What To Include
A strong proposal answers three questions: what you heard, what you will do, and what it costs.
1) Cover Letter
- Short context and why you’re sending the proposal
- The outcome the client wants (leads, conversion, brand trust)
- High-level timeline and next steps
2) Our Understanding of the Problem
- Summarize the pain in the client’s words
- Call out what happens if nothing changes
- Define the success metric (what “better” looks like)
3) Proposed Solution + Scope
- List deliverables (not vague outcomes)
- Include a simple timeline with checkpoints
- Link to a separate Scope of Work (SOW) if the project is complex
4) Pricing
- One clear price (and optional add-ons)
- Payment terms (ex: 50% upfront)
- Assumptions: response times, number of revision rounds, required access
Common Mistakes
- Too much strategy, not enough deliverables
- No exclusions (scope creep starts here)
- Too many pricing options (decision fatigue)
Generate A Proposal PDF
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