A Web Design Proposal Template That Actually Closes
By Caplira ·
Most proposals lose the job before they're read. They're long, they're about the designer, and they end with a number and silence. A proposal for a small local business should be one page, take ten minutes to write, and make saying yes the easiest thing on their desk.
The seven parts
- Their problem, in their words. "You get most of your customers from Google Maps, but there's nowhere for them to see prices or book."
- The outcome. Not "a 5-page responsive website" — "a page that answers the three questions customers call you about, and a booking button."
- What's included. A plain list. Pages, contact form, Google Maps embed, mobile layout, basic SEO setup.
- What's not included. Photography, copywriting, logo, ongoing ads. This single section prevents most scope arguments.
- Timeline. Three dates: content due from them, draft from you, launch.
- Price and terms. One number. 50% to start, 50% at launch. Optional care plan per month.
- One next step. "Reply 'yes' and I'll send the deposit link and the content checklist today."
The template
Copy this, fill the brackets, send it as the body of an email or a single PDF page.
Website for [Business name]
Where you are now: [Business] has [X] reviews at [rating] stars on Google, and no website. Customers who look you up find a phone number and nothing else — no prices, no photos, no way to book outside opening hours.
What you'll have: A fast one-page site at your own domain that shows what you do, your prices, your photos and your hours, with a tap-to-call and tap-to-book button. It will look right on a phone, because that's where almost everyone will see it.
Included: design and build, mobile layout, contact and booking buttons, Google Maps embed, your business details set up for Google search, one round of changes, launch and handover.
Not included: photography, written content (I'll use what you send me), logo design, paid advertising. Happy to quote these separately.
Timeline: you send photos and details by [date] · draft for you to review by [date] · live by [date].
Price: [amount], 50% to start and 50% when it goes live. Optional: [amount]/month for hosting, updates and backups.
Next step: reply "yes" and I'll send the deposit link and a short checklist of what I need from you.
Three things that raise the close rate
- Send a mockup with it. A picture of their own business on a phone screen does more than any paragraph.
- Give a middle option. Two choices — a one-page site and a slightly larger version — turns "yes or no" into "which one".
- Put a date on it. "This price holds until [date], after which my next opening is [month]." True scarcity, not fake urgency.
Follow up twice, then stop
Day 3: "Any questions on the proposal?" Day 8: "Still interested, or should I close this off for now?" The second one gets more replies than the first, because it's easy to answer. After that, leave them alone and add them back to your list in three months.
If you need prospects to send this to, the free lead finder shows local businesses in your city that have reviews but no website — and this guide covers what to charge.
Frequently asked questions
How long should a web design proposal be?
One page for a small local business. Anything longer delays the decision. Cover their problem, the outcome, what's included and excluded, timeline, price and a single next step.
Should I put the price in the proposal?
Yes, one clear number with payment terms — typically 50% to start and 50% at launch. Proposals that hide the price get 'send me a quote' replies and stall.
What should a web design proposal exclude?
State plainly what's not in scope: photography, copywriting, logo design and paid advertising. Naming exclusions prevents most scope disputes and makes the included list feel concrete.
How many times should I follow up on a proposal?
Twice. Around day 3 ask if they have questions, and around day 8 ask whether to close it off for now. The second message gets the most replies because it's easy to answer.