Playbook
Playbook/Sales motion

SMS & Voicemail Templates

033 min read699 words

Use SMS sparingly and only for warm leads (someone you've spoken to or who replied to email). Cold SMS is illegal in many states without express consent (TCPA). Voicemail is fine.

Voicemail script (when they don't pick up)

"Hey [FirstName], this is [YourFirstName] from [YourAgency] — I was calling about [BusinessName]'s website. I actually went ahead and built you a draft I think you'd be into. I'll text you the link in just a second. No need to call back — take a look on your own time and let me know what you think. My number is [YourPhone] if you want to chat. Thanks, talk soon."

Why this works:

  • Names you, your company, and exactly why you called.
  • Tells them what to expect next (a text).
  • Removes the "do I need to call back?" anxiety.
  • Keeps it under 25 seconds.

Then immediately send the SMS below — they're more likely to look at the link if it shows up while the voicemail is still on their lock screen.

SMS templates (only for prospects who've engaged)

All SMS messages must include your name and an opt-out option in the first message. After that, you don't have to repeat the opt-out, but you should respect "STOP" instantly.

After leaving a voicemail

Hey [FirstName] — [YourFirstName] from [YourAgency]. Just left you a vm.
Here's the demo I built for [BusinessName]: [DemoLink]

Take a look on your own time. Reply STOP to opt out.

Day-after-call follow-up (warm)

Hey [FirstName] — recapping our call: demo here → [DemoLink]
Setup is $0, monthly is $197, no contract. Ping me with any Qs.
— [YourFirstName]

Re-engaging a "send it to me" person

Hey [FirstName], following up on the link I sent for [BusinessName] →
[DemoLink]

Liked it / hated it / want to chat? Lmk.
— [YourFirstName]

Booking a call after they've expressed interest

[FirstName] — got a 15-min slot open Thu 10am or Fri 2pm (MT). Either work?
— [YourFirstName]

The day-of call reminder

Hey [FirstName] — quick reminder we've got a 15-min call at [time] today.
Call link: [link]  // or  I'll call you at this number.
— [YourFirstName]

Hours / menu update follow-through (post-sale, builds trust)

[FirstName] — saw your [Easter / Memorial Day / etc] hours on FB. Want me
to update the site? No charge, just lmk.
— [YourFirstName]

This last one is gold. Doing it once a month after the sale dramatically reduces churn and earns referrals.

What NOT to text

  • ❌ Cold SMS to a number you scraped. Illegal in most states without consent.
  • ❌ Multi-paragraph SMS. Two sentences max.
  • ❌ Emojis or marketing-speak. Sounds like a scam.
  • ❌ Links from URL shorteners (bit.ly, etc). Filtered as spam, look phishy.
  • ❌ Texts after 9pm or before 8am local time. TCPA rule + just rude.

Voicemail rules

  • Always leave one if they don't pick up. ~30% of returns come from voicemails alone.
  • Keep it under 25 seconds. Test it on yourself.
  • Say your number twice, slowly, at the start AND end if you want a callback. (We don't actually want callbacks here — we want them to look at the demo. So one mention is fine.)
  • Smile while leaving it. Yes, audible.

When to escalate to in-person

If they've engaged but won't book a call after 3 attempts, and they're geographically nearby:

  1. Stop by during a slow hour (2–3pm for restaurants, 10–11am for retail).
  2. Bring a printed screenshot of the demo on a clean sheet of paper.
  3. Don't pitch. Say:

    "Hey, I'm [YourFirstName] — I called you about a website I built for you. Just wanted to drop this off so you can see it on paper. No pressure, my number's on the back."

  4. Hand them the sheet. Smile. Leave. Don't linger.

This converts at ~40% for businesses you can drive to. It's the highest-ROI single move in this entire playbook. Use it sparingly — 2–3 stops a week, max.