How I Sell New Websites To Businesses That Already Have One

Selling a new website to a business that already has one requires shifting the conversation from “having a site” to “how well the site performs.” Most established businesses view their current website as a finished task, so your goal is to demonstrate the hidden costs of keeping an outdated one.

1. Identify “Red Flag” Pain Points

Audit their current site for specific performance gaps that directly impact their bottom line:

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Mobile Experience: Over 50% of web traffic is mobile. If their site is clunky on a phone, they are losing half their potential customers.
Slow Loading Times: A one-second delay can reduce conversions by 7%. If the site takes more than 3 seconds to load, users will likely leave for a competitor.
Weak Calls-to-Action (CTAs): If there is no clear “Book Now” or “Get a Quote” button, the site is just a digital brochure rather than a sales tool.
Outdated Branding: A site that looks like it’s from the “Jurassic-era” makes a business appear unprofessional and untrustworthy.

2. Offer a “No-Risk” Proof of Value

Instead of a generic pitch, show them what they are missing:

Create a Free Homepage Mockup: Use their actual logo and brand colors to build a modern, high-converting homepage. Seeing a live version of their own brand looking modern is more compelling than any portfolio.
Run a Performance Audit: Use free tools to show them data on their slow load speeds or SEO gaps.

3. Sell Results, Not Features

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Don’t sell “coding” or “design”; sell the business outcome:

Lead Generation: Explain how a new site will turn more visitors into callers or email inquiries.
Automation: Introduce “smart” features like automated SMS follow-ups, AI chat widgets, or online scheduling to save them time.
Internal Efficiency: If they struggle to update their current site, show them how a modern CMS (like WordPress or Squarespace) will let them make changes without a developer.

4. Use a Structured Sales Conversation

When you get them on a call, follow these steps:

Discovery: Ask about their current sales process and business goals for the next year.
Problem Identification: Ask how their current site impacts those goals. (e.g., “How many leads did your site generate last month?”).
Review & Pivot: Recap their problems (e.g., losing mobile customers) and present your solution as the fix for those specific issues.
The “Test Drive”: Present your mockup or demo to make the transition feel real and achievable