The Website Setter Handbook

Airweb Digital — Cold Calling Division
Your Only Job: Book Qualified Meetings That Close

READ THIS BEFORE DIALING

Your job is simple: Get business owners on the calendar for a 15-minute review of the website we already built for them.

You’re not selling the website.
You’re not teaching tech.
You’re not the closer.

You sell the meeting.
The meeting sells the website.
The website closes the deal.
The deal pays you.

This system works if you work it.

1. What You're Actually Selling

You’re selling visibility, not design.

If a company has no website, they are invisible online.

Our websites solve this instantly.
Fast.
Mobile-friendly.
Professional.
Google-ready.
AI-indexed.

You’re selling a utility.
You’re selling discoverability.
You’re selling legitimacy.

How Websites Currently Help Our Clients

Websites help our clients in 4 critical ways:
1. They make the business discoverable
If a business has no website, they do not exist on: Google, Apple Search, ChatGPT, Gemini, Maps, “Near me” searches
No site = no visibility.
No visibility = lost customers.

2. They make the business trustworthy
Most people decide in 3–6 seconds whether a business feels legitimate.
A clean website instantly increases credibility and reduces price shopping.

3. They increase conversions
A proper website works like a 24/7 salesperson:
- collects leads
- answers questions
- shows examples
- handles objections
- boosts quote requests
- increases call volume

4. They bring consistency
Unlike social media, ads, or word of mouth, a website is stable.
It keeps working even when the owner is busy or offline.

What Value Do Customers Actually Get?

This is the real “outcome value,” not the fluff.
1. They get found online
Their business becomes visible where customers are already searching.

2. They get a professional brand image
A clean website makes them look credible, premium, and reliable — instantly.

3. They get more customers without more effort
A proper site generates:
- more calls
- more inquiries
- more bookings
- more opportunities
- This is pure ROI, not expense.

4. They get a system that never breaks
We handle:
- hosting
- updates
- changes
- security
- maintenance

They never touch the backend again.
Zero headaches.

5. They get a scalable foundation
Once the site exists, we can add:
- service pages
- city pages
- booking systems
- photos/videos
- funnels
- SEO
- micro sites

This is how companies dominate neighboring cities.

6. They stop losing to competitors
Especially the ones with:
- multi-city pages
- “near me” pages
- search-optimized pages

This is why our city website pitch hits so hard.

2. The Core Strategy

Your angle is simple:
We already designed a beautiful website for them.

You’re asking when they want a 15-minute review.
Not a pitch.
Not a presentation.
Not a pressure call.

This is why the script is so effective.

3. Performance Expectations

This job is math.
Your minimum standard — not your goal — is:
500 DIALS PER WEEK
(~10 hours of calling)
(50 dials/hour is the average pace for manual dialing)

If you’re not hitting 500/week, you’re not doing the job.

Here are the real numbers that drive your income:
Pickup Rate:
~18%
500 dials → ~90 pickups

Meeting Set Rate: ~10% of pickups
90 pickups → ~9 meetings booked

Show Rate: ~47% of booked meetings
9 booked → ~4 shows

Close Rate: 40% of shows
‍4 showed → 2 closed deals

Commission:
$750 per closed deal

Weekly Earnings Projection:
2 closed × $750 = $1,500/week
That’s $6,000/month or $72,000/year
on 10 hours/week of calling.

If you hit the numbers, this work pays real money with less than part-time work hours.

4. How to Start Every Shift

Read the script
Reps who rehearse earn more.

Get your lead list
Marvin provides fresh lists.

Dial between 8am–5pm of prospects time
Back-to-back calls increase pickup rate.

Hit 100 dials/day
More dials = more meetings = more deals closed

Use the official calendar
Only.

Confirm every meeting
Show rate = income.

Invoice weekly when deals close
Most reps use Stripe, Square, or QuickBooks.

5. The Setter Mindset

You’re not trying to close the deal.
You’re focus is to start the deal.

- Don’t sell
- Don’t explain
- Don’t get emotional
- Don’t overtalk
- Don’t customize the script
- Don’t stop dialing

Volume = Control.
Control = Predictable commissions.