The job: start written conversations with owners of UK service businesses, one small "yes" at a time, until they ask to see a free preview of their new homepage. Everything happens by message and email. No calls.

Five rules that never change

1. Address the owner by name where you can. For a Ltd company, the company inbox is fine.
2. The first message never pitches and never has a link.
3. Every message asks for one small thing. If they say yes, move one step. If they go quiet, follow the series. If they say no, stop for good.
4. Never claim clients, results or reviews we do not have. We have none yet. You can always say what we will do, never what we have done.
5. A requested preview always comes before new prospecting that day.

0. The legal check (30 seconds, before any cold email or DM)

UK law (PECR) treats email and social media DMs as "electronic mail", and a message asking permission to market still counts as marketing.

• Limited company or LLP (search the name free on Companies House; it also lists the directors): cold email and DM are allowed on business-owned channels. That means the company's email inbox (an addressed inbox such as info@ is fine) and the business's own Instagram, Facebook or LinkedIn page. Say who you are and offer an easy opt-out in every message.
• The owner's personal accounts (their own Instagram, Facebook or LinkedIn profile): message them only after they have engaged with you first, for example followed you back, replied or commented. On LinkedIn, send Touch 1 only after they accept your connection request.
• Sole trader or ordinary partnership (not on Companies House): no cold email or DM. Public engagement only (Section 1), and message only if they contact you first. Saeed's warm list is the other route to these businesses.

A named person's details are personal data even at a company: keep the sheet private and honour every "no" the same day. This is a practical summary, not legal advice. Muhammad and Saeed to confirm this approach before the first message is sent.

1. Finding prospects

Where to look (London and Home Counties first; trades first)

• Google Maps: search "[trade] near [area]", e.g. "heating engineer Harrow", and open each website.
• Checkatrade and Yell: profiles often link to old websites. Good reviews plus a weak website is the ideal prospect.
• Facebook: local community and business groups for your area (search "[area] business" or "[area] recommendations"). Trades who post their work are active and reachable.
• Instagram: search location tags and hashtags such as #londonplumber, #hertfordshireelectrician, #harrowsalon.
• GBP Vault: use it to pull lists of Google Business Profiles by category and area, then apply the checks below.

The 30-second dated-website test. Open the site on your phone. It qualifies if two or more are true:

• It is hard to read or pinch-zoom on a phone
• No tap-to-call button in the first screen
• No enquiry form, or the form is buried
• The copyright year or latest news is 2+ years old
• Stock photos only, no real work
• Slow to load, or a security warning in the browser

Finding the owner

1. Companies House: the directors' names (limited companies only).
2. The website "About" page, or the Google Business Profile owner replies to reviews ("Thanks, Dave").
3. Search "{business} {area}" on LinkedIn, Facebook and Instagram. Many trades run the business account themselves.
4. If no named owner can be found, use the company inbox for a Ltd company or LLP, or skip the business. Do not write to "Dear Sir/Madam".

For sole traders: follow their Instagram or Facebook page, leave a genuine comment on a recent job ("That bathroom in Pinner is a lovely finish"), and share your own posts (Section 6). Public comments are not direct messages. If they message you, you can reply.

2. Daily routine and tracking

Every working day

A requested preview always comes before new prospecting that day.

Expect most people not to reply. That is normal. The numbers only work if the routine runs every day and every follow-up goes out on time.

Tracking sheet (Google Sheet or GHL, one row per business). Columns: Date found | Business | Trade and area | Ltd / LLP / sole trader | Owner name | Website | Problems spotted | Specific detail used | Channel 1 and handle | Channel 2 and handle | Touch 1, 2, 3 dates | Replied (date) | Stage | Next action and date | Notes

Stages: Found, Messaged, Replied, Check done, Preview asked, Preview sent, Price sent, Won, Lost, Do not contact.

3. Message series

Fill every {field}. If you cannot fill {specific detail} with something true and particular, do not send. Change the wording slightly each time so no two messages are identical.

Instagram DM and Facebook DM (same series)

Before Touch 1, follow the account and like or comment on one recent post.

Touch 1 (day 1). One observation and permission.

Hi {first_name}, I came across {business} on {where_found}. {specific detail}. I had a look at your website on my phone and noticed {observation 1 in plain words, e.g. "your number is right at the bottom, so people have to scroll to ring you"}. If someone needs a {trade} today, that's usually the point where they ring the next name on the list. I spotted one more thing like that. Want me to send it over? It's free. I'm Sameen from The Strategic Club. We build websites and enquiry systems for UK service businesses. If you'd rather I didn't message, just say and I won't.

Touch 2 (day 3, no reply).

Hi {first_name}, just checking this didn't get lost in your message requests. I can still send that second point over if it helps. No worries if not. (Just say if you'd rather I didn't message.)

Touch 3 (day 7, no reply). Polite close.

Hi {first_name}, I'll leave it here so I'm not filling up your inbox. If you ever want that second point about your website, just reply "yes" and I'll send it. All the best with {business}. If you'd rather I didn't message again, just say and I won't.

LinkedIn (connection, then DMs)

Written for accountants only. For other professional firms, change the firm type and the January line to fit them. Free accounts can add a note to only a few requests a month, so send most requests without a note. Use notes on your best prospects.

Connection note (under 200 characters, no pitch):

Hi {first_name}, I came across {business} while looking at accountancy practices in {area}. {short true detail}. Would be good to connect. Sameen

Touch 1 (after they accept):

Thanks for connecting, {first_name}. I had a look at the {business} website on my phone. {observation 1}. With the January rush coming, that's when a new client who can't reach you quickly tends to go to the next firm. I noticed one more thing like that. Want me to send it over? It's free. I'm Sameen from The Strategic Club. We build websites and enquiry systems for small firms. If you'd rather I didn't message, just say.

Touch 2 (day 4, no reply).

Hi {first_name}, just checking in. I can still send that second point over if it helps. No worries if not. (Just say if you'd rather I didn't message.)

Touch 3 (day 10, no reply). Polite close.

Hi {first_name}, I'll leave it here. If you ever want that second point about your website, just reply "yes" and I'll send it. All the best with {business}. If you'd rather I didn't message again, just say and I won't.

Email (limited companies and LLPs only)

Send from your own named address on the Strategic Club domain, one email at a time, plain text, no links, no images, no attachments.

Touch 1 (day 1). Subject: {business} website or Quick question, {first_name}

Hi {first_name},

I came across {business} on {where_found}. {specific detail}.

I design websites at The Strategic Club, so I had a look at yours on my phone. I noticed two things that could be making it harder for people to get in touch. They're the kind of thing that means someone who needed you today rings the next name on the list instead.

Want me to send them over? It's only a couple of lines, and it's free.

Sameen Kashif The Strategic Club Ltd sameen@thestrategicclub.co.uk

If you'd prefer not to hear from me again, reply "no thanks" and I won't.

Touch 2 (day 3, reply in the same thread). Give one point for free.

Hi {first_name}, here's the first one: {observation 1, e.g. "on a phone, your number only appears at the very bottom of the page, so people have to scroll to call you"}. Want the second as well?

Sameen

If you'd prefer not to hear from me again, reply "no thanks" and I won't.

Touch 3 (day 8). Polite close.

Hi {first_name}, I'll stop here so I'm not cluttering your inbox. If you'd like the second point, or a fresh look at the website later, just reply. All the best.

Sameen

If you'd prefer not to hear from me again, reply "no thanks" and I won't.

When they reply (all channels)

They say yes ("go on then"). Send the points with one ask: the preview.

Thanks {first_name}. Here they are:

1. {observation 1}
2. {observation 2}

Both are quick to fix. If it's easier, I can show you rather than tell you: I'll design a preview of how your homepage could look with them sorted and email it to you. It's free, and you don't have to do anything with it. Want me to do that?

On DMs, add: "What's the best email to send it to?"

Every business you message has already failed the 30-second test, so anyone who says yes can have the preview. Keep the check link for your bio, posts and website.

They ask to see something, or say "can you do better?":

I can. I'll design a preview of what your new homepage could look like and email it to you. It's free, and you don't have to do anything with it. What's the best email address to send it to?

Do not send this until the price is agreed.

They ask "how much?":

Fair question. It's [WEBSITE_PRICE], fixed and agreed before we start, for a new mobile-friendly site with a call button and an enquiry form. You'd see a preview of your new homepage before paying anything. Want me to design that first?

On DMs, add: "If so, what's the best email to send it to?"

They say "not interested" or "who is this?":

Thanks for letting me know, {first_name}. I won't message again. All the best with {business}.

Mark them "Do not contact" in the sheet the same day.

They want a call: reply "Writing is easiest for me, as I can send you pictures of ideas as we go. What would you like to know?" Saeed can join by email on bigger questions.

4. Sending the preview and closing by email

One closing sequence, the same for every preview, whether it was requested through the check or a message:

1. Preview email (no price).
2. Offer email, 2 working days after the preview. This is where the price goes. Send 2 working days after the preview only if they haven't replied. If they replied with feedback, answer that first. If they asked the price, use the "how much?" reply instead.
3. One last nudge, 5 working days after the offer email.

Send the preview as a link, so it opens on a phone or a computer. Fill every [PLACEHOLDER] before sending, and do not send the offer email until the price is agreed.

1. Preview email. Subject: Your new homepage, {business}

Hi {first_name},

As promised, here's your homepage preview: [PREVIEW_LINK]

What I changed:

• {change 1 and why, e.g. "A tap-to-call button at the top of every page, so people can ring you in one tap"}
• {change 2 and why, e.g. "Your reviews moved up to the first screen, so people see them before they scroll"}
• {change 3 and why, e.g. "A short enquiry form instead of an email link, so people can get in touch without opening their email"}

Have a look when you've got a minute. Does it feel like your business?

Sameen

2. Offer email (2 working days after the preview). Send 2 working days after the preview only if they haven't replied. If they replied with feedback, answer that first. If they asked the price, use the "how much?" reply instead. Send it as a reply in the preview thread (Subject: Re: Your new homepage, {business}).

Hi {first_name},

If you'd like me to build it, here's everything in one place.

The point of it is simple: when someone finds {business} on their phone, they can ring or message you in one tap instead of moving on to the next name on the list.

• The full website, built from the preview you've seen
• Works properly on a phone, with a call button and an enquiry form
• Fixed price: [WEBSITE_PRICE], agreed now, no surprise invoices

[WHAT_WE_NEED_FROM_YOU: agree with Saeed, e.g. how much of their time and by when] [WHO_OWNS_THE_SITE: one true line about who owns the site and domain after launch, agree with Saeed]

To start, just reply "yes" and I'll send the next steps and the deposit details.

Sameen

3. One last nudge (5 working days after the offer email, no reply).

Hi {first_name}, I'll leave the preview with you. If you decide to go ahead, even in a few months, just reply to this email. All the best with {business}.

Sameen

Do not mention Power Flush in any message until Muhammad has approved the exact wording and the owner has agreed.

5. Do-not list

• Do not cold email or DM sole traders or ordinary partnerships (Section 0).
• Do not put a link in the first message on any channel.
• Do not pitch in a LinkedIn connection note.
• Do not send unrequested demo websites. They ask first, then you design.
• Label every demo site as a concept design, never as client work.
• Do not copy-paste the same message to many people at once. Fill every field and vary the wording.
• Do not use "I never heard back from you" or guilt lines.
• Do not use hype words: "guaranteed", "skyrocket", "AI-powered", "10x", "limited time".
• Do not promise leads, rankings or Google Maps positions.
• Do not message anyone who said no.
• Do not use automation tools to send cold DMs on Instagram, Facebook or LinkedIn.

6. Social posting

Every post goes out three times, the same day:

1. Write it once (or reuse an existing LinkedIn post).
2. Post on LinkedIn.
3. Post the same text and image on the Strategic Club Facebook page and Instagram. On Instagram, put the text in the caption and the image or a short carousel in the post.
4. Put [CHECK_LINK] in the Instagram bio and the Facebook page button, so anyone who reads a post can take the check.

Post ideas: a website you designed (label demo designs as concepts), one website tip for trades, one question from the Missed Enquiry Check explained.

Sources

• ICO, Key concepts for direct marketing using electronic mail (electronic mail includes social media direct messages; individual vs corporate subscribers): https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/guidance-on-direct-marketing-using-electronic-mail/key-concepts-for-direct-marketing-using-electronic-mail/
• ICO, Electronic mail marketing (corporate bodies can be emailed without consent; sole traders and partnerships need consent or soft opt-in; must not conceal identity; must give a valid opt-out address): https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/guide-to-pecr/electronic-and-telephone-marketing/electronic-mail-marketing/
• ICO, How do we comply with the PECR electronic mail marketing rules (sole traders and ordinary partnerships are individual subscribers): https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/guidance-on-direct-marketing-using-electronic-mail/how-do-we-comply-with-the-pecr-electronic-mail-marketing-rules/
• ICO, Identify direct marketing (asking for consent to marketing is itself direct marketing): https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/direct-marketing-guidance/identify-direct-marketing/
• ICO, Business-to-business marketing (UK GDPR applies to named business contacts; right to object; guidance under review after the Data (Use and Access) Act): https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/business-to-business-marketing/
• GOV.UK, Get information about a company (Companies House search is free and shows officers): https://www.gov.uk/get-information-about-a-company
• LinkedIn Help, Personalize invitations to connect (free members: note on up to three requests a month, 200 characters each): https://www.linkedin.com/help/linkedin/answer/a563153
• LinkedIn Help, Invitation limit reached (limit not published; restriction usually lasts one week; send fewer, more thoughtful invitations): https://www.linkedin.com/help/linkedin/answer/a550555
• Instagram Help, Instagram Direct (messages from people you don't follow arrive as requests): https://help.instagram.com/400205900081854
• Facebook Help, About message requests (messages from non-friends may land in Message Requests): https://www.facebook.com/help/116215745206219
• Meta Transparency Center, Spam policy (very high-frequency activity, manual or automated, is not allowed; repetitive content can trigger restrictions at lower frequencies): https://transparency.meta.com/policies/community-standards/spam/
• Gmail Help, Email sender guidelines (all senders: SPF or DKIM, spam rate below 0.3%): https://support.google.com/mail/answer/81126
• Gong, cold email research (interest-based call to action performs best; 30 to 150 words; "I never heard back" lowers meetings booked by 14%): https://www.gong.io/blog/cold-email-stats
• Instantly, cold email reply rate benchmarks (plan 1 to 3 follow-ups over 7 to 14 days; day 3 and day 7 follow-ups): https://instantly.ai/blog/cold-email-reply-rate-benchmarks/