​The best cold outreach angles are usually sitting on the company’s website

I run a web agency and most of the work I get comes from redesigning outdated business websites. There are honestly so many bad websites out there that once a company already understands the value of having a website, selling them a better version usually isn’t the difficult part.

Recently I started spending more time going through local business websites and the same issues keep showing up over and over again. Missing CTAs, outdated layouts, terrible mobile responsiveness, slow load times, weak SEO, confusing structure, or websites that just don’t clearly explain what the business actually does.

The interesting thing is that every flaw immediately becomes a potential outreach angle. If a site takes 8 seconds to load on mobile, that’s something real to talk about. If their SEO is weak or the layout feels outdated compared to competitors, that’s another real angle.

The problem is the ROI of doing all this manually is terrible. Reviewing a website properly, checking SEO, checking mobile responsiveness, identifying issues, and then writing a personalized email for every business can easily take 10–20 minutes per lead.

I started using a tool called Swokei that analyzes business websites and turns issues in design, layout, speed, mobile optimization, and SEO into ready to send personalized outreach. Instead of running generic outreach campaigns to random companies, I now mainly target businesses with outdated websites and contact them with something specific and relevant to their actual site.

It’s honestly been a pretty big shift for me. I’m booking around 3 meetings a day now and usually close around 1 out of 3. Curious how other people here approach outreach for website redesign services because most cold email advice I see still feels way too generic for this kind of offer.