Ultimate Website Proposal Template (and Sample Content)

What's in This Template?

  • Use the proposal for website projects that was created with lessons learned from analyzing over 25,000 proposals.
  • Cut hours off your proposals with the proven embedded tips and sample content.
  • Use the framing technique in the included Proposal Pricing Hacks that increases revenue by 32%.
  • And more!
Table of Contents

What You Need to Know About Website Proposals (and Why This Proposal Template Works)

What to Know About Web Design Proposals

Most people don't use templates to guide them during the proposal-creation process. Instead, they just try to slog through it on their own.

Without a proven framework to guide them, they waste countless hours creating bland, ineffective proposals.

No wonder why so many designers hate this part of doing business!

The best clients expect to see proposals before they'll hire anyone. But the prospect of sitting down at your desk again to churn out yet another boring document is an absolute nightmare.

A lot of web designers write what they think clients want to hear…

But the “proposals” they submit aren't really proposals at all. They're nothing more than glorified project estimates.

The Key Difference Between Proposals and Estimates

The first step in creating more persuasive proposals?

Understanding the fundamental difference between a proposal and an estimate.

An estimate is a simplistic document that rarely runs more than a few pages. It breaks down how much different aspects of the project will cost, and occasionally when the client can expect certain milestones to be completed.

An estimate can work when you've already worked with a client before and they're well aware of the value you can deliver. It's suited for tiny, one-off projects where the client's predominant focus is cost.

Landing lucrative design projects requires something more. A lot of designers submit a bare bones “proposal” that really functions like an estimate.

Without persuasive language to accompany the price and service details, they leave potential clients with nothing more to go on than cost.

This is an awful situation for most of us to be in.

Because most of us can't run a sustainable business by offering the cheapest prices around, submitting estimates alone removes our competitive advantage. Why would anyone hire you if there's a cheaper estimate on their desk?

An effective proposal, is a persuasive sales document. It doesn't just show potential clients how much things will cost or when they will get done. It also gives them plenty of reasons why you're the best web designer for their particular project.

So, how much more persuasive is a proposal than an estimate? Our proposal templates research found that 43% of proposals won the project. The success rate decreased to only 35% of estimates.

The Elements of Creating an Effective Proposal

To create a truly persuasive design proposal, include the following elements:

  1. A Cover Page Letter (only in certain situations)
  2. Demonstrate you understand their problems with a Problem Statement
  3. Explain your Recommended Solution
  4. Explain the Benefits of your solution
  5. Explain the Project Fees
  6. End with a Call to Action to buy

Website Proposal StructureEvery web design project is a bit different, but you can apply this framework to all of them. Doing so creates a persuasive structure designed to get – and keep – the client's interest. Then it's just a matter of adjusting the details to suit the particular project.

A Word on Cover Page Letters

In some situations, you'll want to write up a short cover letter to kick off your proposal. You won't need them when submitting a bid on some projects – especially if they're straightforward and smaller in scope.

The ideal circumstances to use a cover letter are when you are: 1) bidding on a long-term, complex project with lots of moving parts, 2) trying to land a large corporate client, or 3) both.

A brief cover letter is the perfect way to connect with overwhelmed executives. Because so many corporations are used to complicated hierarchies and lots of red tape (many of them use cover letters in intraoffice memos), this communication style is something they're quite comfortable with.

Notice the emphasis on brief. Do everything in your power to limit your cover letter to one page.

What should a cover letter do?

The mission is simple: get the reader's attention and convince them to engage with your full proposal. It's a persuasive sales document, not an information dump.

The structure of an effective cover letter actually mirrors the five elements you'll include in your full proposals. Present your letter in this order:

  • Identify the client's key business needs
  • Recommend a solution to meet those needs
  • Explain your basic approach
  • Mention a few things that separate you from competitors
  • Wrap it up with a call to action (give them a simple step to take to contact you)

Because the ideal cover letter is brief, space constraints limit how much detail you can include. That's fine. Keep your cover letter “high level” and save all the technical minutiae for the full proposal.

Remember, there's no need to convince someone to hire you with this letter alone. The sole objective is to get them reading the full proposal.

How to Write the Perfect Web Design Proposal

You became a web designer to create great websites and applications. The plan didn’t include dealing with slow-paying clients or spending countless hours trying to find work.

It also didn’t include having to put together a custom web design contract after you find prospective clients. Unfortunately, this is the reality you face. Quality clients expect to see proposals before they’ll consider hiring you.

What can you do about it?


Turning Proposals from Chores into Persuasive Sales Tools

You can’t avoid these tedious activities if you want to pay the bills. A lot of web designers just slog through them. They treat them like chores, do whatever they can to get through them, and move on.

But you have another choice. What if, instead of resigning yourself to being miserable every time you sit down to write a proposal, you figured out how to use proposals as effective sales tools?

This is absolutely possible.

The sooner you can figure out how to write professional proposals, the sooner you can free yourself of the burden of always scrambling to find clients.

Once you understand the key elements that make a proposal compelling – and how to structure them to grab attention – you’ll find yourself spending less time and landing more of the clients you want to work with.

The best clients (those willing to pay good money for whoever can offer them business solutions) expect to see these things. So an effective proposal is step one in negotiating the higher rates you’re looking for.

If you’re tired of struggling with this, you aren’t alone. So let’s take a Tim Ferriss approach to hack the proposal writing process, getting you better results with less effort.

The Anatomy of a Perfect Web Design Proposal


You know the feeling. You get all geared up to crank out a few proposals… only to find yourself in the same place hours later. Besides a massive headache and few confusing paragraphs, there’s little to show for all that hard work.

This is the key reason why so many web designers struggle with proposals. They have a ton of value to offer. They just don’t know how to express that value effectively. Because they don’t know what to say or how to say it, they waste hours and their proposals still end up bland and generic.

Here’s the secret. While every proposal is unique, all of the persuasive ones follow the same basic structure.

Once you learn this structure (the “anatomy”), you’ll waste less time deciding what to say, what to leave out, and the order to present it. Best of all: your proposals get more effective at grabbing attention and convincing clients that you’re the absolute best fit for the job.

Every persuasive proposal has three basic parts:

  1. Problem statement
  2. Proposed solution
  3. Benefits
  4. Pricing information
  5. Call to Action

There are plenty of nuances to think about with each of these (more on those in just a second). But as long as you include these key elements, in this order, you’ll position your proposals to succeed.

Now let’s tackle what you need to know about each of these parts.

Problem Statement


The first step in persuasion is showing someone that you understand exactly what they need.

That’s where the problem statement comes in. You lead with this section because it’s the best way to join the conversation clients are already having in their heads. They’re frustrated about something. They’re dwelling on a problem and need it solved.

The key difference between mediocre problem statements and good ones? Mediocre problem statements never dive beneath the “surface level” of the project. Their problem statements don’t really describe problems at all. Instead, they just rehash the project specifications.

A mediocre problem statement might look like this:

ABC Company is looking to have their website redesigned to give them a fresh new look. The redesign should include a way for customers to contact the company and a way to find locations.

Boring, right?

It’s just regurgitating what the client already knows (project requirements). That’s a sure way to lose attention. It doesn’t touch on why the client needs a fresh new look or a way for customers to get in contact and find locations.

An effective problem statement, on the other hand, gets beneath the surface and touches on the underlying reasons why the client offered the project in the first place.

A persuasive problem statement would sound something like this:

ABC Company has lately seen a drastic increase in competition. These new competitors have modern-looking websites, which are starting to attract some of ABC Company’s long time customers. ABC Company needs to redesign their website with a fresh new look to ensure existing customers are kept, and new ones are converted.
The redesign should include a way for customers to contact the company and a way to find locations.

See the difference? This approach shows clients you understand them on a deeper level than all the other proposals filling their desk or inbox. It grabs them right away.

Most clients won’t share this information with you in their requests for proposals. That means you’re going to have to dig a bit. Keep asking yourself “why?” until you pinpoint the business driver. Something is driving the project, and it sure as hell isn’t wanting a “fresh new look.”

It takes time to research this way. But every proposal you do submit will convey a deep understanding of what’s motivating the project. That translates into a higher percentage of winners!

Proposed Solution


Now that you’re armed with knowledge of what’s motivating the client, it’s time to offer a solution.

A lot of web designers stumble here. The massive value they can deliver often gets “lost in translation,” driving would-be clients to move on to the next proposal in the stack.

Why does this happen?

Service providers fail to connect the proposed solution to tangible business benefits – things that clients can understand and appreciate, no matter their industry.

As web designers, aesthetics and beautiful websites resonate with us strongly. But we can’t afford to assume that clients value those things like we do. We can’t assume they’ll shell out cash to invest in a slick new design… just for the sake of having a slick new design!

Here’s how a mediocre proposed solution might look:

We recommend a complete redesign of the existing website. This would include a new updated logo, location search, contact form page, etc.

Pretty standard, right? Every web designer is familiar with those elements. Most clients will be too. The problem: not justifying why those elements should be included. The lack of tangible business benefits.

Now take a look how a good proposed solution might approach this:

To effectively recapture the market from new competitors, the website design must implement a marketing strategy focused on this goal. This will start with a needs analysis session that will identify the key elements of the website, different customer types, and all necessary calls to action.
Needs analysis will be followed with a content plan focused on specific goals, and will move into the design phase which will include the following…

Which one sounds more promising? The second example includes more work so it’s probably going to be more expensive, but it’ll still win the job.

Connect every aspect of your solution to a business benefit, and you’ll stand out from the pack.

Here are some business benefits that people from almost any industry will appreciate:

  • Access (if they need you to quickly tweak or update the design)
  • Convenience
  • Making more money
  • Ongoing support and maintenance
  • Saving time
  • Simplicity
  • Spending less money


Your Benefits section needs to sell, sell, sell. Unfortunately, many web designers write generic content here or, even worse, just copy and paste some template filler.

A lot of designers might shy away from the idea of selling because they don't want to be underhanded or overly aggressive…

But you don't have to. The most effective way to sell is to logically connect your recommended solutions to tangible business benefits. Remember, those are exactly what a prospect is looking for – and why they offered the project in the first place.

Let’s say a recipe website asks you for some SEO work to improve their Google juice. Many proposal writers would see this as a chance to copy and paste a whole section about “How SEO Can Improve Revenue.”

You might think it saves you time, but stale filler content is the kiss of death. Our research found the best proposals contain between 50 and 80% fresh content.

Plus, think about it… if your prospect didn’t already know that SEO can improve revenue, would they have asked anyone to write a proposal in the first place?

Instead, write fresh content that explains specifically how you will help your client. It takes a little longer this way. You might ultimately end up submitting fewer proposals than before. But they'll be highly targeted – and win more bids.

For instance, here’s one way you could write the Benefits section for that recipe site:

According to your Google Analytics report, Meatball Recipes already gets 100 visits a month from visitors searching for "spicy meatball recipe." Your site ranks #12 for that keyword, which means you're on the second page on Google. We estimate that the #10 result gets 1,000 visits a month. So even a slight improvement to rank #10 for "spicy meatball recipe" would 10x your traffic for that keyword.

The best part: once you set up this dynamic template content, it's almost just as recyclable as stale template filler. If your next proposal is for, say, a local bike shop, you could use this same basic text and just change the keywords and numbers.

Pricing Information


The question on almost every would-be client’s mind:

“How much is this going to cost?”

The pricing information (also known as the Fee Summary) is the last major element in any persuasive proposal, and certainly one of the most important ones.

It also makes a lot of web designers uncomfortable. They find themselves trying to skirt around price completely… or itemizing every little service in an attempt to justify their rate.

That’s confusing for clients, many of whom flip directly to the pricing section before deciding whether to keep reading the rest of your proposal. A killer problem statement and proposed solution isn’t worth much if your client doesn’t read them.

Good news: you can turn your pricing section into a sales tool all on its own. By sticking to one price tag and keeping things high level, you make it easier for clients to digest. From a typography point of view, it’s best to place it in a grid.

Here’s an example:


Notice how things are nice and easy to understand?

That’s the goal. A client should be able to flip to the page and have their cost question answered within seconds. Anything more complicated, and you risk losing their patience.

Depending on the length of the project, you might want to tie payments to specific milestones. Include this in a section called “Fee Schedule.”

Call to Action

Okay, so you’ve written a persuasive sales document that outlines the problem, the solution, the benefits, and the price. Are you done?

Not quite yet!

The client still has to take action and hire you.

You can't afford to just cross your fingers and hope they'll call. Instead, include a clear call to action to let the client know exactly what they should do to get the project started.

There’s a secret about selling that we haven’t mentioned yet. And it’s something you already know, but are probably underestimating.

Here’s the secret: your client is extremely lazy, busy, or overwhelmed. Probably a combination of those things.

Okay, so you already knew that. But do you fully appreciate the extent of it?

Believe it or not, we tend to give too much credit to our prospects. In the perfect world of our imagination, clients read your awesome proposal, are convinced you can solve their problem, and immediately pick up the phone to hire you.

In the actual world we live in, clients read your awesome proposal and are convinced. But oops! They might forget to call you right away. They certainly won’t print out your proposal, sign it, fax it back, and mail you a check.

By the time you call or email a few days later, they’ve forgotten how awesome your proposal was. They’re just not as excited as before.

So how do you strike when the iron is hot?

Use a one-click call to action in your proposals. The easiest way to do this is abandon the world of paper and PDF proposals and switch to using online proposals instead.

Then you can make your call to action a giant button that prospects can click to accept your proposal.

This sounds like such a small thing to do. You’re probably thinking that it won’t have much impact…

Actually, it has a huge impact.

Our research found that online proposals are accepted 60% faster than traditional proposals, and they’re 18% more likely to be accepted overall.

Make Website Proposals Viewable Online

Why does this work so well?

There are two reasons.

First, with online approvals, your clients don’t need to print, sign, scan, and email or fax your proposal back to you. Everything is online, in one place, and simple to execute. You remove all the obstacles to taking action.

Second, and more importantly, by making the next step a click away, you turn your prospect’s laziness into your secret weapon. You make it even easier to accept your proposal than it is to keep on worrying about the problem or even read the next proposals.

You’re striking while the iron’s hot.

Proposal Sections

The purpose of the three key sections above is universal, but the terminology isn’t. Each element is referred to by multiple names.

  • Problem Statement. Client Needs, Client Goals, Client Objectives, Goals and Objectives
  • Recommended Solution. Recommended Solution, Recommended Strategy
  • Pricing information. Fee Summary, Fee Schedule, Project Pricing

You can pick whichever options you like best in your proposals, as long as clients are able to glance at the element and quickly grasp its purpose.

Developing a Repeatable Process


Now that you understand the elements found in persuasive proposals, you can save time and trouble by streamlining your proposals into a repeatable process.

A repeatable process helps you save time instead of starting every new proposal from scratch. But it also leaves room for personalization to fit the specific project at hand. Adopting a process frees up time for you to pursue other crucial tasks, like creating recurring revenue streams.

The best way to create a repeatable proposal process is to use proposal software. Not only do you get the persuasive structure you need without a lot of manual steps. You also get an eye-catching presentation and other cool features, like electronic signatures and customizable client landing pages.

Another option is to create your own proposal templates. I’ll walk you through creating a couple of templates right now.

Start by classifying each temple by proposal size: large and small.

This makes it easy to know when to use which proposal. A little project, like a three-page website, gets the small proposal template. It’s tempting to try to get away with just a simple estimate on these kind of jobs. But your efforts will pay off if your pricing information includes an element of persuasion.

Small Proposal Outline

  • Client Needs
  • Recommended Solution
  • Fee Summary
  • Next Steps

This will come out to around a two-page proposal. Notice how all the three key elements we discussed above (problem statement, proposed solution, and pricing information) are included.

I also included a section called “Next Steps.” The purpose is to give someone who’s interested in moving the project forward an easy way to do so. What is the one key step a client should take right after reading to get the ball rolling? Now’s the chance to include that information.

A good next steps section might look something like this:

To get started with the redesign, ABC Company should:
1. Call us at (xxx-xxx-xxxx) to accept the proposal as-is or discuss desired changes
2. Finalize and sign the contract.
Once the contract has been finalized, we’ll reach out to ABC Company to set up a meeting to discuss timelines and the desired look and feel of your new website.

How many times have you thought about doing something, but put it off and forgot about it because you didn’t have a clear next step? Don’t let this happen! Give interested clients a simple way to move forward, and more of them will hire you.

If you’re looking for a sample contract to see how the “legalese” might look, feel free to check out this simple web design contract.

Large Proposal Outline

  • Goals and Objectives
  • Recommended Solution
  • Fee Summary
  • Fee Schedule
  • Estimated Project Schedule
  • Next Steps
  • Terms and Conditions

The large proposal template looks more complicated than the small version. But it really shouldn’t run that much longer. Our research of over 25,000 client proposals found that proposals less than 5 pages long were 51 percent more likely to win than those that ran longer.

The key additions here are timeframe and legal information. It’s a good idea to break down large projects into phases or chunks to help clients envision which work will happen when. Naturally, both parties will want to protect themselves legally when a good deal of money is involved.

Finishing Touches


Now that you have your two templates with outlines in place, consider adding a little style to make your proposals really pop.

Create an elegant design (easier said than done) and use it as a header and footer in your Word template. Keep your design elements to a minimum. You want to use them tastefully, hinting at your creative ability without overpowering your content.

You can save even more time by adding some help text to your proposal outlines. This text will remind you what to write about in each section. If you’d like, you can even copy and paste some of the instructions in this article. Just remember it’s a placeholder, not real content.

Be wary about paragraphs of “recyclable text” that you find yourself including in every proposal. This stuff is too generic to be useful. Every project is different, so any content that you can reuse like that is garbage in the eyes of the client.

Remember, clients are only concerned with their own project and how you might be able to help them!

If you want to include a Company Information page or a Clients section, feel free to do so as long as it comes after your pricing information. You want to structure the information in the most persuasive manner possible. Keeping things about yourself (or your company) last gives clients the option to read it if they want to – without forcing them.

Tools and Resources

Like I mentioned earlier, you’ll get the highest return of your time by using proposal software like Bidsketch. This is the best bang for your buck because you get a professional look and a persuasive structure. You don’t have to worry about time-consuming details, like adding in simple page breaks within a PDF, because the features take care of those things. Proposal software also streamlines your workflow by integrating seamlessly with software like FreshBooks.

If you have to use handmade templates, follow the instructions above to create your own and be sure to include all the key elements.

Finally, web design and marketing services often go hand in hand. After all, a great website still won’t be found without adequate marketing. If you also help clients get more customers, be sure to check out or marketing proposal template.


Submitting proposals – and not just sloppy ones, but good ones that grab attention and win bids – can seem daunting. But it doesn’t have to be. With an understanding of the basic persuasive structure and software (or templates) that make creating them repeatable, you’ll save time and land more clients.

It’s time to stop wasting precious time and racking up unpaid invoices with low-end clients. It’s time to attract the clients, projects, and rates you deserve. Great proposals will help!

Preview: Website Proposal Template

Website Proposal Template Cover Image
General Instructions: Do your best to limit your proposal to 4-5 pages or less, as this should be all you need to identify the client’s problem, propose your services as the solution to that problem, and help the client understand all the ways your services will benefit the client. A lot of designers focus on the new “look” or website aesthetics, but most clients are more interested in how the new design can help them get more customers and keep the ones they have. The most persuasive design proposals will connect the dots for the client; they’ll talk about how the new design elements will help the client make more money. Using this website proposal template follow the italicized instructions for each section below to create your own persuasive proposal.

Client Needs

Instructions: Use the first paragraph to identify the problem or frustration that led the prospective client to offer the design project in the first place. Then use 3-4 bullet points to break down different services you’ll provide to help the client overcome that problem or frustration. Begin each bullet point with an “action word.” Finally, use the paragraph after the bullet points to talk about the negative consequences that will happen if the client doesn’t fix the problem.

Client NeedsNautilus Law is facing extremely competitive times in the corporate law industry. In this environment, traditional means of marketing – which Nautilus Law depends on – are becoming less effective by the moment. A high impact web site is necessary to effectively reach new clients and provide an edge over the competition.

Nautilus Law requires a site that:

  • Provides a modern web presence Increases and converts visitors
  • Offers relevant information
  • Gives current and potential clients the means to contact the firm

Also required is a content management system that will allow Nautilus Law to easily manage content on the site.


Instructions: Use 3-4 bulleted sections to describe positive results your services will create for the client. Focus your website proposal on major results you think the client will value the most. Spend a few lines after each result you list to 1) describe why the result is helpful to the client’s business; and 2) break down the actions you’ll take to create that result for the client.

SolutionWe recommend the development of a completely original site, built from the ground up with original graphic design elements. A strong emphasis will be placed on attracting new clients through Search Engine Optimization (SEO).

This site will include general and informational pages as well as a content management system that will allow users to update site content and location information, and a contact form to request a consultation or simply make contact with the firm.

The site will include the following pages:

  • Home
  • About Us
  • Services
    • International Business Law
    • Commercial Litigation Locations (in the United States)
  • Request a Consultation/Contact Us

Additionally, we will provide web hosting services on a monthly basis and yearly Search Engine Optimization services to more effectively drive and convert traffic to the site.

Fee Summary

Instructions: Estimate the price for your service package and come up with a label for it that describes a clear benefit to the client. Breaking down your service package into 3 or 4 chronological phases (if applicable) will help the client understand what will happen when, as well as make your solution appear valuable. But keep the breakdown at a high level and don’t break down your price; it’s crucial your price is easy to understand.

The fee summary in this website proposal template is based on work performed on a fixed cost basis. Should the scope of the project change after acceptance of terms and pricing, we will provide a detailed scope change to define additional work and associated costs.

Customized Web Presence Solution Price
Consultation with site designers – We’ll meet with you, listen to your vision of how you want your site to look, and agree on the best way to achieve that vision in a clean, professional way.

Consultation with graphics and logo team – We’ll meet with you before the design process begins to plan how to use your graphic identity to distinguish you from your competitors, enhance your visitors’ experience, and expand brand recognition.

Professional website design – We’ll review the input you give us and integrate it into a beautiful, professional website you’re able to customize and maintain all on your own.

Project Timeline

Instructions: Use this chart to break down your design services into chronological phases. Describe what each phase entails in the “activities” section and give an estimated completion date for each phase. You might not need to use this section for basic design jobs.

If {client_name} selects {my_company} to provide the web design services described, our timeline would proceed as follows:

Phase Activities Completion
Site Layout and Aesthetics Consultation Collaboration between {client_name} and {my_company}’s site designers to discuss {client_name}’s vision of the site and its layout; preliminary sketches of proposed design. 11/01/XX
Logo and Graphic Design Consultation Collaboration between {client_name} and {my_company}’s graphic designers to discuss how to utilize {client_name}’s graphic identity to enhance its website; preliminary sketches of graphics and {client_name} feedback 11/11/XX
Professional Website Design {my_company} will review the input received from the layout and graphic design consultations; {my_company}’s site designers will integrate input to develop a professional website for {client_name}.

Why Choose {my_company}?

{client_name} needs to focus on the big picture of running its business. That’s why you want a company like {my_company} to worry about all the details of finding reliable ways to acquire new customers. Here are the people leading the effort in our work for {client_name}:


Terry Wright is experienced in online and offline marketing, helping you thrive in today’s media environment – Terry has experience promoting businesses in both online and offline media. Each platform offers distinct advantages; Terry knows how to leverage them to help you reach the most prospects for the least expense.

JaneJane Downs leads our paid acquisition team – Jane previously lead paid marketing at Salesforce where she increased new customer leads by over 500%. She’ll be focused on making sure we’re quickly and efficiently testing paid marketing campaigns (while hitting the target customer acquisition cost) on your project.

Next Steps

To proceed with this project, Nautilus Law is required take the following steps:

  1. Accept the proposal as is or discuss desired changes. Please note that changes to the scope of the project can be made at any time, but additional charges may apply.
  2. Finalize and sign contract. Submit initial payment of 50% of total project fee.

Once these steps have been completed we will begin the project with a kick off meeting to introduce relevant personnel and begin preliminary project activities.

Terms and Conditions

Instructions: This section protects you from potential legal liability. Use it to talk about who owns your work product, whether you’ll be able to use portions of it on your website as examples, and how legal proceedings will go down if something goes wrong. Have an attorney look it over to give you guidance on how to apply it to your specific business (and related to proposals for website projects).

Once the project fee is paid in full to {my_company}, any elements of text, graphics, photos, contents, trademarks, or other artwork furnished to {client_name} for inclusion in website are owned by {client_name}.

{my_company} assumes {client_name} has permission from the rightful owner to use any code, scripts, data, and reports are provided by {client_name} for inclusion in its materials, and will hold harmless, protect, and defend {my_company} from any claim or suit arising from the use of such work.

{my_company} retains the right to display graphics and other web content elements as examples of their work in their portfolio and as content features in other projects.

This agreement becomes effective only when signed by agents of {client_name} and {my_company}. Regardless of the place of signing of this agreement, {client_name} agrees that for purposes of venue, this contract was entered into in [STATE] and any dispute will be litigated or arbitrated in [STATE].

The agreement contained in this contract constitutes the sole agreement between {client_name} and the {my_company} regarding all items included in this agreement.

Web Design Retainer Proposal

General Instructions: To effetive use this web design proposal template you'll need to follow the problem/solution framework used in this template. Each major section in your proposal should focus on the business results you'll deliver (and how those specific results benefit the client).

Helping You Get Results

Get ResultsTo get the most out of your website, you need to constantly manage and enhance its appearance and functionality. To ensure that you’re grabbing customer attention and generating reliable leads and valuable conversions, you need to keep a web designer on retainer. At {my_company}, we’re committed to helping you maximize the potential of your web presence on desktop and mobile, and by inviting us into your confidence we can help you by:

  • Tailoring your website to your specific industry context and scale of operations.
  • Making sure that your website is functional and beautiful across platforms, including desktop, mobile, and tablets.
  • Ensuring that your website is in step with ever-changing technical requirements and design standards.
  • Providing you with a minimum of eight hours of service per month.
  • Offering you priority status—we commit to responding to requests in under twenty-four hours and completing update or maintenance projects in under one week.

Experts Helping You Help Yourself

{client_name} deserves the most effective web presence that it can muster. {my_company} can help you keep your website looking sharp and working properly, no matter what device or browser your customers are using to view it. Not only will we conduct an initial assessment to discover how efficiently your site is performing, we’ll be there, month after month, to guide you through changes in the design landscape.

By retaining us, {client_name} can be sure that you are receiving the most up-to-date advice according to current best practices in the areas of:

  • Cross-platform adaptability
  • Web application development and performance
  • Latest trends in site appearance
  • [Customize list here: specific programming languages/experience, whichever services best suit this client]

A Customized Package For {client name}

Customized Package

To meet {client_name}’s needs, as described above, we recommend the following web design retainer services as part of this project:

Site Assessment

{my_company}’s designers and programmers will comb your site from top to bottom across multiple browsers and platforms to determine its strengths and weaknesses, providing you with an array of options so that you can choose the precise updates and continuing services you require.

Design Updates

{my_company} will tweak or overhaul your website’s appearance and infrastructure to maximize usability and functionality.

Web Application Building

If {client_name} is looking for a web store, a feedback form, social media integration, or any other type of web application, {my_company} has you covered. We can build and customize a wide variety of apps in a number of different programming languages.

Regular Reports

To ensure that you know exactly how your site is performing, we will assemble detailed and customized reports that show you how the online design world is changing and how your website should change with it. These reports can help guide decision-making and direct on-the-fly changes to the consulting service package.

Priority Status

{client_name} will be assured dedicated attention by keeping {my_company} on retainer. We will always respond to you in twenty-four hours or less, and we will complete update or maintenance projects in under one week.

Your Investment

Monthly Web Design Consulting Services Total
Site Assessment – We will thoroughly check your site’s structure and content to discover elements that could be improved, not just in a discovery phase, but every month, or at a series of customized milestones.

Site Updates – We will update your site’s structure, design or content on a schedule that you determine.

Trend Report and Recommendations – We will deliver a regular detailed report, tracking online design trends, developments in web applications, changes in browser or platform compatibility, and any other web design subjects from a wide array of customizable metrics.

Why Choose {my_company}?


{client_name} needs to use its time doing what it does best: providing great [describe industry/service/product]. By keeping a professional web design company like {my_company} on retainer, {client_name} can focus on running its organization while we take care of keeping its website as attractive and effective as possible. Instead of conducting a one-time site overhaul that might quickly fall out of date, the consistent assistance of a web designer will allow you to closely monitor your site and keep it current with ever-changing web standards and design trends.

  • {my_company} is experienced in a wide variety of web design styles and application programming languages – Our team has experience building and tweaking many different types of websites in many different industries and sectors. We know how to monitor your site’s performance and target the areas that need the most improvement.
  • {my_company}’s team is dedicated to helping you reach your users where they are – We know that a slick, functional website is not the ultimate goal of your organization. You are in the business of [INDUSTRY], and we know that you want to reach the highest number of customers possible. We always keep this goal in mind, and work closely with you to make your site best-in-class and targeted at those who will take best advantage of your services.
  • {my_company} is focused on tracking the latest developments in web design, and passing our knowledge on to you – {client_name} can rest assured that {my_company} is bringing you the latest, most relevant web design and application programming. Our team of designers are constantly researching changes in protocol and functionality and updating their approach accordingly. By keeping {my_company} on retainer, {client_name} will keep its finger on the pulse, and keep its website as up to date as possible.

Project Timeline

If {client_name} chooses {my_company} to provide web design retainer services, our timeline would proceed as follows:

Phase Activities Completion
Initial Strategy Discussion and Milestone Selection In-person or online meeting between stakeholders at {client_name} and analysts at {my_company} to select services and set timelines. XX/XX/XX
Delivery of Redesigned Website {client_name} will receive a redesigned or updated site according to the parameters set in the kick-off meeting. Two-six months from project launch.
Consultation Meeting or Further Service Customization In-person or online meeting between {client_name} and {my_company} to discuss progress and renew the terms of the consultancy, including adding or removing services. Two-six months from project launch.

Next Steps

As outlined in the Investment section, our pricing is valid until [DATE]. To take advantage of this proposal and proceed with the project as outlined, {client_name}’s next steps must be to:

  • Accept the proposal as-is, and agree to select services at the kick-off discussion
  • Discuss desired changes with {my_company}
  • Finalize and sign the contract
  • Submit an initial payment of 50 percent of total project fee

Once completed, {my_company} will contact {client_name} to schedule a project launch meeting to make introductions and gather information before beginning the work.

We are happy to make changes to project scope on {client_name}’s request at any time, but may be subject to additional billing.

Terms and Conditions

{my_company} assumes {client_name} has permission from the rightful owner to

use any code, scripts, data, and reports provided by {client_name} for inclusion

in its materials, and will hold harmless, protect, and defend {my_company} from any claim or suit arising from the use of such work.

{my_company} retains the right to display web content elements as

examples of their work in their portfolio and as content features in other projects.

This agreement becomes effective only when signed by agents of {client_name}

and {my_company}. Regardless of the place of signing of this agreement, {client_name} agrees that for purposes of venue, this contract was entered into in [STATE] and any dispute will be litigated or arbitrated in [STATE].