Pitching a redesign is delicate: the owner (or their nephew) built the current site, and nobody likes hearing their work is bad. A good website redesign cold email focuses on customers and results, and lets a before/after comparison do the talking.

The structure

  1. One observation about the customer experience.
  2. One link to the redesigned preview.
  3. One question that's easy to answer.

Template

Subject: New look for [Business Name]? Hi [Name], I visited [business] on my phone and the [call button / menu / booking] was hard to find. I made a quick redesign so you can compare: [link]. Would you like the before/after side by side?

Use a before/after

Owners decide in seconds when they see their old site next to the new one. After you build a preview, the lead page shows the current website and the new one together, with a slider you can screenshot or show on a call.

Lead page showing the current website check and screenshot
The lead page keeps a screenshot of the current website for your before/after.

Words to avoid

  • "Your website is outdated / ugly / bad."
  • "I can make it much better." (Show, don't promise.)
  • Long lists of everything that's wrong.

Words that work

  • "Customers on phones…"
  • "I made a version you can compare…"
  • "Happy to adjust anything."

More examples in our web design cold email template guide, and the signals to look for in 12 signs a business needs a new website.

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Frequently asked questions

How do you pitch a website redesign without offending the owner?

Talk about the customer experience, not the design, and let a side-by-side preview show the difference.

Should I send a before/after comparison?

Yes. A before/after makes the improvement obvious in seconds and gives the owner something concrete to react to.