How to Write Proposals That Close (Without Overwhelming Your Client)

Ever feel unsure about what to include in your proposals? Here's a straightforward way to structure proposals that convert discovery calls into confident yeses:

1. Skip the Fluff

Your website already showcases your credentials, testimonials, and past projects. Your proposal doesn’t need to repeat them. Instead, the proposal should focus entirely on the client—their goals, problems, and how you’ll help them.

Cut from your proposal:

• About us

• Team bios

• Project examples

• Testimonials

Keep:

• Clear project mission (reflect their exact words)

• Detailed scope and deliverables

• Timeline and exact pricing

2. Provide Clarity—Not Confusion

Your clients come to you for clarity. Don’t overwhelm them with too many options, price ranges, or vague terms. Clearly state your solution, price, and timeline.

• Don’t: Give a broad price range.

• Do: Provide an exact project price.

For example:

Branding & Website Project: $8,500
Includes branding ($3,500) and website design & development ($5,000).

Payment

Make payment clear and actionable:

“To start your project on August 15, your deposit of $2,000 is due by August 1st. Here’s the link to submit your deposit.”

2. Highlight Your Fast Action Deliverable (Optional)

A Fast Action Deliverable shows your clients immediate value. It should be visual, quick (under two hours of work), and directly aligned with their stated goals.

Examples:

• Mood board that captures their desired aesthetic.

• Simple wireframe illustrating the layout.

• Logo sketches that visually represent their brand vision.

Clearly position this in your proposal to show you’ve already begun solving their problem.

FAQs & Tips for Smooth Proposals

What if the client wants revisions on the FAD?
Make it clear upfront: “This is a preview of what working together could look like, not a final deliverable.” Set expectations clearly from the start.

Should you tell the client about the FAD on the discovery call?
No. Don’t promise free work upfront—simply deliver it as a delightful surprise afterward, when you feel inspired by the discovery call.

When to say 'No'?
If after a discovery call, you realize the fit isn't right, communicate this clearly and kindly:

“Thanks for sharing your ideas with us. After reviewing everything, we've decided this isn't a fit for us at this time. Wishing you all the best!”

Key Takeaways:

• Proposals are about clarity, not fluff.

• Exact pricing beats price ranges.

• Use Fast Action Deliverables strategically.

• Set expectations early to avoid confusion or scope creep.

This structure will help you confidently close more deals without overwhelming you or your clients.