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Finalizing a big client contract is one of the primary focuses of a freelance business model. It’s the culmination of all of your hard work, time, and effort, and enables you to now focus on the work you’re most passionate about.
But to close that deal, you’ll need to effectively communicate to a potential client exactly why you’re right for the job, and how you’ll get them to the final product you’ve pitched. Project proposals help your present future clients with a clear roadmap for exactly why your services can help them, and how you’ll get them there.
What is a project proposal?
While you may know that you’re right for the job, you’ll need to let potential clients know just why that is. Your proposal helps them get a clear vision of what you’ll deliver for them and how you’ll do it, whether that’s a beautiful set of event photos, an interior design project, or a coaching plan. In some ways, it’s as much an emotional appeal to a potential client as it is a business document.
There are a few categories of project proposals.
Solicited: These are sent in response to a Request for Proposal, or RFP, from a business or individual asking for bids from qualified pros. This proposal type is competitive and requires thorough research and persuasive writing.
Unsolicited: These are sent without an RFP. These are not in direct competition with other organizations, but still require persuasive writing due to limited knowledge on the potential client’s needs.
Informal: A potential client sends an informal request for a proposal, like through a contact form. These can be more interpretive due to their informal and often familiar nature.
Renewal: Sent to existing clients in an attempt to extend their services with you. Emphasizing past results and persuading the client that you can deliver future results is the focus here.
Continuation: Sent to a client as a reminder that the project is beginning. These are generally simple updates on an agreed-upon project, rather than a persuasive pitch.
Supplemental: For existing stakeholders to let them know the project is beginning, and asking for any necessary resources.
For the purposes of this article, we’ll focus on the structure of a solicited project proposal. In this context, think of it as creating a solicited brief for a potential client—an individual shopping around for services like yours—rather than a large company asking for bids for a major project.
Learn how to send client proposals on Squarespace
Common components of a successful client proposal
Over time, you’ll develop a sense for what details you need to include in your proposals. As you’re starting out, use this list of key elements as a checklist to create a memorable, informative, and persuasive proposal for a potential client.
Cover page: This can be a full page or a short header section. It should include your brand name, the client or project name, the date, and your contact information. Like the other parts of your proposal, the design should match your branding.
Overview: The overview follows the initial cover page, and serves as a summary of the project and its scope. This can be done in a short paragraph, roughly two to four sentences, which should identify the problem the client faces, and which you plan to solve for them.
About you and relevant experience: Spotlight your business and highlight relevant prior experience. Show why you’re suited for the proposed task and help build the client’s confidence in you. This is also a chance to connect with your client on a personal level.
Objectives and approach: This can be more in-depth than the initial overview, breaking the larger project down into more digestible steps or stages. Or use this space to summarize how you work with clients and involve them in your process.
Action items and timeline: Walk the client through each phase of the process, and outline all deliverables. You can generally do this in three to five steps (though this can vary) while indicating specific dates for key targets, to give an impression of how long each step will take.
Budget and deliverables: This can be a separate page, or be combined with the steps above, depending on proposal formatting, service type, client needs, and other factors. Provide an estimated budget for your project that breaks down the cost of materials, staffing, and tools.
Payment and terms: Outline your accepted payment methods and terms of service. Include payment deadlines, cancellation or refund policies, and other details that will help set expectations between you and your client.
What’s next: You can use a concluding section to answer common questions and explain how a client can take the next steps to hire you. This is a good place to reiterate contact information, in case they have questions.
Best practices for project proposals
A client proposal is about building connection and trust in you and your work to win business. You want to appear professional, approachable, and experienced so that potential clients are excited about working with you. Keeping some best practices in mind can help you create a proposal that stands out.
Personalize: Research your client and ask questions if needed to tailor your proposal to their ideal outcome. This goes a long way towards connecting with them and showing that you understand their needs on a deeper level.
Use visuals: Images of past work and mock ups of your ideas for the client can help your client get a clear picture of what you’ll deliver and get them excited.
Be clear and detailed: The better you can communicate what working with you will look like, the more trust someone can have in you and the process.
Anticipate their needs: Try to preemptively address questions or concerns. Your earlier research along with experience can help you identify likely follow-ups .
Include their ideas: If you got project details from your client from your intake form or an initial meeting, highlight how you’ve incorporated their priorities and vision.
Non-negotiables: Know what parts of a project or agreement are non-negotiable for you. For example, if it’s a requirement that you be able to share photos from your work publicly or your rate is non-negotiable, decide that upfront. Knowing what’s set in stone allows you to practice setting expectations and communicating them professionally.
See top tools for service providers
Project proposal template
Use the following sample template to get started building your own project proposals. This one focuses on graphic design, but can easily be adjusted to fit your product or service.
Cover page
[Your brand or business name]
[Project or client name]
[Date]
[Your contact information]
Overview
We will provide [client’s company name] with a bold new brand marketing kit. Your social media presence will be expanded to promote your [brand/goal/product].
About Me and My Experience
I am certified as a graphic designer and marketing strategist and have designed marketing materials for hundreds of companies. Some that are similar to my vision for you include:
[Showcase 2–4 projects with links]
Your certification and training
Examples of similar projects
Customer testimonials
And you can check out a few testimonials from recent clients:
[Showcase 2–3 testimonials from previous clients]
Objectives and Approach
I’ll make adjustments to your social media and online presence to connect you with customers new and old. Together we’ll:
Provide your business with an eye-catching new logo
Revamp your social media accounts
Create regular content and posting schedules for social channels
Action Items and Timeline
Step 1: Initial design
Once we have discussed your aesthetic and story, I will get to work on the first draft of your new logo. I will send you the first round of images by [provide date or duration].
I will also present a marketing plan for your social media channels and a potential content release cycle.
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 to adjust and personalize your logo and social plan. I’ll share a document where you can note changes 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 marketing launch and rebrand. We will finalize payment and all ownership will be handed over upon receipt.
Budget and Deliverables
Throughout the process, I will deliver the following within the agreed-upon six-month timeline:
New logo: $X
Social media marketing audit: $X
Brand redesign: $X
SEO)services: $X
[Additional deliverable as needed]: $X
Post-launch support: $X/hour
Payment and Terms
Below is an outline of my terms.
Payment structure: 50% deposit upfront. Final payment due [X days] before launch. Payment via [your tool], check, or bank transfer (no credit card payments) [adjusted to your preference].
Resources needed for the art design and content creation 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 in-scope work will be charged at $X per hour (e.g., beyond the number of revisions described).
New components not described here will be addressed in a new estimate as they arise, if so.
In case of project cancellation after the work has started, client will pay for the completed work.
Expectations: You will receive a response within [X] business days of sending an email. You can expect implementation within [X] business days of confirmation.
Phone contact: Calling and text messaging should be used for emergencies only. As this is a personal and professional device, please use email unless the situation requires immediate attention.
Business hours: Business hours are Monday through Friday from 8:00 AM–6:00 PM EST and by appointment.
What’s Next
I’d be happy to answer any of your questions regarding this proposal. You can reach me via email [provide details]. Once you approve, please sign the proposal. From there, I’ll send you the first steps, which include a deposit and a form to fill out for availability, and to gather information on your aesthetic. I look forward to working with you!
Ready to create successful client proposals?