How to Write a Winning Proposal for a Web Design Project
The proposal is an essential step in launching a successful client relationship. It highlights the value of a project for your potential client, sets healthy expectations, reduces fears or concerns, and safeguards both parties.
Following the consultation and interview with a potential client, the proposal is an opportunity to put everything into writing before agreeing to work together. Additionally, it is intended to spell out details for every step of the process, so clients understand your approach, workflow, and pricing.
Proposals are paramount to securing clients and landing new projects, so it’s important to know how to write them and when to send them.
Why write proposals for a web design project?
The best professionals are more than just designers. They paint a vision of the success of a project and outline a clear process of how to get there. The proposal is a guide to that vision.
A few reasons why you would adapt your project workflow to send proposals include:
Showing clients you’re a professional who is serious about your work.
Setting clear expectations and boundaries from the start.
Educating your clients about your process.
Clarifying terms like payments, cancellations, and ownership.
Offering reassurance to clients.
What to include in your web design proposal
You’ll want to personalize your proposal for each client with details that are pertinent to their project. However, most business proposals share some essential elements:
Overview: In 2–4 sentences, provide a brief overview of the project and its scope, identifying the problem you aim to solve for the client.
Expertise: Highlight your experience and expertise, including relevant credentials, testimonials, and examples of your past work.
Pro tip: Ask a few previous clients if you can share their email address as a reference for future projects. Then, include the email addresses in the proposal alongside their testimonial. This shows your potential client that you are trustworthy and have integrity in your work.
Deliverables: Provide a clear list of deliverables and the quantity and cost of each item. This list includes but is not limited to pages, revisions, customizations, graphic design deliverables, integrations like third-party tools, add-ons like Acuity Scheduling or Tock, training for post-project handoff, number of phone calls, and post-launch support.
Pro tip: If you package your services, include respective package prices in the deliverables section of the proposal.
Process & Timeline: Outline your process in 3–5 steps and indicate specific dates, or the duration of time, for each phase of the project.
What’s next: Share the next steps that your potential client should take to officially begin the project, such as signing a contract or sending over content.
Terms: Your terms should specify the payment structure, your rates (by hour or by deliverable), how to contact you, usage rights, fees for work beyond the scope of the project, and more.
Pro tip: Some freelancers or agencies may send a contract in addition to the proposal. While the proposal talks about the scope of the work, the contract details the terms of the project and partnership. For many starting out, a proposal is more than enough to begin.
Signature: Before the project starts, you and your client should sign the proposal and, if applicable, a contract.
Your web design proposal template
The following example can be used as a guide to writing your own proposals.
Overview
We will build your vision for [client’s company name] into a brand new online experience. The website will be modern, user-friendly, and promote your desired action. We will build it on Squarespace 7.1 and ensure it’s optimized for desktop, tablet, and mobile.
Expertise
I have built over 40 Squarespace websites. Some that are similar to your vision include:
[Showcase 2–4 projects with links]
Read a few testimonials from recent clients:
[Showcase 2–3 testimonials]
Deliverables
To build your website, I will deliver the following within the agreed-upon six-month timeline:
Up to 8 pages designed and developed: $X
2 site-wide revisions: $X
7 custom-code solutions: $X
A redesigned brand logo: $X
Search engine optimization services: $X
Acuity Scheduling setup: $X
Basic training on how to use Squarespace: Included
Post-launch support: $X/hour
Process & Timeline
Step 1: Initial build
Once you have sent me all of the features that you want on your new website, I will get to work on the first draft. I will send you the first full draft by [provide date or duration].
Step 2: First major revision
We will work together to make all necessary adjustments to your site to match your desired feel. I’ll send a document that you can use to write out any changes that you have to the first draft. Send over your edits by [provide date or duration], and I’ll have them completed by [provide date or duration].
Step 3: Second minor revision
We will work together again to clean up any final details on the site. I’ll send over another document where you can note additional changes that you want me to make to the site by [provide date or duration]. I’ll implement your feedback by [provide date or duration].
Step 4: Launch plan
It’s time to plan the site launch! To give you ownership of the site, I will send you a request for final payment. After the final payment is received, I will give you backend ownership of the site, and we’ll work together so you are confident making updates to it, such as copy and image changes. From there, we will plan the launch date and ensure your domain transfer is smooth.
What’s next
I’d be happy to answer any of your questions regarding the proposal. You can reach me via phone or email [provide details]. Once you approve, please sign the proposal. From there, I’ll send you the first steps to getting started, which include a deposit and a form to fill out to get your content for the site. I look forward to working with you!
Terms
Here are a few essential terms to consider:
Payment structure: 50% deposit upfront. Final payment due before site launch and site ownership transferred to you. Payment via [your tool], check, or bank transfer (no credit card payments).
Resources needed for the design, such as fonts, stock photos, and icons, are not included in the prices above. Those will be paid for by the client, and the rights to use them shall be theirs.
Additional work for components that appear in the scope of work will be charged $X per hour (e.g., beyond the number of revisions described).
New components not described in the scope of work will be assessed in a new estimate.
In case of project cancellation after the work has started, client will pay for the relative part of the work.
Expectations: You will receive a response within two business days of sending an email. You can expect implementation within 2–4 business days of confirmation.
Cell phone: Calling and text messaging should be used for emergencies only. Since my phone is also my personal device, please use email unless the situation is critical and needs immediate attention.
Business hours: Business hours are Monday through Friday from 9:00 AM–5:00 PM PT.
While writing proposals may feel intimidating, they are beneficial to both you and your clients. Repetition creates progress, so be prepared to make mistakes and learn from them. The more you send proposals, the better you can understand what to include and remove based on your business needs.
Want more?
Check out Squarespace Circle, Squarespace’s program for professional web designers, developers, digital entrepreneurs, and creatives. Along with exclusive content, discounts, and other perks, Circle brings professionals together from all across the globe to exchange advice while connecting with new clients and collaborators.
