Web design proposal template

What this template is, and who it's for

This is a full web design proposal for freelancers, studios and agencies pitching a website build, brochure sites, redesigns or a first web presence. It goes further than a bare quote: it frames the client's goals, sets out exactly what you'll deliver, and puts the commercial terms and scope guardrails in writing before anyone signs.

Use it when a client is deciding whether to work with you, not just how much it costs.

How to use it

1. 1Copy the block below as Markdown or PDF.
2. 2Replace every [bracketed] field with the client's details and your specifics.
3. 3Keep the In scope / Out of scope, Revisions and Contingency lines, they're what

protect your margin. Adjust the numbers, not the sections.

1. 1Add your branding and terms, and send.

The template

# Website Proposal for [Client Company]

Prepared by: [Your Name / Studio]
Date: [DD Month YYYY]
Valid until: [date, 30 days is typical]

1. Overview

[One paragraph: what [Client Company] does, the problem with the current site or the opportunity, and what this project will achieve. Show you understood the brief.]

2. Goals & success measures

• [Primary goal, e.g. increase enquiries from the site]
• [Secondary goal, e.g. present the new product range clearly]
• How we'll know it worked: [measure, e.g. enquiry form submissions, launch by date]

3. Scope

In scope

• Discovery and sitemap (up to [n] top-level pages)
• Responsive design for the page templates listed in Deliverables
• Build on [platform, e.g. WordPress / Shopify / Payload]
• Content population for [n] pages from copy you provide
• On-page SEO basics (titles, meta, alt text, sitemap)
• One round of pre-launch testing and go-live

Out of scope (available as add-ons)

• Copywriting and content creation
• Photography, video or custom illustration
• Ongoing maintenance, hosting or support after launch
• Third-party integrations not listed above
• Additional pages or templates beyond the counts stated

4. Deliverables

• [n] page templates: [home, listing, detail, contact, …]
• A responsive, tested website on [platform]
• CMS access and a short handover walkthrough
• [Any extras, e.g. favicon, basic analytics setup]

5. Timeline

Indicative start: [date]. Estimated launch: [date]. Timeline assumes feedback within [n] working days at each stage.

6. Revisions

Each stage (design, build) includes [2] rounds of revisions. Further rounds are billed at [£rate]/hour and agreed in writing before we proceed.

7. Pricing

Optional extras: [copywriting £…, photography £…, care plan £…/month].

8. Contingency

A contingency of [10%] (£[…]) covers reasonable unknowns discovered during the project. It is only drawn on with your written approval and anything unused is not charged.

9. Payment terms

• [40]% deposit to book the start date
• [30]% at design sign-off
• [30]% on launch
• Invoices due within [14] days. Prices exclude VAT.

10. Terms & assumptions

• Content and brand assets supplied by [date]; delays may move the launch date.
• Work is approved in writing at each stage before the next begins.
• [Ownership / licensing, hosting responsibility, third-party costs.]

Acceptance

Signed for [Client Company]: __________________ Date: __________ Signed for [Your Studio]: __________________ Date: __________

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What makes a good web design proposal

• Lead with their goal, not your process. A client buys the outcome. The build detail belongs

further down, once they trust you understood the point.

• Make "out of scope" explicit. The out-of-scope list is where proposals earn their keep. It

turns every later "can you also…" into a priced change instead of a free favour.

• Tie pricing to deliverables. A single lump sum invites haggling. Line items show what each

part is worth and make it easy to add or drop scope.

• Cap revisions and name the contingency. Two rounds per stage and a stated buffer set

expectations early, so feedback ends and surprises don't come out of your margin.

• Give it a shelf life. A "valid until" date protects your pricing and creates a gentle reason

to decide.