Journal · 6 min
How to write a proposal a client will actually sign
Most proposals die because they explain you. The ones that get signed explain the next 30 days.
Open with the problem in their words. Not “we are a full-service studio.” If they said “people bounce before they call,” that sentence is your first paragraph.
Put the price on page one. Buried numbers feel like a trick. A clean number with a one-line what-is-included is easier to approve than a spreadsheet.
Scope in bullets, not chapters. What you will make. What you will not. When it is done. Who answers questions. That is enough for a $2,000 website.
End with one button. “Approve and pay the deposit.” If they have to reply “looks good,” you have added a step for no reason.