As a website designer, you understand that a website having aesthetically appealing content is vital to grasp the attention of its intended audience. So you go out of your way to develop beautiful and engaging websites for your customers. But the same effort you put into developing websites should go into your website design proposals.
Having a bland proposal is a lot like a bland website. And we all know how that works out. Statistics show that if given 15 minutes to consume content, roughly 2/3 of visitors would rather read on a site that’s beautifully designed than one that’s plain. And about 38% of people stop engaging with content and layouts that are unattractive.
So how can you expect anything less with your website design proposal?
On that note, we’re going to share some tips you can use to create a winning proposal for your website design prospects.
What’s a Website Design Proposal?
A website design proposal is a formal document that outlines the scope, objectives, and details of a web design project between a designer or agency and a client. It serves as both a sales tool and a project roadmap, helping potential clients understand what to expect in terms of deliverables, timelines, costs, and the overall design approach.
A well-written proposal does more than just describe the design process—it establishes trust, sets clear expectations, and highlights why you or your agency are the right fit for the project. It helps prevent misunderstandings by detailing responsibilities, milestones, and technical considerations, ensuring both parties are aligned before the work begins.
Key Components of a Website Design Proposal
A well-structured website design proposal ensures clarity, professionalism, and a smooth workflow for both the designer and the client. Below are the key components that should be included to make your proposal effective and comprehensive:
1. Project Overview
The project overview serves as an introduction, summarizing the client’s needs, business goals, and how your proposed design will address them. This section should demonstrate that you understand the client’s challenges and objectives, showing how your expertise will bring their vision to life.
For example, if a client wants an eCommerce website to boost online sales, your proposal might highlight how the design will enhance user experience, improve site navigation, and integrate seamless checkout options.
2. Scope of Work
The scope of work outlines exactly what is included in the project and what isn’t. This section should break down the specific tasks you’ll handle, such as:
- Wireframing and prototyping
- UI/UX design
- Responsive and mobile-friendly design
- Custom graphics and branding elements
- Website development (frontend and backend)
- Integration of third-party tools (e.g., payment gateways, CRM systems)
- Content migration
- SEO optimization
- Testing and debugging
- Post-launch support and maintenance options
Clearly defining the scope of work helps prevent scope creep, ensuring that both parties are aligned on what will be delivered.
3. Timeline & Milestones
Setting a timeline with milestones ensures the project stays on track and meets deadlines. This section should outline estimated completion dates for different phases of the project, such as:
- Phase 1: Initial research, wireframing, and approval (Week 1-2)
- Phase 2: UI/UX design and prototyping (Week 3-4)
- Phase 3: Development and functionality implementation (Week 5-7)
- Phase 4: Testing, revisions, and final approval (Week 8-9)
- Phase 5: Launch and post-launch support (Week 10)
Including milestones provides accountability and allows both you and the client to track progress effectively.
4. Pricing & Payment Structure
This section clearly outlines the cost of the project, ensuring transparency and avoiding any payment-related misunderstandings. You can present pricing in different ways:
- Flat Fee: A single fixed price for the entire project
- Hourly Rate: Charging based on time spent
- Milestone-Based Payments: Payments released at different stages of completion
- Retainer Model: A monthly fee for ongoing work and support
Be sure to include details on deposit requirements, payment schedules, and any late payment policies. If there are extra charges for additional work beyond the agreed scope, specify how those will be handled.
5. Technical & Design Considerations
This section covers the technical and design aspects of the project, ensuring the client understands how the website will function and be built. Key details may include:
- Platform & CMS: Will the site be built on WordPress, Shopify, Webflow, or a custom framework?
- Hosting & Domain: Will you provide hosting recommendations or assist with domain setup?
- Design Preferences: Any specific brand guidelines, color schemes, typography, or layout structures the client prefers.
- SEO & Performance Optimization: Will the website be optimized for search engines and fast loading times?
- Security & Compliance: Will SSL certificates, GDPR compliance, or data encryption be implemented?
Addressing these technical details in the proposal helps manage client expectations and ensures there are no surprises later in the project.
6. Terms & Conditions
The terms and conditions section provides legal and contractual details that protect both you and the client. This section typically includes:
- Revisions & Edits: How many revision rounds are included before additional fees apply?
- Ownership & Copyright: Who owns the final design and code after the project is completed?
- Project Cancellation Policy: What happens if the client cancels the project midway?
- Liability & Warranties: A disclaimer to clarify responsibilities regarding site functionality and potential issues post-launch.
- Confidentiality & NDA (if applicable): Ensuring sensitive business information remains protected.
Having clear terms and conditions helps prevent disputes and sets professional boundaries for the project.
Benefits of Creating a Website Proposal
A well-structured website proposal is more than just a formality—it’s a tool that can help you win clients, streamline your workflow, and ensure a successful project. Whether you’re a freelance web designer or part of an agency, creating a website proposal offers several key advantages:
1. Clarifies Project Scope and Expectations
One of the biggest causes of project delays and disputes is misaligned expectations. A website proposal clearly outlines what is included in the project—such as design elements, functionality, and revisions—ensuring both you and the client are on the same page from the start.
2. Professionalism and Credibility
A detailed, well-designed proposal makes you look more professional and organized. It gives clients confidence that you have a structured approach to web design, increasing the likelihood of them choosing you over competitors who may be less prepared.
3. Reduces Scope Creep
Scope creep happens when clients request additional features or changes that weren’t originally discussed. A website proposal sets clear boundaries on what is covered within the agreed budget, helping prevent excessive revisions and unpaid work.
4. Defines Project Timeline and Milestones
Having a structured timeline with clear milestones ensures the project stays on track. It helps both you and the client manage expectations regarding deadlines, allowing for a smoother design and development process.
5. Sets Clear Payment Terms
A website proposal outlines pricing, payment schedules, and any additional fees for extra work. This reduces the risk of payment disputes and ensures you get paid fairly and on time for your services.
6. Improves Communication and Reduces Misunderstandings
By detailing all aspects of the project in writing, a proposal minimizes the chances of miscommunication. It serves as a reference point throughout the project, making it easier to resolve any questions or disagreements that may arise.
7. Helps You Close More Deals
A strong, persuasive proposal not only explains your process but also sells your value. By highlighting how your design will meet the client’s needs and improve their business, you make it easier for them to say yes.
Tips On Writing Better Website Design Proposals
1.Use a Template for Your Website Design Proposals
If you’re really trying to kick off your website design business (or expand), then you need to be sending out a good number of proposals each month. Rather than trying to create one from scratch each time, it’s advised that you use a template.
You can find quality proposal templates on Prospero.
Don’t think templates are the right way to go? Well, then, here are a few reasons why you should reconsider:
- Everything’s in one place. There’s no need to re-type redundant information, which can speed up the process.
- Ensure your pricing is consistent. You can keep your pricing list on the template so it’s no hassle to price a job.
- Demonstrate your design skills. You can customize your template colors, logo design, and layout.
- Get done within minutes. Personalizing your proposals is key. But it shouldn’t take you hours to do it.
In a nutshell, proposal templates can make pitching to prospects faster and easier.
2. Communicate with Your Prospect in Advance
Once you find a prospect, the first thing you don’t want to do is email them a website design proposal. As a rule of thumb, you should warm up the prospect so they’ll be more receptive to your proposal.
Surprising them with one may not go over so well.
Ideally, you want to introduce yourself and have several conversations before you send a proposal. This way, you can get a feel of the client, their business, and their needs.
You can even get an idea of their budget based on their size.
Then when you do decide to send out your proposal, you can include information about past conversations to make it personalized.
3. Set Your Price Based On Value
As a professional, you want the best deal possible for your potential project. But you won’t get top dollar if you don’t sell your service as a value to their business.
Rather than approaching your proposal with the mindset of what services you offer, you can tell them what benefits you can provide. So instead of focusing on selling a new website, you’re selling them better branding, increased visibility, and higher trust from their target customers. As you dig into more on how to make a website, you’ll notice that visual elements are among the most crucial points.
This is what will help you to seal the deal and get the price you were hoping for.
And speaking of pricing, it’s better if you offer a project rate vs. a breakdown of each item.
In other words, don’t give price tables for the homepage, about us page, and products pages. If you know that it will cost them $15K, then make that your estimate.
Or if you’re worried that your rate will be too high (or too low), you can offer several packages for the prospect to choose from. This way, they can choose a price that they’re comfortable with.
This will also help to differentiate yourself from the other website designers who aren’t doing the same.
Plus, you’ll have an opportunity to upsell to the client later on. For example, if they chose a package that excludes SEO, you can offer it to them later when it’s time to renew your contract.
4. Use the Correct Proposal Structure
You won’t have much trouble here if you’re using a proposal template as we suggested. Ideally, you want your proposal to be no longer than a couple of page. After all, no one wants to (or has the time to) sit and read dozens of pages of content that could easily be truncated into few pages. If not, then you’re being overly wordy and including in-essential details.
As for the structure, you can break it up into five sections:
- The overview should cover your service is the best option for the client’s needs. This will demonstrate that you understand the company and what they require to grow and improve.
- The “Why Me” section will highlight your expertise and why you’re the best fit for the job. Aim to back this up with your experience and results from prior projects.
- The pricing should clearly state the price (ideally, a flat project rate).
- The “What’s Next” section is your call to action. You can tell them what steps to take to proceed with the project, i.e., sign the proposal, transfer half of the funds upfront, when the project commences, milestones, and so on.
- The terms and conditions section is where you can clarify (and simplify) what’s expected on both sides. For example, when milestones must be met, when fees must be paid, end and start dates, and what happens if the project is canceled.
See a sample web design proposal template here.
5. Show Examples of Your Past Work
Since you’re likely sending the proposal to your prospect via email, you can easily add links to some of your work. If you have projects displayed on your website or online portfolio, then you can link them.
However, the idea is to showcase projects similar to the prospect’s website. Clients want you to put your money where your mouth is. Without proof, it will be tough to convince a prospect to hire you over the others.
And chances are, there are other web developers vying to work on their project. So keep this at the forefront of your mind as you’re writing your proposal.
Also, it’s a good idea to include references the client can contact. Just make sure to get the reference’s permission in advance.
6. Do Not Click Send Before Proofreading
You’re finally done with your proposal and ready to send it off. But before you do, make sure to proofread it thoroughly.
It’s a good idea to take a day before coming back to reread it. This way, you can view it with a pair of fresh eyes.
However, if you don’t trust yourself, you can get a friend or family member to read it for you and get their take on it. Another option is to hire someone to proofread it for you, such as an editor on Fiverr or Upwork.
You can also use tools, such as Grammarly and Hemingway App. Whatever you decide, make sure there are no typos, syntax issues, or grammatical errors.
All of this can make you seem like you’re unprofessional and sloppy.
7. Include a Delivery Estimate to Seal the Deal
Besides offering an excellent rate for the project, it’s a good idea also to include an ETA for the completed work.
This will help the client to determine which vendor to hire for the job. If your price is slightly higher than another web developer proposal, yet you can complete the work within the time frame they’re looking for, and then you could steal the project away.
Offer your client insights through a transparent project tracking software and be sure that you can meet the deadline you set, or you’ll make a wrong first impression.
One way to light a fire under them is to say you can have the project completed by X date if you begin on the project within 24 hours.
Start Nailing Clients with these Website Design Proposal Tips!
You’re web designer, not a writer. But this doesn’t mean you can get away with sending website design proposals that miss the mark.
If you can’t sell yourself and your services, you will fail at landing projects every time. This is why we recommend educating yourself on everything to do with writing winning website design proposals.
The above tips are used by industry professionals and can help make the proposal design process more straightforward.
Remember, you can always use a proposal template to make everything faster. You can get started writing one today using Prospero.
Either way, let us know in the comments which tips help you to win a website design proposal!
