Series

Pitch playbooks

One fixable problem per industry, and the line to open a pitch with.

Coming next

Term dates as a page, not a PDF (education)

Only 9% of private school websites let a parent reach a person in one tap

It's the cheapest fix in our scan of 114 schools and tutoring centres, and almost every one misses it. That makes it the easiest way to open a pitch.

Oct 14, 2026 · 3 min

A mother checks a school website on her phone at a kitchen table in the evening

LawPitch playbook

Most small law firm websites can't tell a client whether anyone will answer tonight

Only 39% of the 125 small law firm websites we scanned pair a tappable phone number with office hours, 24/7 availability or a response time. One line in the header fixes it.

Oct 14, 2026 · 2 min

A lawyer reads a message on her phone in a dark office

DentalPitch playbook

Build sheet: the insurance page 72% of dental practice websites don't have

72% of the 135 independent dental practice websites we scanned don't say which insurance they take. Here is the page to build, section by section, with copy the practice can adapt.

Oct 15, 2026 · 6 min

A web designer shows a page on a laptop to a dentist and a colleague at a practice table

AutomotivePitch playbook

Talk track: getting an independent repair shop to put its prices online

71% of the 174 independent auto websites we scanned show no price at all. This is the conversation with the shop owner: the opener, the pushback you will hear, the numbers that answer it and what to deliver.

Oct 15, 2026 · 5 min

A woman holds a laptop across a workbench to a mechanic in overalls in a dim repair bay

Home servicesPitch playbook

Before and after: the emergency-first home page for an independent contractor

The typical contractor website answers four of the nine questions homeowners ask. This is the home page that answers all nine, block by block, with sample copy and the pitch for each block.

Oct 15, 2026 · 5 min

By an open work van at first light, a web agency owner shows a laptop to a contractor holding a coffee

VeterinaryPitch playbook

Three cold emails to a vet clinic owner, each built on one number

A short email sequence for agencies prospecting independent vet clinics: price, new patients and after-hours instructions, one finding from our scan of 138 clinic websites in each email, with subject lines and what to send when the owner replies.

Oct 15, 2026 · 5 min

An older man on a wooden bench strokes his grey-muzzled dog in a sunlit clinic waiting room

Pest controlPitch playbook

The safety page 62% of pest control websites don't have, before and after

62% of the 155 independent pest control websites we scanned say nothing about how treatment affects children or pets. Here is the page that answers it: the products used, when the family can go back in, and who does the work.

Oct 15, 2026 · 5 min

A father scrolls his phone at a kitchen table in the evening while his daughter does homework and the family dog rests underneath

AccountingPitch playbook

The one-page scope: what to send a small accounting firm after the first call

87% of 158 accounting practice websites show no price and 85% offer no way to book a first call online. This is the one-page proposal that turns those gaps into scope lines a small firm can approve: what each line covers, what is included and how long it takes.

Oct 15, 2026 · 5 min

An agency owner turns a laptop toward two partners of a small accounting practice at an old wooden desk

Med spasPitch playbook

Copy deck: the med spa consultation page, block by block

66% of the 194 independent med spa and aesthetic clinic websites we scanned show no treatment price, and 56% name no medical director. One consultation page can answer both, and four more client questions. Here is its finished copy, with the pitch.

Oct 15, 2026 · 6 min

After closing, an agency owner shows a laptop to a med spa owner at a walnut reception desk in warm lamplight

RestaurantsPitch playbook

The audit recording: a five-minute screen video for a restaurant owner

71% of the 180 independent restaurant, café and bar websites we scanned don't mark allergens or dietary dishes, and 51% don't put the menu up as text. This is the script for a short screen recording that shows an owner their own site on a phone, and the note to send with it.

Oct 15, 2026 · 6 min

After service, an agency owner shows a laptop to a chef-owner at a candlelit table in an empty dining room

Real estatePitch playbook

The agent page, measured: a spec for the 80% of sites with no licence number

80% of the 133 independent real estate websites we scanned show no licence number, and no solo agent or team site states a commission. This is one agent page, drawn to a schedule: what goes where, how big, and which client question each part answers.

Oct 15, 2026 · 6 min

An agency owner shows a laptop to a broker-owner at the front desk of a small independent brokerage

Physical therapyPitch playbook

Ten questions for the first call with a physical therapy clinic owner

82% of 148 independent physical therapy and chiropractic sites show no self-pay price, and 73% never say whether a referral is needed. Ten questions for the first call, each tied to a finding and to what the answer tells you to build.

Oct 15, 2026 · 5 min

A web agency owner shows a laptop to a physical therapist and a front-desk coordinator at a clinic counter

OptometryPitch playbook

The two-week pilot: a fixed-scope website offer for an independent optometrist

Only 7% of 123 independent optometry websites show a price, and 49% name no vision plan. Here is a small offer an agency can put in front of a practice owner: what ships in week one, what ships in week two, and how both are measured with the study's own checks.

Oct 15, 2026 · 5 min

After closing, an agency owner shows a laptop to an optometrist at the dispensing table of an independent optical boutique

LandscapingPitch playbook

The quote request form, specified: what a landscaping company should ask, and what to skip

77% of the 189 independent landscaping, lawn care, hardscape and pool websites we scanned take a quote request online, but only 15% show any price. Here is the estimate form field by field, with a budget picker that sits next to the company's prices instead of hiding them.

Oct 15, 2026 · 5 min

A woman in a fleece sits on the back steps of her house booking an estimate on her phone, a freshly edged garden bed in front of her

InsurancePitch playbook

The referral partner pitch: reaching an insurance agency through a client you already have

Independent insurance agencies get much of their new business from partners: real-estate brokerages, car dealers, lenders. If you build websites for one of those partners, you are one introduction away from the agency. Here is the ask, the one-page offer and the numbers from 170 agency websites to put on it.

Oct 15, 2026 · 5 min

An agency owner shows a laptop to the principal of a small insurance agency in his office on a rainy afternoon

MovingPitch playbook

The pitch deck in five slides: selling a website to a moving company owner

Only 19% of the 185 independent moving company websites we scanned say whether their estimate is binding. Here is a five-slide deck for pitching a mover, each slide built on one number from the study, with speaker notes and the slide text.

Oct 15, 2026 · 5 min

An agency owner shows a laptop to a moving company owner at the dispatch desk of a small warehouse stacked with moving blankets

Wedding venuesPitch playbook

The intake worksheet: nine questions to ask a wedding venue owner on the first call

A worksheet for the first call with an independent wedding venue: the nine questions couples ask, what to ask the owner for each one, the wording that answers it on the page, and the share of the 191 venue sites we studied that leave it out.

Oct 15, 2026 · 5 min

A web agency owner shows a laptop to a venue owner at a long farm table in an empty whitewashed barn

Funeral homesPitch playbook

The letter: how to write to an independent funeral director about their website

A funeral director does not answer cold email sequences. This is a respectful one-page letter an agency can send instead, paragraph by paragraph: why each line is there, the four numbers from our study of 175 funeral home websites it rests on, and what to offer if the director writes back.

Oct 15, 2026 · 5 min

In a quiet, bright office, an agency owner shows a laptop to a funeral director at a round table with white flowers

Gyms and studiosPitch playbook

Take the class first: a field-visit playbook for pitching an independent gym

Gym owners spend their day on the floor, not in their inbox. This playbook sells a gym its website the way a member finds it: check the site from the car park, book the intro through it, take the class, then talk to the owner with one page in hand. Built on four numbers from our study of 165 gym and studio websites.

Oct 15, 2026 · 5 min

After the last class, a web agency owner turns a laptop toward a gym owner at the front desk of a small gym

Salons and barbersPitch playbook

The walk-in pitch: selling a salon website at the front desk

Salons and barbershops are businesses people walk into, and so can an agency. This playbook is the visit: a five-minute check on your phone outside, what to say at the desk, a leave-behind card with three numbers from our study of 193 salon websites, and the follow-up.

Oct 15, 2026 · 4 min

A web agency owner shows a laptop to a salon owner in a black apron at a reception desk beside an open appointment book

The Clikiti Research Brief

One stat. One pitch. Every Tuesday.

A finding from our scans, what it means for the agencies selling to that industry, and the line to open a pitch with. Free.