How to Write a Strong Client Proposal

A strong proposal is more than a pricing sheet or a project summary. It’s a chance to show that you understand the client’s needs, offer a clear solution, and position yourself as the right person for the job. Whether you're responding to a job post or sending a proposal after a discovery call, this guide will help you structure your pitch with clarity and confidence.

1. Start With Their Problem, Not Your Services

Open by restating the client’s challenge or need in your own words. This shows that you were listening and that you understand what they’re asking for. It immediately sets your proposal apart from generic copy-paste responses.

Example:

“You mentioned that your team is struggling to convert website visitors into leads. I believe your current messaging isn’t clearly guiding users to take action. I’d like to help you fix that.”

When a client feels seen, they’re more likely to keep reading.

2. Offer a Clear, Relevant Solution

Now explain exactly what you plan to do to address their challenge. Use plain language and avoid buzzwords. Be specific about the outcome you’re aiming for.

Example:

“I’ll write a new homepage that leads with your strongest value proposition and includes a clear call-to-action. I’ll also suggest layout changes that improve flow and make it easier for users to navigate.”

This is where you connect your expertise to their results.

3. Break Down the Scope

List what’s included in the project. This should cover:

• Key deliverables

• Timeline or deadlines

• Number of revisions

• Communication method and frequency

Setting expectations now prevents confusion later. If there are limits or exclusions, mention them here.

Bonus tip: You can phrase this section as “Here’s what’s included” to keep the tone friendly but clear.

4. Be Transparent About Pricing

Whether you charge hourly or by project, make the price easy to understand. Include what’s covered and any terms, like payment schedule or deposit requirements.

Examples:

• “Flat project rate: $950, invoiced 50% up front, 50% upon delivery”

• “Hourly rate: $60/hour, estimated 12–15 hours total”

You don’t need to negotiate in the proposal. Just present your number professionally and back it up with the value you’re offering.

5. Add Supporting Proof

This is where you briefly build credibility. Keep it short, but relevant. Mention past results, similar projects, or industries you’ve worked in.

Example:

“I recently worked with a SaaS startup to rewrite their product page, which led to a 40% increase in demo signups within two weeks.”

Include a link to your portfolio or case study if you have one. Let your work speak for itself.

6. Close With a Clear Next Step

Don’t end your proposal with “let me know.” Tell the client what happens next.

Examples:

• “If this looks good, I can send over a simple contract to get started.”

• “I’m happy to jump on a quick call this week if you have questions.”

Make it easy for them to say yes or move forward.

Bonus: Keep It Short and Skimmable

A good proposal is direct and easy to read. Use clear headers, short paragraphs, and simple formatting. You’re not trying to impress with jargon. You’re trying to earn trust and make the decision easy.

If you’re submitting proposals regularly, build a template, but always customize it based on the client and their specific project.

Final Thoughts

A strong proposal doesn’t need to be long, but it does need to be focused. Show that you understand the problem, offer a clear solution, and make it easy to move forward. When done well, your proposal becomes the first step toward a smooth and successful project.