How To Write Irresistible Web Design Proposals That Win Clients

Whether you’re working in an advertising agency group or as a freelancer, writing a world-class web design proposal can help you grab the attention of potential clients and set expectations for the job.

A web design proposal is a document that allows you to persuade clients you understand their business and their unique needs and to make your point as to why you’re the right person for the job. It’s a summary of everything you can do for a client with a brief explanation of the problem they’re trying to address and the solution you can offer.

Having a well-designed and well-organized web design proposal is just as important as showcasing good portfolio articles and references but writing one can feel like pulling teeth. For this reason, if you wish to make a strong first impression on a potential client, you can also take a look at professionally written and customizable proposal templates to get your creative process start quickly and help you land new clients.

Below we share some of the best ways to write irresistible web design proposals that win clients every single time.

Communicate With Your Potential Client In Advance

Once you identify a potential client, you should refrain from emailing them a web design proposal. First, you should warm up the prospect to become more welcoming to your proposal. 

Ideally, you should present yourself and hold several conversations with them before sending a proposal. This way you will be able to get a feel for the client, the nature of their business, and their needs and wants. Better yet, you may even get a better idea of their budget based on their size. Afterward, when you’re ready to send out your proposal, you can include information about previous conversations and make the proposal more personalized and eye-catching.

Use the Proper Proposal Structure

Our recommendation is not to make your proposal longer than one page since nobody wants to spend their time reading dozens of pages of content that can be truncated into a single page. If this isn’t possible, at least make sure to not be overly wordy and use unnecessary details.

When it comes to the structure, you can break it up into five essential sections:

  • The overview should focus on your services and let the client know that you offer the best solution. This will show that you have an understanding of the company and what they need to grow and become better.
  • The next section should highlight your expertise and why you are the best fit for the job. Back this up with your broad range of experience and results from previously completed projects.  
  • Next up is the pricing which should clearly state a flat project rate.
  • The next sections should be about the steps needed for continuing with the project, i.e., signing the proposal, transferring half of the funds upfront, when the project is to start, milestones, and so on.
  • The terms and conditions section is where you should aim to clarify what is expected from both parties. For instance, end and start dates, when milestones must be met, when fees must be paid, and what ensues if the project is canceled.

Showcase Previous Projects


Since you’re most probably emailing your proposal, you can add links to some of your previous work. If you have projects displayed on your website or online portfolio, don’t forget to link them. However, the goal is to showcase work similar to the prospect’s website. Potential clients want you to show by your actions and not just your words and without proof, it will be hard to convince them to hire you.

Chances are that other people are vying to work on their project so keep this in mind when you’re writing your web design proposal. Also, make sure to include references the client can contact but before you do so, get the reference’s permission first.

Proofread Then Send

As soon as you’re done with your web design proposal, you must proofread it thoroughly. Don’t rush this and take a day before rereading it. If you need another pair of fresh eyes to look at it, get a friend or family member to read it and get their feedback. 

There are also excellent online tools you can use to make sure there are no syntax issues, typos, or grammatical errors that can otherwise make you look unprofessional or sloppy.

Final Thoughts

As a web designer, you want to create aesthetically pleasing content but to catch the attention of potential clients, you must also put some effort into writing irresistible web design proposals. To achieve this, use the tips above and make your proposal design process more straightforward.