- 1. Introduction
- 1.1. Your company name and logo
- 1.2. Your company contact information
- 1.3. The client’s name and potential contact information
- 1.4. A problem statement assessing the client’s specific concerns
- 1.5. A brief overview of your company and the services you provide
- 1.6. An overview of the rest of the proposal
- 1.7. Your signature
- 2. Problem statement
- 3. Goals/proposed solution
- 4. Standard package breakdown
Your introduction is the simplest part of your web design proposal template, but that doesn’t make it any less important. It reinforces your company identity, displays your knowledge of your client, and reminds them why they contacted you in the first place.
A proposal introduction should be formatted similarly to a business letter, and must include several standard elements:
1.1. Your company name and logo
This is one of the easiest forms of branding, yet many newbie designers forget to include it in their web design proposal template. A design proposal is an official company document, and it should look like one. Showing off your sleek logo also reminds your potential clients of your overall aesthetic.
1.2. Your company contact information
Your potential client might already have your contact information, but it should still be listed directly under your company name and logo. This serves two purposes: it makes the proposal feel more like an official document, and it makes contacting you easy if the client likes your proposal.
1.3. The client’s name and potential contact information
You want to create space for this in your web design proposal template below your own contact information, formatted similarly to a business letter. Ideally, you should use the full name of a specific person at a company, rather than the company name.
1.4. A problem statement assessing the client’s specific concerns
This paragraph will demonstrate your understanding of your client’s needs. You can put a generic problem statement in your template, or you can simply leave a space for it; this is one of the areas that should be heavily customized for each proposal.
1.5. A brief overview of your company and the services you provide
In no more than two paragraphs, describe your company’s experience and the services you offer. Position your services and experiences as a way to address your client’s problems. This will make it easy for potential clients to evaluate your overall services and decide whether or not they want to consider the full proposal.
You will want to customize this area for each client, but including a generic paragraph in your template is a good idea. This makes it simple to modify for individual proposals.
1.6. An overview of the rest of the proposal
Provide a bullet-point list of each section of your proposal, including their respective page numbers. This demonstrates your organizational skills and makes it easy for the client to decide what to read first.
1.7. Your signature
Your proposal introduction should be able to stand on its own as a business letter. Sign off using a traditional farewell, such as “best regards”, and add your signature to the document.
In total, your template introduction should be no longer than 3-4 paragraphs.
💡 How to customize this section of the proposal: The introduction will be one of the most heavily customized sections of the proposal. For starters, you’ll want to enter the correct contact information and name for each individual client. You’ll also want to alter the problem statement to address each customer’s individual concerns and modify the description of your services to focus on solving those specific issues.
2. Problem statement
On this page of your web design proposal template, you want to expand on the information provided in your introduction. Like the introduction, this section will be heavily customized in each proposal, but there are a few things you can include in your template to make the process easier.
Start with one paragraph describing your typical client and the problems they face. You’ll customize this for individual proposals, so stick with only the most common issues.
Here are some examples of problems you might want to include in your web design proposal template:
- Increased competition online, resulting in lower traffic
- Failure to keep or convert mobile traffic
- Low ranking in search engines
Your own list should be based on the problems you’ve frequently addressed for clients in the past.
💡 How to customize this section: The majority of your clients might want similar things, but as individual business owners, they have individual needs. If they bring up an uncommon problem, or you notice an issue that isn’t mentioned in your template, add it to the list.
Another, more subtle way to customize this section is to match your vocabulary to the client’s. If they talk about their problems in specific terminology, use some of the same words. If you want to shift the terminology, you can do it deliberately, showing your client how they should be approaching the problem instead. This shows that you understand them, not just how to do your own job.
3. Goals/proposed solution
This section of your proposal will provide an overview of the goals for your project, with a focus on how you’ll solve the problems discussed in the last section.
To show you what this will look like, let’s use the examples listed above: increased competition resulting in lower traffic, failure to keep or convert mobile traffic, and low ranking in search engines. To combat these problems, you might create the following list of goals:
- Create a custom site with a fresh, modern look – Build a unique site using a custom WordPress theme, making client name’s website more memorable than competitor websites.
- Work with a responsive theme to create mobile functionality – Use a WordPress theme with a responsive design and customize mobile display settings to maximize mobile functionality.
- Rewrite website content, utilizing current SEO strategies and techniques – Develop a consistent SEO strategy and rewrite all website content to meet the goals of this new strategy.
Each goal should come with a brief explanation of how it’s accomplished, but don’t spend more than one sentence on this. You’ll get into more details in the next section of your proposal.
💡 How to customize this section: Your main focus here should be to address the problems listed in the previous section of the proposal, so most of your customization will be to address any new concerns or delete anything that isn’t relevant. Again, you can also change the language in the document to match your client’s vocabulary or brand tone.
4. Standard package breakdown
The standard package breakdown shows your client exactly what they will get from working with you. In this section of the web design proposal template, you want to list the individual services included in your standard package breakdown. Each service should be listed with a 2-4 sentence description, including an estimated timeline. The price of each service should also be listed in this section.