To find advertisers, work out which businesses want to reach your readers, write to them, and make it easy for interested ones to find you. All of it can be done for free.
This guide is for site owners selling ad space. It covers finding the first advertisers and approaching them. Check out the full process of selling ad space here.
1. Decide who to look for
Start with your reader, not with a list of companies. Write one sentence:
My readers are {who}, and they care about {topic}.
Then list the kinds of businesses that want to reach those people. Think about:
- Products and tools your readers already use
- Services they pay for
- Courses, events and communities in your topic
- Local businesses, if your site serves a town or region
Aim for a list of about ten specific businesses before you write to anyone.
2. Where to look
You do not need a special service to build the list. These methods cost nothing:
- See who already advertises near your topic. Look at other sites, newsletters and podcasts your readers use. A business that advertises there is already willing to pay to reach people like yours.
- See who sponsors events and open-source projects in your field. Sponsor pages list the businesses that pay.
- Ask your readers. Which products do they recommend to each other? Which tools do they ask about?
- Look locally. If your site is local, nearby businesses are the most direct fit.
3. Check the fit before you write
For each business on your list, ask:
- Does their offer matter to your readers?
- Do they advertise anywhere already?
- Can you tell who decides on advertising?
If the answer to the first question is no, drop them. A short list of good fits beats a long list of guesses.
4. Find the right person
A named person with a role such as marketing, partnerships or the owner, will usually serve you better than a general inbox. A contact page or a company's public profile can tell you who that is.
Before you write to businesses you do not know, check the rules on unsolicited email where you and they are based. This is a reminder, not legal advice.
5. Write the first message
Keep it short and specific. Say what you are offering, the sizes, the price and why you chose them. Here is a message for a business that already advertises elsewhere:
Subject: Ad space for {their business} on {your site}
Hi {name},
I saw {their business} advertising on {where}. I run {your site}, which is read by {who}.
I have one banner slot on {position}. The sizes are {sizes} and the price is {price} per month.
I thought it might suit {their business} because {one specific reason}. Would you like the details?
{your name}
If you have a storefront link, add it. It lets them see the slot without writing back.
6. Follow up once
People are busy. A single, polite follow-up a few days later is reasonable. Here is one:
Subject: Re: Ad space for {their business} on {your site}
Hi {name},
A quick follow-up on my note about the banner slot on {your site}. It is still open for {dates}.
If it is not a fit, no problem at all.
{your name}
If there is no answer after that, move on to the next business on your list.
7. Let them come to you
Put an "Advertise here" spot where the ad will go. A business that visits your site and likes it can then act straight away. Make sure the spot leads somewhere that shows the sizes, the duration and the price. Check out a free rate card template here.
8. Keep track
Keep a simple list: who you contacted, when, and what happened. After ten or so businesses, look at it. If nobody replies, change one thing at a time: who you write to, what you offer, or the price.
Finding advertisers with SponsorZone
SponsorZone is a tool for selling one fixed slot on your own site. It gives you the embed, the storefront, the review step and the payment. While the slot is open, the embed shows "Advertise here", and a click opens the storefront, so interested visitors can act straight away. It is free to start, with no subscription, and takes 10% of each sale.
Check out a wider look at earning from a site here.
Frequently asked questions
How do I find advertisers for my website?
Describe your reader in one sentence, list the kinds of businesses that want to reach them, and write a short, specific message to each. Also put an "Advertise here" spot on your site so interested businesses can come to you.
How do I attract advertisers to my website?
Make the offer easy to find and easy to understand: where the slot is, its sizes, how long it runs and the price. An "Advertise here" spot that leads to those details does this.
How do I get companies to advertise on my website?
Start with companies whose customers are your readers. Write to a named person, say why you chose them, and keep the offer to one slot with clear terms.
How can I find advertisers for my website for free?
All the methods above are free: looking at who advertises near your topic, checking sponsor pages, asking your readers, and writing to businesses yourself. SponsorZone is also free to start, with no subscription and a 10% fee on each sale.
How do I get sponsors for my website?
Find them the same way as advertisers. Pick businesses that fit your readers, make one clear offer and write to the right person.