Most sales close on the 5th-12th follow-up. This page covers every follow-up scenario — from "not right now" cold prospects to past clients who haven't bought more yet.
Trigger: prospect responds but says timing is wrong, or goes quiet after showing initial interest. Tag them in Prospect Rocket as "Not Right Now" and this sequence fires automatically.
| Day | Touch | Content Goal |
|---|---|---|
| Day 30 | Email — check-in + helpful tip | Stay visible, add value, no hard ask |
| Day 45 | Email — success story | Social proof from a similar trades business |
| Day 60 | Email or SMS — "anything changed?" | Reopen the conversation gently |
| Day 90 | Email — final gentle offer | Last touch before moving to cold archive |
| Day 180 | Email — seasonal/timely | Reconnect with something topical |
Subject: Quick tip for [Business Name]
Hey [First Name],
Just a quick note — no sales pitch, I promise.
One thing I see costing trades businesses calls all the time: their phone number on their website isn't set up as a tap-to-call link on mobile. If someone pulls up your site on their phone and can't tap the number to dial, a lot of them just leave.
That's a 2-minute fix if you're using WordPress. If you want, I can check your site and tell you if it's set up correctly — no charge.
Hope business is good,
Kegan | Post & Beam Studios
Subject: What happened when an HVAC company fixed their website
Hey [First Name],
Thought this might be relevant since we talked about your website a while back.
I recently worked with an HVAC company in mid-Michigan whose site was loading in 9 seconds on mobile and had a broken contact form. After we cleaned it up — faster load time, fixed form, mobile-friendly — they started getting 3-4 more quote requests per week through their site alone.
Not saying that'll be the exact result for [Business Name], but the problems I found on your site were similar. The audit I put together is still there if you ever want to revisit it.
Kegan
Subject: Checking back in — [Business Name]
Hey [First Name],
It's been a couple months since we connected about [Business Name]'s online presence. Wanted to check in — has anything changed on your end?
Sometimes things just need the right timing. If it's a better time now, the audit I put together is still current — and the offer stands.
If nothing's changed, no worries. Just wanted to make sure I wasn't dropping the ball on my end.
Kegan
Subject: Last note from me — [Business Name]
Hi [First Name],
I'll keep this short — last note from me for a while. I don't want to be in your inbox if it's not helpful.
If your website or online presence ever becomes a priority, I'm here. I work specifically with trades businesses in mid-Michigan and keep things simple and affordable.
postandbeamstudios.com | [phone] | [email]
Take care,
Kegan
After a project is complete and paid, stay in touch. These clients already trust you — they're your easiest future sales.
| Day | Touch | Purpose |
|---|---|---|
| Day 7 post-launch | Check-in: "How's everything looking?" | Catch any issues early, plant upsell seeds |
| Day 30 | 30-day SEO update email | Show early progress, demonstrate ongoing value |
| Day 60 | Light check-in + relevant tip | Stay top-of-mind |
| Day 90 | Upsell conversation (if haven't added services) | Natural timing — 90 days post-launch is when results are visible |
| Quarterly | SEO/GBP performance summary | Demonstrate ongoing value of your work |
| Annually | Annual website health review offer | "It's been a year — let's see if anything needs updating." |
Subject: Quick check-in — how's the site looking?
Hey [First Name],
It's been about a week since your [website/GBP] went live — just wanted to check in and make sure everything's working well for you.
Anything you'd like adjusted or any questions come up? Also, have you had a chance to share the site with anyone yet?
Kegan
Subject: Quick update on [Business Name]'s site
Hi [First Name],
It's been a while since we worked together on [Business Name]'s [website/GBP]. I took a quick look at it today to see how things are holding up.
[Add one specific observation: "Your Google rankings have improved — you're now showing up for 'plumber [City]'" OR "I noticed your site hasn't been updated in about 6 months — a few plugins are outdated, which can cause security issues."]
Happy to do a quick update pass if anything needs attention. And if there are any other services we haven't talked about yet — social media, Google optimization — I'm happy to walk you through what those would look like for your business.
Kegan | Post & Beam Studios
If you're not fully automated yet, use Google Calendar or Vikunja (your self-hosted task manager) to set reminders: