sources

• ICO: Business-to-business marketing
• ICO: Telephone marketing
• Telephone Preference Service (TPS and CTPS)