# Lead Titan website sales: context for AI

Last updated: Fri 16 Oct 2026, 19:10 (UK)

Read this first. It is the current state of Lead Titan's website sales system. If anything here conflicts with older notes or chats, this file wins. Ask James before changing anything it describes.

## Who

- **Lead Titan**: done-for-you websites and Google profiles for UK tradespeople. Based in Bristol, selling nationwide.
- **James**: co-founder and MD. Builds the sites and does technical delivery. Cold calls 9 to 11am and closes. Six years in sales.
- **Toby**: co-founder and sales director. Owns website sales.
- Prospects are usually about 50, busy, on site, sceptical, often burned by agencies, and not technical. Sell results, never how it works.

## The offer (one offer, every call)

- First month free. He doesn't pay a penny until the site has brought him 3 enquiries. Then £149 a month, no contract.
- The 90-day cap on the guarantee is in the T&Cs only. Never mention it on a call.
- One-off option, only if the prospect raises it: £1,500, first year's hosting free, then £30 a month.
- Full Google Business Profile optimisation only comes with 3 months upfront. It is not part of the free trial.
- Card taken on the call via a Stripe link: 30 days free, then auto-renews. Day 25 reminder to James, day 30 enquiry check (3+ = Paid client).
- Proof: only the 4 Seasons rendering line and its proof graphic (proof-4-seasons.png on this site: George's WhatsApp "3 enquiries this week" and his Google review), and only once George has said yes. No tyre story, no "£300 for a Google profile", no invented numbers.

## The daily rhythm

1. 9 to 11am: cold calls (about 50 dials). Every conversation ends in a lane.
2. 11am to 1pm: build a draft for every lane A booking (about 15 minutes each from the template).
3. 1 hour before each reveal: WhatsApp a screenshot of the top of his homepage. Never the link.
4. 4 to 6pm: reveal (close) calls.
5. End of day: numbers with Toby, plus one recorded call each.

## The three lanes

- **Lane A (buyer)**: room in the diary, or wants different work. Fixed reveal time (today first, never more than 72 hours out), in Google Calendar. Straight after the cold call, WhatsApp the 4 Seasons proof graphic ("Cheers [Name]. Here's one we did for a renderer in South Wales. Yours is next. Speak at [time]."). The site is shown live on the call. The link is never sent before the reveal call.
- **Lane B (not now)**: flat out with work he likes, or wants you off the phone. Send the site on WhatsApp with the 4 Seasons proof graphic, no strings. One callback when his busy spell ends. No chase calls, no "site comes down today".
- **Not a fit**: shutting down, retiring, wrong trade. Thank him, mark Lost.

## Cold call (v3, from Mon 19 Oct)

Fixed opener:
> "Hi [Name]? It's James. I run a small business in Bristol called Lead Titan. I'm looking to work with one [trade] in [town]. I only take on one per area."
("One per area" only where it's true. Check Towns owned in GHL.)

Then, loose wording (James doesn't like word-for-word scripts beyond the opener):
1. **Q1, how work comes in**: "Quick one: how do you get most of your work in at the moment?" Say it back, one follow-up (e.g. word of mouth: "Does it come in steady, or in waves?"), never argue with his answer.
2. **Q2, the diary**: "How's the diary looking for the next couple of months?"
   - Busy test: "Busy with the work you want, or just busy?" and "Any quiet months?" Wrong jobs, or quiet within 8 weeks = lane A. Flat out and happy, or quiet further off = lane B. Shutting down = Not a fit.
3. **Q3, the job he wants**: "If you could have more of one kind of job, what would it be?" The site is built around this job.
4. **Bridge**: "Reason I ask: I've already built you a website. I'll finish it round [his job]."
5. **Book**: "What time do you finish up today? I need five minutes on your phone when you're done." Pin it to a clock time. Lunchtime is fine.
6. **Lock it in (Q4)**, after he's agreed a time: "Anyone else who should see it? Wife, partner, your dad? Get them on too, it's ten minutes." Then "Any reason you can't make 5?" Then "OK if I WhatsApp you? I'll send you a sneak peek before."

The rule after every answer: say back his last few words, then the next question.
"Just send it over": "It's not finished yet. I'll send you a sneak peek and show you it properly at 5."

"What's it cost?" on the cold call: answer straight, in one breath, then back to booking. Never dodge it, never explain what's included, never give the one-off price on the cold call.
> "Nothing to start. First month's free, and you don't pay a penny until it's brought you 3 enquiries. After that it's £149 a month, no contract. I'll show you exactly what you get at 5. What time do you finish today?"
- "Seems a lot": "Fair. You'll see it first, and it costs nothing until it's working. Five minutes when you're done?"
- "Can I just buy it?": "There's an option for that too. I'll show you both at 5."
- Asked before the questions: give the line, then "Can I ask you a quick one first?" and carry on.

## Close (reveal) call, about 10 minutes

1. Read his close lines first (Calendar event description and the Close action in the Link Pipeline sheet).
2. Open on his words: "Last time you said [his words]. Still the case?"
3. Two or three questions: what a good job is worth to him, what he's tried, what changes if it works, anything that would stop him today.
4. Play it back: "So: [his problem]. That right?"
5. Show it live, results not features: top of page ("someone in [town] types '[his job]' at 9pm..."), quote form, his job's page, towns, reviews. One line on blank photo boxes.
6. Check: "Is that the kind of work you'd want coming in?"
7. The ask (fixed): "Want me to put it live this week? First month's free, and you don't pay a penny until it's brought you 3 enquiries. Then it's £149 a month, no contract." Then silence.
8. Card on the call, then send his setup.leadtitan.co.uk form: "Five minutes, tonight, and it's live next week."

Objections: agree, repeat it back, ask what's behind it ("What's your main concern?"), ask again. Never argue, never drop the price.
- Wife or dad: "Course, smart to chat with him first. What do you reckon he'll ask?" Answer it. Then: "It's free for 30 days, and one text to me cancels it. Let's get you set up now so the wheels are turning, and you can show him the site tonight." If he still waits, book a call with both before hanging up. If the dad pays or owns the business, get him on a call instead.
- "Can't afford it" on a free month means doubt: "What would you need to see to be sure it brings work in?"
- "Card's not on me": Apple or Google Pay if the link takes it, or a fixed time to do it together.

## One-off test (separate "One-off · test" tab, not standard yet)

A test of leading with the one-off at the close-call ask, for cash flow. Everything before the ask is the normal close call. The three standard tabs are unchanged.

- The ask (fixed): "Want me to put it live this week? There's two ways to do it. £1,500 one-off and the site's yours, with the first year's hosting included. If it hasn't brought you 5 enquiries in 90 days, you get your money back. Or try it free for a month, then £149 a month, no contract. Which suits you?"
- "£1,500 is a lot": "What's one good [job] worth to you?" If more than £1,500: "So one job pays for it, and if it hasn't brought you 5 enquiries in 90 days, you get your money back." Still no: the free month. Never drop the price.
- Payment: bank transfer on the call, from his banking app. Bank details sent as a text, reference = business name. Invoice and terms the same day.
- Guarantee: 5 enquiries in 90 days from go-live, counted through the site (tracking number and quote form). Conditions: Google profile verified with Lead Titan as manager, he answers or returns enquiries. Refund = the full £1,500 and the site comes down. Needs written terms, checked by a solicitor, before the first sale.
- Judge it on 20 reveal calls: cash collected per call, one-offs vs trials.

## When a sent link is opened (text alert)

Ring within 10 minutes: "Just checking the site came through OK? What did you think?" Never say you saw him open it. No answer: one text, then stop. 3+ opens: he's showing someone, ask who. One call a day per lead. Two unanswered: back to his callback date.

## Where things live

- Flowcharts (this site): / with tabs #process, #cold, #close.
- Cold call and close doc (Claude Docs): "Website calls: cold call and close".
- Link Pipeline Google Sheet: a row appears when a demo is made. Summary and Close action are filled automatically from the call transcript by an Apps Script that places columns by position. Never edit the sheet or its script from a general chat. Changes go through the chat that built it ("Callbacks summary in Google Sheets").
- Call transcripts: emailed to james@leadtitan.co.uk, Gmail label "LT Calls".
- Reveal times: Google Calendar.
- Demos: demos.leadtitan.co.uk. Client setup form: setup.leadtitan.co.uk.
- CRM: GoHighLevel (GHL), Website Sales pipeline.

## Tests running (one variable at a time)

| Change | Who | Starts | Judge on |
|---|---|---|---|
| Cold call v3 (four questions, busy test, same-day booking, new opener) | James | Mon 19 Oct | 100 conversations, bookings per conversation vs v2 |
| Close call v2 (questions before the reveal, one ask, card on the call) | James | Mon 19 Oct | 20 reveal calls, close rate |
| Lane B (site sent to no's, no chase) | James | Mon 19 Oct | 50 sends: any closes? None = stop building for lane B |

Week target from 19 Oct: 3 closes minimum, 5 stretch. A close = card in, trial started.

## Open items

- George's OK to use 4 Seasons as proof.
- One-off test: written terms for the money-back guarantee, checked by a solicitor; decide which reveal calls use the one-off ask.
- Brief to the sheet chat: Lane column (A / B / Not a fit) and the new Close action format (ANGLE, WHO DECIDES, OPEN, LABEL, SHOW, ASK, WATCH FOR).

## Compliance

Say "Lead Titan" on every call. Screen against TPS and CTPS before dialling. No voicemails to sole traders. Ask before you WhatsApp. Honest openers only.

## How to coach James

Blunt, short sentences, numbers first, in the style of Alex Hormozi's frameworks. Never invent Hormozi quotes or statistics, and say when something is your own application of his ideas. Diagnose the funnel stage before prescribing. Point to the exact line in a transcript and give a rewritten line.

## Keeping this file current

This file is part of the lt-calls Cloudflare Pages project (calls.leadtitan.co.uk/context.md). Update it and redeploy after every change to the call system.