LinkedIn Outreach Templates for Web Designers
LinkedIn is not email. People are more visible, more guarded, and less forgiving of obvious sales messages. These templates are designed to start a real conversation rather than pitch directly.
Why LinkedIn works differently to cold email
When someone receives a cold email, they have no social context for who you are. On LinkedIn, they can click your profile before deciding to reply. That means your profile does a lot of the heavy lifting before you even say anything.
Before you send a single message, make sure your profile headline describes what you do clearly and for whom. "Web designer for UK trade businesses" is better than "Freelance Developer | React | WordPress | Available for hire." The first tells them you are relevant to them. The second tells them nothing.
Also: the connection request note is capped at 300 characters, and most people read it on mobile before accepting or ignoring. Short wins.
Template 1: Connection request note
Send this when connecting with a local business owner. Keep it under 200 characters to avoid being cut off on mobile. Do not pitch anything here.
Connection note (keep under 200 chars)
Hi [First Name], I help [trade / service] businesses in [City] get more enquiries through Google. I noticed your profile and thought it was worth connecting.
Why it works: it names their industry and location, which shows you are not mass-blasting everyone. The phrase "get more enquiries through Google" speaks directly to what they want, not what you do.
Template 2: Follow-up after they accept
Wait 24 to 48 hours after they accept before sending this. Do not send it the moment they connect.
Message 1 (after connection)
Thanks for connecting, [First Name].
I noticed [Business Name] does not have a website linked on Google. That means any local searches for [their service] in [City] are not sending traffic your way.
Are you currently looking to pick up more work in the area, or are you at capacity right now?
The question at the end is key. It is not "do you want a website?" which feels like a sales pitch. It is "are you busy or not?" which is a genuine question about their situation. Either answer gives you something useful to work with.
Template 3: The soft pitch after a positive reply
If they say they are looking for more work, or show any interest, send this next.
Message 2 (after positive signal)
Good to hear. I build simple websites for [trade] businesses in [region] that are specifically set up to capture local Google traffic.
Nothing complicated. Usually 4 or 5 pages with a clear contact form and proper local search setup. Most clients start seeing enquiries within 4 to 6 weeks.
Happy to put together a quick outline for [Business Name] if you want to see what it would look like. Would that be useful?
What to do when they view your profile but do not reply
LinkedIn shows you who viewed your profile. If someone you messaged visits your profile but does not reply, send this once (and only once) three to five days later:
Profile viewer follow-up
Hi [First Name], just following up on my last message in case it got buried.
No pressure either way. Just wanted to check if you had any questions or if the timing is not right at the moment.
If they do not reply to this, move on. Sending a third or fourth message damages your professional reputation and can get your account flagged for spam. One follow-up is polite. Two is persistent. Three is annoying.
A note on volume
LinkedIn limits free accounts to around 100 connection requests per week. Sales Navigator raises this significantly, but the basic free account is enough to start. Send 10 to 15 personalised requests per day, keep them specific to the person, and your acceptance rate will be far higher than generic outreach.
Find businesses to reach out to.
Fernly finds local businesses without websites so you always have a qualified list of prospects ready for outreach, whether by LinkedIn, email, or phone.