Writing proposals used to stress me all the way out.
I’d either overthink them and send five-page essays… or underthink them and just slap my rates in an email. Neither worked. And both felt kind of cringe.
But once I found a structure that was clear, client-friendly, and easy to customize, proposals went from “ugh” to “okay, I’ve got this.”
And better yet? They started winning me more projects—with way less back-and-forth.
Here’s how I structure proposals now (and what you can steal for your own):
1. Start With the Why
Open with a friendly, human paragraph that reflects what the client is trying to do:
“Thanks so much for connecting! It sounds like you’re looking for support with [project] to help [business goal]. I’d love to help you bring that to life.”
This shows you get it—you’re not just selling a service, you’re solving a problem.
2. Scope of Work (aka What You’ll Actually Do)
Be clear, but not robotic. Outline what’s included and what’s not. Use bullets, not buzzwords.
Example:
- 2–3 messaging directions for your landing page
- Up to 2 rounds of revisions
- Final delivery in Google Docs + formatted for web
- Timeline: approx. 2 weeks from start date
Clear scope = fewer misunderstandings = happier client and happier you.
3. Investment (Not Just “Price”)
Yep—call it an investment. Language matters.
Be transparent and confident with your rate. You can format it like:
Project Rate: $1,200
Includes everything above, plus 2 weeks of support for small edits/questions post-launch.
Want to offer tiered options? Great. Just make each one feel complete, not like a downgrade.
4. Timeline + Next Steps
Keep this part super simple:
- Project kickoff: Week of April 15
- First draft: ~April 22
- Final delivery: ~May 1
To book:
- Reply “yes” to this email
- Sign the agreement (link attached)
- I’ll invoice for 50% to hold your spot
Clarity makes people way more likely to say yes.
5. Close Warm, Not Weird
End with kindness. You’re not just trying to “close”—you’re inviting a collaboration.
“Let me know if you have any questions—I’m happy to adjust the scope if needed. Excited about the possibility of working together!”
Bonus: Proposal Template Checklist
Want to swipe my structure? Here’s a simplified checklist you can reuse:
- Friendly intro that reflects the client’s goals
- Bullet-pointed scope of work
- Clear pricing (as an investment!)
- Timeline + steps to get started
- Warm, kind closing
Use it. Tweak it. Make it yours.
Final Thought
Proposals don’t have to be scary. They’re not about proving your worth—they’re about communicating it clearly.
When you write with clarity and confidence, the right clients will feel it—and say yes faster.
