How to Write a Client Proposal That Wins Design Projects (Figma Templates Included)

You just finished what you believe to be a really good call with a potential client.

You had good banter (you made them laugh), you understood exactly what they needed and you  had an answer to every question they threw at you.

As the call is ending they say "can't wait to see your proposal" and you smile and reply with "me too". Me too? That doesn't make any sense, you think to yourself.

You open a word doc and sit there trying to remember what just happened in the call but your mind is racing and blank simultaneously.

What were the deliverables?
How much should this cost?
What was the timeline?

In a panic you type out what you know, put their name at the top and yours at the bottom, hit export and send.

After 5 minutes, you reopen up the proposal you just sent-- "client proposal template for designers' I didn't even change the name of it. You sit back and lock your hand behind your head and let out a massive sigh.

This look shit. This is the first piece of work they're going to see from me and this is what I make?

A few days later and several 'just checking in' emails, you hear nothing.

What a client actually reads in your proposal

Every. Single. Word..

Not really. Honestly they will barely read anything. The types of people who you will be working with--business owners, entrepreneurs, founders--are busy people. They've got a million things racing through their mind at all times so they'll be as efficient as possible to get the outcome they desire when viewing your work.

They biggest and most important thing they want to know: do they trust that you can do what they want, within the time they need and for a price they are happy with. That is the three key areas you need to focus on. They will first assess the overall presentation of the document--is it a shitty word doc with no branding or personalisation or is it a professional PDF that conveys trust and expertise? Without reading a word they can tell by the quality of the design and layout the type of work you will produce.

To make it really simple for you-- write how they read, don't talk in jargon or language that they wont understand. Outline the problem and make sure, without a doubt, that you are the obvious choice as the solution.

What every design proposal needs to include 

The structure will define if a client says yes immediately or throws your proposal in the bin. Here are the key pages and the order to present them in;

Cover Page
A clear page with their name, your name, date and title.

Introduction & Brief
Show you understand exactly what they need and leave nothing to chance.

Scope & Deliverables
Explain exactly what you will be delivering within the scope of the project. They will look at this closely - make sure it aligns with the conversations you had.

Timeline
How long the project will take, the stages and when the deadline is. Remember it's always best to give yourself more time and deliver the project early. This will exceed their expectations and look good for you.

Pricing & Next steps
Ensure the pricing is clear and the payment terms are obvious--taking 50% deposit before you start covers you in case something goes wrong and ensures they're fully committed to the project.

The mistakes that kill proposals before they're read 

If you included the pages above inside your proposal you're already 90% of the way there. Beyond that there are a few things that you should keep your eye on out before ever pressing send.

Failing to personalise the proposal to the specific client is going to make them feel like cattle going to the slaughterhouse. If you expect them to commit to a 5+ figure project they then need to feel like you genuinely care and want whats best for them. A simple cover page and adding elements throughout the proposal will ensure this.

Making it too hard to understand will ensure they never speak to you again. You're not trying to confuse them into signing with you, you're trying to alleviate any worries they have and get them completely confident in what you do.

If you make the pricing and deliverables so that they're confused to the point of second guessing you then they're probably already gone. Make it clear, simple and easy to understand. Always focus on less, high quality content, rather than lots of filler information. Respect their time.

Why Figma makes sense for client proposals

You already live in Figma, theres no need to head over to another platform and build from scratch. Stick to what you know so it's fast and seamless. A proposal should be in the clients hands within 15 minutes after the call finishes, no exceptions.

A proposal built in Figma signals to a client that you ready to take their project seriously--you haven't just slapped together some words on a word doc--you've taken the time to cater to the client to ensure their experience is memorable.

Most designers rebuild their proposal each time.

It shouldn't work that way - you should have a master file that you copy and update every time - with only a few sections of personalisation to ensure you get the result you want. The proposal is the first thing your client sees and can seal the deal before they finish reading.

Once you've landed the client, you'll need to send contracts, invoices and onboarding plus you'll need to gain testimonials and referrals once the project is finished so you can continue to land more projects. The Studio Kit includes every client-facing document you'll need to to service projects from start to finish.

It only takes one bad proposal to lose a five-figure client. It only takes one good proposal to land one.