How to write a design proposal for brand and website designers

Congratulations on a successful discovery call!

You’ve engaged your potential client, delved deep into their design project, and even confirmed the budget (always good to double-check, right?).

Now it’s time to take the next step in your client workflow and send them a quick quote.

The issue with simply sending out a quick offer via email is that clients might perceive you as someone who can deliver their desired end product—a new brand or website.

But we know you’re so much more than that.

You’re a problem solver, a creative visionary, and a trusted partner in their business growth.

So, how can you effectively communicate your skills, ideas, and the unique value you bring to the table?

Enter the design project proposal, your secret weapon to showcase your expertise and capture your client’s imagination.

In this blog, I’ll share how to write a design proposal (weather it’s a web design proposal or brand design proposal), what I believe are essential sections to include that will captivate your clients and demonstrate the impact you can make.

The best part? I’ve included examples of proposal sections. You can simply copy and paste these into your client workflows.

Introduction and a short bio – Building Connection and Credibility

The introduction does not have to be elaborate and could even be the same as the first section that you have in the email that you attach the proposal to.

This could be something like this:

“It was wonderful speaking with you and hearing about your goals and challenges during our discovery call was truly inspiring. I couldn’t be more thrilled about the opportunity to work together and create a brand that will leave a lasting impression, captivating your audience and setting you apart from the competition. Your vision aligns perfectly with my passion and expertise in crafting visually stunning and impactful brand identities.”

Follow this up with:

“Within the proposal, you will find a comprehensive outline of how we will approach this project, including the scope, timeline, and an overview of your investment. It’s a roadmap to a successful design project, carefully tailored to your unique needs.”

Including a brief bio in your design proposal can add a valuable touch, even if you’ve already had a discovery call.

While the call allows you to establish a personal connection and delve into the project’s details, a bio in the proposal reinforces your expertise and credibility.

It’s an opportunity to showcase your journey as a designer, highlighting your accomplishments and experiences that directly relate to the client’s needs.

Remember, this introduction is your chance to express genuine excitement for the project and reaffirm your commitment to your client’s success.

Let your words resonate with their vision and goals. Avoid generic or impersonal introductions – instead, infuse your proposal with what you’ve learned during the discovery call.

Transforming Challenges into Opportunities – Goals and Solutions

The client’s problem or pain points play a crucial role in your proposal. It’s not enough to simply list the deliverables you’ll provide. You need to show that you understand the challenges your client is facing and position yourself as the solution they’ve been seeking.

During the discovery call, take the time to delve into your client’s specific challenges. Perhaps they have a dated website design that no longer resonates with their target audience, or their brand identity lacks cohesiveness and fails to communicate their values effectively. It could be that their current website user experience is confusing and hinders conversions.

By truly understanding their pain points, you can craft a design proposal that addresses their specific needs.

In your proposal, highlight the problem your client is facing, but don’t dwell on the negatives. Instead, focus on the opportunities and positive outcomes that can be achieved through your design solutions. Show empathy and reassure them that you are ready to tackle their challenges head-on.

For example, let’s consider a client who wants to update their brand and website because they’ve made a pivot in their business and want to reflect this change to appeal to a new target audience.

Instead of simply stating their problem, turn it into a goal that you’re working towards with the project:

Just a quick warning; while you want to showcase what is possible be careful with promises in terms of results the new design will bring. I know it can be tempting to do this to sign the client but ultimately they are responsible and have a large impact on the result.

In the next section of your proposal, you’ll transition from the goals to how your packages can help them achieve those goals. It’s time to outline the specific services, deliverables, and benefits your client can expect by working with you.

How you’ll reach their goals – Scope of work and timeline

Remember that it’s not just about the deliverables; it’s about the transformation you’ll bring to their brand or website and how what you offer will help them to achieve the goals you mentioned above.

You can start with something like:

“Our collaboration will include a comprehensive brand discovery, captivating logo design, a visually stunning website, and engaging marketing collateral. We’ll work closely together over the next eight weeks to ensure every aspect reflects your unique brand personality and resonates with your target audience.”

Then mention the different sections of your offering. For example;

Brand Discovery – 90-minute Zoom session
During the brand discovery phase, we’ll immerse ourselves in your business to uncover its essence. Through an in-depth exploration of your goals, target audience, positioning, and competition, we’ll craft a brand identity that authentically represents your unique value proposition. This crucial step lays the foundation for a captivating brand experience.

When describing each piece of the larger deliverable, do this with energy and enthusiasm. Emphasise the unique value and tangible benefits they’ll experience.

But leave no room for misinterpretation—be specific about what they can expect at each stage of the project.

This is also where you mention what is included in your brand design package like primary logo, alternate etc.

And be transparent about what falls outside the scope of your work.

You could say;

“While I’m an expert in design, we want to ensure clarity on certain elements that are not within our purview. This includes copywriting, imagery, and third-party integrations. Rest assured, though—we’ll be there to guide and provide recommendations to seamlessly align these elements with our exceptional design.”

To bring this journey to life, transform it into a visual timeline like the one below. This serves as a structured framework, outlining when each phase will commence and conclude.

The Design Process

In this section, you’re sharing the design process without unnecessary complexity. You can outline each stage, beginning with the brand discovery call and creative direction, moving through the brand or website development, and ending with the final delivery.

It’s good to also touch on the practical aspects, detailing the methods and tools involved at each stage. This includes mood boards, wireframes, mockups, or feedback questionnaires.

But what truly matters in this section is client input and feedback guidelines.

It’s vital to explain the client’s responsibilities at each stage, how their input is pivotal in shaping the design, and how the feedback process works. If you want to include feedback guidelines (which I highly recommend), you can do that here and reference this when sending designs for feedback.

Highlight the importance of client involvement and collaboration throughout the project to stick to timelines. Explain how you will work together, gather feedback, and make revisions to ensure the outcome aligns with their vision.

You can mention something like:

“I believe in a collaborative approach and value your insights. We’ll schedule regular check-ins and review sessions to gather your feedback and refine the designs. Your active participation will play a vital role in creating a brand or website that truly represents your unique identity.”

But keep things simple and approachable. Avoid the temptation to drown your clients in technical jargon or overwhelm them with too many details. Speak their language, conveying the essence of each phase and its role in achieving their desired outcome.

Investing in value – Pricing and Payment

Since you’ve already outlined the scope of your proposal earlier, you can keep it straightforward by presenting a total investment as well as a split per service.

They don’t need to know your hourly rate or how much time each section will take you. When it comes to creating a proposal, it’s not about the time you spend on the project, but about the value that you bring to the client.

Make sure you’re transparent and avoid overwhelming clients with complex pricing structures or hidden fees (want to know more about how to price your packages, be sure to read this article)

Keep it simple and tailored to their specific needs so that your clients have a crystal-clear understanding of what they’re investing in and the value they’ll receive in return.

Now, let’s talk about revision limits.

You can include them in the scope section or this section. You can say something like:

“To ensure a smooth and efficient collaboration, you’ll have the opportunity to provide feedback and request revisions at each stage, with a maximum of two rounds of revisions included in the package. Any additional revisions will be additionally charged at an hourly rate of $x”

But don’t stop at pricing, also mention payments and set clear expectations from the start.

Consider when the first payment needs to be done (I always mention the first deposit needs to be made at the time of signing to secure the project into my calendar). Also mention when the next payments are, this can be on a specific date or project stage and the amount or percentage of the total that will be due at each stage

I always like to mention that I will send them a reminder of the payment closer to the due date so that they don’t have to keep track.

Showcasing Case Studies & Testimonials – Let Your Work Speak for Itself

When it comes to proving your expertise and showcasing the impact of your design work, it’s time to put the principle of “show, don’t tell” into action.

Testimonials are social proof that validates your skills and expertise. They provide reassurance and credibility to potential clients, showing that you have a track record of delivering outstanding results.

But don’t stop at testimonials alone.

Visuals have an extraordinary power to captivate and inspire. Include images from your portfolio that showcase the stunning designs you’ve created for previous clients or use case studies. Showcasing your work in this way allows potential clients to visualise the quality and creativity that you bring to the table.

Remember to choose case studies, testimonials, and visuals that align with the client’s industry or project type.

This tailored approach shows that you understand their specific needs and challenges. It allows potential clients to see relevant examples of your expertise, making a strong connection between your past successes and their aspirations.

Approving the Design Proposal and Next Steps

You’ve presented your proposal now, it’s time to guide them effortlessly through the approval process and set the stage for an incredible journey ahead.

Always include a crystal-clear call to action, a doorway for your clients to say “yes” and get the project started. Whether it’s a signature, an email or clicking a button that allows them to accept the proposal digitally, make it simple.

Never assume that clients will intuitively know what to do next or leave the approval process open-ended.

Instead, offer them clear instructions and provide a summary of the next steps, such as scheduling a kickoff meeting or submitting a deposit.

This could be something like this (based on a process using a CRM):

“To move forward with bringing your vision to life, simply submit the proposal using the button at the bottom of the proposal page. Once you submit the proposal, you’ll be taken to the contract. Please review it carefully and sign it. After signing the contract, you will automatically be taken to the invoice. Please pay the initial deposit (20% of the total) to book your service.”

I know it might seem like a daunting task to include all these sections in your design proposal.

But here’s the thing: while you don’t necessarily need to squeeze every single section into your proposal itself, it’s essential to have them somewhere in your sales process and onboarding journey.

Clients don’t always have the time to dive deep into every document we send their way.

Merely burying these crucial details within a contract won’t quite do the trick when it comes to setting clear boundaries and policies from the very beginning.

So, it’s up to you to keep reminding them of the scope, timelines, and the process that awaits them.

One way to achieve this is by sprinkling some of these sections into your proposal, ensuring they capture your clients’ attention and set expectations. Then let these sections reappear in your welcome guide or email and throughout your project to solidify their significance.

You’ll nurture a partnership where boundaries are respected and timelines are honoured. And all the while, you’re backed by the solid foundation of a comprehensive contract that outlines what happens when those boundaries are crossed.