I know an agency that nails their first calls with clients and totally understands what they need, but then they send out basic proposals and lose deals to competitors who simply present better.
It happens to them all the time, and it's not because their work is bad or their prices are too high. They just don't know how to write proposals that get clients excited, so I put together this guide with a free sales proposal template to help agencies like them win more deals.
But first, let's clear up what we're actually talking about here.
This proposal explains how you'll fix a client's problem, what you'll give them, when you'll be done, and how much it will cost. A good one includes a summary of their needs, clear solutions, timelines, honest prices, and examples of your previous projects.
While a creative agency proposal gives all these details, a pitch deck works differently. A pitch deck is a quick, visual slideshow you use in early meetings to get clients excited about your agency. A sales proposal comes later when clients are serious about hiring you.
Now that you know when to use one, let's look at what goes inside.
Every winning proposal has the same basic parts, and each serves a specific purpose to move the client closer to saying yes.
Your executive summary needs to grab attention by restating the client's main problem using the exact words they said during your conversations, which proves you listened and understood what they need.
After that, explain your solution in one or two paragraphs with specific numbers like traffic or sales increases. Tell it like a story that shows how you'll take them from where they are now to their goal, and show proof from your past work to back it up.
Once you've grabbed their attention with the summary, the next step is showing them you really get their situation.
This section proves you understand the client by restating their goals with exact numbers they can track. For example, "Get 500 qualified leads through social media in Q1" instead of vague phrases like "improve brand awareness."
Use the same words from your conversations and include details about their industry and competitors to show you did research and built this proposal specifically for them, not from a generic template.
After proving you listened, it's time to lay out exactly how you’ll help them.
Explain your plan and show why it works for their specific situation, e.g., if they're struggling with algorithm changes, describe how video content and social media will help, and prove it with real numbers.
Instead of making generic promises, give specific examples like "Our new visual style will get you 500 leads in Q1 and make you stand out from competitors." Include exciting visuals like mood boards or design samples showing your unique style, and get them excited to work with you.
Once clients are excited about your solution, they need to know exactly what they're getting for their money.
Clear deliverables stop confusion and protect everyone, so break down everything you'll create with specific details like "brand guidelines with logo files, color codes, fonts, and 20+ mockups, plus two rounds of revisions" instead of just saying "brand guidelines."
Just as important is listing what's NOT included, like "printing costs, extra social platforms, or unlimited revisions," so clients know exactly what they're paying for, and you avoid extra work later.
Knowing what you'll deliver is important, but clients also want to know when they'll get it.
Break your project into clear phases with specific dates and tell clients what they need to do at each step. For example, "Approve designs by Week 2" or "Send brand files by Day 5."
Explain how delays in one phase affect the next, like how you can't edit videos until they send product photos. Tell them upfront how you'll communicate through weekly emails, video calls, or Slack, and show a timeline.
With the timeline clear, we need to talk about what all of this will cost.
Present your pricing to show value by using fixed fees for one-time projects, monthly retainers for ongoing work, or tiered packages. Connect your prices to business results, like how many leads or sales you'll generate, so clients see how your work affects their profits.
Include a payment schedule like 40% upfront, 30% at midpoint, and 30% when finished. List optional add-ons with clear prices, so clients know what changes cost.
Before they sign on the dotted line, you need to cover the legal stuff that keeps everyone protected.
Protect yourself with clear legal terms covering payment rules like invoices due in 30 days, ownership rights after full payment, and revision limits like two rounds with extra changes billed hourly.
Add a cancellation policy with partial refunds and kill fees like 50% if they cancel after major milestones, so you get paid fairly for your time.
Now that all the details are covered, make it easy for them to move forward.
End with one clear action like "Sign below to lock in your Q1 launch date" and add urgency with "This proposal is valid for 30 days" to encourage quick decisions.
Explain what happens next, like "We'll schedule a kickoff meeting within 48 hours and start work on Day 1 with access to our project portal." Make it easy to accept through a button click, digital signature, or email reply.
These components give you the structure, but following some key principles will make your proposals way more effective.
HeyDesign, a leading SaaS performance marketing and creative agency, has produced hundreds of ad creatives for top SaaS brands. Dylan Hey, their CEO, shares: "ManyRequests helps us streamline our creative operations by having everything in one place."
This allows HeyDesign to deliver exactly what they promise in their client proposals without juggling multiple tools or losing track of client requests.
The best proposals start way before you open up a document and begin typing.
When learning how to write a client proposal, start with deep research by asking key questions like "What's the main business problem?" and "How do you measure success?" Use their exact words in your proposal and research their competitors and target audience to understand what they really need.
This research helps you create custom proposals and spot opportunities they didn't mention, positioning you as a strategic partner who gets their business.
Tell a transformation story starting with their challenge.
For example, "declining engagement," share your insight like "Gen Z prefers video," then present your solution like "AI-powered video strategy" with proven results.
Make your proposal visually amazing with mood boards, design samples, and compelling visuals that prove you deliver excellent creative work and position you as the partner competitors can't ignore.
Explain the "why" behind every recommendation by connecting each creative choice to business results. If you suggest behind-the-scenes videos instead of polished corporate content, explain that their target audience engages three times more with authentic content and back it up with data. This proves you're making smart decisions instead of creative guesses and shows you understand their audience and goals.
The best proposals answer client concerns before they ask by creating an FAQ section.
For "What if we don't like the creative direction?" explain "Our process includes two revision rounds with easy change orders for extra tweaks."
When clients worry about results, give specific numbers, e.g., "Our strategies boosted a similar client's leads by 220% in four months," and include testimonials from past clients who had similar doubts.
Even with a great strategy, you need to get your pricing right, or you'll lose deals.
Pick the right way to charge. Creative agencies use three approaches: value-based pricing (based on business impact), time-based pricing (uses hourly rates), and project-based pricing (flat rates for budget certainty).
Once you've chosen your pricing model, create three package tiers. For example, Essential is for budget-conscious clients, Professional is the best value option, and Premium includes everything.
After setting prices and packages, protect yourself with smart payment terms. Require a 30-50% deposit before starting, then use milestone-based payments throughout the project.
When clients say your price is too high, don't offer discounts, but propose reducing the project scope while keeping your rates.
Explain your value by breaking down costs, for example, "The $18,000 tier delivers a 2x engagement lift, translating to $60,000 in additional revenue—that's $36 per qualified lead, below industry average,” and be willing to walk away from projects that don't value your work.
Knowing what to do is important, but knowing what NOT to do can save you from losing deals you should have won.
Here are the biggest mistakes that tank proposals and how to avoid them.
Agencies often list vague deliverables like "logo design" that invite confusion and scope creep. Instead, be specific like "Primary logo with four variations (horizontal, stacked, icon-only, monochrome) in vector formats (AI, EPS, SVG, PDF) plus PNG files at five sizes" to set clear expectations.
Clients care about results, not your process, so lead with outcomes. Briefly mention your process as supporting evidence to show you have a proven methodology, because clients invest in business results and transformation, not internal steps.
Another common mistake is starting proposals with agency awards and company history when these belong later. Start by leading with their challenges, goals, and how you'll help them succeed. Let your credentials support your ability to deliver once you've shown you understand their needs.
Mass customization kills conversion rates because clients can tell when you've just swapped out company names. Every proposal should feel uniquely crafted by using their exact language from discovery calls, referencing their specific competitors and challenges, and customizing creative concepts to reflect their brand, because customized proposals win at much higher rates.
Don't end your proposal with passive language like "Let us know if you have questions" because these weak endings don't give clients a clear next step. Instead, use a strong call-to-action like "Sign by December 15th to secure your January 1st start date" or "Click 'Approve' below to lock in these Q1 deliverables," and create urgency with deadlines while making it crystal clear how to accept.
A powerful design agency proposal doesn't just list your services. It proves you're the creative partner who understands their business and delivers real results. Winning agencies know the difference isn't about talent or price, but showing value clearly so clients can easily decide.
Use platforms like ManyRequests, an all-in-one platform built to streamline your agency's operations, to match your proposal promises with actual delivery through client portals that automatically track deliverables, timelines, and revisions. Try their 14-day free trial to see how it works.
How do I write a sales proposal?
Research your client's problems, then create a document explaining their challenge, your solution, deliverables, timeline, and cost. Make it specific to them and end with a clear way to accept. This agency proposal document should feel custom-built for their specific needs.
What is the first part of a sales proposal?
The first part is the executive summary, where you write one or two paragraphs stating the client's main problem and your solution. This section grabs their attention and makes them want to read the rest of your proposal.
What is the proper format for a proposal?
A proper proposal includes these sections in order: executive summary, client needs, your solution, deliverables, timeline, pricing, terms, and next steps. Use headers, short paragraphs, and visuals to keep it organized and easy to read.