Freelance Proposal Template
A proposal is your sales document. It turns conversations into contracts.
Bad proposal: Vague, generic, doesn't address the client's specific need.
Good proposal: Specific, personalized, shows you understand their problem.
Use this template.
The Structure
PROPOSAL
[Your Company Name]
Prepared for: [Client name]
Project: [Project name]
Date: [Today]
Valid until: [30 days from today]
Executive Summary
[1 paragraph. What are you doing? Why? What's the outcome?]
Example: "We'll redesign your website to increase conversions from 1.5% to 2.5%, focusing on mobile experience and checkout flow optimization."
The Problem
What problem does the client have?
Example:
"Your website gets 10,000 visitors per month but converts only 1.5%. This means you're leaving $50k per month in revenue on the table.
Your current site:
- Loads slowly on mobile
- Has a 4-step checkout process
- Doesn't show social proof
- Lacks clear value proposition
These issues cause 68% of visitors to leave."
(Show you understand their specific situation, not a generic problem.)
The Solution
What are you doing to fix it?
Example:
"We'll redesign with a focus on conversion optimization:
- Simplify mobile experience (1-click checkout)
- Add social proof (customer testimonials, reviews)
- Improve value proposition (clearer messaging)
- A/B test variations to find optimal version
Result: Target 2.5% conversion rate = $83k additional revenue per month."
Scope of Work
What's included?
- Website design (desktop and mobile)
- 2 revision rounds
- Conversion-optimized checkout flow
- Mobile optimization
- Design documentation
What's NOT included?
- Copywriting
- Photography
- Payment processing setup
- Hosting migration
Timeline
- Discovery: Week 1
- Design: Weeks 2-3
- Revisions: Week 4
- Final delivery: End of Week 4
Investment
Project fee: $[Amount]
Payment schedule:
- 50% upfront upon approval
- 50% upon final delivery
What's included in the price: [All deliverables listed above]
Why Us
Why should they hire you?
Example:
"I've designed 15+ ecommerce sites and increased average conversion by 40%. My designs are mobile-first and conversion-focused. I've worked with SaaS, ecommerce, and B2B companies."
[Keep it short. 2-3 sentences. Let your portfolio speak.]
Next Steps
- Review this proposal
- Let us know if you have questions
- Sign and return if you approve
- We'll send a project agreement and schedule kickoff
Contact
If you have questions, reach out:
[Your name] [Your email] [Your phone]
Customizations
For design: Emphasize creative, visual, user experience.
For copywriting: Emphasize messaging, positioning, persuasion.
For development: Emphasize technical, quality, security.
For strategy: Emphasize research, analysis, recommendations.
Key Sections Explained
Problem: Show you understand their specific situation. This builds trust.
Solution: Explain what you'll do. How it solves their problem.
Timeline: Specific dates. Not "a few weeks." Exact timing.
Investment: Clear price. Clear payment schedule.
The Personalization Rule
Generic proposals lose.
Personalized proposals win.
Generic: "We'll design a website."
Personalized: "We'll design your SaaS website to convert more enterprise customers, focusing on ROI calculations and technical specifications."
The specific version is 10x more likely to win.
The Social Proof Section
Add this if you have it:
Our Track Record
"Clients we've worked with:
- Increased conversion by 40% (Company A)
- Reduced time-to-close by 30% (Company B)
- Grew revenue by $500k (Company C)"
Social proof wins deals.
Length
Short: 1-2 pages (for small projects)
Medium: 2-3 pages (for most projects)
Long: 4+ pages (for complex projects with multiple stakeholders)
Longer isn't better. Concise is better.
The Design
Keep it simple:
- Use your brand colors
- Use a readable font
- Use white space
- Use clear headings
A 2-page PDF looks better than a 1-page Word doc.
Sending the Proposal
Send as PDF via email.
Subject: "Proposal - [Project name] - [Client name]"
Include a short cover email:
"Hi [Name],
I've prepared a proposal for your website redesign project. This outlines the work, timeline, and investment.
Please review and let me know if you have questions. I'm confident this will help you increase conversions.
Looking forward to working together.
[Your name]"
Common Mistakes
Too vague. "We'll make your website better."
No pricing. Make them ask for price. Bad idea. Include it.
Too long. 10 pages is unnecessary.
Not personalized. Could be sent to anyone.
No clear next steps. How do they approve it?
Follow-Up
If you don't hear back in a week, follow up.
"Hi [Name],
Checking in on the proposal. Do you have questions or want to discuss next steps?
Available [times/dates].
[Your name]"
If no response after 2 follow-ups, move on.
FAQ
Should I include my portfolio in the proposal?
No, link to it separately. Keep the proposal focused on their project.
How much detail should I include?
Enough so they understand what they're paying for. Not so much they're confused.
Should I include revisions in scope?
Yes. "2 rounds of revisions" is standard. Anything beyond costs extra.
What if they want to negotiate price?
Reduce scope instead. "If budget is a concern, we can remove X and save $Y."
Never cut your rate. Cut scope instead.