Website Design Proposal: 8 Items to Include [+Template]

Besides the discovery call, your website design proposal is your best chance to make a case for why someone should hire you. So, how can you make the most of it?

Download Now: Free Website Proposal Template

In this article, I’ll explain everything you need to know about a website design proposal, including what to include and best practices for creating your document. Perfecting your proposal saves you time and boosts your chances of closing a deal. Let’s dive in!

Table of Contents

• What is a website design proposal?
• What to Include in a Website Design Proposal
• Website Proposal Template Options
• More Website Proposal Examples
• Website Redesign Proposal
• Tips and Best Practices: How to Write a Website Design Proposal
• Write your winning website proposal.

 

After you send a website proposal, you need the client to approve it. For some designers, this means collecting an e-signature. For others, a simple emailed “yes” suffices.

Once the client approves the proposal, some designers choose to send a longer contract with all of the legal terms outlined in detail. Others, however, choose to include terms in the proposal itself.

What to Include in a Website Design Proposal

Ideally, you’ll send your website proposal immediately after a discovery call or after reading an RFP. That way, you can build upon the momentum and excitement and have all the information you need to craft a winning proposal.

But just what should you include in your proposal? Below are eight sections, which you can adjust or remove as you see fit.

And I didn’t just pull these sections out of thin air. They’re based on this free website proposal template HubSpot created and on my own experience as a contractor.

Download the proposal template, and I’ll walk you through what’s inside and how to fill it out.

For each section, I’ll use the example of crafting a website for Charmaloo, a brand specializing in custom-designed mockup clothing.

1. Cover Letter

This section is your website proposal’s first impression. Keep it brief and positive. Use this page to summarize your findings and solutions and show your excitement for the project.

What to Include:

• A brief introduction to your proposal
• A thank-you note to the client for considering your proposal
• A summary of your service offerings
• Your contact information for follow-up questions
• The client’s business name
• The client’s point of contact
• Project name
• The date when the proposal was submitted

Pro tip: Convey enthusiasm in your cover letter. You want to personalize the greeting for each client and close with something like, “I look forward to [deliverable] and helping [client company name] [specific outcome(s).]

So, for example: “I look forward to redesigning your homepage and helping ABC Co. generate more leads and conversions.”

Sign off with a professional closing, and include an electronic or handwritten signature for a personal touch.

Example:

Let’s now see how I crafted the cover letter for the Charmaloo brand on behalf of Your Web Solutions (a fictional web services site).

Dear Charmaloo team,

Thank you for considering Your Web Solutions for your web design needs. We understand that the online store you envision requires custom-built features, close alignment with your stakeholders, and integration with your existing CRM.

We are excited to show how our custom Shopify web design services will bring your mockup to life, help your website perform optimally, and attract new customers.

Looking forward to working with you.

Best regards,

John Smith

Your Web Solutions

Email: info@yourwebsolutions.com

Phone: (555) 123-4567

2. Our Company

Next, you want to introduce your company, emphasizing why it’s the best agency for the job. Build your case by establishing your credibility and experience.

What to Include:

• A brief history of your company, including founding date, mission, and number of employees
• Major accomplishments, such as awards and recognitions or the number of websites built
• Notable projects or clients, especially those similar to the prospective client's industry

Example

In this part, I wanted the introduction to sound simple, interesting, and, most importantly, focused on creative/similar businesses to show our experience in this field.

Your Web Solutions was founded in 2010 with a mission to provide only the best web management services. We have successfully managed websites for various clients, including fashion retailers, art galleries, and creative agencies.

Our notable projects include the website design for XYZ Apparel, where we increased online sales by 30% within six months of launch. Our experience in the fashion and creative industries uniquely positions us to understand and meet the needs of Charmaloo.

3. Our Services

Once the client gets to know your company, it’s time to get to know the services you provide. Think of it like a menu at a restaurant: Showcasing what you have to offer builds excitement for your customers.

What to Include:

• A comprehensive list of all services your company offers that are relevant to your client

Example

I didn't overcomplicate it here. I provided a concise intro sentence with bullet points outlining what the client can expect.

We provide a full suite of web services to ensure your website operates at its best from day one. Here's what we offer:

• Website Design and Development
• Website Hosting
• Site Management
• Web Form Testing
• HubSpot CRM Integration
• Custom Illustration Creation

4. Our Proposed Web Design and Development Team

People want to work with people they know and like. Help your potential client get to know your team in this section. Remember, even if you held a discovery call, not everyone on your team and the client’s team was likely present.

Additionally, your potential client will probably show this proposal to other stakeholders to get buy-in. This is the time for your team to shine.

What to Include:

• Introductions to your team members and the role each member will play in this particular project
• Brief bios that highlight each member’s experience and qualifications
• Professional headshots, if possible, to add a personal touch

Example

In this part, I highlighted the expertise of our selected personnel, mentioning only the most important aspects. It's also a good idea to include links to social media profiles — like LinkedIn — so the client can view comprehensive experience, previous clients, work, portfolio, etc.

Meet our team:

• John Smith, Project Manager. John has over 10 years of experience in web management and holds a degree in Computer Science. He will be your main point of contact throughout the process, and will relay your messages to the rest of the team.
• Jane Williams, Lead Developer. Jane specializes in web development and has worked on 50+ high-traffic websites. She’ll mostly work behind the scenes, coding your website to life with constant communication with John to ensure she understands your needs.

5. Problem Statement and Solutions

The project exists because a problem has arisen for your client. This section outlines that problem and, more importantly, shows that you’ve been listening and deeply understand their pain points.

This sets you up nicely for highlighting your solutions and the project objectives.

What to Include:

• A summary of the client’s problem
• A summary of your solutions
• A clear connection between the client’s problem(s) and your solution(s)
• The project’s objectives

The client’s problem, for example, could be:

• The client’s current website is slow, which is hurting their sales and their SEO.
• The client’s current website is built on a platform and with a template that isn’t suitable for their ecommerce needs.
• The client’s website doesn’t sync with their CRM, so their customer data is siloed, which hurts their marketing efforts.

One to three goals, for example:

• The client wants to improve page speed and overall website performance.
• The client wants to switch to Shopify.
• The client wants to connect their CRM to their new website.

Your solutions could be:

• You’ll build a custom Shopify website that has the high-powered ecommerce features they need to increase sales.
• You’ll test and optimize website performance to boost page speed, conversions, and SEO.
• You’ll provide full Shopify-HubSpot integration to connect the client’s website with its CRM, providing unified customer data and boosting marketing efforts.

Hear from an expert: Kyle Prinsloo suggests this in one of his amazing YouTube tutorials:

“The key is to use the same language your client uses when they talk about the goal and the problems they need to solve. It‘s important that you don’t use jargon that the client won't understand.”

Pro tip: In the solutions part, you might also provide details about the tools you’ll use. This might be a HubSpot account with hosting, a WordPress theme, or an Adobe Creative Cloud account.

Example

Here, I outlined the project goals in a simple, easy-to-read way to explain to the client what they will gain and how they can benefit from collaborating with us.

Problem: Charmaloo is a rapidly growing ecommerce brand, but its current WordPress site, built using a premade template, is holding back its growth.

Solution: Create a visually stunning, custom Shopify site for Charmaloo that showcases products and personalized digital illustrations, streamlines the checkout process, and connects customer data with its CRM. This new Shopify site will attract Charmaloo’s ideal customers, boost conversions, and ultimately, drive greater profit.

Furthermore, our expert team will:

• Enhance website performance.
• Boost traffic.
• Align with your strategic goals.

Choose us as your design and development partners, and we'll optimize performance, prevent downtime, strengthen security, and ensure your site becomes the most powerful tool for your business.

6. Scope of Work: Deliverables and Timeline

This section clearly outlines the scope of work, including deliverables and when they’re due. Be as specific as possible here to avoid the dreaded scope creep.

What to Include:

• Major deliverables for designing and developing the website
• Timeline for when each deliverable will be completed
• Start and completion dates for each deliverable

Example

ACTIVITY	START DATE	COMPLETION DATE
Discovery	5/01/2025	5/10/2025
Website Design	5/10/2025	5/15/2025
Website Development	5/15/2025	5/30/2025
Quality Assurance	5/30/2025	6/7/2025

Hear from an expert: Make sure you have everything crystal clear — especially the scope of work — to avoid wasting time on endless revisions. Typically, that’s what you’ll do during a discovery call: Ask questions. Here's what graphic designer Gloria Condy advises.

“You can ask more questions and get a better understanding of what their visions are. Don't leave any stone unturned. If you have anything that you are unsure about, ask them,” Condy says in a YouTube video.

7. Pricing and Payment Schedule

Working with your business manager and the client’s budget in mind, calculate the hours of work involved based on your rates. Then, provide the client with a detailed quote so they can determine whether or not it aligns with their ROI.

Your quote should include all work involved on your or your agency’s side.

PROJECT/SERVICE	TIME	QUOTE
Domain setup	1 hour @ $100/hr	$100
Shopify development	30 hours @ $200/hr	$6,000
Content production — five pages and three landing pages	8 hours @ $170/hr	$1,360
Content production — on-page SEO strategy	8 hours @ $170/hr	$1,360
Total		$8,820

If your client is working with other photographers, designers, or writers, only include what work you or your agency will do for this project. You may need to add a little overhead to your hourly rate to make your own ROI worth it. That is perfectly acceptable.

You have costs to consider, beyond time, including:

• Office space rent
• Hiring subcontractors
• Electricity bills
• Internet bills
• Design software subscriptions

Your quotes to your clients should help you cover all of these costs within reason.

What to Include:

• A breakdown of your fees
• Payment schedule details
• Payment methods

Example

ITEM	DEADLINE	COST
Initial Deposit	50% due upon signing	$4,410
Website Design Fee	Final 50% due upon completion	$4,410
	Total	$8,820

Hear from an expert: Curious about how to break down your payment schedule? Keep in mind that tying your final payment to the project’s completion could unintentionally hurt your cash flow since projects might go on longer than expected — through no fault of your own.

Here’s a tip from Beverley Delay, founder of sustainable web design agency Beverley Designs. She recently changed her payment schedule to require a 50% upfront payment, with the remaining 50% invoiced 30 days from the start date.

“This ensures I get paid in a reasonable amount of time,” Delay tells me, “and it provides incentive for the client to send me all the information needed for the site content so we can get the website up and running quickly.

“In the past, I would invoice 50% upfront and 50% when the site went live. Sometimes, my clients would get busy and several months would go by from the time the project began, so I was waiting to invoice the final amount for months.

“My current practice ensures that I get paid the full amount in the same month, so it’s much better for my own cash flow.”

8. Signatures and Agreement

At the end of the day, the web design proposal must sway the client to do business with you. To do this, you need them to sign! Make it easy by using e-signature software to send your proposal.

What to Include:

• Instructions for finalizing the contract, such as a signature and deposit payment
• The link for them to make their initial payment
• Space for the client’s and your company’s representatives to sign

Website Proposal Template Options

Lucky for you, I’ve got three free HubSpot templates you’re welcome to download, tweak, and use as you see fit.

Web Design Proposal Template

Source

This is a standard web design proposal template that I’ve been referencing throughout this article. It focuses on web design and development services and contains the following sections:

• Cover Letter
• Our Company and Team
• Our Services
• Our Proposed Web Design Team
• Project Objectives
• Major Activities and Timeline
• Pricing and Payment Schedule
• Signatures and Agreement
• Gallery

Website Proposal Template

Source

Slightly differing from the template above, this website proposal template focuses on website management and hosting services. Use this one if you want to propose post-launch website management and support to your existing design clients.

It contains the following sections:

• Cover Letter
• Our Company and Team

• Our Services
• Our Proposed Web Management Team

• Project Objectives
• Major Activities and Timeline
• Pricing and Payment Schedule
• Signatures and Agreement

Business Proposal Template

Source

This flexible business proposal template can easily be adapted to web design services. It contains the following sections:

• Understanding of the Problem
• Proposed Solution
• Pricing Information
• Proposed Schedule
• Conclusion
• Terms and Conditions
• Appendices

More Website Proposal Examples

To help you get started, let’s take a look at three more website proposal examples and what makes them great.

Website Proposal Example #1: Showing Off Design Skills

Source

This website proposal example is from a free 10-page Canva template. I particularly liked this proposed timeline page because it visually lays out the phases of the web design and development process.

Website Proposal Example #2: Adding Photography for a More Engaging Proposal

Source

This vibrant website proposal example is from a free 12-page Canva template. I like the personal touch of adding a team photo to the “About Us” section of a proposal to humanize your brand to your prospective clients.

Website Proposal Example #3: Including Client Testimonials for Social Proof

Source

You can modify this 13-page free Canva project proposal template to fit your web design services. What I enjoyed most about this example is that it shows how you can incorporate client testimonials into your website proposal to try to boost close rates.

Website Redesign Proposal

A website redesign proposal differs from a standard proposal in three aspects: focus, content, and goals.

Focus

• Standard proposal - explains the web services you'll provide and the value you bring to a new client when creating their website.
• Redesign proposal - focuses on improving an existing website, analyzing its strengths and weaknesses, and outlining how to achieve specific goals through redesign

Content

• Standard proposal - highlights your company's experience, skills, and approach to the project at hand
• Redesign proposal - dives into the specifics of the existing website, including user experience (UX) evaluation, competitor analysis, and the client's target audience

Goals

• Standard proposal - persuades the client to choose your company for their project
• Redesign proposal - convinces the client that a website redesign is necessary and outlines the measurable benefits it will bring

How can you persuade potential clients to redesign their websites?

Debating whether website redesign is worth it is pretty common. However, as explained by Luis Paiva, Senior Vice President at BairesDev, such stagnation can be detrimental. Paiva highlights that regular overhauls are essential for relevance and success, despite the initial cost concerns.

Take Park Shuttle & Fly airport parking service, for example. It teamed up with Captivate Designs to give its site a makeover. Its goals were simple:

• Create an appealing website to engage users and drive action.
• Enable easy social sharing.
• Ensure mobile-friendliness.
• Improve search engine visibility.
• Increase website traffic and customer acquisition.

The solution involved collaborative design efforts, clear CTA buttons, keyword optimization, and responsive design. The results were impressive:

• A more professional, engaging, and mobile-friendly website in the first place
• A 200% increase in website traffic
• Top rankings on search engines for over 100 keywords
• Significant growth in customer acquisition and revenue, with lower costs per acquisition

Source

Why am I telling you all this?

Even if you're new to the game, consider incorporating numbers and real-life examples into your proposal. The above example is from a case study, but it’s a great idea to repurpose some case study content into your proposals.

Showing the tangible benefits of a redesign can greatly increase your chances of convincing the client to accept your offer. They simply need to see all the perks that come with a redesign even before it’s realized.

And for an extra punch, throw in some testimonials and eye-catching stats to really drive your point home.

Tips and Best Practices: How to Write a Website Design Proposal

1. Use standardized pricing structures to guide your quote.

Conduct industry research and see how much competitors charge for similar services. You can raise or lower your rates based on your level of experience, the location of your business, and more.

Make your pricing easy to find on your customer-facing website. Create buckets for each type of service line, such as a five-page website, branding and design, and SEO audits. Be transparent about this pricing with any potential clients from the beginning.

You can add a la carte items to your website design proposal as needed, but having this in place will set you up for success. You won’t constantly reinvent the wheel for every new project.

2. Be upfront with your client about who is doing the work.

If you need to hire help, include the cost in your quote. If you need the client to provide materials, ask at the start of the project.

Don’t assume the client knows to hire photographers for a roster photoshoot, for instance. They may expect you to drive all aspects of the project.

3. Gather all of the information you need upfront.

At the start of your project, create an onboarding survey for your clients. This is your opportunity to ask for contact information, branding assets, style guides, company values, and more. Gather all of the information you need in order to accurately write your website design proposal.

On a similar note, even if you’ve worked with this client in the past, it’s a good idea to create a kickoff meeting to scope the project with all key parties involved.

Write your winning website proposal.

Creating a website design proposal is a great way to show prospects that you’re ready to show up and do the work. Having a template that you can use, as well as your routine best practices, will help you create a website design proposal that’ll help prospects convert to clients.

You’ll then be able to move forward with your web design project, equipped with the confidence that everyone is on the same page.

Editor's note: This post was originally published in March 2023 and has been updated for comprehensiveness.