Web Design Outreach Email Template

Win new web design clients with a personalised audit hook.

When to use

Use when a web design or development agency is prospecting for new clients. The audit-hook model — pointing out something specific about their current site — is one of the highest-performing openers in this category.

Who it's for

Web design agencies, freelance web designers, and development studios.

Why it works

Everyone wants a better website but no one wakes up thinking about redesigning one. The audit hook creates an immediate, tangible reason to pay attention: you've noticed something specific about their site that could be costing them.

Email Template

Subject: Quick note about {{company}}'s website

Hi {{first_name}},

I was browsing {{company}}'s website and noticed {{specific_observation — e.g. the mobile layout breaks on smaller screens / the contact form has a friction point / the hero copy doesn't match your current offering}}.

We help {{industry}} businesses fix exactly this — and typically see {{outcome, e.g. 20–35% more contact form completions}} within the first month.

Happy to put together a short audit (no charge) showing what we'd change and why. Worth it?

{{your_name}}
{{your_agency}}

Portfolio relevance angle

Subject: We've redesigned {{their_industry}} sites — would this interest {{company}}?

Hi {{first_name}},

We recently redesigned the website for {{similar_company}} — they saw {{outcome}} in the first {{timeframe}}.

I think there's a similar opportunity for {{company}} based on {{specific_observation}}.

I've attached a before/after of the {{similar_company}} project. Would a quick call make sense?

{{your_name}}

Subject Line Variations

• Quick note about {{company}}'s website
• Your website — one thing worth fixing
• Free audit for {{company}}'s site?
• {{company}} website — {{specific_observation}}

Personalization Ideas

• Run their site through PageSpeed Insights and lead with the actual score
• Screenshot a specific UI issue and reference it in the email
• Check if their site is mobile-optimised and lead with the mobile experience

Common Mistakes to Avoid

• Insulting their current website — frame it as an opportunity, not a criticism
• Generic compliments that could apply to any site
• Sending a 5-page proposal in the first email