Case study
The maths was in the email, but the conversions were on the phone
Huureenwebsite stopped telling businesses their website looked old and started showing them what a better one was worth.
- What they do
- Websites for a fixed monthly fee
- Channel
- Cold email and phone
- Stack
By the numbers
- 960
- Leads researched and pages generated
- 31%
- Opened their own page
- 70
- Leads worth calling
- 40%
- Of those calls booked a meeting
- 6
- New clients
flagged by repeat visits and scroll depth
28 meetings from 70 calls
About Huureenwebsite
Huureenwebsite removes the biggest objection in the web-design business: the invoice. Instead of a five-figure project, clients rent a professionally built site for a monthly fee. It is a clean model for smaller businesses that need a serious website and cannot justify a serious project budget, and the company is built around making that trade obvious.
"Your website could be better" is not an argument
The prospects are easy to find: businesses whose current website is visibly dated or underperforming. Convincing them is the hard part. Everybody has been told their website could be better, usually by someone trying to sell them a website. It reads as noise.
You cannot lead with "your site looks old". That is an opinion, and it is insulting. People do not act on opinions. They act on money.
How they ran it
- 1
Target on the actual signal
The list was built around businesses whose existing website was leaving money on the table, which is a genuine, observable reason to be in touch.
- 2
Research the business, not just the website
What do they do, who do they serve, and what does a customer realistically mean to them?
- 3
Do the maths for them
This is the play. Using industry benchmarks for each prospect’s sector, Huureenwebsite modelled it out per lead: if a better site brings in X more customers a month, that is Y in extra revenue, against a fixed monthly fee. A concrete return, per prospect, in the outreach.
- 4
Put it somewhere it could land
That calculation, and the case for it, ran through the email into a page built for that specific prospect. Sent via Instantly, generated per lead rather than built by hand.
- 5
Then watch who reads it
Page activity showed exactly who had engaged with their own numbers.
What usually stops teams here
Selling to smaller businesses has its own friction. It is rarely about the product, and almost always about being believed.
Opinions do not move people, money does
Telling a business their website is outdated is an opinion, and it arrives from someone who sells websites. Everyone in that inbox has heard it before. What changed the conversation was arithmetic about their business rather than a judgement about their taste.
Doing the maths per prospect does not scale by hand
A return calculation per lead is genuinely persuasive and genuinely slow. Sector benchmarks, an estimate of what a customer is worth, what a better site would realistically add. Done manually that is half an hour a prospect, which caps you at ten a day and makes the play uneconomic.
The email lands, then the trail goes cold
A positive reply is not a meeting. Most of the people who read something and thought about it never write back, and there is normally no way to tell them apart from the people who never opened it.
Cold calling with no reason to call is the worst hour of the day
Dialling a list in order is demoralising and it converts badly. Knowing that someone spent two minutes on a page about their own numbers turns that call into a follow-up rather than an interruption, which is exactly why it became the highest-converting motion here.
What happened
The email itself pulled a lot of positive replies, which is unsurprising when the message is arithmetic about someone’s own business rather than a compliment about their logo.
But the highest-converting motion turned out to be the follow-up. Calling the people who had visited their personalized page beat everything else. Someone who has just spent two minutes looking at a page modelling what a better website is worth to their business is a fundamentally different phone call from a cold dial. The page did the warming, and the call closed the gap.
Once I saw someone had been on their page, picking up the phone was easy. I was continuing a conversation.
Hugo Eleveld
Founder, Huureenwebsite
What to take from it
Personalization converts hardest when it is specific to their money, not their name. And a personalized page is not just a destination, it is an intent signal. Knowing exactly who engaged tells you who to call, and that turned out to be worth more than the reply rate.
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