01Proposal outline
- 1SummaryTwo or three sentences: their goal, your solution, the outcome.
- 2Goals and challengesWhat they told you on the call: "Bookings come by phone only; younger patients expect online booking."
- 3Proposed solutionThe site, its key pages and features, and why each serves a goal.
- 4ScopePages, features, content responsibilities, revision rounds, and explicitly what is excluded.
- 5Process and timelineDiscovery, design, build, review, launch, with dates or weeks.
- 6Options and pricesTwo or three packages, plus an optional care plan.
- 7ProofOne or two relevant case studies or testimonials.
- 8TermsDeposit, payment schedule, ownership, cancellation.
- 9Next step"Reply to approve option B and I'll send the contract and deposit invoice."
02Do discovery first
A proposal is only as good as the conversation before it. On the discovery call, ask what the business wants the site to achieve, who its customers are, what a new customer is worth, what is wrong with the current site, what competitors do better, who will provide content, and what the budget and deadline are. Write down their exact words; using them in the proposal shows you listened.
- What should the site do for the business?
- Who are the customers, and what do they need to know?
- What is a new customer worth?
- What do you dislike about the current site?
- Who will write content and supply photos?
- What budget range and deadline do you have in mind?
03Pricing options that help clients decide
Three options framed around outcomes work well: a basic option that meets the brief, a recommended option that adds what will make the biggest difference, and a premium option with extras such as copywriting, photography or ongoing optimization. Most clients choose the middle. Each option should state exactly what is included. How do web designers charge? and how much to charge for a website cover setting the numbers.
| Option | Includes | Price |
|---|---|---|
| A: Essentials | 6 pages, mobile design, contact form, basic SEO setup | $3,000 |
| B: Growth (recommended) | A plus online booking, service pages with prices, copy editing | $4,500 |
| C: Complete | B plus professional photography, blog setup, 3 months of improvements | $7,000 |
| Care plan | Updates, backups, content changes | $150/month |
04Scope: the section that prevents problems
Most client disputes come from unclear scope. Spell out the number of pages, which features are included, who writes and supplies content, how many revision rounds each stage includes, which browsers and devices you test, and what is not included, such as copywriting, photography, ongoing SEO or third-party subscriptions. State the rate for extra work. A clear scope makes it easy to say "happy to do that, here's the quote" instead of absorbing it.
05Follow up and close
Send the proposal within a day or two of the call, then follow up after a few days. If they hesitate on price, offer a smaller scope rather than a discount. Once they accept, send a contract that mirrors the proposal and an invoice for the deposit. How to start freelance web design lists contract essentials, and how much to charge for website maintenance covers the care plan option.
06Tools for sending proposals
A well-formatted PDF or a shared document works fine. Proposal tools can add e-signatures, accept buttons and payment links, which shorten the time from yes to deposit. Whatever you use, make accepting easy: one link to approve the option they choose.
What people who tried it say
Hacker News freelancers stress pricing proposals around what the client gains and avoiding open-ended hourly quotes, since clients think about outcomes rather than hours.
- How I learned to charge my customersHacker News
A consultant explains framing work around what the product will earn the client, which shapes how proposals are written and priced.
Looking for more first-hand opinions? Search Reddit for “how to write a web design proposal”. We link the live threads rather than summarizing them, so you read them in full.
Our take
a two-page proposal that repeats the client's goals in their own words and offers three clear options wins more often than a twenty-page document about your agency.
Where this falls short
Proposal norms vary by industry and client size; larger organizations may require formal procurement documents. Example prices are illustrative, not recommendations.
Include a quick concept homepage made with Orlume in your proposal, so clients see the direction before they sign. The free plan includes 10 message credits.
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Sources
- 1.Choose a business structure · US Small Business Administration
- 2.Self-employment tax · IRS
Researched and written by the Orlume team · Updated October 2026
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