Sales Call Script — Website + SEO Offer for Local Businesses

Last updated: 2026-05-12

This script is designed for a 20–30 minute call selling a website build plus local SEO package to a local service business (plumber, roofer, HVAC, landscaper, etc.).

Adapt the specifics to the niche. The structure does not change.

Pre-Call Setup

Before dialing, have the following pulled up:

• Their current website (or note that they have none)
• Their GMB listing — map pack position and review count
• Top 3 competitors ranking above them for the main keyword
• Your demo site for their niche (if applicable)

Script

Opener

"Hey, is this [Name]? ... Hey [Name], this is [Your Name] calling from [Your Agency]. I don't know if you remember, but I reached out to you [by text / by email / through your website] about your online presence. Got a couple of minutes?"

If they say yes:

"Awesome. I'll be quick. I was looking at your business online today and I found some things that I think are costing you leads. Can I share what I found?"

If they say "what's this about" or sound hesitant:

"Totally fair — I'm not here to waste your time. I do marketing for [niche] businesses in [area] and I noticed some gaps on your end that your competitors are already capitalizing on. Took me about five minutes to spot them. If it's not relevant, you'll know in 60 seconds and we can hang up. Deal?"

Pain Questions

"First — how are you getting most of your leads right now? Is it mostly word of mouth, or are you doing any marketing?"

Let them answer. Then:

"And when someone Googles '[service] in [city],' are you showing up? Have you checked lately?"

Let them answer. If they don't know:

"Mind if I show you? ... So when I search '[keyword]' right now, the top three results are [Competitor A], [Competitor B], and [Competitor C]. You're not on this page. That means every person searching for this — which is hundreds of searches a month in [city] alone — is going to one of your competitors first."

Pause. Let that land.

"How much is one new customer worth to your business — just on that first job?"

Get the number. This anchors your pricing.

Demo Pivot (if you built a demo site)

"So here's what I did. I put together a sample site for a [niche] business — it's nothing special yet, no photos of your work, no reviews — but it gives you an idea of what we build. Can I text you the link?"

Send the link mid-call. Ask:

"Can you pull that up? ... What do you think of the design?"

Use their reaction as a buying signal. If they like it: "This is what we'd build for you, customized with your branding, your photos, and your reviews."

The Pitch

"Here's what we do. We build you a professional website that's designed specifically to rank in [city] for your main service keywords. Then we handle the GMB optimization, citations, and content so you start showing up in the map pack.

Most of our clients in [niche] are getting [X] calls a month within 60–90 days. The goal is simple: you get more calls from people already looking for what you do."

Pricing Anchor

"So the question is, does this make sense for your business? Based on what you told me — [number] new clients a month at $[deal value] each — if we get you just [X] new clients from the site, that's $[math]. Our setup fee is $[setup] and then $[monthly]/month ongoing.

Most clients pay that back in the first 30 days. Does the math work for you?"

Wait for their response. Do not fill the silence.

Close Attempts

If they say yes:

"Perfect. I'll send over the agreement and get the deposit invoice over. Once that's in, we start building within [X days]. Sound good?"

If they say "I need to think about it":

"Of course. What part are you still working through — is it the price, the timeline, or something else?"

Identify the specific concern and address it directly. See [[objection-handling-library]].

If they ask for time:

"I get it. Here's what I'll do — I'll hold your spot for 48 hours. After that the price goes up because we're adding [feature or volume pricing rationale]. Can we lock you in now?"

Soft Close (if hard close doesn't land)

"No pressure at all. Let me send you a one-page summary so you've got everything in writing. What's the best email for you?

And let's just put 20 minutes on the calendar for [day] so I can answer any questions after you've had a chance to look it over. Does [day/time] work?"

Always leave with a scheduled next step. "I'll reach out" is not a next step.

Niche Adjustments

| Niche | Key Pain Point | Stat to Drop | |---|---|---| | Plumber | Emergency calls go to whoever ranks first | "73% of plumbing searches result in a call within the hour" | | Roofer | Storm season window | "Most homeowners pick the first 3 companies they can find" | | HVAC | Seasonal peaks | "August/January traffic spikes — if you're not ranking, you miss the whole wave" | | Landscaper | Spring book-out | "Companies with GMB reviews get called before ones without" |

Related Topics

• [[discovery-call-framework]]
• [[objection-handling-library]]
• [[cold-call-permission-script]]
• [[no-show-rebooking-with-demo-site]]