As a web designer who runs my own business, it’s both important and essential to have a proposal template ready for my (potential) clients.

For me, a proposal is an unofficial, shorter version of the contract that you send to the client. It highlights the timeline and budget for the project after you and the client have had a discovery meeting, discussed the scope of work, and determined that you’re a good fit for the project. The proposal also helps the client discuss with their team or stakeholders a potential partnership with you or simply compare your proposal with other service providers to determine what might work best for them.

Some of the clients I’ve worked with skipped this step and went straight to the contract to save time on both sides. Those who do this usually have full control of the project and the final say in the matter.

I’ve seen many proposal templates, ranging from a simple email or a one-page Google Doc to a full-fledged pitch deck with animations, from freelancers and agencies alike—new freelancers to veteran professionals. I’d say find the one that fits you and your work best. Try not to overcomplicate things or add too much fluff; only include what your client requests and what you think is important to the project discussion. Here are some key elements every proposal needs:

The Budget

The proposal should generally include a budget, as this can be a sensitive subject that wasn’t brought up in the discovery call. There may be aspects of the project you need to look into before providing a budget, so the proposal is the best way to present a clear budget alongside a well-defined scope of work. This could be a fixed price or a range of prices with different options. Whatever you choose, ensure the budget is clear and comprehensible. I usually discuss the budget with the client during the discovery call; the proposal is just a written version detailing and confirming what was discussed to ensure the client and I are on the same page before drafting the contract.

For example, in my proposals, I set a fixed price for my project along with the payment terms. For big projects with multiple stages, I may divide the total payment into smaller deposits after each stage so the client isn’t overwhelmed by the overall price they have to pay at once.

The Scope of Work

There should be a detailed list of what you’re responsible for in the project, as well as what you’re not responsible for. This is crucial if you’re working alongside the client. Keep in mind that your expectations and your client’s expectations may differ—you don’t have the same knowledge or experience. Having a section to define what you will and won’t do for the project is essential to align you and the client moving forward.

For example, in my proposals, I clearly state that I only handle web design and development and do not provide branding design or video editing.

The Timeline

Time is the second-most important factor, if not the most important, in any project. A project without a clear timeline is destined to fail from the beginning. Clients are often juggling other responsibilities besides doing business with you, so having a timeline that fits their schedule and budget is essential to their life and business.

For example, I usually provide a range of business days in my proposals, such as 45–60 business days, without accounting for the client’s feedback time or content collection.

Additional Information

You can also share information about your team, who will work on the project, as well as related resources like similar work you’ve done before. Including trust elements like testimonials or credentials can boost your client’s confidence in you, helping them make their decision and choose you as their partner.

Final Note

Always have a proposal template ready. Don’t create a new one for every client who comes through your door—adjust the existing proposal instead. Double-check the client’s name (and their business), the budget, timeline, and scope. Ensure you send the right files to the correct recipients. A tip I’ve heard time and again from my mentors is, “You’re in the web design business, not the proposal-creating business.” Sometimes we try too hard and waste so much time making an impression on potential clients that we forget the main point of our business.