The Perfect Proposal
A practical guide (with templates!) to help you land the client, faster.
You finally got the kids down, and instead of watching Netflix like a normal person, you're staring at the cursor blinking in a blank doc labeled “Client Proposal – Draft.” Sound familiar?
Proposals are a necessary evil as part of the process of landing a client. But, they don’t have to take 30 hours to create, nor do they need to be an agonizing exercise in trying to read the client’s mind. In this post, we’re breaking down the key elements of a strong proposal and sharing a stellar outline and fill-in-the-blank template (plus, a filled-in, real-life example) you can duplicate and make your own.
A note from Leslie:
Why do I believe in this proposal framework? Because it works. I have sent dozens of proposals (that look nearly exactly like what we’re about to outline) to a range of potential clients, from large companies to solopreneurs, and I’ve had several clients *compliment me* on my proposal outline. And, it has a really good hit rate at moving from proposal to signed contract.
This framework is adapted from the proposal approach we used when I worked as a management consultant for PwC, the second-largest professional services firm in the world. I’ve adapted it for smaller scopes, shorter attention spans, and a more human touch, but the bones are solid. It’s rooted in a format that has landed billion-dollar projects.
And now it’s here to help you land yours.
Here are a few principles to keep in mind before you start writing that will save you time and strengthen your pitch. Think of these as your cheat codes for writing a proposal that works:
Your client already told you everything. Well, almost everything. In your initial conversations, your potential client outlined a problem, and gave you bonus context through their tone, urgency, and side comments. A big chunk of your proposal is just reflecting that back: clearly summarizing what they told you, then pairing it with how you can help.
Mirror their language. If they call their marketing team the “Marketeers”, that’s what you should call them! In the same way that people love to hear the sound of their own name, your client will subconsciously appreciate that you are using the same language they are using. It builds trust and makes you feel like part of the team already.
Steal from the job description. If the potential client shared a job description or brief, borrow their language for your project overview section. It’s totally fine if it’s word for word. It shows you’re listening, tuned in to their needs, and already speaking their language.
Break the work into “phases.” Why? If your quoted price is too high, or the client feels like taking on the whole project is feeling daunting, suggest simply starting with just Phase 1. It gives your client a lower-commitment entry point, and gives you a natural opportunity to prove your value. Related: we also recommend pricing your proposal in phases to align with this optionality.
Get specific with your deliverables. Instead of saying “marketing plan” say something like “3-month marketing plan in Google spreadsheet focused on new market launch.” Thinking through exactly what you are going to hand over to the client (and when!) saves you from any confusion down the line. We’ve also learned from many years of personal experience to map out deliverables in each phase vs. a separate section entirely. This keeps the “project plan” intact and helps manage expectations from the very beginning.
You don’t need to map out the entire project. If you don’t know what’s going to happen at every stage of the timeline, just outline the first few weeks of activities. Even sketching out the first 4 weeks, showing what will get done and when, gives a considerable lead on what to start working on the minute they accept the proposal!
The more work you do on the proposal, the less work you’ll have to do on the project. A good proposal can also act like a first draft of the project plan. The more detail included now, the easier it is to hit the ground running the second they say yes. Clients appreciate clarity, and writing things out also gives you a chance to draw boundaries around what is, and what is decidedly not, included. Which is just as important for a successful project. In our experience, it is highly unlikely that someone will “steal your ideas” and do the project themselves. If a company is talking to a consultant, they usually want execution, not just theory. So the more details, the better.
Time spent on formatting is time well-spent. We’re all drowning in information. If your proposal looks like a 5-page longread essay, that can be a hard sell. Make it something your client wants to read! The presentation format of slides forces clarity and visual structure. But even a Word document can look great with a few easy tweaks. Pick a header font and a body font. Add some color as a highlight to your headers. Use bullet points. Include a table or two, or a few dividing lines. It doesn’t need to be fancy, just clean and easy to scan. Think about what you’d read!
Do you need to brand it? Not really. At least, not in a big way. A light touch of branding (like including their logo + your logo on the cover page, or a pop of your brand color) can help it feel polished, but resist the urge to overdo it. This is a working document focused on your understanding of their goals. A little bit of you is great, but keep the emphasis on their language, their needs, and how you can help.
Not sure what budget you're working with? Just ask. In one of your early conversations, say: “Do you have a budget in mind for this project?” (And then try r›eally really hard to bite your tongue and deal with the awkward silence. But if the silence feels too much, then add…) “I’m happy to share my standard rate or retainer structure, but I want to make sure I’m designing something that fits.” If the budget’s too low, you can adjust scope or say no, but at least you’re not guessing. Or wasting your time creating a proposal that is too far off to get to yes.
Listen to the “cough and sputter” approach from Kaylin:
Anchor high, then discount with intention. Choose an hourly rate as the base of your pricing that is high. Uncomfortably high. (We start with $400+/hour.) When you start high, you anchor your work in high value, and you also give yourself room to discount strategically, especially if you’re excited about the project. You may be willing to cut to $250/hour, or even $100/hour depending on your experience, which feels like a great deal to them… and still feels worth it and meaningful to you.
Include clear next steps. Spell out exactly what happens next: signoff, scheduling a kickoff, payment terms, whatever’s relevant. It keeps things moving and gives you a roadmap for your follow up.
*A quick note on using AI tools: Tools like ChatGPT can be a game-changer when it comes to writing proposals. If you’ve done the upfront thinking (taken solid notes, mapped out what you want the project to look like, outlined your deliverables, and clarified your rate and pricing structure), AI can help you turn that raw material into a polished, professional proposal faster than ever. You can even plug in the templates we’ve shared below to generate strong first drafts, tighten your language, or rework sections for different tones. The key is to use AI as a smart partner, not a substitute for your judgment. But it can be a powerful tool to help you communicate your ideas clearly and confidently, and can accelerate the process… especially when you’re staring down a blank page.
Now that you’ve got the mindset, strategy, and structure, it’s time to put it into action. Here’s what we’ve pulled together to make that easier:
The Basic Outline: A streamlined document you can use to organize your ideas quickly in Word or Notion, or as a jumping-off point before building your slides.
The Google Slides Template: A clean, professional deck you can copy and customize in minutes.
A Real-Life Example: (Client name changed!) A proposal that actually landed a client, so you can see how it all comes together in practice.
Use what’s helpful. Skip what’s not. Make it your own, and send with confidence.
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