I run a digital agency called kaminski.link. I've been writing business proposals for years. And I'll be honest — my first ones were awful. Beautiful PDFs, nice graphics, five pages about how great we are. And silence. The client never replied.
It took me a while to figure out what was wrong. But I did. And now my proposals close much more often. Here's why.
Nobody reads about you
The first mistake I made. Page one of the proposal: "About us. The agency kaminski.link was founded in 2018 and since then..."
Nobody cares. Seriously. The client has a problem. They're looking for a solution. Not for your company history.
Now my proposals start with the client. Their problem. What I heard in the meeting. "Mark, you mentioned that your site isn't generating inquiries despite 3,000 monthly visitors. Here's what I propose."
One change. Proposal conversion went up by about 30%.
Three options, not one
For years I sent a single quote. "Website — $2,000." The client had one choice: yes or no. And very often they chose "no" because they had no frame of reference. I wrote more about how to actually set your price in my article on pricing freelance services.
Now I give three options:
- Basic — the minimum that solves the problem. E.g., a one-page site with a contact form
- Recommended — what I consider the optimal solution. Multi-page site with a blog and SEO
- Premium — full package with automations, CRM integration, 6 months of support
The result? People almost never pick the cheapest. They usually go for the middle one. Sometimes the most expensive. Because they have context. They see what they're paying for.
And one more thing — the middle option should be the one you actually want to sell. Label it "Recommended." It works.
Specific numbers, not promises
I used to write: "We will increase your online visibility." What does that even mean? Nothing. Empty words.
Now I write: "Over 6 months, we're targeting top 10 positions for 15 local keywords. Based on current traffic, that means an estimated 40-60 additional inquiries per month."
See the difference? The first version is a marketing brochure. The second is a business plan. A client reading a business plan can make a decision. A client reading a brochure tosses it aside and moves on.
Don't be afraid of specifics. Even if you have to write "estimated" or "in an optimistic scenario." A specific with a caveat is worth more than a generality without one.
Deadline and next step
A mistake that cost me real money: sending proposals without an expiration date and without a clear next step.
"Valid until March 15." That's not pressure. That's structure. The client knows they have time to decide, but that time has a limit. Without a date, the proposal lands in the "someday" folder and dies there.
And the next step? Not "I'll wait for your response." Instead: "I'll call on Thursday to discuss any questions." And you actually call. On Thursday. I wrote more about why lack of follow-up costs you clients in a separate article.
Since I started doing this, I close proposals an average of 2 weeks faster. Because there's no awkward silence where both sides wait for someone to speak up.
Format matters
Last thing that few people mention. The format of the proposal.
PDF — yes, but keep it short. 3-4 pages max. Nobody's going to read a 12-page document to decide whether to pay for a website.
The structure I use:
- Half a page — the client's problem, in their own words
- One page — the solution in three options with pricing
- Half a page — timeline, what happens and when
- Half a page — terms, guarantees, proposal expiration date
No slides with client logos. No motivational quotes. No "Our values" section. The client has your solution, price, and timeline. Everything else is noise.
A good proposal isn't a presentation about your company. It's a plan to solve the client's problem, with a price and a deadline.
I've been writing proposals for years. I still refine them. But these five principles — client's problem first, three options, specific numbers, deadline with follow-up, short format — that's the foundation. Everything else is polish.