GoodCraft | Tools & Custom Web Development

Sales Page

Copy and references for selling GoodCraft

Guidelines

Do

Research them before reaching out (30 seconds)

Mention something specific about their business

Keep emails under 100 words

Accept "no" gracefully

Offer value first (scan report, insight)

Don't

Use "just checking in" follow-up
(say something useful)

Send generic templates without customizing

Trash-talk their current site

Promise things we can't deliver

Be pushy—it's not who we are

Cold Email #1:
The Scan Report Opener

Hi [First Name], I ran a quick audit on [company website] and noticed a few things that might be costing you—slow load times, some SEO gaps, and a few technical issues that are fixable. Not trying to be dramatic about it. Just figured it's worth knowing. If you're curious, I can send over the report. No pitch attached—just the data. Either way, nice work on [specific compliment about their business/recent news].

Subject Options:

Quick note about [Company Name]'s website

Your site vs. your competitors

Cold Email #2:
The WordPress Pain Point

Hi [First Name], I work with businesses that have outgrown WordPress—the constant updates, security patches, plugins breaking after every update. Sound familiar? We migrate sites to modern platforms (Webflow, Framer) that are faster, more secure, and way less maintenance. Most clients tell us they wish they'd done it sooner. If you're happy with WordPress, no worries. But if you've been thinking about a change, I'd be glad to show you what the switch looks like.

Subject Options:

WordPress giving you headaches?

Quick question about your site

[First Name], quick thought on [Company]

Cold Email #3: Industry-Specific Angle

Hi [First Name], We recently worked with [similar company in their industry] on a full site rebuild. [One specific result—faster load times, better lead capture, etc.] Looking at [their company], I think there's a similar opportunity. Not sure if you're actively looking, but wanted to plant the seed. Happy to share what we did for [similar company] if it's helpful.

Subject Options:

How [Similar Company] redesigned their site

Saw your work at [event/project]—quick thought

Cold Email #4: The "Specific Data" Hook

Hi [First Name], I was just on [Company Website] and noticed it takes about **[X] seconds** to load. I’m not selling SEO or ads. I’m a developer who helps businesses move off old WordPress setups. I suspect your current hosting or plugin setup is bottlenecking your site. I made a quick list of 3 things slowing you down (and how to fix them). Want me to send it over? P.S. Saw you guys just [Specific Compliment] – congrats!

Subject Options:

Quick question about [Domain.com]

Noticed something on [Domain.com]

Cold Email #5: The "Migration" Pitch

I see you’re using WordPress for [Company Name]. Most owners I talk to have a love-hate relationship with it: it works, but the constant plugin updates and security worries are a headache. I specialize in migrating local businesses to **Webflow**. It’s faster, un-hackable, and you never have to click "Update Plugin" again. If you’re open to it, I can migrate a copy of your homepage to Webflow this week, just to show you the difference in speed. Worth a chat?

Subject Options:

[First Name], quick thought on [Company]

Webflow migration for [Company Name]

Follow up emails

First Follow up (3-4 days after initial)

Hi [First Name], Just floating this back up. No pressure—just wanted to make sure it didn't get buried. If timing's off, totally understand. If you'd rather I check back in a few months, just say the word. — [Your Name]

Second Follow-Up (7-10 days after initial)

Hi [First Name], I'll keep this short—wanted to check one more time before I move on. If a website refresh isn't on your radar right now, no problem at all. But if it is, I'm here. Either way, wishing you the best with [their business/project]. — [Your Name]

Final Follow-Up (The Breakup (14+ days, final)

Hi [First Name], I haven't heard back, so I'm guessing the timing isn't right—totally fine. I'll leave you alone after this, but if things change down the road, you know where to find us. Good luck with everything. — [Your Name]

Phone Call Script

Opening (First 15 seconds matter)

Say this "Hey [First Name], this is [Your Name] from GoodCraft. I know I'm calling out of the blue—do you have 30 seconds?" If they say yes: "Great, I'll be quick. We help businesses migrate off WordPress to faster, more modern platforms. I took a look at your site and thought there might be an opportunity. Is that something you've thought about, or is WordPress working fine for you?" If they say no/bad time: "Totally understand. Is there a better time to call back, or would you prefer I send you an email instead?"

Discovery Questions

Ask one or two, not all:

"What's the biggest headache with your current site?"
"How often are you dealing with updates or things breaking?"
"Are you generating leads from the site, or is it more of a brochure?"
"When's the last time you gave the site a real refresh?"
"What would a dream website do for you that this one doesn't?"

Handling Objections

"We just redid our site."
"Nice—how's it working for you so far? If you're happy with it, I won't waste your time. But if there are things bugging you already, that's worth talking about."

"We don't have budget right now."
"Totally fair. Mind if I send you something to keep on file? When budget opens up, you'll have options ready."

"We handle it in-house."
"Got it. If your team ever gets stretched thin or you need an extra set of hands, keep us in mind."

"I need to talk to someone else."
"Makes sense. Would it help if I sent over a quick summary you could share with them?"

"Send me some info."
"Happy to. What would be most useful—a portfolio of similar work, or more about our process?"

Closing

"I don't want to take any more of your time. Can I send you a quick email with [specific thing they asked about / portfolio / scan report]? And if it makes sense, we can find 15 minutes to dig in."