00
Who you're calling
Owner-operators of high-ticket local trades — 8+ five-star reviews, no real website (or Facebook-only). The owner answers his own phone. Busy, skeptical of salespeople, proud of his name.
RoofingConcreteLandscapingHVACAuto detailingWrapsPool / RemodelTree service
What you sell: a ~$1,200–2,000 one-time build + optional $99–199/mo care plan. You build fast — the demo is often live before the call ends. Sell the demo, not the idea.
01
Cold-call script
Peer, not vendor. Slow down. You're a local guy who noticed something — not a call center. Lead with their reputation, hit the gap, then shut up.
Open — the gap · first 15 seconds
"Hey, is this [owner name / the owner]? — Hey [name], my name's Kevin, I'll be quick. I'm not selling you leads or ads, promise. I was looking at [trade] guys in [city] and yours stood out — you've got [# of reviews] five-star reviews, more than most shops around there.
Here's why I called: I went to pull up your website to send a buddy your way… and there isn't one. You show on the map, but the second somebody Googles '[trade] in [city]' and wants to look at your work before they call — there's nothing there. They land on the next guy instead.
You already did the hard part — the reputation. You're just losing the people who check you out online first. That's the whole reason I called. Got 30 seconds for me to show you what I mean?"
▸ Then STOP. Let it land. Don't fill the silence.
Discovery — earn the right to pitch
- "Where do most of your jobs come from right now — referrals, the map, repeat customers?"
- "When someone does want to see your work — a roof, a yard, a fence — where do you send them?" (usually: "I text them photos" → that's the wound)
- "Roughly what's an average job worth to you — [$X]? Okay, so one extra job pays for this ten times over."
Pitch — short, concrete
"So here's what I do. I build you a clean, fast site — your work, your reviews, a click-to-call button, a 'get a quote' form that texts straight to your phone. Looks like you've been in business 20 years, because you have. People Google you, see the gallery, trust you, call — instead of bouncing to the next guy.
It's a one-time [$1,200–2,000], not a monthly trap. Live in about a week. And honestly — I already started one for you so you can see it, not just imagine it. Want me to text you the link?"
Close — assume the next step
"Tell you what — I'll text you the demo right now while we're on the phone. Look at it tonight, and if it feels right I'll have you live by [day]. Best number — this one?"
Fallback closes
Soft: "No pressure either way — want me to just send the demo and you tell me yes or no after you see it?"
Urgency (real): "I only take a couple builds a week so they're actually good — want me to hold your spot for this week?"
Price-anchor: "One roof / one pool / one remodel covers this for five years. Worst case, you've got a site that makes you look legit. Want me to send it?"
02
Objection handlers
Rule: agree first, then flip. Never argue. Every objection is really "I don't believe it'll pay." Answer with their money, not your features.
Wall"Nah, I'm good."
The flip
"Totally fair — I'm not trying to fix something that's broken, your shop clearly works. The only thing I'd say is: 'good' is exactly why this stings. You've got [#] five-star reviews and a guy down the street with 6 reviews and a website is showing up above you when people search. You did the work; he's getting the click. Let me just send the demo — if it looks like junk, ignore me. Deal?"
Wall"I get all my work word-of-mouth."
The flip
"That's the best kind — means your work's good. But think about what word-of-mouth is now: somebody says 'call [name], they're great,' and the first thing that person does is Google you to check. If nothing comes up, the referral cools off right there. A site doesn't replace word-of-mouth — it catches it. Right now half your referrals leak out the bottom because there's nothing to land on. That's free money you already earned."
Wall"Too expensive / no money right now."
The flip
"I hear you, and I wouldn't pitch you if it didn't pay for itself. What's one [roof / pool / remodel / detail package] worth — [$X]? So one job covers this, and after that it keeps feeding you. It's a one-time [$1,200–2,000], not a subscription. If it helps, I'll split it — half now, half when it's live and you've seen it work. I'm not asking you to gamble."
Wall"I don't have time for this."
The flip
"That's exactly why I built it this way — you don't do anything. I pull your reviews, your photos off your Google page, write all the copy, hand you a finished site. Most I'd need is maybe 10 minutes for a few job photos — and I can mostly pull those myself. You stay on the tools; I handle the screen. Time's the reason to do it, not skip it."
Wall"I had a website before / tried it, didn't work."
The flip
"Yeah — most of those were a $5,000 agency thing nobody updated, or a DIY builder that looked like a template and never showed up on Google. That's not this. This is fast, loads in a second, built to actually rank for '[trade] [city],' reviews and a call button front and center. The old one didn't work because nobody set it up to bring you calls. I do. Let me send the demo — you'll see the difference in 5 seconds."
Wall"Let me think about it / call me back."
The flip
"Of course — and I'd rather you decide on something real than something I described over the phone. No pressure: I'll text you the live demo right now. Sleep on it, look tomorrow with coffee. If it's a no, text me 'no' and you'll never hear from me again. If it's a yes, you're live by [day]. Fair? — Best number for the link?"
Bonus"Just send me some info / email it."
The flip
"Happy to — but a PDF won't show you much. What'll actually sell you is seeing your own site, so let me text you the live demo instead of a brochure. Takes 10 seconds to look. Cool?"
Bonus"Who are you? / Are you local?"
The flip
"Fair question — I'm Kevin, FLUXATH, I build sites for trade guys specifically. Not an agency with 50 clients; I do a handful at a time so they're actually good. I called you because your reviews stood out, not because I'm dialing a list. Want to see the demo and judge me by the work?"
03
Pricing & proposal
One page. Fill the blanks, text it or hand it over. Anchor on jobs won, not features.
Proposal — [Business name]
Trade ______ · City ______ · Date ______
Kevin — FLUXATH
[phone] · [email]
You've got [#] five-star reviews and no website. Here's how we fix that — and start catching the jobs you're currently losing on Google.
What you get — Website build · one-time
- Custom [3–5] page site — Home, Services, Gallery/Work, Reviews, Contact
- Mobile-first, loads under 2 seconds (most customers are on a phone)
- Click-to-call button + "Get a Quote" form that texts straight to you
- Your Google reviews pulled in and shown front and center
- Photo gallery of your work (pulled from your Google page; add more anytime)
- Written for you — every word, every service, your area
- Google-ready — built to rank for "[trade] in [city]" + Google Business link
- Domain setup (yourname.com) + SSL — the padlock that says "trust me"
One-time build$__________
Typical $1,200–2,000 · 50% to start, 50% when it's live and you've seen it.
Optional — Care & Hosting · monthly
- Hosting, security, SSL, backups — stays fast and online
- Up to [2] content/photo updates a month (new jobs, seasonal offers)
- Google Business profile kept fresh
- Monthly check-in: where your calls are coming from
- Priority text support — something breaks, fixed same day
Monthly care$__________
Typical $99–199/mo · cancel anytime.
The math — their numbers
| Your average job | $__________ |
| Build cost | $__________ |
| Jobs to break even | less than one |
| Live by | __________ |
Bottom line: one extra job pays for the whole thing. Everything after is profit. Reply "yes" and I start today. — Kevin