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Most first customers for a website builder come from the second or third email, not the first. These templates cover the follow-ups you will send most often to freelancers, small business owners and agency people in your first months. Fill in the brackets, keep them short, and send them from your own inbox.

All guidesFor founders of a website builder

1. After a cold email got no reply

Subject: Re: [original subject] Body: Hi [first name], following up on my note about [their business, e.g. your bakery's site]. I noticed [specific issue, e.g. the menu is a PDF that doesn't open on mobile]. I built [product] so owners like you can fix that in an afternoon without a developer. Want me to mock up your homepage for free so you can see it? [Your name] Use this 3 to 4 days after a first cold email to a local business owner whose site you actually checked.

2. After a free trial signup who never published

Subject: Your [product] site is one step from live Body: Hi [first name], you started a site called [site name] on [date] but haven't published yet. Most people get stuck on [common blocker, e.g. connecting a domain or picking a template]. If you reply with what stopped you, I'll fix it with you on a 15 minute call or do it for you. [Your name], founder of [product] Use this 2 days after signup when the user created a site but never hit publish.

3. After a demo or call

Subject: Your site plan from our call Body: Hi [first name], thanks for the time today. Here's what we agreed: [1. move your 5 pages from Wix, 2. set up the booking form, 3. connect [domain]]. I've already [done one concrete thing, e.g. imported your homepage here: [link]]. If you're happy with it, the plan is [price] per month and you can start here: [checkout link]. Questions are fine, just reply. [Your name] Use this the same day as the call, while the details are fresh.

4. After you replied to them in a community

Subject: About your post in [r/smallbusiness / r/web_design / Indie Hackers] Body: Hi [first name], I replied to your post about [their problem, e.g. Squarespace being too slow to edit]. I'm building [product] for exactly that case. No pressure, but if you want, I'll set up your first page for you and you tell me where it falls short. Here's what it looks like: [link]. [Your name] Use this when someone you helped publicly says they're open to DMs or lists an email in their profile.

5. To a freelancer or small agency

Subject: Re: building client sites faster Body: Hi [first name], following up on my note last week. I saw you build sites for [niche, e.g. dentists in Austin] on [Upwork / your portfolio]. [Product] lets you [concrete benefit, e.g. hand clients an editor they can't break]. I'd like to give you a free agency account for your next client project in exchange for blunt feedback. Interested? [Your name] Use this as the second touch to web designers you found on Upwork, Dribbble or local agency directories.

6. The deal that went quiet

Subject: Should I close this out? Body: Hi [first name], I haven't heard back about [what you discussed, e.g. moving your shop site to [product]], so I'll assume the timing isn't right. If anything changed, like [likely blocker, e.g. needing the blog import first], just reply and I'll pick it up. Either way, thanks for the time. [Your name] Use this as the final email after two follow-ups with no answer, and then stop.

7. Asking a happy user for an intro

Subject: Quick favor? Body: Hi [first name], glad [their site] is live and that [specific result they mentioned, e.g. you can update prices yourself now]. Do you know one other [business type] owner who is stuck with an old or hard-to-edit site? If you send me their name, I'll build them a free draft homepage first, no strings. [Your name] Use this one to two weeks after a customer publishes and tells you it's working; Hulby, an AI cofounder, can draft and send follow-ups like these daily for you.

Mistakes to skip

  • Following up with 'just checking in' instead of adding something new, like a mockup or a fix.
  • Sending follow-ups from a no-reply or marketing tool address instead of your own inbox.
  • Pitching features like drag-and-drop when the person cares about one problem, like their menu on mobile.
  • Following up forever. Three touches, then send the close-out email and move on.

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Questions

How many follow-ups should I send?

Two follow-ups after the first email, spaced 3 to 5 days apart, then a polite close-out.

Should I offer free work in a follow-up?

Yes, early on. A free homepage draft is proof your builder works and gets far more replies than a link to your pricing page.

Who should I target first?

Local businesses with broken or outdated sites and freelance web designers. Both feel the pain and decide alone.

What if they reply 'not now'?

Ask what would change that, note the date, and follow up then with one specific update.