Writing your first proposal — or simplifying a proposal that’s gotten too long — is mostly about cutting what doesn’t need to be there. A simple proposal isn’t a stripped-down version of a complex one. It’s a document sized to its purpose: give the client enough to decide, no more.
The five sections, step by step
Here’s the structure, with an example running through each section. The example project: a freelance copywriter quoting a landing page rewrite for a software product.
Step 1: Write the project summary
Your opening section. Two to three sentences that show you understood what the client needs. Restate their situation, not in their words — in yours.
Example:
“You’re relaunching your onboarding landing page ahead of the Q3 paid campaign and need copy that converts cold traffic, not just explains features. The current page was written for a different buyer stage and isn’t optimized for first-click conversion. This proposal covers a full rewrite with a conversion-first structure.”
That’s 52 words. It shows you listened, understood the problem, and know what you’re solving. Don’t pad it.
Step 2: List the deliverables
Bullet list. Specific outputs. What will exist when you’re done?
Example:
- Full rewrite of the onboarding landing page (approximately 900 words, including headline, subheadline, above-the-fold section, features section, social proof section, and CTA)
- Three headline variants for A/B testing
- Meta description and page title
- Two rounds of revisions based on your feedback
Each bullet describes a real, identifiable output. Not “landing page copy” — “landing page copy with these specific components.” That specificity protects you from scope creep and gives the client a clear picture of what they’re buying.
Step 3: Write the timeline
Keep this simple. A table works better than prose.
Example:
| Phase | Description | Duration |
|---|---|---|
| 1. Kickoff | Review brief, competitor pages, existing copy | 1 day |
| 2. First draft | Full page + headline variants delivered | 4 business days |
| 3. Revisions | Round 1 incorporated | 2 business days |
| 4. Final | Round 2 + delivery in Google Doc | 1–2 business days |
Total: approximately 2 weeks from kickoff
Note: timeline assumes client feedback returned within 2 business days of each delivery.
That last line — the feedback note — does quiet but important work. It sets the expectation that the timeline is a shared responsibility, not something you control alone.
Step 4: State your price and payment terms
Example:
Investment: $2,800
Payment terms:
- 50% on signing: $1,400
- 50% on final delivery: $1,400
Included: all deliverables above, up to 2 rounds of revisions Not included: additional revisions beyond 2 rounds (billed at $150/hour), translation or localization, design implementation
Plain. Specific. Nothing buried.
Step 5: Write the next step
One sentence. What do you want the client to do?
Example:
“Reply to this email with ‘approved’ and I’ll send the contract and first invoice within the hour. Happy to jump on a quick call first if you have questions — just reply and we’ll find 15 minutes.”
Two sentences, actually — but the first one is the core instruction. The second handles the case where they have questions. Both are concrete.
The full proposal, assembled
Put together, the example above is around 350 words. It fits on one clean page. The client can read it in 90 seconds and answer every question that matters: what will I get, when, for how much, and what do I do next?
That’s a simple proposal. Not minimalist for the sake of it — minimal because nothing that’s been left out would help the client decide.
Format and delivery
Write it in Google Docs or Word. Use clean headings. Export as PDF. Send it within 24 hours of the discovery call — ideally the same day. The faster you send it, the more momentum you carry from the conversation.
If you want visibility into whether the client opened it, send through proposal software like Waco. You get a tracked link instead of a PDF attachment, and you can see exactly when they open it and how much time they spend. For a $2,800 project, that information helps you time your follow-up so you’re reaching out when the proposal is fresh, not guessing when to check in.
What a simple proposal doesn’t need
- A cover page
- A cover letter
- A long bio or about-me section
- Case studies (a single relevant sentence in the project summary is enough)
- A terms and conditions section (note that a contract will follow)
- More than one font, color, or design element
Every section you remove is a section the client doesn’t have to read before they get to yes.
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