Client proposal template

A proposal structure that wins work: the client’s problem first, your approach, clear options and an easy way to say yes. Copy it, fill in the brackets and send.

Free to copyExample wording includedWorks for any service

Most proposals lose because they talk about the agency before the client. This template starts with what the client wants to achieve, then shows how you will get them there and what it costs. It works for design, development, marketing, consulting and most other services.

Proposal for [Client company]

Prepared for [Client name, title] by [Your name], [Your company] · [Date] · Valid until [Date]

1. Where you are today

You told us that [the problem in the client’s words, e.g. “our website does not generate enquiries, and the team cannot update it without a developer”]. That matters because [the business impact: lost leads, wasted time, missed launch date].

2. What success looks like

[Goal 1, measurable where possible, e.g. “double monthly enquiries from the website within six months”]
[Goal 2, e.g. “the marketing team can publish pages without help”]
[Goal 3]

3. Our approach

We will [one or two sentences on how you will solve it, and why this approach fits this client]. The work runs in [number] stages:

[Stage 1, e.g. Discovery]: [what happens and what the client receives].
[Stage 2, e.g. Design]: [what happens and what the client receives].
[Stage 3, e.g. Build and launch]: [what happens and what the client receives].

4. Scope and deliverables

[Deliverable 1, specific enough to check, e.g. “8 page templates, responsive, built in [CMS]”]
[Deliverable 2]
[Number] rounds of revisions per stage

Not included: [items the client might assume are included, e.g. copywriting, stock photography, hosting fees, ongoing maintenance]. We are happy to quote for these separately.

5. Timeline

We can start on [date] once the proposal is accepted and the deposit is received. Launch is planned for [date], assuming feedback within [number] working days at each review.

6. Investment

Choose the option that fits. Prices exclude [VAT / GST / sales tax], which will be added where it applies.

Essential, [price]: [what is included].
Recommended, [price]: [what is included, and the extra outcome it delivers].
Extended, [price]: [what is included].

Payment: [e.g. 40% to start, 40% at design approval, 20% at launch], due within [number] days of each invoice.

7. Why [Your company]

[Two or three sentences of relevant proof: a similar project and its result, a short client quote, or a specific qualification.]

8. Next steps

Choose your option and sign below, or reply to confirm.
We send the deposit invoice and a kickoff date.
We hold a kickoff call within [number] days.

This proposal is subject to our [service agreement / terms of business], attached.

Accepted for [Client company]: ____________________ Name: __________ Date: __________

Replace everything in [square brackets] with your own details.

How to use this template

Write sections 1 and 2 from your discovery call. Use the client’s own words. If you have not had a call, send the client intake questionnaire first.
Make the scope checkable. “A modern website” cannot be signed off; “8 responsive page templates” can.
Always list what is not included. It prevents most scope arguments before they start.
Price from your hours, present as outcomes. The hourly rate calculator gives you a floor; the options show the client what each price buys.
End with one clear action. Sign, reply or pay the deposit. Not all three.

Why three options work

A single price invites a yes or no. Three options change the question to “which one?”. Make the middle option the one you recommend, make the difference between options about results rather than hours, and keep the cheapest option genuinely useful, so choosing it still makes a good project.

Mistakes that lose proposals

Opening with your company history instead of the client’s problem.
Hiding the price at the end of a long document.
Vague deliverables that cannot be measured or approved.
No expiry date, so an old price is still “open” months later.
Sending a PDF and waiting. Follow up within two or three working days.

Frequently asked questions

What should a client proposal include?

The client’s goal in their own words, your recommended approach, the scope and deliverables, what is not included, a timeline, the price and payment terms, and a clear way to accept. Testimonials or short case studies help when the client does not know you yet.

How long should a proposal be?

As short as it can be while still answering the client’s questions. For most service projects that is two to five pages. Long proposals often bury the price and the next step.

Should I offer packages or a single price?

Offering two or three options, such as essential, recommended and extended, lets the client choose a level instead of deciding yes or no. Put your recommended option in the middle and explain the difference in outcomes, not just features.

What is the difference between a proposal and a quote?

A quote states the price for a defined scope. A proposal also explains why your approach fits the client’s problem, and is used to win the work. Many proposals include a quote in the investment section.

How do clients accept a proposal?

Say how in the proposal: sign and return it, reply in writing, or sign online. An e-signature gives you a clear record of the agreed scope and price. In Arpixa, clients accept and e-sign proposals online and the accepted work becomes a project.

Should the proposal include contract terms?

For small projects, short terms in the proposal can be enough. For larger work, attach or reference a separate service agreement or statement of work, so the commercial terms are complete.

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Updated September 2026. General information, not financial, tax or legal advice. Check the rules where you work.