Write outreach emails that get replies
How do I write a cold email to a business about their website?
Write a short, plain email that names one real problem you saw, the likely benefit of fixing it and one easy next step, and follow the email rules where you send.
What you will be able to do
Write a short outreach email that names one real problem you found, the likely benefit of fixing it and one easy next step. You will also know the basic rules your emails need to follow where you send them.
Before you start
- A business email address on your own domain, with a real signature and a physical mailing address.
Why this matters
Owners delete "I came across your website and was impressed" before the second sentence. This is why a template does not work here: the proof is different for every business. Doing it by hand for every lead takes time, which is the part Swokei does for you, finding the real problems on each site and writing each email from them. Your email has one job: prove in the first two lines that you looked at their business, and make replying feel easy and safe. It is not clever copywriting, just a short, polite note from someone who noticed something specific.
Step by step
Tick each step as you do it. Your ticks are saved in this browser.
Pick one problem, not three
The one most likely to cost them calls or bookings. Save the rest for the meeting.
Write a plain subject line
Like a note from a colleague: "Booking form on Hillside Family Dental." No capitals, emojis, fake "Re:" prefixes or ad language.
Open with the observation
What you saw, where and how: "I tried to book a cleaning from my phone this morning and the submit button was hidden behind the cookie banner." It proves you looked, and it is checkable.
Add the likely benefit, carefully
One sentence in their terms, with "probably" or "likely" because you do not know their numbers. Never invent a percentage.
Say who you are in one line
"I am a web designer in Austin and I build sites for local clinics."
Offer one easy next step
Small, low risk and answerable with yes or no, like a free sketch of that page.
Add your signature and opt out line
Full name, business name, website, physical mailing address and a plain opt out line. Then honor it.
Check the rules before you send
In the US, CAN SPAM requires accurate headers and subject lines, a physical address and a working opt out you honor promptly. Canada's CASL is stricter about consent. In the UK and EU, GDPR and PECR style rules govern when you can email individuals. Email business addresses, record where you found each one, and get advice for your situation. This is not legal advice.
Read it on your phone before sending
If it needs scrolling, cut it. Aim for 60 to 120 words. Rewrite anything that sounds robotic or pushy.
Example
Say you researched Hillside Family Dental, a fictional clinic in Austin, and found the booking form problem.
Bad email:
Subject: TRANSFORM YOUR ONLINE PRESENCE TODAY!!!
Dear Sir/Madam, I came across your website and was very impressed.
Our agency will increase your revenue by 300%. When are you free for
a 1 hour call? Best regards, The Team
Shouting, a vague compliment, no real problem, an invented result, a big ask and no human sender or opt out.
Good email:
Subject: Booking form on Hillside Family Dental
Hi Dr. Patel,
I tried to book a cleaning on your site from my phone this morning and the
submit button on the booking form was hidden behind the cookie banner, so I
could not send it.
Parents booking on a phone probably give up at that point, which means
appointments you never hear about.
I am a web designer in Austin and I build sites for local clinics. Would it
be useful if I sketched how that booking page could work on mobile? No cost,
and no problem if it is not a priority right now.
Thanks,
Jordan Lee
Lee Web Studio, 123 Example St, Austin TX 78701
leewebstudio.example
If this is not useful, reply "no thanks" and I will not email again.
If you write a lot of these, a tool like Swokei can draft a first version from a website analysis; you edit it before it goes out.
Common mistakes
- Listing every problem. Five problems in one email reads like an attack. Pick one.
- Inventing numbers. "You are losing 40% of visitors" is a guess presented as a fact.
- Sending in bulk from a brand new address. Start slowly from a warmed up mailbox on your own domain so your emails land in the inbox.
Try it yourself
Write outreach emails for three of the prospects you qualified, following the steps above. Read each on your phone and compare them with the real outreach email examples.
Time: about 30 minutes.
Deliverable: three finished emails, ready to send.
Check yourself
Resources
- real outreach email examples more bad and good versions to compare
- Qualify and research prospects where your observations come from
- Use a free draft as a conversation starter for the "I can sketch it" offer
- Book the video meeting what to do when they reply
Finished this lesson?
Mark it complete to track your progress through the course.
Last reviewed October 18, 2026. Prices, laws and tool terms change, so check current terms before you rely on any figure.