Making Money by Targeting Businesses With Broken Websites
A complete practical guide for service providers who want to identify and monetize businesses with broken, outdated, or non-functional websites. Learn the identification methods, outreach strategies, pricing models, and decision frameworks that turn broken websites into profitable opportunities.
Understanding the Broken Website Opportunity
What Defines a Broken Website
Broken websites are not just sites that do not load. They include any website that actively harms the business it represents. Understanding the spectrum of brokenness helps you identify more opportunities and position your services effectively.
- Functionally Broken: Pages do not load, forms do not submit, 404 errors everywhere
- Visually Broken: Outdated design, poor mobile experience, broken layouts
- Strategically Broken: No clear call to action, wrong contact info, no conversions
- Technically Broken: SSL errors, slow loading, not indexed by Google
Why This Market Is Profitable
Businesses with broken websites are in active pain. They know something is wrong because they see fewer leads, hear complaints from customers, or notice competitors winning business. This urgency makes them motivated buyers who are ready to invest in solutions rather than thinking about it.
Market Size and Opportunity
Nearly 3 in 10 small businesses still have no website at all
Nearly half of all business websites are outdated by modern standards
One third of websites provide poor mobile experiences
Nearly 1 in 5 show security warnings that scare away visitors
The Core Insight
Every broken website represents a business leaving money on the table. Your job is not to sell website services. Your job is to help business owners stop losing customers and revenue. This reframe changes everything about how you approach outreach and positioning.
Types of Broken Website Opportunities
Opportunity Comparison Framework
Not all broken website opportunities are equal. Understanding the different types helps you prioritize your outreach, set appropriate pricing, and match your skills to the right prospects.
| Opportunity Type | Complexity | Typical Price Range | Conversion Difficulty | Urgency Level |
|---|---|---|---|---|
No Website At All | Low | $500 - $3,000 | Easy | Medium |
SSL/Security Issues | Low | $100 - $500 | Very Easy | High |
Not Mobile-Responsive | Medium | $800 - $2,500 | Medium | High |
Severely Outdated Design | Medium | $1,500 - $5,000 | Medium | Medium |
Broken Functionality | High | $500 - $3,000 | Easy | Very High |
Slow Loading Speed | Medium | $300 - $1,500 | Harder | Medium |
Wrong/Outdated Information | Low | $200 - $800 | Very Easy | High |
Quick Wins
SSL issues, wrong info, minor fixes. Low effort, fast closes.
- Close in 1-2 conversations
- Deliver in hours or days
- Gateway to larger projects
Medium Projects
Mobile optimization, design refresh, speed improvements.
- Good profit margins
- 1-2 week delivery
- Recurring maintenance potential
Full Rebuilds
Complete website replacement, no website to new website.
- Highest revenue per client
- Longer sales cycle
- Best for retainer upsells
Step-by-Step Identification Process
Complete Identification Workflow
Follow this systematic process to identify and qualify broken website opportunities
Step 1: Define Your Target Market
Start with industries you understand: restaurants, contractors, dentists, lawyers, retail stores
Local market (your city), regional (your state), or national. Start local for easier rapport.
1-50 employees is the sweet spot. Large enough to afford services, small enough to decide quickly.
Step 2: Build Your Initial List
Search "[industry] in [city]" and scan through results. Click through to websites from listings.
Yelp, Yellow Pages, industry-specific directories. Many list businesses without websites.
Purchase targeted lead lists filtered by industry, location, and company size. More efficient at scale.
Step 3: Quick Website Assessment
Does it load? Does it have SSL? Does it display correctly? First impressions count.
Use Chrome DevTools (F12) to simulate mobile view. Check if content is readable and usable.
Is the phone number correct? Is the address current? Are forms working?
Document exactly what is wrong. Take screenshots. These become outreach talking points.
Step 4: Deep Qualification
Active reviews suggest an active business. Recent activity is a good sign they care about their presence.
Do their competitors have better websites? This creates urgency and comparison points.
LinkedIn search for owner/manager. This dramatically improves outreach success rates.
Quick Identification Signals
- Not Secure warning in browser
Missing SSL certificate. High urgency, easy fix.
- Copyright date more than 2 years old
Indicates neglected website. Check footer for dates.
- Flash content or very old design
Obvious visual indicator of severe outdating.
- Facebook as only web presence
No website at all. Prime opportunity for new build.
Red Flags to Avoid
- Business appears closed
Marked as permanently closed, disconnected phone, no activity.
- Very new professional website
Recently built by another provider. Not a prospect right now.
- Large franchise or chain
Corporate decisions, no local control. Focus on independents.
- Agency footer credits
Already working with a web provider. Different conversation needed.
Outreach Strategies That Convert
The Key to Successful Outreach
Your outreach must be specific and helpful, not generic and salesy. Reference the exact problems you found on their website. Show that you did research. Offer value before asking for anything. This transforms cold outreach into warm consultation.
Email Outreach Framework
Reference their specific issue: "Quick fix for the SSL warning on [Business Name]'s website"
Mention you visited their website and noticed specific issues. Be helpful, not critical.
Explain how this issue affects their business (lost customers, credibility, search rankings).
Offer a free audit or quick consultation. Low commitment, high value.
Simple yes/no question: "Would a quick 10-minute call to discuss this be helpful?"
Phone Outreach Framework
"Hi, I'm [name]. I was looking for [service] in [area] and came across your business."
"I noticed your website has [specific issue]. This might be causing you to miss customers."
"Have you been getting feedback about this?" or "Is this something you've been meaning to address?"
"I help local businesses fix these issues. Would it be helpful if I showed you exactly what needs to be done?"
Schedule a brief meeting or offer to send a quick report via email.
Message Templates by Opportunity Type
"I noticed your website shows a 'Not Secure' warning in browsers. This can scare away customers before they even see your services. Chrome now warns 82% of users about unsecured sites. Would you like me to show you a quick fix?"
"I tried viewing your website on my phone and the text was too small to read without zooming. With 60% of local searches coming from mobile, this might be costing you calls. Want me to run a quick mobile test and share what I find?"
"I was searching for [service] in [area] and found your business on Google Maps but couldn't find a website. Your competitors like [name] show up with full websites. A simple site could help you capture these searches. Interested in seeing what that might look like?"
"I came across your website while researching [industry] businesses. The design looks like it was built a few years ago. Modern customers often judge businesses by their website first. Would a quick comparison with your competitors' sites be helpful?"
Pricing Models and Revenue Strategies
One-Time Project Pricing
Fixed price for defined scope. Clear deliverables, clear payment.
Recurring Maintenance
Monthly retainer for ongoing support. Best for long-term revenue.
Hybrid Model
Project fee plus ongoing retainer. Maximizes total client value.
Pricing Decision Framework
| Factor | Lower Price | Higher Price |
|---|---|---|
| Industry | Restaurants, retail, personal services | Lawyers, dentists, doctors, contractors |
| Business Size | 1-5 employees, single location | 10+ employees, multiple locations |
| Urgency Level | Proactive improvement | Site down, losing customers now |
| Scope | Single fix, small changes | Complete overhaul, custom features |
| Timeline | Flexible, standard delivery | Rush job, immediate turnaround |
Decision Framework for Targeting
Opportunity Prioritization Decision Tree
Use this decision tree to prioritize which broken website opportunities to pursue first
Is the business actively operating?
Proceed to Question 2
Remove from list - not a viable prospect
How severe are the website issues?
No site, broken, security warnings - Hot lead
Outdated, poor mobile, slow - Warm lead
Small issues, cosmetic only - Cold lead
Does the industry suggest ability to pay?
Medical, legal, home services, B2B - Prioritize
Retail, food service, personal care - Adjust pricing expectations
Can you reach the decision maker directly?
Higher conversion probability - Priority contact
Still viable but lower priority - May need multiple touches
Final Priority Assignment
Critical issues + high-margin industry + direct contact available
Moderate issues or missing one key criterion
Minor issues, unclear fit - include in volume campaigns
Real-World Case Studies
The SSL Fix That Led to a Full Rebuild
Local Plumbing Company
The Situation
- Website showing "Not Secure" warning in Chrome
- Owner unaware of the issue until contacted
- Website was 8 years old with outdated design
The Outcome
- Initial SSL fix: $200
- Full website rebuild 3 months later: $4,500
- Ongoing maintenance retainer: $150/month
Total First Year Value: $6,500 from a $200 initial engagement. The quick SSL fix built trust and demonstrated competence, leading to a much larger project.
From No Website to Online Booking System
Dental Practice
The Situation
- No website, only Google Business listing and Facebook
- Competitors ranking above them in local searches
- Receiving all appointments by phone only
The Outcome
- New website with online booking: $6,000
- 30% of appointments now booked online
- Monthly management: $300/month
Key Insight: The outreach message highlighted that 3 competing dentists in their area had modern websites with online booking. The competitive comparison created urgency that general "you need a website" messaging would not have achieved.
Mobile Fix That Saved a Seasonal Business
Landscaping Company
The Situation
- Website not mobile-responsive, text unreadable on phones
- Peak season approaching with no online quote requests
- Owner thought the website was "fine" until shown mobile view
The Outcome
- Mobile optimization: $1,200 (rush job)
- Quote requests increased 4x during peak season
- Full redesign planned for off-season: $3,500
Key Insight: The outreach included a screenshot of their website on a mobile phone compared to a competitor's mobile-friendly site. Visual proof of the problem was more convincing than any explanation.
Common Mistakes to Avoid
Being Too Critical
Do not insult their current website. Nobody wants to hear their business looks terrible. Frame issues as opportunities for improvement, not failures.
Generic Outreach
"I noticed your website could use some work" is not compelling. Reference specific issues you found. Generic messages get ignored.
Pricing Too Low
Racing to the bottom attracts price-shoppers and devalues your work. Charge based on the value you provide, not how many hours it takes.
Ignoring Follow-Up
Most deals close after 5-7 touches. One email and giving up means leaving money on the table. Build a systematic follow-up sequence.
Not Qualifying Properly
Spending hours on prospects who cannot afford your services or cannot make decisions wastes time. Qualify before deep engagement.
Forgetting the Upsell
Fixing one issue without discussing ongoing maintenance or future improvements leaves value on the table. Always present the next step.
Key Takeaways
Broken websites are everywhere. 28% of businesses have no website. 46% have outdated sites. The market is massive.
Specificity wins. Reference exact issues in your outreach. Generic messages get ignored, specific observations get responses.
Start small to go big. A $200 SSL fix can lead to a $6,000 relationship. Trust is built through small wins first.
Qualify before pursuing. Not every broken website is worth your time. Use the decision framework to prioritize high-value opportunities.
Price based on value. A website that brings in $50,000 in annual revenue is worth more than the hours it takes to build.
Build recurring revenue. One-time projects are good. Monthly retainers are better. Always present the ongoing relationship option.
Ready to Find Your First Broken Website Opportunity?
The businesses with broken websites are out there waiting. Use the frameworks in this guide to systematically identify, outreach, and convert them into paying clients.