Send the report as soon as someone expresses interest
Don't wait. When someone replies or calls back, have the audit ready within 24 hours (ideally same day). Speed = professionalism.
Report Delivery Email
Subject: Your free website audit is ready — [Business Name]
Hi [First Name],
As promised, I put together a quick audit for [Business Name]. I've attached it here.
The short version: there are [X] specific issues that are likely costing you calls from new customers, but they're all fixable. The audit walks through each one with screenshots and what I'd do to fix it.
I could have everything cleaned up within [X] business days for [$XXX]. If you want to move forward, just reply and I'll send over a simple one-page agreement.
If you'd rather talk through it first, I'm happy to do a quick 10-minute call — whatever's easier for you. You can reach me at [your number] or just reply here.
Kegan Ball Post & Beam Studios postandbeamstudios.com
Step 2: The Sales Call Script
Full Sales Call Script
YOU: Hey [First Name], thanks for taking the time. Did you get a chance to look at the audit I sent over?
[If yes]
THEM: Yeah, I looked at it. [Usually mentions something specific]
YOU: Good. So the big things I found were [restate 2-3 biggest issues in plain language]. The good news is this isn't a massive overhaul — I can fix all of it without rebuilding your whole site. [Or: "For a full rebuild, it's $800 and I write all the content for you."]
[Let them ask questions. Answer directly. Don't oversell. Pauses are okay.]
Transition to price:
YOU: Based on what I found, I'm thinking [$XXX] covers everything. That includes [briefly list main deliverables]. I can have it done in [X] business days.
If they go quiet or hesitate:
YOU: Does that price work for you, or is there a number that would make more sense?
(Asking this is fine — it opens a negotiation and most prospects will tell you if price is the sticking point)
Closing:
YOU: If you want to go ahead, I'll send over a one-page agreement and an invoice for the deposit. Once I get those back, I'll get started right away. Sound good?
Objections, FAQs & Rebuttals
How long will this take?
Most cleanups are done in 3-5 business days. New sites take 7-10 business days. I'll give you a specific date before we start, and I'll keep you updated along the way. You get to review everything before it goes live.
What do you need from me?
Just your website login credentials and your logo file if I don't have it. I handle everything else. If I need anything specific, I'll ask — but my goal is to take this completely off your plate.
What if I don't like what you build?
Every project includes at least one round of revisions. If there's something you want changed, just tell me and I'll fix it at no extra charge. I won't push anything live without your approval first.
Can I think about it?
Absolutely, no rush. Take the time you need. I'll follow up in a few days to see where you're at. If you have questions in the meantime, call or text me — I'm easy to reach.
Why should I pay you instead of going to one of the big website companies?
The big companies sell templates to thousands of businesses at once. You won't get a custom site — you'll get a version of a site they built for 50 other plumbers. I build yours from scratch, understand your trade, and you can always reach me directly when you need something changed. No tickets, no overseas support, no lock-in.
I had a bad experience with a web developer before.
I hear that a lot. What happened? [Let them explain] I understand why that would make you hesitant. Here's how I work differently: everything is in writing before I start, you see the work before it goes live, I don't disappear after payment, and there's no contract locking you in. If you're not happy, you don't pay the balance. That's how I'd want to be treated.
My nephew/cousin/friend does websites — I'll just have them do it.
That's totally fair — if they're available and know what they're doing, that could save you money. The issue I usually see is trades business owners end up waiting months, or the site gets built but nobody maintains it. If that happens, I'm here. And if you want to compare what they'd do vs. what I offer, happy to walk you through it.
Do you have a contract? I don't want to be locked in.
No long-term contracts — that's one of our core values. For one-time projects like a website, there's a simple one-page agreement that covers scope, price, and timeline. For social media management, it's month-to-month — cancel anytime with 30 days notice. You stay because the service works, not because you're stuck.
I'm really busy right now — can we do this in the spring / after the busy season?
Absolutely — I'll put it on the calendar and reach out then. One thing worth considering though: your website is working (or not working) 24/7 whether you're busy or not. The slow season is actually the best time to fix it so it's generating leads when you need them most. But if spring works better, no problem.
What to Say When They Ask About Reviews or Portfolio
You're just starting out. You don't have Google reviews or a client portfolio yet. That's okay — here's how to handle it honestly without losing the sale.
Do you have any Google reviews? Can I see your ratings?
Honest answer: "I'm relatively new to running my own agency — I spent 20+ years doing this work for other companies, and now I'm doing it independently. I don't have a lot of Google reviews yet, which is actually one reason I keep my prices lower than bigger agencies. I let the work speak for itself — I'm happy to show you exactly what I'd build for you before you commit to anything."
Optional add-on: "I'd also be happy to let you talk to a couple of people I've already worked with." (Even if it's just a friend or family member whose site you built for free — get one or two informal references.)
Can I see examples of your work / your portfolio?
Honest answer: "I'm building my portfolio right now. What I can do is build you a mockup of what your site would look like — completely free — so you can judge my work directly rather than looking at what I've done for someone else. That way you know exactly what you're getting before you spend a dollar."
Bridge offer: Offer to build a one-page demo mockup for them as part of your sales process. This takes you 1-2 hours and converts at a very high rate — they see their own business looking great and want to buy it.
Getting your first reviews fast: Do 2-3 projects at a deeply discounted rate (or free) for people in your network — a friend's business, a neighbor's plumbing company, a family member. Deliver great work, ask for a Google review. Three honest 5-star reviews changes the conversation completely.
Pricing Decisions
Your listed prices are starting points. Here's how to handle common pricing situations:
Situation
How to handle
Cleanup scope is small (1-2 fixes)
Price at $250 — be upfront that it's on the low end because the scope is limited
Cleanup scope is large (5+ issues)
Price at $450-$500 — itemize in the proposal so they see the value
They want to negotiate price down
"I can work with you on price — what would make this work for you?" Then reduce scope rather than margin if possible
Should I charge for SSL setup separately?
No — bundle it in. Itemizing $0 SSL (Let's Encrypt is free) looks cheap. Just include "SSL security setup" as a feature.
Should I charge for hosting?
Yes — $25-$50/mo for white-label hosting on your Hetzner server is a fair recurring revenue item. Frame it as "managed hosting — I handle everything."
Should I charge for logo design?
Yes — $150-$300 as an add-on. Mention it during intake if they don't have a real logo.
Should I charge for photos?
Photography is a separate skill. Suggest they take their own on a smartphone (you can advise what to shoot) or use professional stock. If you can go on-site, charge $100-$200 for a few hours of basic photography.
Deposit Policy
Standard policy: 50% deposit upfront, 50% on completion. This is industry standard, protects you from clients who disappear, and confirms their commitment to the project.
Service
Deposit
Balance Due
Website Cleanup ($250-$500)
50% ($125-$250)
On delivery/approval
Starter Website ($800)
50% ($400)
Before final launch
Professional Website ($1,500-$2,500)
50% ($750-$1,250)
Before final launch
GBP Setup ($150)
100% upfront
N/A — small project, low risk
GBP Optimization ($300)
50% ($150)
On delivery
Social Media Management
First month upfront
1st of each month
Monthly Maintenance ($75)
First month upfront
1st of each month
Full payment upfront? For small projects ($150-$300), it's reasonable to ask for full payment upfront — the scope is small and the risk to them is low. For anything over $300, stick with 50/50. Never let a project go live without full payment received.
Closing the Deal
After verbal agreement — the close sequence
Confirm scope verbally: "So we're doing [service] for [$price], delivered in [timeline]. Does that sound right?"
Send the agreement and invoice via 17hats (or your chosen tool) within 1 hour
Follow up with a confirmation text/SMS: "Just sent over the agreement and invoice to [email]. Let me know if you have any questions!"
Once agreement is signed and deposit received, send the Kickoff Email (see Fulfillment section)
Client Intake Questionnaire
Send this after a prospect says yes but before you start work. Catches everything you need and surfaces upsell opportunities naturally. Use a Google Form or your 17hats workflow form.
Question
Why you ask it
Full legal business name?
For contract/invoice
Owner/contact name?
For communications
Phone + email?
Contact on file
Business address (or service area only)?
For site content + GBP
Do you have a logo? Can you provide the file?
If no → logo design upsell ($150-$300)
Do you have brand colors?
Design direction
Do you have photos of your work? Can you send them?
If no → advise on self-shooting or upsell photography
What services do you offer? (list them)
Site content + GBP services section
What cities/towns do you serve?
Service area pages for SEO
Do you have a Google Business Profile? What's it called?
GBP work assessment
Do you have a Facebook or Instagram page?
Social media upsell assessment
Are you currently getting reviews from customers?
Review strategy need
Who are 1-2 competitors in your area you'd like your site to be as good as or better than?
Design reference + competitive positioning
Any websites you like the look of? (can be any industry)
Design direction
Do you currently have hosting? If so, who with?
Hosting decision — keep theirs or move to yours
Do you have access to your domain registrar (GoDaddy, Namecheap, etc.)?
DNS management for launch
Anything specific you want on the site or want to avoid?